Supplements to enhance sports performance have always appealed to bodybuilders and elite athletes. But now, everyone from weekend warriors training for their fi rst triathlon to seasonal exercisers (think New Year’s resolution-makers) wants products that will help support their goals. “We’ve definitely changed our marketing to target a much broader audience,” says Daniel Pierce, vice president of brand strategy and product development at Gaspari Nutrition in Lakewood, New Jersey. As the purchasing demographics have shifted, so too have the delivery systems. Protein and amino-acid powders in hulking cans promised to build equally massive muscles. Then bars, gels and ready-to...
Sign in to view
the full article
This article is part of our paid subscription packages. You need to subscribe (and sign in) to gain access to this Subscriber Only Content.
Why Subscribe to Nutrition Business Journal?
- In-depth perspective on the $226 billion global nutrition industry
- Receive monthly issues and access up to 5 years of back issues
- Downloadable data files, presentations, and more
