With over twice the population and an economy one-third larger than that of the United States, Europe carries obvious appeal for the sports nutrition industry. Vastly divergent marketplaces and fickle consumer profiles, however, present a serious challenge to the industry's manufacturers and retailers. Though the overall portfolio of products available to European consumers is similar to that of the United States, consumer sentiment, preference among product formats and distribution channels, and forecasted growth rates vary significantly across borders. Any pan-European, blanket strategy seems unlikely to succeed in this climate, but companies willing to examine the cultural and socio-economic differences in...
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