For as long as they’ve been around, sports nutrition products have been targeted primarily toward men, and weight-loss products or programs to women—until recently, that is. In the last few years, both industries have started to see tremendous opportunity in expanding their reach to the other gender. But while both shifts have already begun, the effort by weight-loss companies to target men has so far been arguably more successful than sports nutrition companies’ efforts to appeal to women. Many say female sports nutrition remains an untapped market, and marketers need to do more than change a product’s name or packaging color if they’re going to cross over successfully. In sports...
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