When measured at current prices, the combined sports food and drink category grew 48% between 2000 and 2005, which represents 31% growth at constant 2005 prices. The reasons behind this growth, however, are far more diverse than simple sports participation. Most marketers in the category have had success by targeting consumers with active lifestyles, yet a diverse user base is finding a variety of usage occasions for sports drinks and foods. Nonetheless, Mintel chooses to assess Americans' interest in sports and physical activity, in addition to the types of people taking part in different physical activities.
A large group, in fact, often participates in sports and other active pastimes and is proving receptive to foods and drinks that help it make the most of these sporty lifestyles. Some of the consumers crave competition, certain others are exercising more for peace of mind, weight control or cardiovascular health, and still others are looking simply for outdoor adventure and excitement.