A. Elizabeth Sloan

The sports performance food and beverage market is set to explode. America’s 72 million Gen Yers are about to enter the age bracket where use of sports nutrition products is at its peak. Of those age 18–25, 44% bought a sports or energy drink in 2005, 20% a sports nutrition bar, 18% a protein powder, and 11% a sports nutrition supplement, according to the Natural Marketing Institute (NMI). Of those age 26–35, the respective figures were 27%, 18%, 8%, and 6%.

Multi-Sponsor Surveys reports that the…

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