Powering Sports Performance

A commercial for Gatorade G2 beverages caught my attention recently. Words from the commercial, “fuel to perform, protein to recover,” reminded me that active consumers—and not just athletes and body builders—comprise the market for sport nutrition products. Sports foods and beverages will grow at a compound annual growth rate of 5.3% between 2008 and 2013 (Datamonitor, 2009). With a market value of more than $3.1 billion forecast by 2013, sports foods and beverages will remain a significant mar…