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Sports Nutrition Products

A Nordic Consumer Study

image of Sports Nutrition Products

This report examines the Nordic consumers' behaviours and attitudes in the sports nutrition category. The methodological approach has consisted of three components, two focus groups with users of sports nutrition products in Norway, an ethnographic mini fieldwork at a gym and a 24 hour indoor run in Oslo, and a quantitative survey with 1 000 respondents from Norway, Sweden and Denmark respectively. Quantitative results indicate that people who use sports nutrition products are more active than non-users, and they tend to exercise in more social settings such as gyms or sports teams. Qualitative findings show that gender influences type of sporting activities engaged in, which again structures the level of consumption of sport nutrition products and type of products used. People use sports nutrition products for a variety of sports, however they are most commonly used in connection with weight-lifting and bicycling/spinning.

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Concluding remarks

The methodical approach in this study consisted of three parts; first two focus groups with users of sports nutrition products, followed by an ethnographic field work at a popular gym and an indoor 24 and 12 hour run in Oslo and a quantitative web survey conducted in Norway, Sweden and Denmark. The methodical triangulation has enabled us to see the phenomenon of sports nutrition products from different angles; to check the qualitative findings and to elaborate on the quantitative findings. Conducting focus groups with users gave us an opportunity to study the discourse and attitudes connected with sports nutrition products. The ethnographic fieldwork enabled participation in the sites where sports nutrition products are consumed, and allowed us to observe and learn how sports nutrition products are used in lived practical realities. The quantitative survey has given us concrete statistical findings on central questions such as which consumer segments use sports nutrition products in connection with which sports. This methodical approach has made it possible to analyse the findings from the quantitative study in more depth due to the knowledge we acquired from listening to the participants in the focus groups and observing user behaviour in the category.

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