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.



Findings from the ethnographic field study

This chapter deals with on-site experiences with sports nutrition and its users experienced through ethnographic fieldwork. Our data consist of conversations as well as observations from visits at the two different field sites. The experiences with sports nutrition products denote both the physical encounters made on-site, and the experiences of the individual users of sports nutrition. Thus, this chapter reveals both the observational and personal experiences of the fieldworker, the individual users and the market of sports nutrition products at the two arenas.


This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error