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.



Results from focus groups

The female focus group consisted of ten respondents; the age spread in the group was 21 to 42 years of age. In the male focus group there were eight participants between 24 and 55 years. With a couple of exceptions, all respondents exercised several times a week, on average between 3–5 times a week. Three of the respondents, both male and female, regularly participated in bicycling competitions, and one male respondent was a dedicated weightlifter who exercised 6 times a week, sometimes even twice a day. There is no doubt that for the majority of these respondents, doing regular exercise was an important part of their life.


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