Table of Contents

  • National Institute for Consumer Research (SIFO) in Norway has written two reports on behalf of a project group under the Nordic Council of Ministers for Fisheries, Aquaculture, Agriculture, Food and Forestry. The project was administered by the Norwegian Food Safety Authority. This report investigates consumers’ attitudes and behaviour in the category, the other report examines the organisation of the sports nutrition market.

  • This is the second of two reports SIFO has written on behalf of the Nordic Council of Ministers for Fisheries, Aquaculture, Agriculture, Food and Forestry about sports nutrition products in the Nordic countries. The project was administered by the Norwegian Food Safety Authority. While this report views the market from the demand side, from the consumer’s point of view, the other report Schjøll et al. (2009), views it from the supply side, from the market actors' point of view. As far as we are aware these two reports constitute the first studies of sports nutrition products in the Nordic countries.

  • The sale of sports nutrition products in the Nordic countries has expanded greatly in recent years. The market has increased both in sales numbers, variety of products offered and number of sales channels. Particularly products aimed to enhance performance and results from training seem to be rapidly increasing. Examples are protein products, energy bars, sport drinks and energy gels. The sports nutrition market has expanded in the last years, specifically when it comes to sales figures and range of products offered. There are more sports nutrition products and brands on offer, and specialized sports nutrition products are designed for different kinds of sport activities, as well as products especially designed for each gender.

  • On the basis of the The Nordic Councel of Ministers information needs concerning consumers and consumer trends, SIFO developed an in-depth study consisting of both a qualitative and a quantitative part. Through a quantitative approach we receive information on who buys sports nutrition and can make generalizations concerning purchase behaviour and usage patterns on the basis of age, sex, education, income and level of exercise. Through a qualitative approach (focus groups and ethnographic field study) we receive insight into the variables that hide behind the numbers; individuals' motivation for buying sports nutrition products in relation to perception of own health, emotions, beliefs, attitudes and experiences. We also receive information on perceived risks and advantages connected to sports nutrition, purchase- and decision behaviour, choice of information and sales channels, in sum what the phenomenon of sports nutrition represents in consumers' lives.