Jan 21, 2013
I was recently browsing the products in a mall nutrition supplement retail store and came to the following conclusion: Reading the labels of sport nutrition products can be a mind-blowing experience. Based on the marketing claims on the packaging it would seem that sport nutrition companies are spending millions of dollars each year on clinical trials that test the efficacy of their products on people engaged in sport training or competition…Or do they?
Sports nutrition consumers are clearly influenced by clever scientific formulations containing intriguing compounds and scientific marketing content on product labels which are strengthened by bar graphs and percentage-based claims citing research studies. The goal of this strategy is to convince the consumer that the use of the product will lead to significant improvements in strength, muscle development, endurance, metabolism, fat burning and/or other desired affects. Despite this overt application of science and research, the efficacy of most sophisticated sport nutrition product formulations remains to be substantiated by direct, final product research. In fact, in talking to Anthony Almada, a sports nutrition industry veteran and CEO of GENR8 Inc, he said that “a lack of appropriate product-specific research is the norm in the sport nutrition industry and includes products marketed to bodybuilders and strength athletes as well as endurance athletes.” Furthermore, he estimated that the number of products in the sport nutrition market with direct research – in humans and compared to a placebo is less than 0.1%!
Despite a general lack of appropriate product research in general, certainly there are several companies that research final product formulations. Gatorade set the bar early for a research-based marketing platform in sports nutrition and founded the Gatorade Sports Science Institute roughly two decades ago. While being “first to market” as well as their effective marketing of athlete endorsements has helped to secure the majority sport drink market share, one could easily argue that a significant portion of their on-going success can be attributed to research-based marketing. Meanwhile, in the early 90’s EAS pioneered the research-driven model of product development, introducing a suite of products that had been proven in university-based clinical trials before they were marketed, and invested in well over $500,000 on university research in its first four years of business. Other brands, such as Accelerade, EAS, MuscleTech, FSI and new-comer GENR8, have also dedicated money to on-going research programs and market their products based on their research foundation.
Without question, competition can be brutal in the sports nutrition industry and companies must create key points of differentiation for their brands versus competitive brands. However, a general lack of scientific marketing claims that can be substantiated reduces the image of the sport nutrition industry as a whole. Clearly, well-designed research on sport nutrition products, that are also published, can provide key marketing claims and a point of differentiation in a competitive marketplace. But the most important reason for more research on the actual products marketed to consumers should be to offer products that are likely to deliver on their promises. This is critical since many sport nutrition products are expensive.
So the next time you find your self looking for a sport nutrition product, demand research proof of its effectiveness. Check the company website for downloadable research papers and/or call them and ask for copies of the research studies that involve the actual product that you are considering buying. Also, make sure the research papers are published in a reputable science journal. Without proof you could be wasting your money.
So, what do you think? Provide your thoughts on the Sport Nutrition: Supplements Forum.
I think sometimes consumers are just too into reading the label of a product. Reading the ingredients you can be made to feel that the product will energize you and you go ahead to by the products.
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I do agree with Aman there are no such company would give you of their research studies but they will give you their chart of their survey and testing. Make use of their company profile product but I also doubt they would give you the research of their product itself. (Turning WInds)
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We are living in a fast and competitive world. And that is true for the sports world too. If a player get injured and have to rest for days, he will surely be pushed behind. Some players take anabolic steroid to enhance their performance level. But that is not a legal way. I think sports nutrition is a better way to maintain your fitness.
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Thanks for this nice post. Most individuals understand that nutrition is a major factor in keeping our bodies healthy, sport nutrition requires eating healthy to an even important level. A wise athlete should know that nutrition plays a very important role in whatever sport they are participating in. Knowing your body fat number and following an exercise and eating program to maintain your muscle mass is good while you are trying to build muscle and loose fat. When it comes to potentially performance-enhancing supplements, consult a sport nutrition expert for help.
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Sport nutrition companies should make sure that their product is safe and effective because at the end of the day they too will suffer the consequences. Many nutrition product we see in stores have a lot of promises of a good and quality product but we don’t really know it until we use it adn try it for ourselves.
Many people are fooled by false advertisement and marketing claims. So, it would be necessary to just keep those trusted products that you already have. Or before trying it make sure that you have verifie it from a reliable source that the sport nutrition product is indeed safe and effective.
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Many nutrition product we see in stores have a lot of promises of a good and quality product but we don’t really know it until we use it adn try it for ourselves.Many people are fooled by false advertisement and marketing claims. So, it would be necessary to just keep those trusted products that you already have. Or before trying it make sure that you have verifie it from a reliable source that the sport nutrition product is indeed safe and effective
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Very interesting read. I do agree with the first comment citing possible steroids abuse in sports as this is a prevalent issue in some well known sports like wrestling, weight lifting, basketball, etc.
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And… Everyone of them should need a break. Gatorade must have criticisms fair enough.
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I do agree with the first comment citing possible steroids abuse in sports as this is a prevalent issue in some well known sports like wrestling, weight lifting, basketball, etc. club penguin cheats
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I couldn’t agree with you there. I don’t think many company would like to share their research papers to their consumers. What they can do is providing you the necessary certificates that approved their quality and effectiveness. Instead I would like to suggest you to check for the composition and consult with your fitness specialist regarding those composition to get a clear idea about their effectiveness.
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