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sports nutrition and exercise have been part of man’s life and his culture since the ancient times. Earliest forms of athletics, however, were part of man’s basic need for survival, either to gather food or protect his family from physical harm.

Eventually, cave man regular hunting activities had developed into some form of physical acts, without so much need to hunt.

History of athletics was born. Athletics eventually developed into a contest of strength, speed, and other skills. Sports would later developed out of this, with the simple contest developing into a more complicated form of physical activity, and with it the need for sustenance, completing the equation of sports nutrition and exercise.

In the earliest time, athletics or sports was never a monopoly of the male sex. In the Heraen Games for instance, women raced in honor of the goddess Hera. The Egyptians had their acrobatic gymnastics for their temple related activities. And, of course, the sports dance had evolved from religious related dance performed in every major temple in antiquity.

Nutrition patterns of the Greek Wariors

In the Mediterranean world, Greeks particularly, goats is the most common source of meat, and occasionally, beef from sacrificed cattle. Just like in the modern day, milk was also considered as a must for a good meal, especially for the warior. Sports nutrition and exercise among the Greek Wariors meant also the inclusion of other source of protein, fish for instance, which the seas of Mediterranean is known for in the ancient times.

The Romans, Persians, just like the Greeks, used vegetables such as cabbage not only as food, but also as antidote for their drunken soldiers. Beets, turnips, artichokes, and radishes also form the long list of edible vegetables cultivated and used during this period.

The ancient knight’s, warior’s, athlete’s  diet

From the foods that consisted the regular diet of the ancient athletes, such as cheese, figs, and meal cakes, the attempt of the ancient trainers to developed special meal for their athletes were apparent.

Though meat was not consumed in large quantities by the athletes during originally, it was observed later that athletes who are given regular dosage of meat for protein source, had more long lasting strength. It was in the fifth century BC, when meat became a craze among the ancient athletes.

During this time, Slymphalos, an Olympic champion in the in the long-distance race, introduced the meat diet to help athletes in their exercises. It was the earliest attempt of a professional athlete to come up with a systematized sports nutrition and exercise. Milo of Croton, won five Olympic awards from 536 to 520 B.C., was reputed to have consumed 9 kilogram of meat during his training period.

The role of food in total health care is something we should realize. More than 2,000 years ago, Hippocrates, considered as the father of medicine, said, “Let food be your medicine and medicine be your food.” It is this principle that eventually led to the explosion of the nutraceutical industry.

The nutraceutical is, “ food or part of a food that offers medical and/or health benefits including prevention or treatment of disease.”

The benefits area  such as anti arthritic , pain killers , cold and cough, digestion, sleeping disorders, blood pressure, cholesterol, prevention of certain cancers, osteoporosis, depression and diabetes are covered by nutraceuticals.

Products range from herbal dietary supplements, actual food components in dosage form such as capsules or tablets to beverages fortified with vitamins and genetically engineered designer foods, functional foods, processed foods such as cereal, soup and beverages.

Nutraceuticals is widely popular in the US, Canada, Japan, and Europe and has garnered $80 billion dollars in revenues. The demand for nutraceuticals has been growing worldwide due to consumer awareness of the links of diet and disease, aging population, rising health care cost and innovations in food technology and nutrition.

Sports and Food

In the last decade, sports and fitness nutrition has emerged as one large distinct category in the nutraceutical industry. Three main products contributed to the market’s growth in year 2004:

•             low carbohydrate products – which grew by as much as 154%

•             sports energy beverages – which grew by 18%;

•             sports supplements – which grew by 6%.

Now, billions dollar-worth sports nutrition industry has shifted from the plain-tasting protein powders into a bigger pool of choices for customers. Available in almost any drug stores or supermarkets are energy bars, meal replacement products, protein powders, individual items (e.g., creatine, L-carnitine), amino acids, herbs, prohormones (hormone precursors); vitamins; minerals; and combination products. Because of this the sports nutrition nutraceutical industry is considered a ‘niche’ market and an offshoot of the mainstream food industry.

Competition factors for the Sports Nutrition Market

1. Product/brand differentiation

Because of greater saturation and competition in the marketplace sports nutrition products look alike and sound the same. Building a brand images that stands apart from the other  is difficult but a thing to strive for.

2. Core products and strategies

A good strategy now is to focus development of core products or integrating with large food and pharmaceutical concerns (e.g., Powerbar, BalanceBar).

3. Research-substantiated claims.

Consumers’ ability to make intelligent choices should never be underestimated. People place more faith endorsements by university professors and doctors and claims backed by independent research than by endorsements by celebrities.

4. E-commerce

e-commerce is an increasingly attractive option For companies will not rely on strong distribution relationships.

5. Something New

Retailers and consumers clamor for “new,” whether it means new forms of delivery (gels, effervescent tablets, functional beverages), new applications of or combinations with existing products, or all-natural sports nutrition products that are free of artificial ingredients and solvents.

6. Great taste

Taste is a major feature that can either make or break a product. The hunt is on for manufacturers to come up with better and new flavors.

7. High quality and safe products

The responsibility of product manufacturers to undertake sound research and prove the efficacy and safety of their nutraceutical products. Products that are based on false or misleading marketing should be and are banned and condemned.

Through product sales and advances in research and development, the Sports Nutrition Nutraceutical Industry is now validating what was proven, early on, by the fitness and nutrition pioneers . sports nutrition products provide easier access to a healthier way of performing and living.

Today, the nurtraceutical industry is estimated to be worth $80 billion (U.S.) Just what are the factors of success in this highly competitive field of sports nutrition industry?

The biggest sports nutrition players have come up with keywords to success:

First Keyword is Research

Company efforts to advance the field of supplement products for sports nutrition are the backbone of any industry. By supporting clinical research and trying to foster a relationship with science advisory boards, the field of sports nutrition is advanced. Eventually, consumers are able to receive innovative, scientifically-based, safe and effective products.

Advisory boards have funded research projects on nutrition and sports performance including research on creatine, HMB, CLA and glutamine among others. There should be rigorous vendor certification or re-certification auditing program that helps companies adhere to industry quality standards.

Second Keyword is Innovation

New products and technologies should be developed to provide the best quality on existing products.

Consumers have a preoccupation of trying out something “new,.” There should always be innovation whether it means new forms of delivery (gels, effervescent tablets, functional beverages) or new applications of or combinations with existing products.

Third Keyword is Price

For Sports Nutrition consumers, price is still everything. In the U.S. for example, even though people were getting laid off and the economy has been unstable after 9/11 people still wanted to work out and stay healthy. Products must be extremely competitively. Quality, certification and taste matter but in the final analysis, consumer want good deals on great products.

Fourth Keyword is Variety

What should retailers do to become their customers’ first choice for sports nutrition products? Carry a variety of lines that will offer clients with options in supplements.

Retailers often opt not to sports supplements when they carried only one line or one brand. Sports nutrition customers are varied and are everywhere. Retail stores should therefore be able to offer a selection products or else buyers will look elsewhere, like the internet or shop somewhere other than these local vitamin stores or pharmacies.

Fifth Keyword is  Safe

There are regulatory agencies to protect consumers. Sports nutrition companies should engage in top of the line research and development and prove the efficacy and safety of their nurtraceutical products.

It is thus the responsibility of manufacturers and marketers to provide sports nutrition products that are safe, effective, easily used, and completely understood by both retailers and consumers.

Today, natural product retailers can provide consumers safe alternatives to potentially harmful chemical stimulants (fenfluramine, dexfenfluramine), fat-chelating agents, cosmetic surgery, and a life of inactivity or painful exercise Natural, science-based exercise nutrition products that promote energy, fitness, and weight loss are now available.

Sixth Keyword is Information

Consumers are becoming more and more intelligent. They rely on scientific and hard facts rather than recommendations and endorsements from celebrities and sports personalities. Aside from vigorous research, sports nutrition companies should invest in a sound information dissemination and product communication strategy to stay ahead of the game.

Product information should be detailed but fairly understandable. Consumers can believe only what manufacturers communicate well.

Everything focuses around education for the consumer — an educated consumer is the industry’s best friend.

These principles helped sports nutrition companies boost the industry as a whole. If remembered and adhered to, these keywords will spur more gains in the industry as large portions of the world’s population now put priority to fitness and health.