females

Female Athletes as the Next Target Market for Sports Dietary Supplements : 

Female Athletes as the Next Target Market for Sports Dietary Supplements Girls Gone Wild:

Objectives : 

Objectives Examine the changing demographics of sports participation for both boys and girls in US; Provide overview of sports dietary supplement use among young athletes; Highlight girls/young women as burgeoning target market for sports supplement manufacturers; Provide research to support evidence for targeting this potential market; Suggest call to action

Slide 4: 

90, 185 fans in attendance 40 million watched on TV Some believe it was the single greatest women’s sporting moment of the half-century.

A great time to be a athlete : 

A great time to be a athlete

Nat’l Fed. of State High School Associations : 

Nat’l Fed. of State High School Associations

Most popular girls programs (#’s approx) : 

Most popular girls programs (#’s approx) Basketball 450K Track & Field 420K Volleyball 400K Softball 360K Soccer 300K Tennis 160K X-country 160K Swimming & Diving 150K Spirit squads 90K Golf 65K

In 2003-04 : 

In 2003-04 808 schools had girls wrestling. (# of schools in 1989 – 0) 404 schools had ice hockey 214 schools had weightlifting 163 schools had baseball

According to National Council of Youth Sports, between 1997-2001 : 

National Council of Youth Sports Report on Trends and Participation in Organized Youth Sports, 2001 Edition According to National Council of Youth Sports, between 1997-2001 Total participation among all athletes in youth sports was 53 million athletes (some overlap occurred) Approx. makeup of athletes was: Boys (63%) Girls (37%)

National Council of Youth Sports, between 1997-2001 : 

National Council of Youth Sports Report on Trends and Participation in Organized Youth Sports, 2001 Edition National Council of Youth Sports, between 1997-2001 Girls participation in youth sports increased in every age group other than the 16-18 age group. Boys participation decreased in every age group other than the 16-18 age group.

X-treme participation : 

X-treme participation Heavily marketed recreational/leisure sports: Surfing Snow boarding Skate boarding BMX Inline skating

The Fitness Revolution : 

The Fitness Revolution

Slide 13: 

“BALCO…” “Steroids/performance enhancers world-wide issue …” The “Cream” and THG tip of the iceberg.” “Creatine’s benefits are obvious, but long term effects are unknown…” 1998 GNC, Inc. tops $2 Billion in revenue, opens new store every 12 hours. Sold for $2.5 billion to Rexall Drugs. 2003 – Rexall sells GNC for $750 million. Recent Headlines:

Slide 14: 

Recent Headlines: “BALCO…” “Steroids/performance enhancers world-wide issue …” The “Cream” and THG tip of the iceberg.” “Creatine’s benefits are obvious, but long term effects are unknown…” 1998 GNC, Inc. tops $2 Billion in revenue, opens new store every 12 hours. Sold for $2.5 billion to Rexall Drugs. 2003 – Rexall sells GNC for $750 million.

By the Numbers : 

By the Numbers In 2003 the dietary supplement industry saw profits of $18 billion dollars. Sports supplements in particular saw $6 billion. Men are targeted for muscle, women for weight loss; all are targeted to be lifetime customers No real estimate on number of different products on market, 500 – 1000. Among special interest groups politically, it’s been said the dietary supplement lobby is second only to the NRA in terms of influence and power.

1994 Dietary Supplements Health and Education Act (DSHEA) : 

1994 Dietary Supplements Health and Education Act (DSHEA) DSHEA provides that: Claims may not be made about the use of a dietary supplement to diagnose, prevent, mitigate, treat, or cure a specific disease Dietary supplement products must bear ingredient labeling.

However… : 

Key caveat of DSHEA: Manufactures and distributors do not need to register with the FDA or get FDA approval before producing or selling dietary supplements. However…

At the end of the day… : 

At the end of the day… “The law still requires that if you want to know if this stuff is safe or not, you as the consumer have to analyze it – not the gov’t, and not the supplement companies.”

Dietary Supplements, Defined : 

Dietary Supplements, Defined 1950’s: “A product in capsule, tablet, or liquid form that provides an essential nutrient - such as a vitamin, a mineral, or a protein.”

Current Formal Definition of a Dietary Supplement: : 

Current Formal Definition of a Dietary Supplement: “A product (other than tobacco) that is intended to supplement the diet that bears or contains one or more of the following dietary ingredients: a vitamin, a mineral, an herb or other botanical, an amino acid, a dietary substance for use by man to supplement the diet by increasing the total daily intake, or a concentrate, metabolite, constituent, extract, or combinations of these ingredients, is intended for ingestion in pill, capsule, tablet, or liquid form, and is not represented for use as a conventional food or as the sole item of a meal or diet.”

According to the American Dietetic Association (ADA) Position Paper on Dietary Supplement’s, (1994, unchanged 1998), medical evidence suggests only certain subgroups of people need dietary supplements. For example: : 

According to the American Dietetic Association (ADA) Position Paper on Dietary Supplement’s, (1994, unchanged 1998), medical evidence suggests only certain subgroups of people need dietary supplements. For example: Increased iron needed for pregnant women, Special formulas for infants and small children, Folate for women of child bearing years, Strict vegans, and Calcium for adolescent girls and young women. Who needs em?

Target Market – Young Athletes:“If you market it – they will buy” : 

Target Market – Young Athletes:“If you market it – they will buy”

Current “HOT” supplements and Companies : 

Current “HOT” supplements and Companies Creatine HMB N02 Glutamine Ephedra-free products 1-AD Myoplex Cell Tech EAS MetRx Weider Nutrition Twin Labs

Among published reasons for use among athletes: : 

Among published reasons for use among athletes: Improves performance, Muscle development, Treats illness, Helps with growth, and Combats tiredness.

Influences on use were: : 

Influences on use were: Parents, Peers, Coaches, Physicians, Athletic trainers, Media Professional athletes, Health food stores, and Health clubs/gyms.

Influences on use : 

Influences on use

Super sized! : 

Super sized!

Girl Power : 

Girl Power "Today, women are heavily influenced by editorial in what they buy and wear. Reebok's goal was to create a modern, branded destination that brings the influential magazine world to life," Jan Sharkansky, vice president and general manager of women's. Reebok press release on the opening of another Reebok store, 2003

Slide 30: 

BLUETORCH is a cross-media network of television, print, Internet media and competitive events targeting the more than 50 million "Gen Y" participants and fans of skateboarding, wakeboarding, surfing, bodyboarding, snowboarding, inline skating, motocross and BMX

Slide 31: 

“Girls' action sports are a vital part of the market, yet its participants have been incredibly overlooked and underserved.“ Bluetorch VP of interactive Media, 2003

Slide 32: 

Winner of the Body for Life Contest… Ms. Nomer. Body for Life!

Slide 33: 

After… before and after

Not just for boys : 

Not just for boys “Designed specifically to meet the needs of physically active women, femme advantage has all the benefits of our FEMME Creatine serum and eliminates the side effects associated with powdered Creatine, such as bloating, water retention, and bulking up. It comes in many great tasting flavors and its natural ingredients are safe for women of all ages. “

Slide 36: 

Long-lasting energy* Helps kids with focus* Sugar-free Provides focused and long-lasting energy that's just right for children.**This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Slide 38: 

KickStart ImmunoBurst™ is an excellent source of vitamin C that helps strengthen and support a child's immune system. Its great-tasting formula also helps keep kids healthy.**This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Slide 41: 

The entire back cover of a recent bodybuilding magazine consisted of this ad.

Ethical considerations: : 

In Williams (1994) “The Use of Nutritional Ergogenic Aids in Sports: Is it an Ethical Issue?” Dr. Williams reminds us of the following : The Olympic ideal is the belief that athletes should succeed through their own unaided effort. Ethical considerations:

The distribution list for this publication is: : 

The distribution list for this publication is: A.D. Coaches P.E. A.T. S.I.D.

The back cover of Sports Supplement -What message are we sending? : 

The back cover of Sports Supplement -What message are we sending?

Research Bartee & Perko, 2001 : 

Research Bartee & Perko, 2001

Methodology : 

Methodology Convenience sample of 2225 female adolescents Enrolled in grades 7 -12 Nine public middle and high schools in Cherokee and Cobb Counties, Georgia

Data Collection : 

Data Collection Winter and Spring of 1999 Parental consent Administered by Teacher Students who returned consent forms were allowed to complete the questionnaire Voluntary Confidentiality was protected

Results : 

Results Use by Demographics Reasons for Use Prediction of use among female athletes

Sport Supplement Use among Female Adolescents by Athletic Status : 

Sport Supplement Use among Female Adolescents by Athletic Status

Grade(N=2225) : 

Grade(N=2225) Grade n Seventh 108 Eighth 226 Ninth 435 Tenth 581 Eleventh 463 Twelfth 412

Ethnicity(N=2213) : 

Ethnicity(N=2213) Ethnicity n 1. white 1840 2. African-American 157 3. Asian-American 55 4. American-Indian 32 5. Hispanic/Latino 69 6. Other 60

Recommendations : 

Recommendations Identify use of dietary supplements among recreational female athletes. Development of instruments that are appropriate for female athletes. Development of controlled interventions targeted at specific populations. Evaluate and modify interventions. Continue to stress importance of playing sports for enjoyment and health, build supportive culture within girl sports organization.

Future Directions : 

Future Directions Relationship of sport supplement use with other behaviors Sports supplements and body image How does sport supplement use influence goal setting and expectation of goal attainment relating to anthropological measures?

Call to Action : 

Call to Action Those interested or currently working with females in physical activity and nutrition related programs should be knowledgeable about the reasons for use of supplements, and the specific influences/reasons for use (different from boys).