The future of sport and exercise nutrition and Global marketing

Nutrition and Food Sciences Research

Volume 1 - Number Suppl1

Article Type: Review Article

The future of sport and exercise nutrition is bright. There have been tremendous advances in knowledge and its application, particularly in the last 15 years, and more advances are expected. The number of full-time jobs is slowly increasing. Athletes at all levels are looking seriously at the role nutrition plays in training, recovery, and performance. As athletes compete at the professional level for longer periods of time than in the past, nutrition becomes particularly important because of its role in recovery and good health. Although no one can predict the future with accuracy, some likely developments in the field of sport and exercise nutrition are outlined here. Recent Studies demonstrate that sports supplements moving slowly from the markets to mass markets sales. In this decade, customers shift from body builders and weight trainers to life- style users and, hence, new market and manufactures chances. The billion dollar market for sport supplements estimated in USA as a biggest market around the world is estimated nearby five billion $ (1). These supplements classified in three main groups; (1) functional foods, (2) beverages, and (3) supplements. Most of the users are: weight trainers, athletes, recreational users and the most important consumers in recent year categorized as “lifestyle” users. They are consumers that need to feel wellness and wellbeing and have a good sense that they are involved in a healthy program through utilization of these products (2). There is an advance interest for sport beverages. Energy bars and high protein content bars can use for dieters that prevent hunger. Ingredients that reduce weight and burning calories are one of the main reasons of interests of customers. Job Opportunities: The number of full-time jobs in sport nutrition is expected to slowly increase. A major issue is credentialing and the distinction between sport nutritionists and sport dietitians. In the United States, there is no requirement for people who work in the field of sports nutrition to be licensed. Thus, individual employers set the qualifications for the job. At the present time, the strongest credential in terms of education and experience appears to be the boardcertified specialist in sports dietetics (CSSD), which requires that the person be a registered dietitian. Dual Areas of Expertise: Most athletes would benefit from the expertise of a sport dietitian. Unfortunately, budgets at the high school and club levels are usually small and strained, so it is beyond the budget to hire such a person. Being certified in two areas, such as sport dietetics and strength and conditioning, could be beneficial because there may be enough money in the budget for a full-time person who is qualified to work in both areas. Entrepreneurial Skills: An entrepreneur is someone who sets up and finds financing for new commercial enterprises. The field of sport and exercise nutrition is ripe for entrepreneurs. New forms of communication such as video conferencing, text messaging, and social networking Web sites may provide the platform for some creative ways to counsel athletes about nutrition.