Optimum performance for new product success Marketers should carefully define and segment their customer base for a successful new performance nutrition product development strategy

AS the global consumer obsession with health and wellness continues to gain ground, consequent interest in foods and supplements that actively promote well-being continues. The latest science-based performance beverages and snacks package two of today's key criteria, health and convenience, in a single instant shot. No longer the professional athlete's exclusive domain, the performance nutrition sector is now taking its place in the mainstream. With the sports nutrition market in the Asian region demonstrating sustained growth ?Japan for example has reached $3,404 million, Australia $2,945 million, and Mainland China stands at $1,154 million ?there is no better time for companies to carve their share of this prosperous business segment. Manufacturers of performance nutrition products looking to tap into this exponential growth would be well advised to adopt a highly targeted strategy. Developing products that deliver clear functional benefits to professional athletes and applying the model to the emerging body of consumers seeking to improve their diet and lifestyle is identified as key to success.

Energetic growth

Understanding how performance nutrition requirements underpin the precisely tailored training schedules of professional athletes is a critical step in new product development. Athletes preparing for the Beijing Olympics, for example, had a six-phase training schedule that spans the calendar year to reach peak performance in August. Each stage requires distinct nutritional requirements identified for pre, during and post exercises that are all carefully tailored to deliver optimum benefit. Phase one: base fitness.This four-month preparatory phase, from October to January, focuses on holistic body conditioning to maintain aerobic fitness. Prior to exercise, athletes should include a caffeine-boosting nutritional supplement in their regime to aid fat utilization. Kick-starting fat burning before exercise helps the body conserve its reserves of glycogen, the storage form of glucose in the body, which is essential for structural support and may be metabolized during intense exercise. A caffeine-rich supplement, delivered as a ready to mix (RTM) drink, can help minimize glycogen metabolism by helping the body burn fat as an energy source. During exercise, stabilizing blood glucose levels and electrolyte balance is critical for peak performance. A complex carbohydrate based bar delivers sustained energy release over several hours, fuelling optimum performance and maintaining energy levels. Slow release complex carbohydrates such as oat blends are preferred to the quick sugar hits to be gained from fast releasing carbohydrates. Rapid recovery following intense exercise is critical to maintain an ongoing training schedule. A carefully developed blend of carbohydrates and proteins in performance recovery RTM beverages, such as Provon?Revive from Glanbia Nutritionals, ensures maximum absorption of essential nutrients by the body to help sustain high intensity activity and accelerate post-sports recovery. This expert delivery system of natural whey protein isolates replenishes depleted glycogen stores to build muscle mass and enhance endurance. Muscle catabolism, the metabolic breakdown of complex molecules into simpler components, is prevented and, in turn, energy release is inhibited, reducing the risk of oxidative stress to the body. Phase two: gaining competitive advantage. The second three-month phase from February to April steps up intensity to concentrate on specialized technique training, building skill, speed and strength relevant to the competitive event. For endurance sports such as distance running, for example, core training concentrates on building increased speed and strength through interval workouts. During this phase, developing the anaerobic buffering capacity of thAir Force 1