bodybuilders as a consumer segment are always going to be there, but the group has definitely shrunk over the last five years. Any company that is breaking $30 million in revenues is targeting a broader audience. But, everything in the diet/nutrition category is flat/down. There's been zero innovation in the last few years. Until something new comes out that actually does something, it will stay flat.
Depends on how you look at it. I agree, most companies that are +30 million in revenue are targeting "mainstream" consumers, but the industry being "flat" has little to do with lack of innovation - imo. It's oversaturation, poor marketing practises and a terrible economy. Everyone is "down" and the supplement industry - made up of non essential products, will be among the companies hit hardest.
I've worked with a few of the larger companies out there and they have some cool stuff in the pipeline, but most of it is far to targeted for the "mainstream", and the bb market is oversaturated as it is. Look what ISI has done. Look at all their new branches and the way that they are marketing them.