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.
Are there any potential areas of innovations? In term of deliveries and packaging?
I wouldn't be surprised if the bigger players come up with a "Nutri System" type of products; "Hey you're dieting, we'll offer everything, pre
packaged, so you won't have to weight / worry about preparing your "meals". Like Nutri System but with a "fitness" spin...
A friend of mind was flirting with the low 300's; his doctor at Kaiser put him on a liquid diet for about 8 weeks; all products were provided by Kaiser; basically 6 shakes / day all individually packaged and "color coded"...
He lost 80lb so far.