Dive Summary:

• In a new report by Global Industry Analysts Inc., the sports nutrition market is set to climb to over $6 billion by 2018.
• The main factor for this growth stems from the fact that people are starting to be more health and fitness conscious.  Whereas before, only a select group of athletes bought into the industry, more and more people are beginning to get active.
• Another trend is the move towards natural energy enhancers and protein sources, which also adds "green" consumers to the list of potential customers.  

From the article:

Now, however, many more “regular” people have embraced far-ranging fitness goals even as, paradoxically, populations in the Western world continue to get fatter. Marathon running races in the US continue to set attendance records, and new branded fitness regimens like Zumba or CrossFit show up regularly.

“The new customers groups that are increasingly becoming an area of interest for various sports and fitness nutrition supplement companies include weekend fitness or sports enthusiasts and people who are interested in maintaining their health by using supplement products,” the report’s authors note. ...