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Protein, Migrating Ingredients Help Sports Category Build Muscle

This article was originally published in The Tan Sheet

Executive Summary

Increased consumer demand for protein and the migration of popular ingredients from adjacent categories are spurring growth in sports nutrition. Protein helped drive up sales double digits for powders and formulas and the overall category grew 46% from $17.6 billion in 2006 to $25.7 billion in 2011.

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