“With the ever increasing rate of obesity, individuals are looking for healthy measures to aid them in improving their lifestyles – protein supplements combined with an exercise program is one key measure,” Irgens told us. “Swisse sees this as an opportunity to offer our product, which appeals to the average, health-conscious individual. “
Swisse Wellness is the fastest growing OTC company in the world in the last five years, and the dominant brand in Australia’s buoyant supplements market. The company entered the US market last year with 15 products available in retailers such as Wallgreens and CVS, with another 15 to be launched this year.
Among those products will be the Swisse Active Range, which the company describes as, “a premium quality sports nutrition range designed for everyday men and women who lead busy, active lifestyles.”
“The Swisse Active range is enriched with key amino acids and minerals including magnesium, L-carnitine, L-glutamine and also Co-Q10,” explained Irgens,
“There’s no secret ‘fat burning super ingredient’ in our formulations, just premium quality ingredients including our blend of whey protein concentrate and isolate enriched with amino acids.
“The ingredients found in all Swisse products are those based on scientific research and traditional evidence, the Swisse Active range is no different.”
According to a 2013 report by market researcher Packaged Facts, the two main categories in the US sports nutrition sector are nutrition bars (energy, diet, sports, high-carb, high-protein, low-calorie and balanced nutrition bars) and sports drinks, said the report. US retail sales of sports drinks were estimated to reach $7.4bn in 2013 (up 6% vs 2012) and could be worth $9.3bn by 2017, said the report. The growth in nutritional bars is even faster, it added, with sales expected to reach $2.6bn last year (+14% vs 2012) and approach $3.9bn by 2017.