Siberian resources in the formation of new generation product segments (on the example of the market of specialized adaptive sports nutrition)

The publication describes the market of sports nutrition products, their role for various consumer categories, both for athletes and supporters of a healthy lifestyle. The article focuses on the ethical and legal issues related to the use of synthesized stimulants used in high-performance sports. The problem of the use of doping that harms the health of athletes is identified as a factor of the need for alternative offers on the market. The possibility of creating a new market category of sports nutrition products based on active natural components using bioresources of the Siberian region is considered. The advantages of using natural plant stimulants to improve the performance of athletes under the supervision of medical specialists are evaluated. An example of their successful application without consequences for the health of athletes is given, which forms a positive image of high-performance sports at the international level. The factors of formation of the market of specialized sports nutrition and stimulating components of athletes ‘ nutrition are revealed. The segmentation of the sports nutrition market by product and consumers is described. The analysis of the geography, structure and main trends of the Russian and world markets of sports nutrition products (PSP) is given. Trends in the formation of demand for PSP of new segments of PSP consumers in addition to the main target audience of athletes are revealed. The importance of a comprehensive approach to improving the sports nutrition market is shown. The need for further research in the development of a new market segment of specialized sports nutrition products based on natural stimulants, which is not included in the WADA prohibited list, is argued.