International spending on sports nutrition food and drinks that are said to enhance sporting performance is increasing at an average 5.8 per cent annually and reached €4.2 billion last year, a seminar was told in Dublin yesterday.
The chief executive of An Bord Bia, the Irish Food Board, Aiden Cotter, said health and wellbeing had now become the biggest driver of change in consumer markets and, as such, the role of science in their creation was increasingly important.
"By 2010, it is estimated that total consumer spending on sports nutrition will reach €5.4 billion, with sales in Europe rising to €1.6 billion," said Mr Cotter.
He said the key driver would be the uptake among recreational and lifestyle consumers, fitness enthusiasts, weekend sports people and gym-goers.
Papers delivered to the seminar included one from Ruth Wood-Martin, sports dietician and performance nutritionist with the Irish Rugby Football Union, who outlined the nutritional needs of golfers who would be taking part in the Ryder Cup.
She said Irish golfer Pádraig Harrington was on record as saying he had failed to win a major tournament because his food intake at that time was not what was required.
Dr Kevin Tipton, doctor of exercise metabolism, University of Birmingham, said research into sports nutrition suggested but could not yet prove that animal protein sources might be optimal sources of protein for athletes.
More than €5 million in increased food export sales have already been generated through An Bord Bia's sponsorship of the Ryder Cup, €3 million in increased beef sales here and in Britain following a ticket promotion, and €2 million in advanced orders for food at the event.
An Bord Bia is inviting over 300 international food and drink buyers with a combined purchasing power of €64 billion as its guests at the event.