Overview:Sport plays a huge role in everyday life, from the feel-good factor and health benefits of keeping fit and active to the inspirational effect of major sporting events. Government initiatives are in place to encourage the general population to increase their physical activity, and people of all ages and from all walks of life can find a level of sporting activity suitable for them. A variety of ingredients exist which consumers understand to be beneficial for general physical and sporting performance. Food and drink products containing these ingredients, that portray fit and active imagery, provide food and supplement manufacturers with a focussed niche in which to position their products. Target consumers for sports products range from world-class elite athletes honing their performance, to enthusiastic amateurs interested in products aimed at energy release, hydration and recovery after physicalexertion. The plethora of sporting events taking place over the next few years, including the Rugby World Cup in 2011, The UEFA European Football Championships in 2012 and the 2012 Olympics, offers a huge opportunity for food and drink manufacturers to capitalise on