The burgeoning sports nutrition market continues to gain pace, so reveals market research company Frost & Sullivan in a recent survey. According to the report the sports and fitness nutrition market industry generated revenues of nearly $2 billion in 2000 and estimate this figure to grow to nearly $4.5 billion by 2007. This future growth is attributed to the idea that more and more consumers will see these products as healthy, convenient alternatives to junk food. "Consumers are looking for foods that enhance the quality of life, expand life expectancies and allow them to remain fit," says Frost & Sullivan industryanalyst Girish Solanki. "Today's consumers include not just athletes and bodybuilders but everybody from weekend warriors to executives to soccermums."