$3.7 billion in sales is not a lot when you are talking about an industry or market.
Now if you spread the $3.7 billion over the different product options, one option alone is probably not going to bring in a whole bunch of revenue. Afterall, it isn't $3.7 billion for Caffeine sprays only...
If you give them 1/1000 of the total market, that is only $3.7 million in revenue for a company. That isn't what most would consider high potential.