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Attitudes towards Sports Nutrition - UK - June 2015

Whilst three in four adults exercise, with six in 10 doing so at least once a week, only 28% of adults eat/drink sports nutrition products. Positioning sports nutrition products as an important part of an ‘everyday’ exercise routine thus offers potential for the market to bring new users into the category.

This report looks at the following issues:

  • Sports nutrition market could tap into ageing population
  • Lack of trust in sports nutrition products holds back the market
  • Sports nutrition products deemed artificial

Whilst three in four adults exercise, with six in 10 doing so at least once a week, only 28% of adults eat/drink sports nutrition products. Positioning sports nutrition products as an important part of an ‘everyday’ exercise routine thus offers potential for the market to bring new users into the category.

In order to drive usage, the sports nutrition industry will have to overcome barriers such as widespread lack of product understanding, scepticism of efficacy and that half of adults think that eating a well-balanced diet provides enough protein.

The number of over-55s is predicted to grow rapidly between 2014 and 2019. Meeting the demands of this age group will become increasingly important for the industry. High-protein sports nutrition products tailored to people as they get older is the most popular product concept among this cohort. Backed by EFSA-approved claims relating to the maintenance of muscle mass, such products would be well placed to appeal.

This report looks at consumer usage of and attitudes towards sports nutrition products. These are foods, drinks and supplements targeted at athletes, as well as for the mainstream consumer that exercises, such as protein bars, drinks and powders, energy bars and gels and related supplements. Selected attitudes to protein and products positioned as high in protein, but not specifically targeting sports-related occasions, are also discussed as part of the competitive context to sports nutrition.

 

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • Market background
          • Half of adults exercise at least twice a week
            • Figure 1: Frequency of exercising, April 2015
          • Protein a winner in EU health claims
            • Increase in male population good news for the sports nutrition market
              • Sports nutrition market affected by 20% VAT
                • Wide variation in protein recommendations
                  • Key players
                    • Wellbeing products look aimed to expand pool of users
                      • Mainstream products boost their protein credentials
                        • Leading brands continue to focus on a technical proposition
                          • The consumer
                            • 28% of adults use sports nutrition products
                              • Figure 2: Usage of sports nutrition products, April 2015
                            • One in four use other high-protein products
                              • Figure 3: Usage of high-protein products (excluding sports nutrition), April 2015
                            • One in five people buy sports nutrition
                              • Figure 4: Locations for purchasing sports nutrition products, April 2015
                            • Efficacy concerns hold back the market
                              • Figure 5: Attitudes towards sports nutrition products, April 2015
                            • One in four unsure about protein requirements
                              • Figure 6: Attitudes towards protein, April 2015
                            • 47% of adults are interested in trying sports nutrition products
                              • Figure 7: Interest in trying sports nutrition products, April 2015
                          • Issues and Insights

                            • Sports nutrition market could tap into ageing population
                              • The facts
                                • The implications
                                  • Lack of trust in sports nutrition products holds back the market
                                    • The facts
                                      • The implications
                                        • Sports nutrition products deemed artificial
                                          • The facts
                                            • The implications
                                            • The Market – What You Need To Know

                                              • Majority of adults exercise
                                                • Ageing population presents a challenge to the industry
                                                  • Growth of male population good news for sports nutrition
                                                    • Health claims relating to protein approved by EFSA
                                                    • Market Drivers

                                                      • Half of adults exercise at least twice a week
                                                        • Figure 8: Frequency of exercising, April 2015
                                                      • Ageing population poses challenge to sports nutrition industry
                                                        • Figure 9: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                      • Consumers find themselves in a better financial situation
                                                        • Figure 10: Financial wellbeing index, February 2009-April 2015
                                                      • Protein a winner in EU health claims
                                                        • Increase in male population good news for the sports nutrition market
                                                          • Sports nutrition market affected by 20% VAT
                                                            • Wide variation in protein recommendations
                                                              • Not all proteins are the same
                                                                • NHS recommends a balanced diet for protein needs
                                                                • Key Players – What You Need to Know

                                                                  • Wellbeing products look aimed to expand pool of users
                                                                    • Brands look to treat foods for flavour inspiration
                                                                      • Mainstream products boost their protein credentials
                                                                        • Leading brands continue to focus on a technical proposition
                                                                        • Launch Activity and Innovation

                                                                          • Cereals offer a vehicle for high-protein claims
                                                                            • Sports nutrition products look to boost indulgence factor
                                                                              • Sports nutrition brands look to the mainstream market…
                                                                                • …whilst mainstream brands gear towards active lifestyles
                                                                                  • Sports nutrition products target the kids’ market
                                                                                  • Companies and Products

                                                                                    • GlaxoSmithKline (GSK)
                                                                                      • Background and product range
                                                                                        • Recent activity and advertising
                                                                                          • Sci-Mx Nutrition
                                                                                            • Background and product range
                                                                                              • Recent activity and advertising
                                                                                                • Dunn’s River (Grace Foods)
                                                                                                  • Background and product range
                                                                                                    • For Goodness Shakes
                                                                                                      • Background and product range
                                                                                                        • Recent activity
                                                                                                          • Ultimate Sports Nutrition (USN)
                                                                                                            • Background and product range
                                                                                                              • Recent activity
                                                                                                                • GNC
                                                                                                                  • Background and product range
                                                                                                                    • Recent activity
                                                                                                                      • Online retailers
                                                                                                                        • www.bodybuilding.com
                                                                                                                          • www.myprotein.com
                                                                                                                            • www.thesupplementstore.co.uk
                                                                                                                              • www.sncdirect.com
                                                                                                                              • The Consumer – What You Need To Know

                                                                                                                                • A quarter of adults use sports nutrition
                                                                                                                                  • One in five buy sports nutrition
                                                                                                                                    • Efficacy concerns hold back the market
                                                                                                                                      • A balanced diet is seen by many to offer enough protein
                                                                                                                                        • New concepts spark interest
                                                                                                                                        • Sports Nutrition Product Usage

                                                                                                                                          • 28% of consumers use sports nutrition products
                                                                                                                                            • Usage lags among over-55s
                                                                                                                                              • Figure 11: Usage of sports nutrition products, April 2015
                                                                                                                                            • Narrow repertoires are most common
                                                                                                                                              • Bars set the bar high
                                                                                                                                                • RTD shakes remain a niche purchase
                                                                                                                                                  • One in four use other high-protein products
                                                                                                                                                    • High-protein products blur boundaries with sports nutrition
                                                                                                                                                      • A mainstream snack positioning avoids VAT
                                                                                                                                                        • Figure 12: Usage of high-protein products (excluding sports nutrition), April 2015
                                                                                                                                                    • Purchase of Sports Nutrition Products

                                                                                                                                                      • One in five people buy sports nutrition
                                                                                                                                                        • Supermarkets are most popular outlet for buying sports nutrition
                                                                                                                                                          • Figure 13: Outlets used to buy sports nutrition product s, April 2015
                                                                                                                                                        • Online is also an important channel for sports nutrition
                                                                                                                                                          • Almost half of buyers spend less than £20 per month
                                                                                                                                                            • Figure 14: Monthly spend on sports nutrition products, April 2015
                                                                                                                                                        • Attitudes towards Sports Nutrition Products

                                                                                                                                                          • Efficacy concerns hold back the market
                                                                                                                                                            • Figure 15: Attitudes towards sports nutrition products, April 2015
                                                                                                                                                          • Highlighting proof behind claims and real-life successes can help combat scepticism
                                                                                                                                                            • Tracker tools can support a sense of tangible progress
                                                                                                                                                              • Sports nutrition bars deemed healthier than chocolate by one in three
                                                                                                                                                                • Sports nutrition products are widely seen as artificial
                                                                                                                                                                • Attitudes towards Protein

                                                                                                                                                                  • One in four unsure about protein requirements
                                                                                                                                                                    • Figure 16: Attitudes towards protein, April 2015
                                                                                                                                                                  • Half of adults think a well-balanced diet can provide sufficient protein
                                                                                                                                                                    • Foods naturally high in protein challenge sports nutrition
                                                                                                                                                                      • Protein associated with feeling fuller for longer by one in four
                                                                                                                                                                      • Sports Nutrition Product Enticements

                                                                                                                                                                        • 47% of adults are interested in trying sports nutrition products
                                                                                                                                                                          • Figure 17: Interest in trying sports nutrition products, April 2015
                                                                                                                                                                        • High-protein food/drink to support ageing appeals most to non-users
                                                                                                                                                                          • High-protein versions of treat foods appeal
                                                                                                                                                                            • Unrefined sugar supports a no-added-sugar positioning
                                                                                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                  • Consumer research methodology

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                  Attitudes towards Sports Nutrition - UK - June 2015

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