Attitudes towards Sports Nutrition - UK - June 2016
“There is strong interest in collaborations between sports nutrition and mainstream brands. Given that the boundaries between the two are becoming increasingly blurred, a proactive move to be part of this trend, rather than fighting it, could be timely.”
– Emma Clifford, Senior Food and Drink Analyst
This report discusses the following key topics:
- Collaborations between sports nutrition and mainstream brands can be mutually beneficial
- Scope to drive awareness of benefits of high-protein food linked to muscle growth among parents and the older generation
- Simplified information and personalised guidance is needed to make the sports nutrition market more approachable
Used by one in four people, sports nutrition food/drink enjoys surprisingly widespread use despite its specific function as supporting sports and fitness. Sales through the leading grocers and chemists increased in 2015, emphasising the buoyancy of the market. This reflects the market’s evolution from a small niche for the most serious exercise enthusiasts to one with more mainstream appeal, attracting more “lifestyle” users. Fuelling this shift is the growing availability and visibility of accessible products such as snacks and drinks from sports nutrition brands.That protein is held in high esteem in a healthy eating context, particularly among young people, has been key to the sports nutrition food and drinks market’s recent success. This has also led to a surge in high-protein product innovation from mainstream brands, with Mars and Snickers protein bars the latest high-profile launch in this area. This is acting to blur the boundaries between sports nutrition products and those from mainstream brands, particularly when the latter takes a performance-oriented position such as Arla Protein.
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