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Sports Nutrition - Ireland - April 2017

“Recognising the health benefits of regular physical activity, Irish consumers are exercising two to three times a week. This points to a strong market for sports nutrition brands to target and focusing on how their products aid rapid recovery between frequent exercise will pique active Irish consumers’ interest and encourage greater usage of sports nutrition products to support their fitness goals.”

James Wilson, Research Analyst

This report looks the following areas:

  • Protein powder prices increasing
  • Opportunities for sports nutrition products as population ages
  • Active consumers provide opportunities for sports nutrition brands
  • Personal finances improve in RoI; uneven recovery sees mixed picture in NI

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated total value of sports nutrition retail sales, NI and RoI, 2012-17
          • Forecast
            • Figure 2: Indexed forecast value of sports nutrition retail sales, NI and RoI, 2012-22
          • Market factors
            • Protein powder prices increasing
              • Opportunities for sports nutrition products as population ages
                • Active consumers provide opportunities for sports nutrition brands
                  • Personal finances improve in RoI; uneven recovery sees mixed picture in NI
                    • Companies, brands and innovations
                      • The consumer
                        • Irish consumers take regular exercise
                          • Figure 3: Frequency of exercise, NI and RoI, February 2017
                        • Sports and energy drinks the most popular sports nutrition products
                          • Figure 4: Usage of sports nutrition products, NI and RoI, February 2017
                        • High-in-protein cereal and snack bars popular among Irish consumers
                          • Figure 5: Usage of products that are high in protein in the last 3 months, NI and RoI, February 2017
                        • High-protein food and drinks being used to support healthy lifestyles
                          • Figure 6: Perceived benefits of eating or drinking high-protein food and drinks, NI and RoI, February 2017
                        • Number of sports nutrition products confuses Irish consumers
                          • Figure 7: Agreement with statements relating to sports nutrition, NI and RoI, February 2016
                        • What we think
                        • The Market – What You Need to Know

                          • Sales of sports nutrition products to grow in 2017
                            • Higher input costs driving up cost protein powders
                              • Irish consumers are set to get older
                                • Personal finances healthy in RoI, uneven recovery continues in NI
                                • Market Size and Forecast

                                    • Sports nutrition sales to grow in 2017
                                      • Figure 8: Estimated total value of sports nutrition retail sales, NI and RoI, 2012-22
                                    • Growth in sports nutrition products to continue through to 2022
                                      • Figure 9: Indexed forecast value of sports nutrition retail sales, NI and RoI, 2012-22
                                  • Market Drivers

                                    • Protein powders see prices rise
                                      • Figure 10: Consumer price index versus food products not elsewhere classified (including protein powder), UK (including NI), March 2015-Febraury 2017
                                    • Aging population bodes well for protein manufacturers
                                      • Figure 11: Actual and projected population (%) for NI, by age groups, 2011-26
                                      • Figure 12: Actual and projected population (%) for RoI, by age groups, 2011-26
                                    • Participation in exercise a boost for sports nutrition
                                      • Figure 13: Top five exercise and fitness activities that consumers have engaged in outside of gyms, fitness clubs and leisure centres in the last 12 months, NI and RoI, June 2016
                                      • Figure 14: How often consumers typically visit gyms, fitness clubs or leisure centres, NI and RoI, June 2016
                                    • Sports drinks consumed in and out of home
                                      • Figure 15: Usage of Sports drinks (eg Lucozade Sport) in the last month, NI and RoI, August 2016
                                    • Sugar taxes to be introduced in Ireland
                                      • RoI consumers’ finances healthy, mixed picture in NI
                                        • Figure 16: Financial health of Irish consumers, RoI, February 2016- February 2017
                                        • Figure 17: Financial health of Irish consumers, NI, February 2016- February 2017
                                    • Companies and Brands – What You Need to Know

                                      • Strong growth in high-protein products
                                        • Increase in weight and muscle gain NPD
                                          • Sports and energy drink NPD falls in UK and Ireland
                                          • Who’s Innovating?

                                            • High level of protein NPD in the UK and Ireland
                                              • Figure 18: High protein food launches, UK and Ireland, 2012-16
                                            • Dairy drives protein NPD
                                              • Figure 19: High protein food launches, by category, UK and Ireland, 2016
                                            • Strong growth in high-protein products making natural claims
                                              • Figure 20: High protein food launches with the claim ‘natural’, UK and Ireland, 2012-16
                                            • Prepared meals see strong NPD in 2016
                                              • Figure 21: New food and drink products with the claim ‘high protein’, top 10 sub-categories, UK and Ireland, 2012-16
                                            • Products supporting weight and muscle gain see strong growth
                                              • Figure 22: New food and drink products with the claim ‘weight and muscle gain’, UK and Ireland, 2012-16
                                            • Meals and meal centres the dominant category
                                              • Figure 23: New food and drink products with the claim ‘weight and muscle gain’, by category, UK and Ireland, 2016
                                            • Fewer sports and energy drinks being launched
                                              • Figure 24: Energy and sports drink launches, UK and Ireland, 2012-16
                                              • Figure 25: Energy and sports drink launches, by sub-category, UK and Ireland, 2012-16
                                            • Sports and energy drinks reducing sugar content
                                              • Figure 26: Energy and sports drink launches claiming ‘low, no, reduced sugar’, UK and Ireland, 2012-16
                                          • The Consumer – What You Need to Know

                                            • Irish consumers exercising regularly
                                              • Sports drinks are most popular but majority of consumers don’t use sports nutrition products
                                                • Cereal and snack bars the high-protein product of choice
                                                  • Supporting healthy lifestyles an important benefit of high-protein foods
                                                    • Consumers confused by number of different sports nutrition products
                                                    • The Consumer – Frequency of Exercise

                                                        • Irish consumers exercise 2-3 times a week
                                                          • Figure 27: Frequency of exercise, NI and RoI, February 2017
                                                        • Regular exercise is linked to age
                                                          • Figure 28: Consumers who take part in at least 30 minutes of exercise (eg a brisk walk, bike ride, gym, team sports etc) 2-3 times a week, by age, NI and RoI, February 2017
                                                        • Parents keen to exercise two to three times a week
                                                          • Figure 29: Consumers who take part in at least 30 minutes of exercise (eg a brisk walk, bike ride, gym, team sports etc) 2-3 times a week, by presence of children in the household, NI and RoI, February 2017
                                                      • The Consumer – Usage of Sports Nutrition Products

                                                          • Consumers favouring sports and energy drinks
                                                            • Figure 30: Usage of sports nutrition products, NI and RoI, February 2017
                                                          • Millennial men the main sports and energy drinkers
                                                            • Figure 31: Consumers who drink sports and energy drinks (eg Lucozade Sport, Gatorade), by gender and age, NI and RoI, February 2017
                                                          • Lower affluent consumers not using sports nutrition products
                                                            • Figure 32: Consumers that have not eaten or drunk any products tailored for sport/exercise in the last three months, by gender, NI and RoI, February 2017
                                                        • The Consumer – Usage of High Protein Food and Drinks

                                                            • Cereal and snack bars the preferred high-protein products
                                                              • Figure 33: Usage of products that are high in protein in the last 3 months, NI and RoI, February 2017
                                                            • High-protein cereal and snack bars popular among early Millennials
                                                              • Figure 34: Consumers who have eaten high in protein cereal/snack bar (eg Nature Valley Protein) in the last 3 months, by age, NI and RoI, February 2017
                                                            • High-protein yogurts popular among NI men and RoI women
                                                              • Figure 35: Consumers who have eaten high-protein yogurt/quark (eg Arla Protein) in the last 3 months, by gender, NI and RoI, February 2017
                                                            • Most over-45s do not eat or drink high-protein products
                                                              • Figure 36: Consumers that have not eaten or drunk any products with a high-protein claim in the last 3 months, by age, NI and RoI, February 2017
                                                          • The Consumer – Perceived Benefits of High Protein Food and Drinks

                                                              • Supporting healthy lifestyles – The main benefit of high-protein products
                                                                • Figure 37: Perceived benefits of eating or drinking high-protein food and drinks, NI and RoI, February 2017
                                                              • Boomers looking to high-protein products to support healthy lifestyles
                                                                • Figure 38: Consumers that perceive the of benefit of eating or drinking high-protein food and drinks ‘to generally support a healthy lifestyle’, by age, NI and RoI, February 2017
                                                              • Satiety a key benefit for working consumers
                                                                • Figure 39: Consumers that perceive the of benefit of eating or drinking high-protein food and drinks ‘to keep fuller for longer’, by work status, NI and RoI, February 2017
                                                              • Ensuring adequate protein intake important to ABC1s and C2DEFs in RoI
                                                                • Figure 40: Consumers that perceive the of benefit of eating or drinking high-protein food and drinks ‘to make sure you’re getting enough protein’, by social class, NI and RoI, February 2017
                                                            • The Consumer – Attitudes towards Sports Nutrition Products

                                                                • Number of sports nutrition products confusing for consumers
                                                                  • Figure 41: Agreement with statements relating to sports nutrition, NI and RoI, February 2017
                                                                • Number of different sports nutrition products confusing older consumers
                                                                  • Figure 42: Agreement with the statement ‘The number of different sports nutrition products is confusing’, by age, NI and RoI, February 2017
                                                                • Additional functional benefits interest Irish men
                                                                  • Figure 43: Agreement with the statement ‘I would be interested in sports nutrition products with additional/functional benefits (eg added vitamins)’, by gender, NI and RoI, February 2017
                                                                • NI consumers show greater preference for convenient sports nutrition
                                                                  • Figure 44: Agreement with the statement ‘I prefer to eat sports nutrition products in convenient formats (eg a bar, ready-to-drink)’, by age, NI and RoI, February 2017
                                                                • Students want more information on sports nutrition
                                                                    • Figure 45: Agreement with the statement ‘I would like to find out more about the benefits of sports nutrition products’, by work status, NI and RoI, February 2017
                                                                  • Young and older show preference for high-protein products from mainstream brands
                                                                    • Figure 46: Agreement with the statement ‘I would rather use high-protein products (eg high-protein yogurt, high-protein breakfast cereal) from mainstream brands than sports nutrition brands’, by age, NI and RoI, February 2017
                                                                    • Figure 47: Agreement with the statement ‘I would be interested in trying a product made in collaboration between a sports nutrition brand and a mainstream food/drink brand’, by age, NI and RoI, February 2017
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                  • Data sources
                                                                    • Generational cohort definitions
                                                                      • Abbreviations

                                                                      Companies Covered

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

                                                                      Sports Nutrition - Ireland - April 2017

                                                                      US $1,466.97 (Excl.Tax)