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Attitudes towards Sports Nutrition - China - June 2018

“The Chinese sports nutrition market is still in the very early stage, not as mature as the Western markets. Consumers lack knowledge about sports nutrition. Manufacturers can penetrate the market by targeting mainly sports professionals and lovers. With growing knowledge of sports nutrition and professional level of doing sports/exercise, China’s sports nutrition market can keep optimistic in the long term.”
– Loris Li, Associate Director, Food & Drink

This report looks at the following areas:

  • Ways and types of sports participation determine the nutrition need
  • Dairy products have good chances to innovate for sports nutrition
  • Creation of consumption occasion is helpful to drive business

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Table of contents

  1. Overview

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

          • The market
            • Companies and brands
              • The consumer
                • While healthy lifestyle is a common pursuit, only a few are sports pro
                  • Figure 1: Consumers’ perception of their personal status, January 2018
                • There is space to improve the frequency of doing sports/exercise
                  • Figure 2: Consumers’ frequency of doing sports and exercise, January 2018
                • The professional level is not high either
                  • Figure 3: Ways of exercising, by ways of participation, January 2018
                  • Figure 4: Ways of exercising, by exercise type, January 2018
                • Protein is needed for purposes other than increasing muscle mass
                  • High demand for the function of relieving fatigue
                    • Figure 5: Sports nutrition needs, January 2018
                  • Dairy products are popular thanks to consumers’ awareness of their rich nutrition
                    • Sports and energy drinks play a key role in sports nutrition
                      • Figure 6: Sports nutrition products usage, January 2018
                    • Ambient fruit-flavoured liquid is the ideal product format
                      • Figure 7: Ideal product format demanded by sports participants, January 2018
                      • Figure 8: Ideal product flavour demanded by sports participants, January 2018
                      • Figure 9: Ideal product temperature demanded by sports participants, January 2018
                    • What we think
                    • Issues and Insights

                      • Ways and types of sports participation determine the nutrition need
                        • The facts
                          • The implications
                            • Dairy products have good chances to innovate for sports nutrition
                              • The facts
                                • The implications
                                  • Creation of consumption occasion is helpful to drive business
                                    • The facts
                                      • The implications
                                        • Figure 10: MuscleTech Six Star Pro Nutrition Elite Triple Mass Gainer Protein Powder, China
                                    • The Market – What You Need to Know

                                      • Sports and energy drinks categories grow well
                                        • Online channel plays a critical role for several categories
                                          • Government support for sports industry will drive the growth further
                                          • Market Factors

                                            • Increasing interests in fitness clubs
                                              • Growing awareness of a healthy lifestyle
                                                • Government’s support and potential regulation
                                                  • Lack of knowledge about sports nutrition
                                                  • Key Players – What You Need to Know

                                                    • Sports and energy drinks play a key role in sports nutrition market
                                                      • BY-Health Co. Ltd claims on its certification of ‘health food’
                                                        • Acquisition of established brands abroad
                                                        • Competitive Strategies

                                                          • Energy drinks expand the market through sponsorship
                                                            • Figure 11: Eastroc beverage has sponsored Impossible Challenge
                                                          • E-commerce facilitates a way of exploring the market
                                                            • Figure 12: Orange Run – wholegrain bread filled with sweet purple potato
                                                          • BY-Health Co. Ltd uses imported ingredients to improve quality
                                                            • Figure 13: Whey protein from BY-Health with claim on the imported whey from New Zealand
                                                        • Who’s Innovating?

                                                          • Dairy innovation in the area of sports nutrition
                                                              • Figure 14: Bright yoGreek yogurt, China
                                                              • Figure 15: Mengniu dairy products positioned as sports nutrition, China
                                                              • Figure 16: Arla Protein Raspberry & Strawberry Milk Shake, UK
                                                            • Mizone has promoted more flavours to drive the business
                                                              • Figure 17: Top five flavours in new launches in sports drinks category, China, 2015-17
                                                              • Figure 18: New flavour sports drinks launched by Mizone, 2018
                                                            • More energy drinks use natural ingredients such as guarana
                                                              • Figure 19: Percentages of new launches with guarana as an ingredient in energy drinks category, China, 2015-17
                                                              • Figure 20: Product examples of energy drinks with guarana as an ingredient, China
                                                            • RTD whey protein drinks in Western market
                                                              • Figure 21: Examples of popular RTD whey protein drinks in Western market
                                                          • The Consumer – What You Need to Know

                                                            • Consumers tend to do sports/exercise without professional guidance
                                                              • Vitamin is the most popular nutrition
                                                                • Protein is for purposes other than increasing muscle mass
                                                                  • Consumers are more ready to go for ambient instead of chilled products
                                                                  • Perceived Health Status

                                                                    • More sports/exercise lovers live in tier two and three cities
                                                                      • Figure 22: Consumers’ perception of their personal status, January 2018
                                                                  • Sports and Exercise Frequency

                                                                    • The popular frequency is one to four times a week
                                                                        • Figure 23: Consumers’ frequency of doing sports and exercise, January 2018
                                                                    • Ways of Exercising

                                                                      • Doing sports/exercise not very professionally
                                                                        • Figure 24: Ways of doing sports/exercises, January 2018
                                                                        • Figure 25: Ways of doing sports/exercise, by selected personal status, January 2018
                                                                      • Men like weight training and women like yoga and dancing
                                                                          • Figure 26: Ways of exercising, by exercise type, January 2018
                                                                          • Figure 27: Ways of exercising, by exercise type, by selected personal status, January 2018
                                                                      • Functional Needs from Sports Nutrition Products

                                                                        • Familiarity with vitamins still limiting consumers’ product expectation
                                                                          • Protein is needed for purposes other than increasing muscle mass
                                                                            • Figure 28: Sports nutrition needs, January 2018
                                                                          • Function demand varies by personal status
                                                                            • Figure 29: Function demand, by selected personal status, January 2018
                                                                          • Professionals also have a higher demand for protein and meal replacement
                                                                            • Figure 30: Sports nutrition needs, by selected personal status, January 2018
                                                                        • Product Usage

                                                                          • Get protein from dairy rather than protein powder or bar
                                                                            • Drinks with vitamins are popular
                                                                              • Males are still the core users of sports and energy drinks
                                                                                • More females eat healthy salad meals
                                                                                  • And more females eat protein powder?
                                                                                    • Figure 31: Sports nutrition product usage, January 2018
                                                                                • Ideal Product Features

                                                                                  • Ambient fruit-flavoured liquid is the ideal product format
                                                                                    • Figure 32: Ideal product format demanded by sports participants, January 2018
                                                                                    • Figure 33: Ideal product flavour demanded by sports participants, January 2018
                                                                                    • Figure 34: Ideal product temperature demanded by sports participants, January 2018
                                                                                  • Sports professionals and lovers have different demands
                                                                                    • Figure 35: Ideal product format demanded by sports professionals and lovers, January 2018
                                                                                    • Figure 36: Ideal product temperature demanded by sports professionals and lovers, January 2018
                                                                                • Meet the Mintropolitans

                                                                                  • MinTs have more confidence about their personal status
                                                                                    • Figure 37: Consumers’ perceived personal status of ‘I am a sports/exercise lover’, by consumer classification, January 2018
                                                                                  • MinTs go to sports/exercise venues more frequently
                                                                                    • Figure 38: Consumers’ frequency of doing sports and exercise at sports/exercise venues, by consumer classification, January 2018
                                                                                  • Exercising with a fitness app is popular with MinT
                                                                                    • Figure 39: Ways of exercising, by ways of participation, by consumer classification, January 2018
                                                                                  • MinTs have higher usage of protein products
                                                                                    • Figure 40: Usage of protein powder and protein/energy bars, by consumer classification, January 2018
                                                                                • Appendix – Methodology and Abbreviations

                                                                                  • Methodology
                                                                                    • Abbreviations

                                                                                    Attitudes towards Sports Nutrition - China - June 2018

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