"Exercise continues to drive usage. Strengthening micronutrient messaging in protein snacks/RTDs and addressing unwanted side‑effects can drive relevancy."
Sam Fryers, Research Analyst
Half of adults now use sports nutrition, supported by mainstream availability, the wide variety of products and strong links to exercise participation. However, with consumer confidence remaining low, brands continue to face pressure to demonstrate their value.
Side effects present a clear challenge, with nearly half of users experiencing these. Many say information on possible side effects would make brands more appealing, suggesting potential for brands to find favour by bringing this information beyond its current sphere of brand websites.
Micronutrient callouts also hold notable potential. While macronutrients remain a core draw, 30% of sports nutrition users, including 38% of protein snack and drink users, turn to these products for added micronutrients. Spotlighting their vitamin and mineral content can help products to stand out and appeal to a wider audience.
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