2020
9
UK Attitudes towards Sports Nutrition Market Report 2020
2020-09-22T10:13:19+01:00
OX989418
2195
125069
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Report
en_GB
“While the COVID-19 lockdown has severely curbed exercise opportunities, the outbreak has sparked a keener interest in health and exercise that could open up opportunities for sports nutrition ahead. The…

UK Attitudes towards Sports Nutrition Market Report 2020

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Sports Nutrition: Inc Impact of COVID-19 – UK market, and the behaviours, preferences and habits of the consumer.

That taste stands on a par with healthiness in consumers’ product choice – cited by 58% and 61% of buyers, respectively – shows how growing competition in the sports nutrition market has set the expectations high for products to deliver on enjoyment as well as functionality. While the COVID-19 outbreak gave a notable boost to consumers’ interest in health and exercise, the lockdown also sharply curbed exercise opportunities. Looking ahead, the income squeeze triggered by the lockdown will put non-essential spend in the line of fire, including that on sports nutrition products.

Quickly Understand

  • The impact of COVID-19 on the sports nutrition market?
  • Where sports nutrition products are bought and key choice factors?
  • The opportunity for plant-based and personalised products in the sports nutrition market?
  • Consumer usage of and attitudes towards high-protein food and drink?
  • See why Healthiness, price and taste hold equal importance?

Covered in this report

Sports nutrition market, Sports nutrition market size and Sports nutrition statistics

Companies include: Grenade, Myprotein, Maximuscle, For Goodness Shakes, Dunns River, PhD, Fulfil, Sci-MX, Science in Sport and Other Brands.

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 who exercises, such as protein bars, drinks and powders, energy bars and gels and related supplements.

Expert analysis from a specialist in the field

Written by Angharad Goode, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While the COVID-19 lockdown has severely curbed exercise opportunities, the outbreak has sparked a keener interest in health and exercise that could open up opportunities for sports nutrition ahead. The economic downturn however poses a stark challenge in the short term, as the market faces intense competition from more affordable high-protein products and its core 16-34s users are expected to be among the worst hit.
Angharad Goode
Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Covered in this Report
  2. Executive Summary

    • COVID-19 lockdown disrupts exercise, hitting sports nutrition
      • Figure 1: Short, medium and long-term impact of COVID-19 on sports nutrition, 27 August 2020
    • The market
    • COVID-19 hits sales in 2020, income squeeze and ageing population pose challenges ahead
      • Figure 2: Value sales in the UK sports nutrition food and drink market^, 2016/17-2019/20
    • Nine in 10 people report to exercise
    • Companies and brands
    • Major brands report strong growth in 2019/20
      • Figure 3: Leading brands’ value sales in the UK sports nutrition food and drink market^, 2017/18-2019/20
    • Sports nutrition brands continue to develop mainstream-friendly products
    • Protein claims continue to grow
      • Figure 4: Share of UK food and drink launches featuring a high-/added protein claim, 2015-20*
    • The category attracts little ATL spend
      • Figure 5: Total above-the-line, online display and direct mail advertising expenditure on sports nutrition (ordered by 2019), by media type, 2019-20*
    • The consumer
    • A third of adults use sports nutrition products
      • Figure 6: Sports nutrition usage by age and gender, May 2020
    • Supermarkets are the most popular channel for buying sports nutrition
      • Figure 7: Retail channels typically used to buy sports nutrition products, May 2020
    • Healthiness, price and taste hold equal importance
      • Figure 8: Purchase drivers for sports nutrition products, May 2020
    • Sports nutrition usage is heavily dependent on exercise levels
      • Figure 9: Behaviours related to sports nutrition products, May 2020
    • 47% think sports nutrition products are too artificial
      • Figure 10: Attitudes towards sports nutrition products, May 2020
    • A third of adults use high-protein food and drink products
      • Figure 11: Consumption of high-protein food and drink products, May 2020
    • Need for protein is widely felt, but many can’t keep track of intake
      • Figure 12: Attitudes towards high-protein food and drink products, May 2020
  3. COVID-19 and Sports Nutrition

    • Impact on the market
    • The COVID-19 lockdown hits exercise and sports nutrition
    • Economic downturn will see the market come under pressure
    • Impact on consumers
    • COVID-19 boosts interest in exercise
    • Increased interest in vegan diets suggests plant-based NPD warrants attention
    • Two-in-five are cutting back on non-essential spend
    • Impact on companies and brands
    • A sharp shift in purchase channels
    • Brands look to at-home exercise in marketing and NPD
    • Smaller players are most exposed to disruption from COVID-19
  4. Issues and Insights

    • COVID-19 boosts interest in exercise
    • An ongoing case for sports nutrition brands to support exercise
    • Increased interest in vegan diets strengthens the case for plant-based NPD
  5. The Market – Key Takeaways

    • COVID-19 hits sales in 2020
    • Income squeeze and ageing population pose challenges ahead
    • Nine in 10 people report to exercise
  6. Market Size

    • COVID-19 lockdown disrupts exercise, hitting sports nutrition
      • Figure 13: Short, medium and long-term impact of COVID-19 on sports nutrition, 27 August 2020
    • Sales through mainstream channels slowed in 2018/19…
    • …and were hit by COVID-19 in 2020
      • Figure 14: Value sales in the UK sports nutrition food and drink market^, 2016/17-2019/20
    • Ageing population, mainstream competition and income squeeze stand to pose challenges ahead
  7. Market Drivers

    • Nine in 10 people report to exercise
      • Figure 15: Frequency of exercise, 2018-20
    • Government emphasis on health intensifies under COVID-19
    • Recession is expected to hit the core younger users of sports nutrition
    • Ageing population will be a challenge for the market
      • Figure 16: Trends in the age structure of the UK population, 2014-19 and 2019-24
    • End of Brexit transition period brings uncertainty to the market
  8. Companies and Brands – Key Takeaways

    • Major brands report strong growth in 2019/20
    • Sports nutrition brands continue to develop mainstream-friendly products
    • Protein claims continue to grow
    • The category attracts little ATL spend
  9. Market Share

    • Competitive landscape
    • Myprotein attributes increased sales to rebrand
    • Science in Sport reports distribution gains and ecommerce growth
    • The Protein Works and USN grow sales in 2019
    • Neat Nutrition secures crowdfunding; smaller players face pressure from COVID-19
    • Market share through mainstream retail
    • Grenade secures listings and NPD to grow sales
      • Figure 17: Leading brands’ value sales in the UK sports nutrition food and drink market^, 2017/18-2019/20
    • For Goodness Shakes rebrand boosts 2018/19 growth
    • Hershey’s acquires a minority stake in Fulfil
  10. Launch Activity and Innovation – Sports Nutrition

    • Sports nutrition brands continue to develop mainstream-friendly products
    • More protein bars focus on texture
      • Figure 18: Sports nutrition bars focused on texture, 2019/20
    • Oat bakes and protein bars continue to blur boundaries with mainstream snacks
      • Figure 19: Myprotein Oat Bakes and Maximuscle Protein Bites, 2019/20
    • Sports nutrition brands take inspiration from sweet bakes…
      • Figure 20: Sports nutrition biscuit and cake launches, 2019/20
    • …and other sweet treats
      • Figure 21: Chocolate dip and truffle launches from sports nutrition brands, 2019/20
    • Innovative flavours range from savoury to sweets
      • Figure 22: New sports nutrition launches with innovative flavours, 2019/20
    • Myprotein partners with Swizzels
      • Figure 23: Myprotein’s Swizzels partnership and tea-flavoured launches, 2020
    • Sports nutrition brands are shaking up the traditional protein powders
      • Figure 24: Examples of clear protein powders, 2019/20
    • Sports nutrition shots provide additional functional benefits
      • Figure 25: Examples of sports nutrition shots, 2019/20
    • Targeted sports nutrition
    • Tailored to specific sports…
    • …indoor and DNA
      • Figure 26: Examples of targeted sports nutrition, 2019/20
    • Sports nutrition brands tap into the plant-based trend
    • Strong demand for plant-based products
    • Various leading brands invest in plant-based…
      • Figure 27: Examples of plant-based sports nutrition products, 2019/20
    • …many pairing this with a cleaner label proposition
      • Figure 28: Examples of clean label sports nutrition products, 2019/20
    • Sports nutrition brands cater for keto diets
      • Figure 29: Examples of keto sports nutrition products, 2019/20
    • Premier Protein launches in UK
  11. Launch Activity and Innovation – High-Protein Products

    • Methodology
    • Protein claims continue to grow
      • Figure 30: Share of UK food and drink launches featuring a high-/added protein claim, 2015-20*
    • Snacks and processed fish/meat/egg products lead in high/added protein launches
      • Figure 31: Share of high/added protein food launches, by product category, 2015-20*
    • Snack/cereal/energy bars dominate high/added protein launches in snacks
      • Figure 32: Share of high-protein snack launches, by sub-category, 2015-20*
    • Confectionery conglomerates look to protein under familiar brands
      • Figure 33: Examples of snacks/cereal/energy bars with high/added protein, 2019/20
    • Meat snacks continue to attract NPD
      • Figure 34: Examples of meat snacks with high/added protein, 2019/20
    • Ambient cheese snacks embrace a protein proposition
      • Figure 35: Examples of cheese snacks with high/added protein, 2019/20
    • High-protein trend in dairy and plant-based dairy alternative products continues
      • Figure 36: Examples of dairy and dairy alternative products with high/added protein, 2019/20
  12. Advertising and Marketing Activity

    • The category attracts little ATL spend
      • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on sports nutrition (ordered by 2019), by advertiser, 2019-20*
      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on sports nutrition (ordered by 2019), by media type, 2019-20*
    • Bulk Powders launches Be More Do More campaign
    • Grenade launches workout series on Amazon Prime…
    • …while Myprotein airs live classes on Facebook Live
    • The Protein Works begins Just Do More podcast
    • Nielsen Ad Intel coverage
  13. The Consumer – Key Takeaways

    • A third of adults use sports nutrition products
    • Supermarkets are the most popular channel for buying sports nutrition
    • Sports nutrition usage is heavily dependent on exercise levels
    • Perception as artificial and confusion around ingredients hold back the category
    • A third of adults use high-protein food and drink products
    • Need for protein is widely felt, but many can’t keep track of intake
  14. Impact of COVID-19 on Consumer Behaviour

    • COVID-19 boosts interest in exercise
      • Figure 39: Change in priorities since the COVID-19 outbreak, doing exercise, by gender and age, 7-14 May 2020
    • Limited exercise opportunities see people turn to home workouts
      • Figure 40: Taking part in more home workouts and pausing gym membership as a result of the COVID-19 outbreak, 26 March-16 April 2020
    • Confidence in going to a gym remains low
      • Figure 41: Attitudes towards going to the gym, 2 July-7 August 2020
    • Increased interest in vegan diets suggests plant-based NPD warrants attention
    • Heightened focus on the environment
    • A boost to online shopping
    • A case for improving the online experience
      • Figure 42: Shopping online more and trying to limit time spent in-store since the start of the COVID-19 outbreak, 16 April-14 August 2020
    • Two-in-five are cutting back on non-essential spend
      • Figure 43: Cutting back on non-essential spending since the start of the COVID-19 outbreak, 16 April-14 August 2020
      • Figure 44: Cutting back on non-essential spending, by gender, 30 July-7 August 2020
  15. Usage of Sports Nutrition Products

    • A third of adults use sports nutrition products
      • Figure 45: Sports nutrition usage by frequency of exercising for at least 30 minutes, May 2020
    • Men and 16-34s are core sports nutrition users
    • Over-55s warrant attention…
    • …but few of them take high intensity or strength workouts
      • Figure 46: Sports nutrition usage by age and gender, May 2020
    • Protein bars and supplements remain the most popular products
      • Figure 47: Types of sports nutrition product used, May 2020
  16. Where Sports Nutrition Products are Bought

    • Supermarkets are the most popular channel for buying sports nutrition
      • Figure 48: Retail channels typically used to buy sports nutrition products, May 2020
    • Convenience stores used by one in five
    • A third shop at specialists and a quarter at online-only specialists
  17. Factors Influencing Purchase Choices

    • Healthiness, price and taste hold equal importance
    • The economic downturn will dial-up the focus on price
      • Figure 49: Purchase drivers for sports nutrition products, May 2020
  18. Behaviours Related to Sports Nutrition Products

    • Sports nutrition usage is heavily dependent on exercise levels
      • Figure 50: Behaviours related to sports nutrition products, May 2020
    • Brands will benefit from encouraging exercise
    • A case for offering products for low-intensity exercise
    • A pressing need to combat confusion around ingredients
    • A third are tempted by personalised sports nutrition
  19. Attitudes towards Sports Nutrition

    • 47% think sports nutrition products are too artificial
      • Figure 51: Attitudes towards sports nutrition products, May 2020
    • The onus is on brands to make their credentials understood
      • Figure 52: Examples of protein and sports nutrition products spotlighting their ingredients, 2019/20
    • Over a third of adults want more plant-based products
    • A quarter of adults interested in sports nutrition ingredient fortified food
  20. High-Protein Food and Drink Usage

    • A third of adults use high-protein food and drink products
      • Figure 53: Consumption of high-protein food and drink products, May 2020
  21. Attitudes towards High-Protein Food and Drink

    • Need for protein is widely understood, but many can’t keep track of intake
      • Figure 54: Attitudes towards high-protein food and drink products, May 2020
      • Figure 55: Examples of products calling out their protein content prominently on-pack, 2020
    • Two thirds prefer food naturally high in protein to fortified
      • Figure 56: Examples of products explaining their protein source on-pack, 2020
    • One-in-five interested in insect protein
    • Low availability and high prices will limit uptake
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  23. Appendix – Consumer

      • Figure 57: Frequency of sports nutrition product usage, May 2020

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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