2021
9
UK Attitudes towards Sports Nutrition Market Report 2021
2022-09-23T04:08:34+01:00
OX1049467
2195
155866
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Report
en_GB
“Consumers focusing more on exercise and eating healthily post-COVID will drive relevance of sports nutrition products among a wider audience, but they face growing competition from high-protein products in mainstream…

UK Attitudes towards Sports Nutrition Market Report 2021

£ 2,195 (Excl.Tax)

Description

“Consumers focusing more on exercise and eating healthily post-COVID will drive relevance of sports nutrition products among a wider audience, but they face growing competition from high-protein products in mainstream food and drink categories. With an ageing population less intense, lower levels of exercise hold untapped potential, while the ‘positive nutrition’ trend offers an opportunity for more products with added functional health benefits such as those supporting the immune system, gut health and cognitive performance.”
– Richard Caines, Senior Food & Drink Analyst

Key issues covered in this Report

  • The impact of COVID-19 on the sports nutrition market.
  • Usage of different types of sports nutrition products, and frequency of usage.
  • Barriers to usage of sports nutrition products.
  • New launch activity in sports nutrition and high-protein products, and interest in product attributes in food and drink tailored for taking part in sport/exercise.
  • Behaviours and attitudes related to using and buying sports nutrition products.

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

    • Impact of COVID-19 on sports nutrition
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on sport nutrition, 2021
    • The market
    • Sales through mainstream channels hit by COVID-19
    • Sports nutrition sales start to rebound in 2021
      • Figure 2: Value sales in the UK sports nutrition food and drink market^, 2016/17-2020/21
    • Increased interest in exercise and eating healthily bodes well
    • Growing competition from high-protein products
    • Two thirds of people exercise at least twice a week
    • Low-impact workouts have increased in popularity
    • Growing population of over-55s
    • Companies and brands
    • Major food conglomerates acquire sports nutrition brands
    • Grenade sees increase in sales
      • Figure 3: Leading brands’ value sales in the UK sports nutrition food and drink market^, 2019/20-2020/21
    • Plant-based ranges increase in prominence
    • New PhD Nutrition Life range focuses on physical and mental wellbeing
    • High-/added protein claims level off
      • Figure 4: Share of UK food and drink launches featuring a high-/added protein claim, 2016-21
    • Brand ambassadors used to drive engagement
    • The consumer
    • Two in five use sports nutrition products
    • One in five people eat protein bars
      • Figure 5: Types of sports nutrition products used, 2021
    • Usage of all products higher among men and younger people
    • Most users reach for sports nutrition more than once a week
    • Word of mouth communication important to brands
      • Figure 6: Sources used for information on sports nutrition products, 2021
    • Need to convince more people of the benefits
      • Figure 7: Reasons for not eating or drinking sports nutrition products, 2021
    • Opportunity for added health benefits in sports nutrition
      • Figure 8: Interest in selected product attributes for sports nutrition products, 2021
    • Flavour innovation important for increasing usage
    • Personalisation warranted in sports nutrition
      • Figure 9: Behaviours related to using and buying sports nutrition products, 2021
    • Sports nutrition must offer more than high protein
      • Figure 10: Attitudes towards sports nutrition products, 2021
  3. Issues and Insights

    • Sports nutrition well placed to grow sales post-COVID
    • Sales through mainstream channels hit by COVID-19
    • Sports nutrition sales start to rebound in 2021
    • Increased interest in exercise and eating healthily bodes well
    • More remote working will hold back impulse buying
    • Need to convince more people of the benefits
    • Not seeing the personal benefits is the biggest barrier to usage
    • First brands need to connect with non-users
    • Linking to healthy eating and exercise content important
    • Make sports nutrition more relevant to over-45s and for low-impact workouts
    • Offering a wider range of nutritional benefits needed to increase appeal
    • Sports nutrition must offer more than high protein
    • Opportunity for added health benefits in sports nutrition
    • Immune system support in demand
    • Helping mental performance offers scope to increase appeal
  4. The Market – Key Takeaways

    • Sales through mainstream channels hit by COVID-19
    • Stay-at-home order hits impulse demand
    • Sport nutrition sales start to rebound in 2021
    • Increased interest in exercise and eating healthily bodes well
    • Growing competition from high-protein products
    • Two thirds of people exercise at least twice a week
    • Younger people more likely to exercise frequently
    • Low-impact workouts have increased in popularity
    • Growing population of over-55s
  5. Market Size

    • Re-opening of gyms helps drive recovery in sports nutrition sales
      • Figure 11: Short, medium and long term impact of COVID-19 on sport nutrition, 2021
    • Sales through mainstream channels hit by COVID-19
    • Sport nutrition sales through mainstream channels rebound in 2021
      • Figure 12: Value sales in the UK sports nutrition food and drink market^, 2016/17-2020/21
    • Increased interest in exercise and eating healthily bodes well
  6. Market Drivers

    • Two thirds of people exercise at least twice a week
      • Figure 13: Frequency of exercise, 2018-21
    • Younger people more likely to exercise frequently
      • Figure 14: Frequency of exercise, by age and gender, 2021
    • Low-impact workouts have increased in popularity
      • Figure 15: Exercise types undertaken typically, 2020 and 2021
    • Numerous reasons why people exercise
      • Figure 16: Reasons for exercising, 2021
    • Government emphasis on health intensifies under COVID-19
    • More moves to tackle obesity
    • HFSS food promotion and store location restrictions to come into place in 2022
    • Advertising for HFSS food and drink to face new rules from end of 2022
    • Growing population for sports nutrition brands to target
    • Number of 15-34 year olds projected to remain stable
    • Growing population of over-55s
      • Figure 17: Trends in the age structure of the UK population, 2015-25
    • Initial impact of Brexit limited but upward price pressures
  7. Companies and Brands – Key Takeaways

    • Major food conglomerates acquire sports nutrition brands
    • Dessert flavours a prominent theme in new launches
    • Plant-based ranges increase in prominence
    • New PhD Nutrition Life range focuses on physical and mental wellbeing
    • Low/reduced sugar claims feature in sports nutrition launches
    • High-/added protein claims level off
    • Brand ambassadors used to drive engagement
  8. Market Share

    • Competitive landscape
    • Mondelēz acquires Grenade brand
    • Unilever buys US brand Onnit
    • Sci-Mx sold by Samworth Brothers
    • Pulsin acquired by investment firm S-Ventures
    • New start-ups secure investment through crowdfunding
    • Market share through mainstream retail
    • Grenade records further sales growth
      • Figure 18: Leading brands’ value sales in the UK sports nutrition food and drink market^, 2018/19-2020/21
    • Science in Sport sees strong online sales growth
    • For Goodness Shakes hit by loss of on-the-go sales
  9. Launch Activity and Innovation – Sports Nutrition

    • Performance nutrition dominated by drinks and bars
      • Figure 19: New launches of performance nutrition products*, by sub-category, 2016-21
    • Dessert flavours a prominent theme in new launches
      • Figure 20: Examples of dessert flavours in new launches of performance nutrition products, 2021
    • Plant-based ranges increase in prominence
      • Figure 21: Examples of plant-based claims in new launches of performance nutrition products, 2021
    • All-natural claims a rarity in sports nutrition
      • Figure 22: Examples of new launches making all-natural or nothing artificial claims in performance nutrition, 2021
    • New PhD Nutrition Life range focuses on physical and mental wellbeing
    • Low/reduced sugar claims feature in sports nutrition launches
      • Figure 23: Examples of new launches making low/reduced sugar claims in performance nutrition, 2021
    • Range of sports nutrition and fitness foods broadens
      • Figure 24: Examples of new launches by Foodspring, 2021
  10. Launch Activity and Innovation – High-Protein Products

    • Methodology
    • High-/added protein claims level off
      • Figure 25: Share of UK food and drink launches featuring a high-/added protein claim, 2016-21
    • Snacks’ share of launches with high-/added protein claims declines
      • Figure 26: Share of high-/added protein food launches, by product category, 2016-21
    • Cereal/snack bars dominate protein claims in snacks
      • Figure 27: Share of high-/added protein launches in snacks, by sub-category, 2016-21
    • Meat snacks joined by high-protein meat substitutes
      • Figure 28: Examples of new launches in meat snacks and meat substitutes making high-/added protein claims, 2021
    • High-protein claims in bakery launches rare
      • Figure 29: Examples of new launches in bakery making high-/added protein claims, 2021
    • Nestlé Lindahls Pro offers alternative to protein shakes
      • Figure 30: Examples of new launches in milk and dairy alternatives, 2020/2021
    • Yoghurts account for half of high-protein claims in dairy
      • Figure 31: Examples of new launches in yoghurts and desserts making high-/added protein claims, 2021
    • Protein bars still a big part of launch activity
      • Figure 32: Examples of new launches in protein bars, 2020/2021
    • Pulses being used to offer high-protein snacks
      • Figure 33: Examples of new snack launches with pulses making high-/added protein claims, 2021
  11. Advertising and Marketing Activity

    • Small amount of main media advertising in sports nutrition
      • Figure 34: Total above-the line, online display and direct mail advertising expenditure on sports nutrition products, by media type, 2017-21
    • Body Hack spends nearly £3 million on Huel
      • Figure 35: Total above-the line, online display and direct mail advertising expenditure on sports nutrition products, by advertiser, 2019-21
    • Nielsen Ad Intel coverage
  12. The Consumer – Key Takeaways

    • Two in five use sports nutrition products
    • One in five people eat protein bars
    • Usage of all products higher among men and younger people
    • Most users reach for sports nutrition more than once a week
    • Word of mouth and expert advice hold potential for brands
    • Need to convince more people of the benefits
    • Opportunity for added health benefits in sports nutrition
    • Flavour innovation important for increasing usage
    • Personalisation warranted in sports nutrition
    • Sports nutrition must offer more than high protein
  13. Impact of COVID-19 on Consumer Behaviour

    • Shift in where people exercised during COVID-19
    • Move to exercising at home or outdoors
      • Figure 36: Consumer exercise locations pre- and post-COVID, 2021
    • Online activities stepped up by fitness industry
    • Increase in low-intensity exercise as more people get walking
    • Increased focus on eating healthily and exercising
      • Figure 37: Changes to priorities since the COVID-19 outbreak, 2021
    • Online’s share of sales increases during pandemic
    • COVID-19 pandemic expected to heighten focus on sustainability
  14. Usage of Sports Nutrition Products

    • Two in five use sports nutrition products
      • Figure 38: Overall usage of sports nutrition products, by gender and age, 2021
    • Usage highest among most frequent exercisers
      • Figure 39: Overall usage of sports nutrition products, by frequency of exercise, 2021
    • One in five people eat protein bars
      • Figure 40: Types of sports nutrition products used, 2021
    • Usage of all products higher among men and younger people
      • Figure 41: Types of sports nutrition product used, by age, 2021
  15. Frequency of Usage

    • Most users reach for sports nutrition more than once a week
      • Figure 42: Frequency of usage of sports nutrition products, 2021
      • Figure 43: Frequency of usage of sports nutrition products, by age, 2021
  16. Sources of Information on Sports Nutrition Products

    • Word of mouth communication important to brands
      • Figure 44: Sources used for information on sports nutrition products, 2021
    • Expert advice has an important role to play
    • Websites need to bring all information needed together
  17. Barriers to Usage of Sport Nutrition Products

    • Need to convince more people of the benefits
      • Figure 45: Reasons for not eating or drinking sports nutrition products, 2021
    • A third of non-users think they are too expensive
    • Focus on naturalness will help to boost sales
  18. Interest in Product Attributes

    • Opportunity for added health benefits in sports nutrition
    • Immune system support in demand
      • Figure 46: Interest in selected product attributes for sports nutrition products, 2021
    • Helping mental performance offers scope to increase appeal
    • A fifth interested in high protein plant-based ingredients
  19. Behaviours Related to Using and Buying Sports Nutrition Products

    • Flavour innovation important for increasing usage
      • Figure 47: Behaviours related to using and buying sports nutrition products, 2021
    • Personalisation warranted in sports nutrition
    • Brands helping to guide choice stand to benefit
    • Personalised products offer way of adding value to sales
  20. Attitudes towards Sports Nutrition Products

    • Sports nutrition must offer more than high protein
      • Figure 48: Attitudes towards sports nutrition products, 2021
    • Opinion divided on sports nutrition bars as healthier snack choice
    • Meal replacement products for busy lifestyles an opportunity
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  22. Appendix – Launch Activity and Innovation

      • Figure 49: New launches in the UK performance nutrition market*, by top claims, 2016-21 (sorted by 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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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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*databooks not available with UK B2B Industry reports.

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