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Sports Nutrition - Canada - July 2019

Covered in this report

This report covers sports nutrition products:

  • Sports nutrition products: edible and drinkable products that are designed to improve athletic performance with nutrients and hydration

"While the sports nutrition industry is ostensibly designed for fitness and athleticism, it has successfully grown to the point of being used by half of consumers today. There is considerable variety of products in this market, which helps it resonate with so many individuals."
Scott Stewart, Senior Technology and Media Analyst

This Report will cover the following:

  • Sports nutrition is competing with food and water
  • Consumers struggle to find trustworthy sources of information
  • Half of consumers are using sports nutrition products
  • Consumers are looking for hydration, energy and protein
  • Sports nutrition has wide appeal across activity levels

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sports nutrition is competing with food and water
            • Figure 1: Reasons for not consuming sports nutrition products, April 2019
          • Consumers struggle to find trustworthy sources of information
            • Figure 2: Importance of research and difficulty of finding trustworthy information (% any agree), April 2019
          • The opportunities
            • Half of consumers are using sports nutrition products
              • Figure 3: Past three-month sports nutrition usage, April 2019
            • Consumers are looking for hydration, energy and protein
              • Figure 4: Benefits motivating purchase of nutrition/performance drinks, April 2019
            • Sports nutrition has wide appeal across activity levels
              • Figure 5: ‘I work out at a high intensity level multiple times per week’, by product consumed in past three months, April 2019
            • What it means
            • The Market – What You Need to Know

              • Canada’s new food guide impacts the sports nutrition market
                • Difficult press coverage for energy drinks
                  • Consumers are leading busy lives
                    • An aging population will impact the sports nutrition market
                      • Sports nutrition extends beyond athletics
                      • Market Factors

                        • Canada’s new food guide impacts the sports nutrition market
                          • Difficult press coverage for energy drinks
                            • Consumers are leading busy lives
                              • An aging population will impact the sports nutrition market
                                • Figure 6: Population aged 0-14 and 65+, as of July 1, 1995-2035*
                              • Sports nutrition extends beyond athletics
                                • Figure 7: Reasons for dietary choices, April 2019
                            • Key Players – What You Need to Know

                              • Using new product formats to drive consumer demand
                                • Repurposing existing products for alternative uses
                                  • Store-brand sports nutrition is a threat to name brands
                                    • Artificial ingredients are under the microscope
                                      • Sports nutrition products are going clean
                                      • What’s Working?

                                        • Using new product formats to drive consumer demand
                                          • Figure 8: 5-hour ENERGY Strawberry Watermelon Flavoured Extra Strength Drink (Canada), January 2016
                                          • Figure 9: Chewpod Energy on Demand Chewable Tablets (Canada), February 2017
                                        • Repurposing existing products for alternative uses
                                        • Challenges

                                          • Store-brand sports nutrition is a threat to name brands
                                            • Artificial ingredients are under the microscope
                                              • Figure 10: Gatorade | Keep Moving ft Dwayne Wade & Gabrielle Union, March 2019
                                          • What’s Next?

                                            • Sports nutrition products are going clean
                                              • Figure 11: Paleoethics Natural Lemon Flavour Pre-workout Beverage Mix (Canada), July 2019
                                          • The Consumer – What You Need to Know

                                            • Sports nutrition usage
                                              • Drivers and barriers to using sports nutrition
                                                • Motivators for nutrition/performance drink usage
                                                  • Finding information about sports nutrition
                                                    • Understanding energy and sports drink consumers
                                                      • The niche of energy/recovery mixes and tablets
                                                      • Sports Nutrition Usage

                                                        • Half of consumers use sports nutrition products
                                                          • Figure 12: Past three-month sports nutrition usage, April 2019
                                                          • Figure 13: Past three-month sports nutrition usage, by past three-month activity level, April 2019
                                                        • Most team sports players consume sports drinks
                                                          • Figure 14: Consumed sports drink in past three months, by past three-month activity, April 2019
                                                          • Figure 15: Gatorade Frost® – Marie-Philip Poulin is Cool as Ice, May 2018
                                                          • Figure 16: Consumed sports drink in past three months, by age and gender, April 2019
                                                        • Protein products skew to high-intensity exercisers
                                                          • Figure 17: Consumed protein powder/drinks in past three months, by age and gender, April 2019
                                                          • Figure 18: Consumed protein powder/drinks in past three months, by past three-month activity, April 2019
                                                      • Drivers and Barriers to Using Sports Nutrition

                                                        • Protein consumers are looking to maintain weight and muscle
                                                          • Figure 19: Reasons for consuming protein powder/drinks, April 2019
                                                          • Figure 20: Reasons for consuming protein powder/drinks, by gender, April 2019
                                                          • Figure 21: Reasons for consuming protein powder/drinks, by age, April 2019
                                                        • Weight loss/nutrition/meal replacement drinks give convenient energy
                                                          • Figure 22: Reasons for consuming weight loss/nutrition/meal replacement drinks, April 2019
                                                        • Sports nutrition is competing with the basics: food and water
                                                          • Figure 23: Reasons for not consuming sports nutrition products, April 2019
                                                          • Figure 24: Barrier to use: ‘I use water/food for nutritional intake’, by age, April 2019
                                                          • Figure 25: Barrier to use: ‘I use water/food for nutritional intake’, by household income, April 2019
                                                      • Motivators for Nutrition/Performance Drink Usage

                                                        • Consumers are looking for hydration, energy and protein
                                                          • Figure 26: Benefits motivating purchase of nutrition/performance drinks, April 2019
                                                          • Figure 27: Select benefits motivating purchase of nutrition/performance drinks, by age, April 2019
                                                          • Figure 28: Benefits motivating purchase of nutrition/performance drinks, by past three-month activity, April 2019
                                                          • Figure 29: Benefits motivating purchase of nutrition/performance drinks, Black/African & South Asian Canadians vs overall, April 2019
                                                        • Using anti-inflammatory benefits to expand the market
                                                          • Figure 30: Motivated to purchase nutrition/performance drinks by anti-inflammatory benefit, by age and gender, April 2019
                                                          • Figure 31: Motivated to purchase nutrition/performance drinks by anti-inflammatory benefit, by past three-month activity, April 2019
                                                      • Finding Information about Sports Nutrition

                                                        • Most consumers research products online before purchasing
                                                          • Figure 32: ‘It’s important to research sports nutrition products online before buying’ (% agree), by age, April 2019
                                                        • It’s challenging to find trustworthy information
                                                          • Figure 33: ‘It is difficult to find trustworthy information on sports nutrition products’ (% any agree), by age, April 2019
                                                          • Figure 34: ‘It is difficult to find trustworthy information on sports nutrition products’ (% any agree), by product consumed in past three months, April 2019
                                                          • Figure 35: RXBAR Chocolate Sea Salt Protein Bar (US), May 2016
                                                        • Social media has considerable influence on what products to buy
                                                          • Figure 36: ‘Social media influences which sports nutrition products I purchase’ (% any agree), by age and gender, April 2019
                                                          • Figure 37: ‘Social media influences which sports nutrition products I purchase’ (% any agree), by product consumed in past three months, April 2019
                                                      • Understanding Energy and Sports Drink Consumers

                                                        • Energy drinks and sports drinks are marketed as athletic
                                                            • Figure 38: Gatorade | Mallory Pugh | Nothing Beats Gatorade, June 2018
                                                            • Figure 39: Crashed Ice Canada: Men’s Final | Red Bull Crashed Ice 2017, March 2017
                                                          • Energy and sports drink consumers are not particularly active
                                                              • Figure 40: ‘Personal fitness is an important part of my identity’, by product consumed in past three months, April 2019
                                                              • Figure 41: ‘I work out at a high intensity level multiple times per week’, by product consumed in past three months, April 2019
                                                              • Figure 42: ‘Have not participated in physical activity in past three months’, by product consumed in past three months, April 2019
                                                            • Sports drinks are rarely used for sports
                                                                • Figure 43: Occasions for sports drink consumption in past three months, April 2019
                                                                • Figure 44: Occasions for sports drink consumption in past three months, by gender, April 2019
                                                            • The Niche of Energy/Recovery Mixes and Tablets

                                                              • What are energy/recovery mixes and tablets?
                                                                • Figure 45: Skratch Labs Sport Recovery Drink Mix, December 2017
                                                                • Figure 46: Consumed energy/recovery mix or tablet in past three months, by past three-month activity, April 2019
                                                              • Tactically driving demand for a niche product
                                                                • Figure 47: Consumed energy/recovery mix or tablet in past three months, by age and gender, April 2019
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms

                                                                        Sports Nutrition - Canada - July 2019

                                                                        £3,435.47 (Excl.Tax)