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UK Attitudes towards Sports Nutrition market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards Sports Nutrition market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Anita Winther, 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.

Sports nutrition continues to enjoy growth thanks to it having attracted a more diverse user group; however, the category is facing intensifying competition from mainstream foods embracing a high-protein proposition. Demand for sports nutrition products made with all-natural ingredients and those without sugar highlight areas of focus for brands going forward. Anita Winther
Research Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Products covered in this Report

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

Attitudes to protein and products positioned as high in protein, but not specifically targeting sports-related occasions, are also discussed in the report.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Growth through mainstream channels slows markedly in 2016
              • Figure 1: Value sales in the UK sports nutrition food and drink market^, 2014/15-2016/17
            • Specialist channels dominate the market
              • Budget squeeze and ageing population pose challenges for the market
                • No uptick in exercise
                  • Strong touted as the new skinny
                    • Ageing population poses a threat
                      • Tighter budgets could hamper growth in sports nutrition market
                        • Companies and brands
                          • Acquisitions continue
                            • Sports nutrition brands struggle in mainstream grocery
                              • Figure 2: Leading brands’ shares in the UK sports nutrition food and drink market*, by value, 2016/17**
                            • High-protein launches continue to grow
                              • Meat, dairy and snacks attract high-protein NPD
                                • Sports nutrition brands tap new health trends
                                  • Mars looks to protein, Myprotein launches Little Bears
                                    • The consumer
                                      • 27% of adults use sports nutrition products
                                        • Figure 3: Usage of sports nutrition products, April 2017
                                      • Three in ten use high-protein products
                                        • Figure 4: Usage of high-protein products (excluding sports nutrition), April 2017
                                      • Checking credentials of online authors deemed important
                                        • Official health service providers win on trust
                                          • Figure 5: Trust in sources of nutrition and exercise information, by usage of sports nutrition products, April 2017
                                        • Widespread demand for industry-wide certification
                                          • Figure 6: Behaviours relating to sports nutrition, April 2017
                                        • Products for low-intensity activities appeal to young women
                                          • Figure 7: Attitudes towards sports nutrition, April 2017
                                        • The popularity of balanced diets could curb protein appeal
                                          • Figure 8: Attitudes towards protein, April 2017
                                        • What we think
                                        • Issues and Insights

                                          • Drawing attention to experts can build trust for brands
                                            • The facts
                                              • The implications
                                                • Ingredient scrutiny highlights need for transparency in sports nutrition
                                                  • The facts
                                                    • The implications
                                                      • Worries over ingredients used to make high-protein claims need to be quelled
                                                        • The facts
                                                          • The implications
                                                          • The Market – What You Need to Know

                                                            • Growth through mainstream channels slows markedly in 2016
                                                              • Specialist channels dominate the market
                                                                • Budget squeeze and ageing population pose challenges for the market
                                                                  • No uptick in exercise
                                                                    • Strong touted as the new skinny
                                                                      • Ageing population poses a threat
                                                                        • Tighter budgets could hamper growth in sports nutrition market
                                                                        • Market Size

                                                                          • Growth through mainstream channels slows markedly in 2016
                                                                            • Figure 9: Value sales in the UK sports nutrition food and drink market^, 2014/15-2016/17
                                                                          • Accessible product formats and shelf space have facilitated uptake
                                                                            • Lifestyle users contributed to growth of the market
                                                                              • Specialist channels dominate the market
                                                                                • Budget squeeze and ageing population pose challenges for the market
                                                                                • Market Drivers

                                                                                  • No overall uptick in exercise habits
                                                                                    • Figure 10: Frequency of exercise, by gender and age group, April 2017
                                                                                  • Strong touted as the new skinny…
                                                                                    • …with social media a driving force in this context
                                                                                      • Research promotes health benefits of being a ‘weekend warrior’
                                                                                        • Obesity edges upwards despite rise in healthy eating
                                                                                          • High-protein products can benefit from perceptions of being diet-friendly
                                                                                            • The meat reduction trend can bolster demand for vegetarian high-protein foods
                                                                                              • Ageing population poses a threat
                                                                                                • Tighter budgets could hamper growth in sports nutrition market
                                                                                                  • No immediate impact on legislation expected following Brexit
                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                    • Acquisitions continue
                                                                                                      • Sports nutrition brands struggle in mainstream grocery
                                                                                                        • High-protein launches continue to grow
                                                                                                          • Meat, dairy and snacks attract high-protein NPD
                                                                                                            • Sports nutrition brands tap new health trends
                                                                                                              • Mars looks to protein, Myprotein launches Little Bears
                                                                                                              • Market Share

                                                                                                                • Competitive landscape
                                                                                                                  • Science in Sport reports strong performance
                                                                                                                    • Grenade snapped up by Lion Capital
                                                                                                                      • ABF enters sports nutrition with two acquisitions
                                                                                                                        • The Hut Group continues to grow UK sales
                                                                                                                          • Market share through supermarkets
                                                                                                                            • Dunns’ River Nurishment remains on top
                                                                                                                              • Figure 11: Leading brands’ shares in the UK sports nutrition food and drink market*, by value, 2016/17**
                                                                                                                            • MaxiNutrition loses share in mainstream channels
                                                                                                                              • For Goodness Shakes continues to grow
                                                                                                                                • Own-label grows
                                                                                                                                  • Figure 12: Leading brands’ shares in the UK sports nutrition food and drink market^, by value, 2014/15-2016/17
                                                                                                                              • Launch Activity and Innovation – Sports Nutrition and High-protein Food

                                                                                                                                • Methodology
                                                                                                                                  • High-protein launches continue to grow
                                                                                                                                    • Surge in high-protein dairy launches
                                                                                                                                      • Figure 13: Share of high-protein food launches, by product category, 2016
                                                                                                                                    • Snacks continue to attract high-protein NPD
                                                                                                                                      • Meat manufacturers launch on-the go chicken chunks
                                                                                                                                        • Warburtons brings high protein to the mainstream bakery market
                                                                                                                                          • Sports nutrition brands tap new health trends
                                                                                                                                            • MaxiNutrition unveils new “strong not skinny” women’s range
                                                                                                                                              • PhD Nutrition offers clean and wholefood-based nutrition
                                                                                                                                                • Protein bars attract NPD
                                                                                                                                                  • Mars expands protein offering
                                                                                                                                                    • Kids’ range launched by Myprotein
                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                      • 27% of adults use sports nutrition products
                                                                                                                                                        • Exercise remains a key driver for sports nutrition usage
                                                                                                                                                          • Three in ten use high-protein products
                                                                                                                                                            • Checking credentials of online authors deemed important
                                                                                                                                                              • Official health service providers win on trust
                                                                                                                                                                • Just 26% of users trust sport nutrition brands
                                                                                                                                                                  • Widespread demand for industry-wide certification
                                                                                                                                                                    • Ingredient scrutiny is high
                                                                                                                                                                      • Products for low-intensity activities appeal to young women
                                                                                                                                                                        • The popularity of balanced diets could curb protein appeal
                                                                                                                                                                          • Worries exist over ingredients used to make high-protein claims
                                                                                                                                                                          • Usage of Sports Nutrition and High-protein Products

                                                                                                                                                                            • 27% of adults use sports nutrition products
                                                                                                                                                                              • Figure 14: Usage of sports nutrition products, by gender, April 2017
                                                                                                                                                                            • Exercise drives sports nutrition usage
                                                                                                                                                                              • Figure 15: Usage of any sports nutrition product, by frequency of exercise, April 2017
                                                                                                                                                                            • Young men are core user group of sports nutrition
                                                                                                                                                                              • Young women’s usage of protein powder grows
                                                                                                                                                                                • Figure 16: Usage of ‘protein powders for a drink’ among 16-24s, by gender, April 2015, May 2016 and April 2017
                                                                                                                                                                              • Tapping the grey pound
                                                                                                                                                                                • Three in ten use high-protein products
                                                                                                                                                                                  • Usage of sports nutrition and high-protein products overlaps
                                                                                                                                                                                    • Figure 17: Usage of high-protein products (excluding sports nutrition), by usage of sports nutrition products, April 2017
                                                                                                                                                                                    • Figure 18: Cross-over in usage of sport nutrition products and high-protein food/drink, April 2017
                                                                                                                                                                                • Trust in Sources of Nutrition and Exercise Information

                                                                                                                                                                                  • Checking credentials of online authors deemed important
                                                                                                                                                                                    • Figure 19: Attitudes towards checking online authors’ credentials for diet and fitness information, April 2017
                                                                                                                                                                                  • Official health service providers win on trust
                                                                                                                                                                                    • Figure 20: Trust in sources of nutrition and exercise information, by usage of sports nutrition products, April 2017
                                                                                                                                                                                  • Dietitians trusted by many
                                                                                                                                                                                    • Just 26% of users trust sport nutrition brands
                                                                                                                                                                                      • The young trust the widest range of sources
                                                                                                                                                                                      • Behaviours and Attitudes Relating to Sports Nutrition

                                                                                                                                                                                        • Demand for industry-wide certification
                                                                                                                                                                                          • Figure 21: Behaviours relating to sports nutrition, April 2017
                                                                                                                                                                                        • Ingredient scrutiny is high
                                                                                                                                                                                          • High engagement highlights need to respond to ingredient concerns
                                                                                                                                                                                            • Price remains a barrier to trial
                                                                                                                                                                                              • Products tailored for low-intensity activities appeal to young women
                                                                                                                                                                                                • Figure 22: Agreement with selected statements about sports nutrition, by usage of sports nutrition products, April 2017
                                                                                                                                                                                            • Attitudes towards High-protein Products

                                                                                                                                                                                              • The popularity of balanced diets could curb protein appeal…
                                                                                                                                                                                                • ...but doubts over getting enough work in favour of high-protein products
                                                                                                                                                                                                  • Figure 23: Attitudes towards high-protein foods, April 2017
                                                                                                                                                                                                • Frequent exercisers recognise benefit of upping protein intake
                                                                                                                                                                                                  • Figure 24: Attitudes towards high-protein foods, by usage of high-protein food/drink, April 2017
                                                                                                                                                                                                • Worries exist over ingredients used to make high-protein claims
                                                                                                                                                                                                  • Transparency of ingredients needed to quell concern
                                                                                                                                                                                                    • Spelling out protein content should help prove value
                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                              • Figure 25: Share of new UK food and drink product launches featuring a high protein claim, 2013-16
                                                                                                                                                                                                              • Figure 26: Share of new UK food launches featuring a high protein claim, by category, 2013-16
                                                                                                                                                                                                              • Figure 27: Share of new UK drink launches featuring a high protein claim, by category, 2013-16
                                                                                                                                                                                                              • Figure 28: Trends in high-protein food launches in selected categories, 2013-16 and 2015-16