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Sports nutrition: it’s your business

Sales of sports nutrition products through the major supermarkets and independents are set to capitalise on the high protein trend in mainstream foods.

That’s the conclusion in a Mintel report on attitudes to sports nutrition (June 2018) which concludes: “While the growing choice of high-protein food and drink is creating intensified competition, convenient formats and increasing availability in the mainstream are helping to make sports nutrition more accessible. Interest in products supporting gut health and those featuring health-boosting herbs and spices highlights these as areas ripe for innovation.”

While online and specialist retailers dominate this market, new product development focused on convenient formats and indulgent flavours is helping to make sports nutrition accessible to mainstream consumers. However, this remains “a decidedly modest channel in the market”, says the report.

Competition is likely to continue to intensify from mainstream foods adopting a high-protein positioning. Meanwhile, with young men being the core users of sports nutrition, growing usage among older consumers and tapping the grey pound remains a notable challenge for the category.

“Strong interest among users in sports nutrition products that support digestive health or contain health-boosting herbs and spices highlights that these are areas brands can focus on to boost appeal among existing users,” says the report.

The report looks at 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, gels and related supplements.

Access Mintel’s market reports here.

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