Table of Contents
Overview
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- What you need to know
- Covered in this report
Executive Summary
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- Market background
- Half of adults exercise at least twice a week
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- Figure 1: Frequency of exercising, April 2015
- Protein a winner in EU health claims
- Increase in male population good news for the sports nutrition market
- Sports nutrition market affected by 20% VAT
- Wide variation in protein recommendations
- Key players
- Wellbeing products look aimed to expand pool of users
- Mainstream products boost their protein credentials
- Leading brands continue to focus on a technical proposition
- The consumer
- 28% of adults use sports nutrition products
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- Figure 2: Usage of sports nutrition products, April 2015
- One in four use other high-protein products
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- Figure 3: Usage of high-protein products (excluding sports nutrition), April 2015
- One in five people buy sports nutrition
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- Figure 4: Locations for purchasing sports nutrition products, April 2015
- Efficacy concerns hold back the market
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- Figure 5: Attitudes towards sports nutrition products, April 2015
- One in four unsure about protein requirements
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- Figure 6: Attitudes towards protein, April 2015
- 47% of adults are interested in trying sports nutrition products
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- Figure 7: Interest in trying sports nutrition products, April 2015
Issues and Insights
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- Sports nutrition market could tap into ageing population
- The facts
- The implications
- Lack of trust in sports nutrition products holds back the market
- The facts
- The implications
- Sports nutrition products deemed artificial
- The facts
- The implications
The Market – What You Need To Know
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- Majority of adults exercise
- Ageing population presents a challenge to the industry
- Growth of male population good news for sports nutrition
- Health claims relating to protein approved by EFSA
Market Drivers
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- Half of adults exercise at least twice a week
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- Figure 8: Frequency of exercising, April 2015
- Ageing population poses challenge to sports nutrition industry
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- Figure 9: Trends in the age structure of the UK population, 2009-14 and 2014-19
- Consumers find themselves in a better financial situation
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- Figure 10: Financial wellbeing index, February 2009-April 2015
- Protein a winner in EU health claims
- Increase in male population good news for the sports nutrition market
- Sports nutrition market affected by 20% VAT
- Wide variation in protein recommendations
- Not all proteins are the same
- NHS recommends a balanced diet for protein needs
Key Players – What You Need to Know
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- Wellbeing products look aimed to expand pool of users
- Brands look to treat foods for flavour inspiration
- Mainstream products boost their protein credentials
- Leading brands continue to focus on a technical proposition
Launch Activity and Innovation
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- Cereals offer a vehicle for high-protein claims
- Sports nutrition products look to boost indulgence factor
- Sports nutrition brands look to the mainstream market…
- …whilst mainstream brands gear towards active lifestyles
- Sports nutrition products target the kids’ market
Companies and Products
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- GlaxoSmithKline (GSK)
- Background and product range
- Recent activity and advertising
- Sci-Mx Nutrition
- Background and product range
- Recent activity and advertising
- Dunn’s River (Grace Foods)
- Background and product range
- For Goodness Shakes
- Background and product range
- Recent activity
- Ultimate Sports Nutrition (USN)
- Background and product range
- Recent activity
- GNC
- Background and product range
- Recent activity
- Online retailers
- www.bodybuilding.com
- www.myprotein.com
- www.thesupplementstore.co.uk
- www.sncdirect.com
The Consumer – What You Need To Know
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- A quarter of adults use sports nutrition
- One in five buy sports nutrition
- Efficacy concerns hold back the market
- A balanced diet is seen by many to offer enough protein
- New concepts spark interest
Sports Nutrition Product Usage
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- 28% of consumers use sports nutrition products
- Usage lags among over-55s
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- Figure 11: Usage of sports nutrition products, April 2015
- Narrow repertoires are most common
- Bars set the bar high
- RTD shakes remain a niche purchase
- One in four use other high-protein products
- High-protein products blur boundaries with sports nutrition
- A mainstream snack positioning avoids VAT
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- Figure 12: Usage of high-protein products (excluding sports nutrition), April 2015
Purchase of Sports Nutrition Products
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- One in five people buy sports nutrition
- Supermarkets are most popular outlet for buying sports nutrition
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- Figure 13: Outlets used to buy sports nutrition product s, April 2015
- Online is also an important channel for sports nutrition
- Almost half of buyers spend less than £20 per month
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- Figure 14: Monthly spend on sports nutrition products, April 2015
Attitudes towards Sports Nutrition Products
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- Efficacy concerns hold back the market
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- Figure 15: Attitudes towards sports nutrition products, April 2015
- Highlighting proof behind claims and real-life successes can help combat scepticism
- Tracker tools can support a sense of tangible progress
- Sports nutrition bars deemed healthier than chocolate by one in three
- Sports nutrition products are widely seen as artificial
Attitudes towards Protein
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- One in four unsure about protein requirements
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- Figure 16: Attitudes towards protein, April 2015
- Half of adults think a well-balanced diet can provide sufficient protein
- Foods naturally high in protein challenge sports nutrition
- Protein associated with feeling fuller for longer by one in four
Sports Nutrition Product Enticements
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- 47% of adults are interested in trying sports nutrition products
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- Figure 17: Interest in trying sports nutrition products, April 2015
- High-protein food/drink to support ageing appeals most to non-users
- High-protein versions of treat foods appeal
- Unrefined sugar supports a no-added-sugar positioning
Appendix – Data Sources and Abbreviations
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- Abbreviations
- Consumer research methodology
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