What you need to know

Sales of sports nutrition products through the major supermarkets and chemists picked up in 2017. NPD focused on convenient formats and indulgent flavours is helping to make sports nutrition accessible to mainstream consumers. However, non-specialist channels remain a decidedly modest channel in the market, which the online and specialist retailers dominate.

Going forward, 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.

Meanwhile, 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 create standout and boost appeal among existing users.

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

Attitudes towards 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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