Attitudes towards Sports Nutrition - UK - June 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Sales through mainstream channels pick up
Figure 1: Value sales in the UK sports nutrition food and drink market^, 2015/16-2017/18
Health remains on consumer agenda
Sugar remains in the spotlight, protein continues to be popular
Tapping the grey pound remains a challenge
Companies and brands
GSK offloads MaxiNutrition and MaxiMuscle
Dunn’s River leads sales through mainstream channels, Grenade leaps ahead
Figure 2: Leading brands’ shares in the UK sports nutrition food and drink market*, by value, 2017/18**
Protein bars remain a focus in sports nutrition NPD
Vegan ranges expand
Brands look to new uses and categories
High-protein claims continue to rise
Figure 3: Share of UK food and drink launches featuring a high-protein claim, 2014-17
Snacks lead the high-protein charge
One in six high-protein launches are dairy, high-profile NPD in ice cream
The consumer
Young men remain core users of sports nutrition products
Figure 4: Usage of sports nutrition products, by age and gender, March 2018
Sports nutrition faces competition from high-protein food and drink
Exercise and sport are key occasions for usage
Figure 5: Usage occasions for sports nutrition products, March 2018
Non-users need convincing of the benefits of sports nutrition
Figure 6: Barriers to using sports nutrition products, March 2018
High protein remains most important choice factor
Figure 7: Important factors for choosing a sports nutrition product, March 2018
Opportunities to harness the strong interest in digestive health
Figure 8: Behaviours relating to sports nutrition products, March 2018
Protein enjoys a notably strong health image, demand for more clarity on protein type
Figure 9: Attitudes towards protein, March 2018
What we think
ISSUES AND INSIGHTS
The sports nutrition category is a perfect fit for innovation around gut health
The facts
The implications
Clearly flagging up protein sources can win trust through transparency while helping users navigate the category
The facts
The implications
Scope for sports nutrition brands to focus more on sustainability issues…
The facts
The implications
… within which insect proteins offer futuristic potential
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Sales through mainstream channels pick up
Growth of high-protein products and ageing population pose challenges
Health remains on the agenda
Sugar remains in the spotlight, protein continues to be popular
Tapping the grey pound remains a challenge
MARKET SIZE
Growth through mainstream channels picks up
Figure 10: Value sales in the UK sports nutrition food and drink market^, 2015/16-2017/18
Convenient formats drive relevance in mainstream channels
‘Positive nutrition’ and focus on flavour should appeal to less committed athletes
Online and specialist retailers dominate the market
Growth of high-protein products marks rising competition
MARKET DRIVERS
Health remains on the agenda
Most people exercise at least twice a week …
… but many fall short of the recommended exercise target
Figure 11: Frequency of exercise, by gender and age, March 2018
Sugar remains in the spotlight
Protein remains popular among consumers and brands
Plant-based proteins have had a rising profile
Taping the grey pound remains a challenge
Small uptick expected for young men
Figure 12: Trends in the age structure of the UK population, 2012-22
Future of food and drink legislation post-Brexit remains uncertain
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
GSK offloads MaxiNutrition and MaxiMuscle
Dunn’s River leads sales through mainstream channels, Grenade leaps ahead
Protein bars remain a focus in sports nutrition NPD
Vegan ranges expand
Brands look to new uses and categories
High-protein claims continue to rise
Snacks lead the high-protein charge
One in six high-protein launches are dairy, high-profile NPD in ice cream
MARKET SHARE
Sports nutrition brands reports mixed UK performance
Science in Sports continues strong performance
Protein Works, USN and Health & Diet Centres post declines
Market share through supermarkets
Grenade posts strongest growth
GSK offloads MaxiNutrition and MaxiMuscle
Growth continues for own-label
Figure 13: Value sales in the UK sports nutrition food and drink market^, 2016/17-2016/17
LAUNCH ACTIVITY AND INNOVATION – SPORTS NUTRITION
Protein bars remain a focus in sports nutrition NPD
Protein bars ramp up the indulgence factor
Figure 14: Protein bar launches with indulgent flavours, 2017/18
Oats up health credentials for protein bars
Indulgent flavours are inspiring range extensions
Vegan ranges are expanded
Figure 15: Vegan sports nutrition launches
Brands look to new uses and categories
PhD unveils “versatile” Smart Protein powder
Optimum Nutrition targets breakfast occasions
Figure 16: PhD Smart Protein range and Optimum Nutrition breakfast range, 2017/18
LAUNCH ACTIVITY AND INNOVATION – HIGH-PROTEIN FOOD
Methodology
High-protein claims continue to rise
Figure 17: Share of UK food and drink launches featuring a high-protein claim, 2014-17
Snacks lead the high-protein charge
Dynamic high-protein innovation in snack bars
An explosion in pulse-based snacks
Figure 18: High-protein snack launches 2017/18
High-profile NPD in nuts
Meat snacks gain share of snack NPD in 2017, and look to new formats
Figure 19: Share of high-protein food launches, by product category, 2017
One in six high-protein launches are dairy
Arla continues to expand its reach in high-protein dairy
Müller builds up its high-protein offering
Quark attracts attention from big players
High-profile better-for-you NPD in ice cream
Figure 20: High-protein ice cream launches 2017/18
Breakfast foods have harnessed their suitability for high-protein NPD
THE CONSUMER – WHAT YOU NEED TO KNOW
Young men remain core users of sports nutrition products
Sports nutrition faces competition from high-protein food and drink
Exercise and sport are key occasions for usage
Non-users need convincing of the benefits of sports nutrition
High protein remains most important choice factor
Opportunities to harness the strong interest in digestive health
Protein enjoys a notably strong health image
Consumers want more clarity about protein type
USAGE OF SPORTS NUTRITION AND HIGH-PROTEIN PRODUCTS
Young men remains core users of sports nutrition products
Figure 21: Any usage of sports nutrition products, by age and gender, March 2018
Repertoires are low
Figure 22: Usage of sports nutrition products, by gender, March 2018
Sports nutrition faces competition from high-protein food and drink
Figure 23: Usage of high-protein products, March 2018
Figure 24: Cross-over in usage of sport nutrition products and high-protein food/drink, March 2018
OCCASIONS FOR USING SPORTS NUTRITION
Exercise and sport are key occasions for usage
Figure 25: Usage occasions for sports nutrition products, March 2018
Sports nutrition has a role beyond exercise and sport
Scope for products supporting energy and cognitive function
BARRIERS TO USING SPORTS NUTRITION
Non-users need convincing of the benefits of sports nutrition
Building trust is needed to convince people of benefits
Tailored ranges should improve relevance
Figure 26: Barriers to using sports nutrition products, March 2018
Price is a major barrier
Processing and ingredients are a concern
CHOICE FACTORS FOR SPORTS NUTRITION
High protein remains most important factor
Protein source is important to one in three
Figure 27: Important factors for choosing a sports nutrition product, March 2018
All-natural ingredients are in demand
Low sugar and low calories are important to women
BEHAVIOURS RELATING TO SPORTS NUTRITION
Opportunities to harness the strong interest in digestive health …
… by looking to “gut healthy” ingredients
Figure 28: Behaviours relating to sports nutrition products, March 2018
Herbs and spices are underutilised
ATTITUDES TOWARDS PROTEIN
Protein enjoys a notably strong health image
Figure 29: Attitudes towards protein, March 2018
Uncertainty about getting enough protein …
… owing to a lack of straightforward advice
Clarity on products’ protein levels should appeal
Consumers want more clarity about protein type
Plant-based credentials appeal
Insect protein piques the interest of one in five
Figure 30: UK snacks featuring crickets as an ingredient
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 31: Share of UK food launches featuring a high-protein claim, by category, 2014-17
Figure 32: Share of UK drink launches featuring a high-protein claim, by category, 2014-17