That taste stands on a par with healthiness in consumers’ product choice – cited by 58% and 61% of buyers, respectively – shows how growing competition in the sports nutrition market has set the expectations high for products to deliver on enjoyment as well as functionality.

While the COVID-19 outbreak gave a notable boost to consumers’ interest in health and exercise, the lockdown also sharply curbed exercise opportunities. Looking ahead, the income squeeze triggered by the lockdown will put non-essential spend in the line of fire, including that on sports nutrition products.

The growing competition from mainstream food and drink actively calling out their protein credentials adds to this pressure. Brands have made themselves more vulnerable to this with the recent push to be seen as better-for-you snacks among mainstream consumers. While providing new revenue streams, this risks diluting their specialised image.

A third (34%) of people are interested in sports nutrition products customised to their personal needs, including 68% of sports nutrition users. Such products also stand to bring new users to the category, as 18% of non-users of sports nutrition show interest in these. Examples in this space are rare, but frontrunners with a compelling proposition can reap substantial benefits.

Key issues covered in this Report

  • The impact of COVID-19 on the sports nutrition market.

  • Where sports nutrition products are bought and key choice factors.

  • The opportunity for plant-based and personalised products in the sports nutrition market.

  • Consumer usage of and attitudes towards high-protein food and drink.

COVID-19: Market context

The first COVID-19 cases were confirmed in the UK at the end of January, with a small number of cases in February. The government focused on the ‘contain’ stage of its strategy, with the country continuing to operate much as normal. As the case level rose, the government ordered the closure of non-essential stores on 20 March.

A wider lockdown requiring people to stay at home except for essential shopping, exercise and work ‘if absolutely necessary’ followed on 23 March. Initially, a three-week timeframe was put on the measures, which was extended in mid-April for another three weeks.

The Health Protections Regulations 2020 came into effect on 15 June allowing the reopening of all non-essential stores in England as well as the mandatory use of face coverings on public transport. Pubs, restaurants, hotels and hairdressers were able to reopen on 4 July, with many beauty businesses following on 13 July. From 24 July, it became mandatory to wear face coverings in shops and supermarkets.

On 20 March 2020, the Prime Minister ordered the closure of gyms and leisure centres, while from 23 March even outdoors exercise was limited to an hour a day. On 11 May, the public in England were again allowed ‘unlimited exercise’ outside the home.

From 13 May, sports courts including basketball and tennis courts, bowling greens and playing spaces such as golf courses, were able to reopen. All of these activities were to be undertaken alone, with members of the same household or with one other person from a different household.

Most leisure facilities were able to reopen on 4 July including outdoor gyms and recreational sport in outdoor locations with the exception of close-contact team sports. Outdoor pools and certain team sports were allowed reopen from 11 July and indoor gyms, pools and sports facilities from 25 July.

Economic and other assumptions

Mintel’s economic assumptions are based on the Office for Budget Responsibility’s central scenario included in its July 2020 Fiscal Sustainability Report. The scenario suggests that UK GDP could fall by 12.4% in 2020, recovering by 8.7% in 2021, and that unemployment will reach 11.9% by the end of 2020, falling to 8.8% by the end of 2021.

The current uncertainty means that there is wide variation on the range of forecasts however, and this is reflected in the OBR’s own scenarios. In its upside scenario, economic activity returns to pre-COVID-19 levels by Q1 2021. Its more pessimistic scenario, by contrast, would mean that GDP does not recover until Q3 2024.

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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