Table of Contents
Executive Summary
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- Impact of COVID-19 on sports nutrition
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on sport nutrition, 2021
- The market
- Sales through mainstream channels hit by COVID-19
- Sports nutrition sales start to rebound in 2021
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- Figure 2: Value sales in the UK sports nutrition food and drink market^, 2016/17-2020/21
- Increased interest in exercise and eating healthily bodes well
- Growing competition from high-protein products
- Two thirds of people exercise at least twice a week
- Low-impact workouts have increased in popularity
- Growing population of over-55s
- Companies and brands
- Major food conglomerates acquire sports nutrition brands
- Grenade sees increase in sales
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- Figure 3: Leading brands’ value sales in the UK sports nutrition food and drink market^, 2019/20-2020/21
- Plant-based ranges increase in prominence
- New PhD Nutrition Life range focuses on physical and mental wellbeing
- High-/added protein claims level off
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- Figure 4: Share of UK food and drink launches featuring a high-/added protein claim, 2016-21
- Brand ambassadors used to drive engagement
- The consumer
- Two in five use sports nutrition products
- One in five people eat protein bars
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- Figure 5: Types of sports nutrition products used, 2021
- Usage of all products higher among men and younger people
- Most users reach for sports nutrition more than once a week
- Word of mouth communication important to brands
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- Figure 6: Sources used for information on sports nutrition products, 2021
- Need to convince more people of the benefits
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- Figure 7: Reasons for not eating or drinking sports nutrition products, 2021
- Opportunity for added health benefits in sports nutrition
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- Figure 8: Interest in selected product attributes for sports nutrition products, 2021
- Flavour innovation important for increasing usage
- Personalisation warranted in sports nutrition
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- Figure 9: Behaviours related to using and buying sports nutrition products, 2021
- Sports nutrition must offer more than high protein
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- Figure 10: Attitudes towards sports nutrition products, 2021
Issues and Insights
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- Sports nutrition well placed to grow sales post-COVID
- Sales through mainstream channels hit by COVID-19
- Sports nutrition sales start to rebound in 2021
- Increased interest in exercise and eating healthily bodes well
- More remote working will hold back impulse buying
- Need to convince more people of the benefits
- Not seeing the personal benefits is the biggest barrier to usage
- First brands need to connect with non-users
- Linking to healthy eating and exercise content important
- Make sports nutrition more relevant to over-45s and for low-impact workouts
- Offering a wider range of nutritional benefits needed to increase appeal
- Sports nutrition must offer more than high protein
- Opportunity for added health benefits in sports nutrition
- Immune system support in demand
- Helping mental performance offers scope to increase appeal
The Market – Key Takeaways
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- Sales through mainstream channels hit by COVID-19
- Stay-at-home order hits impulse demand
- Sport nutrition sales start to rebound in 2021
- Increased interest in exercise and eating healthily bodes well
- Growing competition from high-protein products
- Two thirds of people exercise at least twice a week
- Younger people more likely to exercise frequently
- Low-impact workouts have increased in popularity
- Growing population of over-55s
Market Size
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- Re-opening of gyms helps drive recovery in sports nutrition sales
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- Figure 11: Short, medium and long term impact of COVID-19 on sport nutrition, 2021
- Sales through mainstream channels hit by COVID-19
- Sport nutrition sales through mainstream channels rebound in 2021
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- Figure 12: Value sales in the UK sports nutrition food and drink market^, 2016/17-2020/21
- Increased interest in exercise and eating healthily bodes well
Market Drivers
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- Two thirds of people exercise at least twice a week
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- Figure 13: Frequency of exercise, 2018-21
- Younger people more likely to exercise frequently
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- Figure 14: Frequency of exercise, by age and gender, 2021
- Low-impact workouts have increased in popularity
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- Figure 15: Exercise types undertaken typically, 2020 and 2021
- Numerous reasons why people exercise
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- Figure 16: Reasons for exercising, 2021
- Government emphasis on health intensifies under COVID-19
- More moves to tackle obesity
- HFSS food promotion and store location restrictions to come into place in 2022
- Advertising for HFSS food and drink to face new rules from end of 2022
- Growing population for sports nutrition brands to target
- Number of 15-34 year olds projected to remain stable
- Growing population of over-55s
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- Figure 17: Trends in the age structure of the UK population, 2015-25
- Initial impact of Brexit limited but upward price pressures
Companies and Brands – Key Takeaways
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- Major food conglomerates acquire sports nutrition brands
- Dessert flavours a prominent theme in new launches
- Plant-based ranges increase in prominence
- New PhD Nutrition Life range focuses on physical and mental wellbeing
- Low/reduced sugar claims feature in sports nutrition launches
- High-/added protein claims level off
- Brand ambassadors used to drive engagement
Market Share
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- Competitive landscape
- Mondelēz acquires Grenade brand
- Unilever buys US brand Onnit
- Sci-Mx sold by Samworth Brothers
- Pulsin acquired by investment firm S-Ventures
- New start-ups secure investment through crowdfunding
- Market share through mainstream retail
- Grenade records further sales growth
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- Figure 18: Leading brands’ value sales in the UK sports nutrition food and drink market^, 2018/19-2020/21
- Science in Sport sees strong online sales growth
- For Goodness Shakes hit by loss of on-the-go sales
Launch Activity and Innovation – Sports Nutrition
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- Performance nutrition dominated by drinks and bars
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- Figure 19: New launches of performance nutrition products*, by sub-category, 2016-21
- Dessert flavours a prominent theme in new launches
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- Figure 20: Examples of dessert flavours in new launches of performance nutrition products, 2021
- Plant-based ranges increase in prominence
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- Figure 21: Examples of plant-based claims in new launches of performance nutrition products, 2021
- All-natural claims a rarity in sports nutrition
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- Figure 22: Examples of new launches making all-natural or nothing artificial claims in performance nutrition, 2021
- New PhD Nutrition Life range focuses on physical and mental wellbeing
- Low/reduced sugar claims feature in sports nutrition launches
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- Figure 23: Examples of new launches making low/reduced sugar claims in performance nutrition, 2021
- Range of sports nutrition and fitness foods broadens
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- Figure 24: Examples of new launches by Foodspring, 2021
Launch Activity and Innovation – High-Protein Products
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- Methodology
- High-/added protein claims level off
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- Figure 25: Share of UK food and drink launches featuring a high-/added protein claim, 2016-21
- Snacks’ share of launches with high-/added protein claims declines
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- Figure 26: Share of high-/added protein food launches, by product category, 2016-21
- Cereal/snack bars dominate protein claims in snacks
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- Figure 27: Share of high-/added protein launches in snacks, by sub-category, 2016-21
- Meat snacks joined by high-protein meat substitutes
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- Figure 28: Examples of new launches in meat snacks and meat substitutes making high-/added protein claims, 2021
- High-protein claims in bakery launches rare
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- Figure 29: Examples of new launches in bakery making high-/added protein claims, 2021
- Nestlé Lindahls Pro offers alternative to protein shakes
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- Figure 30: Examples of new launches in milk and dairy alternatives, 2020/2021
- Yoghurts account for half of high-protein claims in dairy
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- Figure 31: Examples of new launches in yoghurts and desserts making high-/added protein claims, 2021
- Protein bars still a big part of launch activity
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- Figure 32: Examples of new launches in protein bars, 2020/2021
- Pulses being used to offer high-protein snacks
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- Figure 33: Examples of new snack launches with pulses making high-/added protein claims, 2021
Advertising and Marketing Activity
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- Small amount of main media advertising in sports nutrition
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on sports nutrition products, by media type, 2017-21
- Body Hack spends nearly £3 million on Huel
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- Figure 35: Total above-the line, online display and direct mail advertising expenditure on sports nutrition products, by advertiser, 2019-21
- Nielsen Ad Intel coverage
The Consumer – Key Takeaways
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- Two in five use sports nutrition products
- One in five people eat protein bars
- Usage of all products higher among men and younger people
- Most users reach for sports nutrition more than once a week
- Word of mouth and expert advice hold potential for brands
- Need to convince more people of the benefits
- Opportunity for added health benefits in sports nutrition
- Flavour innovation important for increasing usage
- Personalisation warranted in sports nutrition
- Sports nutrition must offer more than high protein
Impact of COVID-19 on Consumer Behaviour
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- Shift in where people exercised during COVID-19
- Move to exercising at home or outdoors
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- Figure 36: Consumer exercise locations pre- and post-COVID, 2021
- Online activities stepped up by fitness industry
- Increase in low-intensity exercise as more people get walking
- Increased focus on eating healthily and exercising
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- Figure 37: Changes to priorities since the COVID-19 outbreak, 2021
- Online’s share of sales increases during pandemic
- COVID-19 pandemic expected to heighten focus on sustainability
Usage of Sports Nutrition Products
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- Two in five use sports nutrition products
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- Figure 38: Overall usage of sports nutrition products, by gender and age, 2021
- Usage highest among most frequent exercisers
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- Figure 39: Overall usage of sports nutrition products, by frequency of exercise, 2021
- One in five people eat protein bars
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- Figure 40: Types of sports nutrition products used, 2021
- Usage of all products higher among men and younger people
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- Figure 41: Types of sports nutrition product used, by age, 2021
Frequency of Usage
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- Most users reach for sports nutrition more than once a week
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- Figure 42: Frequency of usage of sports nutrition products, 2021
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- Figure 43: Frequency of usage of sports nutrition products, by age, 2021
Sources of Information on Sports Nutrition Products
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- Word of mouth communication important to brands
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- Figure 44: Sources used for information on sports nutrition products, 2021
- Expert advice has an important role to play
- Websites need to bring all information needed together
Barriers to Usage of Sport Nutrition Products
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- Need to convince more people of the benefits
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- Figure 45: Reasons for not eating or drinking sports nutrition products, 2021
- A third of non-users think they are too expensive
- Focus on naturalness will help to boost sales
Interest in Product Attributes
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- Opportunity for added health benefits in sports nutrition
- Immune system support in demand
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- Figure 46: Interest in selected product attributes for sports nutrition products, 2021
- Helping mental performance offers scope to increase appeal
- A fifth interested in high protein plant-based ingredients
Behaviours Related to Using and Buying Sports Nutrition Products
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- Flavour innovation important for increasing usage
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- Figure 47: Behaviours related to using and buying sports nutrition products, 2021
- Personalisation warranted in sports nutrition
- Brands helping to guide choice stand to benefit
- Personalised products offer way of adding value to sales
Attitudes towards Sports Nutrition Products
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- Sports nutrition must offer more than high protein
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- Figure 48: Attitudes towards sports nutrition products, 2021
- Opinion divided on sports nutrition bars as healthier snack choice
- Meal replacement products for busy lifestyles an opportunity
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Launch Activity and Innovation
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- Figure 49: New launches in the UK performance nutrition market*, by top claims, 2016-21 (sorted by 2020)
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