Author: Mintel Group Ltd.
Last saved by: HTTP server

Attitudes towards Sports Nutrition - UK - June 2017

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Growth through mainstream channels slows markedly in 2016
Figure 1: Value sales in the UK sports nutrition food and drink market^, 2014/15-2016/17
Specialist channels dominate the market
Budget squeeze and ageing population pose challenges for the market
No uptick in exercise
Strong touted as the new skinny
Ageing population poses a threat
Tighter budgets could hamper growth in sports nutrition market
Companies and brands
Acquisitions continue
Sports nutrition brands struggle in mainstream grocery
Figure 2: Leading brands’ shares in the UK sports nutrition food and drink market*, by value, 2016/17**
High-protein launches continue to grow
Meat, dairy and snacks attract high-protein NPD
Sports nutrition brands tap new health trends
Mars looks to protein, Myprotein launches Little Bears
The consumer
27% of adults use sports nutrition products
Figure 3: Usage of sports nutrition products, April 2017
Three in ten use high-protein products
Figure 4: Usage of high-protein products (excluding sports nutrition), April 2017
Checking credentials of online authors deemed important
Official health service providers win on trust
Figure 5: Trust in sources of nutrition and exercise information, by usage of sports nutrition products, April 2017
Widespread demand for industry-wide certification
Figure 6: Behaviours relating to sports nutrition, April 2017
Products for low-intensity activities appeal to young women
Figure 7: Attitudes towards sports nutrition, April 2017
The popularity of balanced diets could curb protein appeal
Figure 8: Attitudes towards protein, April 2017
What we think
ISSUES AND INSIGHTS
Drawing attention to experts can build trust for brands
The facts
The implications
Ingredient scrutiny highlights need for transparency in sports nutrition
The facts
The implications
Worries over ingredients used to make high-protein claims need to be quelled
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Growth through mainstream channels slows markedly in 2016
Specialist channels dominate the market
Budget squeeze and ageing population pose challenges for the market
No uptick in exercise
Strong touted as the new skinny
Ageing population poses a threat
Tighter budgets could hamper growth in sports nutrition market
MARKET SIZE
Growth through mainstream channels slows markedly in 2016
Figure 9: Value sales in the UK sports nutrition food and drink market^, 2014/15-2016/17
Accessible product formats and shelf space have facilitated uptake
Lifestyle users contributed to growth of the market
Specialist channels dominate the market
Budget squeeze and ageing population pose challenges for the market
MARKET DRIVERS
No overall uptick in exercise habits
Figure 10: Frequency of exercise, by gender and age group, April 2017
Strong touted as the new skinny…
…with social media a driving force in this context
Research promotes health benefits of being a ‘weekend warrior’
Obesity edges upwards despite rise in healthy eating
High-protein products can benefit from perceptions of being diet-friendly
The meat reduction trend can bolster demand for vegetarian high-protein foods
Ageing population poses a threat
Tighter budgets could hamper growth in sports nutrition market
No immediate impact on legislation expected following Brexit
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Acquisitions continue
Sports nutrition brands struggle in mainstream grocery
High-protein launches continue to grow
Meat, dairy and snacks attract high-protein NPD
Sports nutrition brands tap new health trends
Mars looks to protein, Myprotein launches Little Bears
MARKET SHARE
Competitive landscape
Science in Sport reports strong performance
Grenade snapped up by Lion Capital
ABF enters sports nutrition with two acquisitions
The Hut Group continues to grow UK sales
Market share through supermarkets
Dunns’ River Nurishment remains on top
Figure 11: Leading brands’ shares in the UK sports nutrition food and drink market*, by value, 2016/17**
MaxiNutrition loses share in mainstream channels
For Goodness Shakes continues to grow
Own-label grows
Figure 12: Leading brands’ shares in the UK sports nutrition food and drink market^, by value, 2014/15-2016/17
LAUNCH ACTIVITY AND INNOVATION – SPORTS NUTRITION AND HIGH-PROTEIN FOOD 
Methodology
High-protein launches continue to grow
Surge in high-protein dairy launches
Figure 13: Share of high-protein food launches, by product category, 2016
Snacks continue to attract high-protein NPD
Meat manufacturers launch on-the go chicken chunks
Warburtons brings high protein to the mainstream bakery market
Sports nutrition brands tap new health trends
MaxiNutrition unveils new “strong not skinny” women’s range
PhD Nutrition offers clean and wholefood-based nutrition
Protein bars attract NPD
Mars expands protein offering
Kids’ range launched by Myprotein
THE CONSUMER – WHAT YOU NEED TO KNOW
27% of adults use sports nutrition products
Exercise remains a key driver for sports nutrition usage
Three in ten use high-protein products
Checking credentials of online authors deemed important
Official health service providers win on trust
Just 26% of users trust sport nutrition brands
Widespread demand for industry-wide certification
Ingredient scrutiny is high
Products for low-intensity activities appeal to young women
The popularity of balanced diets could curb protein appeal
Worries exist over ingredients used to make high-protein claims
USAGE OF SPORTS NUTRITION AND HIGH-PROTEIN PRODUCTS
27% of adults use sports nutrition products
Figure 14: Usage of sports nutrition products, by gender, April 2017
Exercise drives sports nutrition usage
Figure 15: Usage of any sports nutrition product, by frequency of exercise, April 2017
Young men are core user group of sports nutrition
Young women’s usage of protein powder grows
Figure 16: Usage of ‘protein powders for a drink’ among 16-24s, by gender, April 2015, May 2016 and April 2017
Tapping the grey pound
Three in ten use high-protein products
Usage of sports nutrition and high-protein products overlaps
Figure 17: Usage of high-protein products (excluding sports nutrition), by usage of sports nutrition products, April 2017
Figure 18: Cross-over in usage of sport nutrition products and high-protein food/drink, April 2017
TRUST IN SOURCES OF NUTRITION AND EXERCISE INFORMATION
Checking credentials of online authors deemed important
Figure 19: Attitudes towards checking online authors’ credentials for diet and fitness information, April 2017
Official health service providers win on trust
Figure 20: Trust in sources of nutrition and exercise information, by usage of sports nutrition products, April 2017
Dietitians trusted by many
Just 26% of users trust sport nutrition brands
The young trust the widest range of sources
BEHAVIOURS AND ATTITUDES RELATING TO SPORTS NUTRITION
Demand for industry-wide certification
Figure 21: Behaviours relating to sports nutrition, April 2017
Ingredient scrutiny is high
High engagement highlights need to respond to ingredient concerns
Price remains a barrier to trial
Products tailored for low-intensity activities appeal to young women
Figure 22: Agreement with selected statements about sports nutrition, by usage of sports nutrition products, April 2017
ATTITUDES TOWARDS HIGH-PROTEIN PRODUCTS
The popularity of balanced diets could curb protein appeal…
...but doubts over getting enough work in favour of high-protein products
Figure 23: Attitudes towards high-protein foods, April 2017
Frequent exercisers recognise benefit of upping protein intake
Figure 24: Attitudes towards high-protein foods, by usage of high-protein food/drink, April 2017
Worries exist over ingredients used to make high-protein claims
Transparency of ingredients needed to quell concern
Spelling out protein content should help prove value
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 25: Share of new UK food and drink product launches featuring a high protein claim, 2013-16
Figure 26: Share of new UK food launches featuring a high protein claim, by category, 2013-16
Figure 27: Share of new UK drink launches featuring a high protein claim, by category, 2013-16
Figure 28: Trends in high-protein food launches in selected categories, 2013-16 and 2015-16

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.