September 19, 2024 – Many different factors impact the global sports nutrition market. Macro-level influences are forces that affect all aspects of societies around the world. Consumer attitudes and behaviors around sports nutrition affect purchasing and inspire innovation in new product development. New product launch trends capture the attention of consumers, who change purchasing behaviors and provide the impetus for new product development in sports nutrition industry.
Many Different Types of Sports Nutrition Products
Many different subcategories of sport products comprise the global sports nutrition category. Sports bars are bars made with cereal and other calorie-rich ingredients. They are formulated for athletes who are looking for energy and protein for their muscles. Ready-to-drink sports drinks are targeted specifically at athletes. They contain water, electrolytes, and energy ingredients for consumption after training and competitions. Ready-to-drink protein-based sports beverages have protein as their base and usually display a high-protein claim on the label. Some sports protein drinks are available in a shot format. Sports powders and powdered meal replacements require mixing with water, milk or juice. They can be consumed before exercise, after exercise, for performance, for bodybuilding, or in place of a meal. Other sports products include sports chews, gummies, lozenges, and gels. Most are targeted for athletic performance or for recovery.
Sports supplements are diverse and extremely popular for bodybuilding and various types of athletic activities. They are marketed for numerous different benefits, including meal replacement, weight gain promotion, support of weight loss, bodybuilding, or improved athletic performance. Sports supplements can be in the form of vitamin supplements, protein, branched-chain amino acids (BCAA), glutamine, essential fatty acids, or creatine. They can be positioned as meal replacements, weight loss products, or testosterone boosters. Typical formats are liquids, tablets or capsules. Any claims on dietary supplements need to be clearly stated on the label.
The Sports Nutrition Category is Growing
Sports nutrition launches have shown steady growth over the past five years and growth is projected to continue. The US is the largest sports nutrition market in the world based on both sales value and sales volume. Japan is the second leading market for sales value and volume of global sports nutrition products. Looking at per capita consumption of sports nutrition products, the US is the #1 market, followed by Australia and the UK.
Many different types and sizes of companies participate in the sports nutrition industry, from global multinationals to start-ups. Women-owned companies are at the forefront of new product development in North America, West Europe and APAC. Growth is strongest in El Salvador and the Philippines.
Healthy Living Drives Sports Nutrition
Consumers today want to live healthfully, and sports nutrition products help support that desire. A solid proportion of consumers globally say that they are consuming more sports nutrition products. This contrasts with small percentage who are decreasing consumption of sports nutrition products.
Consumers globally are consuming more sports nutrition products to benefit their health. consumption vs. only 8% who decreased consumption in the same period. The main reason for increasing consumption is due to perceived healthiness. Benefits include mental health as well as physical health.
Generation X and Boomers Lead Sports Nutrition
According to consumer trends research, the biggest consumers of sports nutrition supplements are Generation X and Boomers. Across all ages, consumers are using more sports nutrition products.
Participants in consumer trends research say that they use sports nutrition products after intense exercise at the gym, when they look for both carbohydrates and protein to replenish muscle glycogen stores. Consumer trends research shows that consumers most often turn to sports nutrition products for an energy boost. They also are influenced by claims for high source of protein.
When asked when they consume sports nutrition products, the highest proportion of consumers say post-workout, followed by breakfast and afternoon snack.
Sports Nutrition Powders are the Top Subcategory
Sports powders are the top sports nutrition category and account for over half of all launches globally. Sports bars and sports supplements follow. Consumers turn to protein shakes most often for replacing meals. Gummies are a rapidly growing format.
High Protein is a Leading Claim
High protein or source of protein is the leading claim in the global sports nutrition launches. Other leading claims are gluten-free and no additives/preservatives. Sugar reduction claims – led by sugar-free – and vegan claims also are important in sports nutrition industry.
Flavors are Traditional and Niche
The top global sports nutrition flavors are the classic chocolate milk, vanilla and strawberry. Fast-growing regional flavors include lychee and marshmallow. Manufacturers can use limited edition launches to try new flavors and test their appeal among consumers.
What’s Next in Sports Nutrition Industry?
Watch for brands to develop new products that are positioned for mental health. Expect vegan and vegetarian claims to continue to grow in the sports nutrition industry. Look for excitement from launches with unusual flavors such as cocktail flavors. Health will continue to prevail, especially in sugar-free, no added sugar and reduced calorie. Expect convenient formats such as gummies and capsules.
This article is based on our report, “Now & Next in Sports Nutrition – Global.” If you are interested in reading this report, feel free to request a demo.
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