Sports Nutrition Products Have Become A Household Staple

LONDON,United Kingdom — According to a new report by market research company Mintel, one in four people in the UK now consume sports nutrition products.

Spending £66 million on sports nutrition food and drink products in 2015 (up by 27% from 2013), the study also revealed that UK consumers now view sports nutrition products as store-cupboard staples, with 47% of those who use the products saying they do so as part of their everyday diet.

“Sports nutrition food and drink now enjoys surprisingly widespread use despite its specific function as supporting sports and fitness,” said Emma Clifford, Senior Food and Drink Analyst at Mintel.

“As a result, sales are booming and at the heart of this strong performance is that the appeal of these products is expanding beyond the small pool of the most elite sportspeople and gym fans. The category is increasingly attracting ‘lifestyle’ users who see these products fitting in with a healthy, active lifestyle.”

Leading the category are protein-based products such as bars and powders, ranging from Grenade’s affordable high protein, low carb bars, to WellCo’s Elle Macpherson-inspired premium nourishing protein powder — priced at £45 for 500g.

Across the board, young consumers and high-earners are spending the most, in a bid to supplement their exercise regimes.

British startup Neat Nutrition, which has positioned itself at the premium end of the market for protein powders, has experienced rapid growth since its launch in 2015, with the brand’s website sales increasing month on month.

Co-founder Charlie Turner suggests that the brand’s success is down to consumers becoming much more savvy about their fitness regimes.

“10 years ago people were buying FHM, listening to Oasis and drinking beer – now they are reading Mens/Women’s Health, following Ellie Goulding’s latest fitness regime and drinking protein smoothies. There is a much keener awareness of fitness and nutrition as people understand that it’s the key to living a longer and healthier life,” he told Welltodo.

And, like Neat Nutrition, brands that are targeting the mass market by highlighting the functional benefits provided by protein, rather than focusing on muscle building, are also finding success.

According to Clifford, the wide-ranging health benefits linked to protein have been hugely responsible for pushing it into the spotlight.

“These multiple positive associations mean that usage of high-protein products is not limited to consumers with a single dietary want or need,” she explained.

In fact, the Mintel report reveals that over one third of adults who consume sports nutrition products believe that they help to support a healthy lifestyle, keep them fuller for longer and aid weight loss.

However, it’s not all positive, as the report reveals; not all consumers are sold on the power of protein, with 37% of Brits believing that high-protein diets are just a fad. This isn’t helped by the amount of confusing information and jargon spread across the market, says Turner.

The Mintel report concludes that a high number of consumers are demanding more innovation in the high-protein category, with over a quarter saying there aren’t enough high-protein prepared meals, while 24% would be interested in adding protein powder to meals to increase their protein intake.

There are many opportunities available for development in the sector suggests Clifford, and many brands are already seizing them.

 

New entrants such as MissFits Nutrition are specifically targeting women with their individually portioned pea protein sachets, and aptly named ‘multi-tasker’.

And as more women realise how beneficial sports nutrition can be, even more brands will target them, says founder Jacob Green.

Green argues that those taking a fresh approach to sports nutrition, using natural ingredients to create perfectly portioned products (with no excess calories and sugars), will do the best.

“I think the problem with existing brands is that they have often “shrinked and pinked” their male ranges to appeal to women, with little thought given to what women’s workout goals are and what nutrition they need,” he told Welltodo.

“If you look at our product The Multitasker for example, it contains 16g of protein but only 75 calories with negligible saturated fat and sugar. We also put our product in a sachet – it’s so much easier to put in a handbag or gym bag than a 1kg tub or pouch and it’s exactly what our market wants,” he added.

On the flip side, more established brands like Kinetica Sports are focusing their efforts on introducing flavour innovations.

Upon launching a limited edition Coconut & Lime whey protein earlier this month, Catherine O’Connor, Brand Coordinator at Kinetica Sports explained:

“Following the success of our previous Limited Edition Pina Colada and Samba Mambo whey protein flavours, we wanted to introduce an equally tantalising naturally flavoured whey protein with widespread appeal.”

With sales of sports nutrition in the UK expected to reach £527 million by 2019, the shift towards mainstream use is only going to increase, and as more brands like the aforementioned startups working to boost the availability and accessibility of their snacks and drinks, it’s an exciting time of growth for the category.