The sports nutrition market has evolved significantly over the last few years due to the emergence of a variety of new consumer needs.
To better understand the nutritional needs of Europe’s active consumers, from gym-goers to weekend park runs, Prinova recently conducted market research exploring this fast-growing segment. Here are five key takeaways.
A bigger, wider market
Euromonitor has described sports nutrition as “the fastest growing consumer health segment since the start of the COVID-19 pandemic” and noted that it is expected to experience double-digit growth in the three years to 2023.1
And as the market grew, it diversified, with distribution channels expanding from fitness centers and sports clubs to supermarkets, pharmacies and the internet, and the user base expanding beyond the traditional niche of serious athletes and bodybuilders to more casual consumers.
New mainstream and old hardcore
The survey revealed clear differences in the needs of these two groups, with more casual consumers tending to prioritize goals not traditionally associated with the sports nutrition sector, such as cognitive function and immune health.
They were also significantly more likely to cite weight management and digestive health as their primary goals, and taste and texture as important purchasing motivators.
In contrast, more dedicated exercisers tended to prioritize goals like muscle growth and injury prevention.
The key message is that sports nutrition consumers are a diverse group of people, with different needs and purchasing habits and differing greatly by activity level – so it makes sense to target them carefully and focus on wider benefits.
The Enduring Appeal of Patience
When survey respondents were asked about their favourite forms of exercise, endurance and strength training was nearly five times more popular than team sports and more than seven times more popular than individual sports (such as squash or tennis).
Reflecting this, endurance was one of the top five goals for the use of sports nutrition (along with energy, post-exercise recovery, muscle growth and hydration).
To meet this enduring consumer need, Prinova offers enduracarb trehalose, a scientifically-backed, slow-acting carbohydrate that can boost performance when athletes need it most.
Vitamins are the best
The survey also found that vitamins are the most sought-after ingredient among active consumers.
This reflects the wealth of research on its benefits to sports nutrition (for example, B vitamin deficiencies may reduce high-intensity exercise performance in athletes) and suggests that this is being communicated to consumers.2
The plant-based trend is changing the game
The survey results also revealed the impact that the plant-based trend is having on the sports nutrition market, with more than four in 10 consumers naming plant-based protein as one of their most sought-after ingredients, compared to whey and dairy (26%), egg (15%) and meat (8%) protein.
All the ingredients for success in sport
Prinova’s sports nutrition solutions include proprietary, science-based, branded ingredients as well as market-leading positions in key categories, including the world’s largest inventory of food-grade single vitamins.
Our customers also benefit from an optimized, reliable supply chain and vertically integrated manufacturing capabilities. In an increasingly fragmented market, it makes sense to partner with the most experienced company in the world.
References
- www.euromonitor.com/article/the-changing-landscape-for-sports-nutrition-retailing-in-western-europe.
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