Opportunities in the Sports Nutrition Industry

The global sports nutrition industry has enjoyed brilliant success over the past decade. 

But there are a number of hurdles that the industry needs to overcome in order to secure future and sustainable growth. The UK sports nutrition industry grew by almost 25% in 2023, however this rise was largely driven by inflationary price rises.

The strongest competition to sports nutrition brands comes from outside the sports nutrition industry altogether. 

Over half of UK consumers believe that functional food and drink products can deliver the same benefits as sports nutrition products. This perception is supported by the rise in nutrition claims on food and drink products that would normally be associated with sports nutrition products, such as high protein content. Mintel’s Global New Products (GNPD) shows a 6.2% increase in food and drinks products displaying a ‘high/added protein’ claim between 2021 and 2023. The increasing availability of food and drink products with nutrition claims is providing cost-conscious consumers with a convenient and affordable alternative to sports nutrition products. Mintel’s consumer research found that over a quarter of German consumers buy less sports nutrition products when money is tight.

Despite this, and further challenges which will be detailed ahead, there are numerous opportunities for growth in the sports nutrition industry.

The sports nutrition industry can rely on its dedicated consumer base somewhat. A significant portion of sports nutrition consumers are highly committed, with a large majority of UK consumers using these products at least once a week. However, users of sports nutrition skew heavily towards younger generations. In the UK, three-quarters of people aged 16-34 use sports nutrition products, compared to under one in ten among those aged 65 and older. In Germany, similar trends are observed, with the core user group being the 16-34 age range, and only 6% of over-65s using sports nutrition products. The sports nutrition industry needs to close the generation gap.

However, the generational difference is not due to lack of interest. There is actually significant interest in sports nutrition products among older generations, particularly sports nutrition products which support healthy ageing, with almost half of UK adults aged 55+ who exercise finding these appealing. The barrier for most older consumers is a lack of understanding. As previously discussed, brands need to clearly explain the benefits of sports nutrition, this is especially pertinent with older generations, as only around one in ten UK adults over-55 who exercise agree that the benefits of using sports nutrition products are usually clearly explained by brands. 

Sports nutrition brands would also be well-advised to look to the other end of the age spectrum for growth opportunities. The youth sports nutrition market is significant, particularly in China, driven by government initiatives to promote physical activity among teenagers. Parents in China are becoming more interested in food and drink specifically designed for sports, so this area is an opportunity for innovation in the Asian market. Similarly in the US, parents are increasingly investing in their children’s sporting activities, creating opportunities for brands to provide sports nutrition products tailored to the needs of young athletes.

There is a gap in consumer understanding of the benefits of sports nutrition products, and this can act as a barrier to usage, with almost half of UK consumers saying that knowing more about sports nutrition products would encourage them to use them more frequently. A lack of confidence in the category is discouraging many consumers from purchasing sports nutrition products, even amongst those who currently use sports nutrition products, almost three-quarters would like more assistance in choosing the right product for them.

It’s vital for sports nutrition brands to simplify their messaging in order to communicate the value of their products and gain an edge over the competition from functional food and drink categories. Better educating consumers on the benefits of sports nutrition will help brands justify their higher price points, helping to combat the category’s poor value image. Among those who think high-protein sports nutrition products are a poor value-for-money source of protein, 49% say that knowing more about sports nutrition would encourage them to use them/use them more.

Although packaging is an important source of information for consumers, brands can go further with educating consumers. In Germany, brands are using healthcare professionals on social media to educate consumers, and enhance credibility of their products. Brands should look to utilise online space to educate consumers. Many sports nutrition brands already do this in the UK, however only a small percentage of consumers have engaged with this content, suggesting that more should be done to direct customers towards it.

Looking further ahead, artificial intelligence holds potential for brands to support consumers in the sports nutrition category, with half of UK consumers saying they would trust an AI tool to advise them on which sports nutrition products to use.

Clean label is one of the main trending topics in sports nutrition. Consumers across the globe are prioritising natural ingredients over processed ones. The clean label movement is having an impact on the sports nutrition industry, as consumers are increasingly favouring a simple ingredients list on the products they buy there is a strong consumer interest in natural sports nutrition products that align with a ‘clean label’ image. However, many existing products feature long ingredient lists with various additives and preservatives to enhance flavour, shelf life, and functionality. Reformulating products to align with clean label standards can be costly. Natural ingredients and clean processing methods may increase production costs, potentially leading to higher prices for consumers.

There are no quick fixes for the sports nutrition industry to improve its ‘clean label’ image. The ingredients list doesn’t lie. 

Cutting back on additives and preservatives is a crucial step, Mintel’s GNPD data shows that only 15% of product launches made no additives, colouring, flavourings or preservatives claims in 2023. Brands that are able to embrace the clean label trend should focus on using recognisable and natural ingredients that will meet the expectations of health-conscious consumers. Furthermore, brands should clearly communicate the benefits of their clean label credentials on packaging and through marketing efforts. As a result, consumers may be more willing to pay a premium for what they perceive as a healthier product, considering that Mintel has previously found that over a third of Brazilian consumers would be willing to pay more for a product with a clean label.

The sports nutrition industry is at a crossroads, with opportunities for growth in new consumption occasions, natural product offerings, and better consumer guidance on product benefits. Brands are encouraged to differentiate themselves by clearly communicating the unique value of their products and exploring untapped markets such as seniors’ sports nutrition, youth sports, and clean energy.

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