How sports nutrition meets new consumer needs

Western Europe had been seeing dynamic double-digit annual growth rates in its sports nutrition sales since 2017. However, the pandemic resulted in a marked decline in sales in 2020, with the many COVID-19 restrictions negatively impacting the market. 

Western European sales of sports nutrition immediately returned to positive growth in 2021, although a full recovery to stronger growth rates and beating pre-pandemic sales levels only came in 2022. The forecast period is expected to see further strong year-on-year growth, with the UK covering half of the sales of Western Europe.(1)

According to a survey by Foresight Factory, fitness enthusiasts account for about one-third of the global population. There is a huge opportunity lying for those engaging occasionally in running, cycling, or other leisure sports activities.

Sports nutrition solutions are not only used in the context of sports but also help living an active life or support weight loss. It appeals to all who seek health and wellness through food and beverages.

In essence, consumers are looking for products that are good for their bodies. They have a growing knowledge of their specific needs and are more nutritionally aware than before. 

They look for products that meet those very specific needs. A high-protein claim is one of the key attributes consumers look for in sports nutrition. Indeed, this nutrient, present for years in the sports world, is linked with energy and a boost of performance, for a workout but also for an active lifestyle.

Make the ingredient list simple so that consumers understand the ingredients and the benefits they bring. And connect with the active consumers by having products that fit their lifestyles (on the go), their activities (yoga, jogging), their food diets (flexitarian, vegan, dairy-free).