The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJul 2017
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Consumers worldwide are adopting healthy living and fitness trends, especially across developed markets where healthy lifestyles have become the new normal. This is correspondingly expanding the consumer base for sports nutrition products, but to succeed in this new world, firms need to understand consumers’ crowd culture to better engage them while continuing to innovate based on consumer demands, especially around plant-based proteins and clean labelling.
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Sports nutrition is expanding from core users (bodybuilders and performance athletes) to a broader basket of consumers focused on fitness and healthy living trends. The sports nutrition market for consumers following fitness goals has expanded in kind, although brands need to evolve to speak to consumer lifestyles.
Companies are integrating into consumers’ lifestyles beyond partnerships with sports teams and athletes, but also via crowd cultures with which consumers identify, such as running, yoga and following fitness social media influencers. Looking forward, it is likely that sports nutrition companies will also integrate individually tracked data to create more personalised sports nutrition products.
Over 80% of global sports nutrition value sales came from sports protein products in 2016, and within this category demand for plant-based proteins is growing due to concerns for animal rights, cruelty free awareness, fear of potential antibiotics pollution in dairy products, rising dairy allergies, and the growing vegan and vegetarian movement, with many industry players already launching (or planning to launch) products to suit these consumer demands.
Regulations around sports nutrition continue to change and vary considerably by market, making global expansion tougher. While cases of sports nutrition products tainted with illegal and prescription drugs continue to multiply, certifications of transparency such as Informed-Sport and NSF Certified for Sport are becoming more prevalent.
The future of sports nutrition is bright, especially for companies focusing on clean label demands and plant-based protein products while taking advantage of the expanding consumer base and making an effort to engage with specific crowd cultures.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.