While traditionally, sports nutrition products were aimed at athletes and people who undertake weight training, the demographic for protein-based products is constantly widening, especially as people increasingly understand the value of having a high level of protein in their diet. For older Australians, it is vital to get enough protein to ensure they are able to stay strong and healthy well into their old age.
Sports protein RTD was the smallest category within sports nutrition at the end of the review period, but sales are expected to see solid retail volume and current value growth over the forecast period. Consumers are predominantly using sports protein powders and protein/energy bars, and have yet to fully explore the potential of sports protein RTD.
Plant-based protein products have seen noticeable growth in the market. This is due to the rising price of milk causing whey-based protein products to increase in price.
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These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.See All of Our Definitions
This report originates from Passport, our Sports Nutrition research and analysis database.
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