An increasing number of consumers are incorporating sports nutrition into their daily diets as this is seen as a healthier option to support physical and mental wellbeing. This trend has been accelerated by the pandemic due to widespread warnings in the national press and social media platforms about the risks for obese people and those with unhealthy lifestyles infected with COVID-19.
The higher interest in health and wellness has resulted in a shift away from a focus on muscle gain and enhanced sports performance towards attaining goals through sports nutrition and physical exercise. Sports nutrition players have started to incorporate natural ingredients, such as ginseng, ginkgo biloba, guarana, and vitamins to their products which are known to have various health benefits, such as enhancing brain performance and improving energy levels.
The reopening of gyms, and the resumption of marathons and other sporting events that were cancelled during the pandemic are significantly boosting sales of sports non-protein products in 2022, as consumers search for solutions to boost energy levels and rehydrate. Despite its strong performance and predictions for further growth over the forecast period, sports non-protein products will continue to face competition from functional soft drinks such as Purdey’s energy drinks, which have similar qualities but are not positioned as sports nutrition and are therefore not covered under the scope of Euromonitor International’s consumer health research.
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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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