The UK government enforced regulations on the promotion of products that are high in fat, salt or sugar (HFSS) by location, in October 2022. Rules to ban the promotion of HFSS products by volume (such as “buy-one-get-one-free”) has been delayed from October 2023 amid the rising cost of living, to October 2025.
As the hybrid working culture continues post-pandemic, athleisure and work/life boundaries are blurring. Local consumers are increasingly indulging in low-intensity workouts with the majority opting for walk/run, cycling or hiking.
Distribution of sports nutrition in the UK is dominated by e-commerce, with the channel holding 70% share of retail value sales in 2023. However, players are adopting an omnichannel strategy which increasingly features partnering with offline channels such as supermarkets.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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