Sports Nutrition in the United Kingdom

PROSPECTS

Blurring lines between protein/energy bars and confectionery

In the UK, the lines between sports nutrition and sweet snacks are blurring. Sports nutrition products are moving more mainstream, driving the strong growth of the category.

Sports protein RTD as an alternative to soft drinks

Sports protein RTD is another category where the lines are blurred between sports nutrition and soft drinks. The high protein trend and convenience are driving the growth of sports protein RTD.

Plant-based protein powders are here to stay

Vegan and vegetarian diets, movement towards plant-based diets and increased number of flexitarians, drive the demand for plant-based, non-animal-derived protein powders. In terms of sports protein powder, growth is driven by a loyal consumer group that uses protein for muscle gain or muscle recovery after sports.

COMPETITIVE LANDSCAPE

Grenade energy/protein bars compete in grocery retailers with countlines

Grenade is one of the fastest growing protein bar brands in the sports nutrition category. The brand developed a formulation of energy/protein bar that resembles the texture and flavour of chocolate countlines.

Acquisition of PhD Nutrition by Science in Sport opens sales opportunities in international markets

PhD Nutrition, one of the leading sports nutrition brands, has been acquired by Science in Sport (SiS) at the end of 2018. Since the acquisition, the brand relaunched PhD.

Maximuscle extends its range to meet consumer demands for everyday fitness

Maximuscle rolled out dozens of new or reformulated products focused on grocery. The fitness brand aims to tap demand for everyday fitness with new products such as Energy Flapjack, Protein Bites, Natural Bar, and Vegan Protein Powder.

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