Sports Nutrition in the United Kingdom

PROSPECTS

Plant-based protein powders steal share from whey traditionalists

Whey protein has long been the key ingredient in sports nutrition because of its ease of production, low cost and wide accessibility. However, increasing concerns about animal welfare and the benefits of leading a plant-based diet have boosted interest in and demand for non-animal-derived proteins.

Protein bars repackaged as an indulgent, healthy snack

The cultural shift towards converting healthy living from a trend-driven fad to an ingrained behaviour is evident in the marketing of protein bars and other sports nutrition snacks. Grenade, the leading brand within sports protein bars, has led this trend by introducing dessert-inspired flavours such as Chocolate Brownie, Coconut Chaos and Chocolate Orange.

Innovation is needed in a category that is too reliant on one component

The sports nutrition industry is synonymous with protein supplements, taken to stimulate muscle growth and aid sports performance. Despite the fast growth of the industry and its strong forecast, it remains too reliant on protein.

COMPETITIVE LANDSCAPE

Internet retailing still dominates distribution but supermarkets start to stock sports nutrition

The proliferation of B2C companies in the sports nutrition space means that internet retailing is the largest distribution channel. Amazon also sells the brands of the top players which generates significant revenue for them.

Exercise is no longer just about weight loss for women

The #StrongNotSkinny mantra has dominated discourse surrounding sports nutrition products aimed at women, to the detriment of weight management and wellbeing. Increasingly, companies are targeting women who wish to use sports nutrition products to complement their fitness regime.

Hyper-masculine marketing is becoming outdated and old-fashioned

In tandem with companies paying more attention to the female half of the population, the general aesthetic of sports nutrition products is moving away from the hyper-masculine marketing that it has been synonymous with previously. Myprotein has settled on its minimalist, ungendered aesthetic which emphasises the ingredients of the product, rather than its effects.

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