Sports Nutrition in the United Kingdom

2021 DEVELOPMENTS

Gym reopening and the lifting of restrictions boost demand

Gyms and health clubs are essential to sales of sports nutrition. In 2020, their closure had a dramatic negative impact on the consumption of sports protein and sports non-protein products across the country as consumers were unable to exercise in the same way they had been doing previously.

E-commerce loses share to grocery retailers

For the first time in Euromonitor International’s database, the share of e-commerce within the distribution of sports nutrition products in the UK declined in 2021, after seeing spectacular growth in 2020. This rather unexpected situation is, however, understandable when looking into the peculiar circumstances of the category in the country.

Leaders continue to expand with omni-presence strategy

Whereas in the past a presence in sports nutrition specialist retailers was fundamental, and more recently e-commerce attracted players’ attention for its reach and relatively easy way to expand to a large customer base, nowadays omni-presence is the main direction that most players are taking as the category cements itself and brands look for opportunities with different retailers. Whilst Amazon is a must in the online world, grocery retailers have become a golden opportunity to access consumers who would otherwise not be exposed to such products.

PROSPECTS AND OPPORTUNITIES

Vegan and plant-based are main growth drivers in sports nutrition

Vegan products, which eliminate any animal-sourced ingredients, and plant-based products, which do not necessarily eliminate animal ingredients but generally incorporate plant-based ingredients, are increasing in prevalence throughout the category, and represent a marketing opportunity for many brands to attract new consumers and gain brand awareness through advertising. Whilst options that are pea- or brown rice-based have been around for some time, others, such as pumpkin from Clearspring and hemp from Naturya, have also successfully made their way into the category.

Sports non-protein products expected to outperform other categories

As protein has already expanded at a fast pace, sports protein products is moving closer to maturity. On the other hand, sports non-protein products are still widely unknown to consumers and are still expanding in terms of product variety and availability in different points of sale.

Increasing competition from outside of sports nutrition

Over recent years, consumers in the UK substantially increased the consumption of protein through sports nutrition products. Increased awareness of its health benefits and regular workout activity motivated this upwards trend.