As a growing number of US consumers begin to engage with fitness and sports nutrition products, sports protein RTDs have seen increased demand as a convenient way to deliver supplemental protein for active lifestyles. For consumers that are new to the sports protein supplementation, RTDs are popular as a means for trying out products, while large quantities of protein powder can be excessive for some consumers.
Within the space of sports nutrition, plant-based options have become increasingly more popular and are now a staple among the wide variety of protein products. While appealing to vegetarian and vegan consumers, a growing number of US consumers identifying themselves as flexitarian are providing demand.
In years past, protein has been synonymous with sports nutrition as the primary product used for supplementing more active lifestyles. However, with the advent of increasing consumer education on the wide variety of sports nutrition products, sports non-protein products have benefited as a way for consumers to aid workouts beyond protein.
Similar to other consumer health markets, online consumption within the sports nutrition space has continued to expand. With fewer barriers to entry and a larger audience of consumers, e-commerce has succeeded as more consumers are adding an expanding amount of types of products to their online purchases.
In 2019, Nutrabolt has maintained its leading position in sports non-protein predominantly with the performance of its popular brand Cellucor. Cellucor C4 is the most recognisable name in pre-workout products and will likely maintain a dominant position among competitors as its retail footprint expands through the likes of Walmart and consumers further engage with sports non-protein products to aid with their workouts.
In effort to expand its sports nutrition assets, in early 2019 PepsiCo announced its decision to acquire CytoSport and the brands that fall under its ownership, Muscle Milk and Evolve. Having struggled under the ownership of Hormel Foods over the past few years, PepsiCo will look to utilise its resources and strategy used with the Gatorade brand since it expanded to protein products in 2015.
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This industry report originates from Passport, our Consumer Health market research database.