The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreFeb 2013
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Driven by a global obesity crisis and the rise of more broadly health and fitness oriented consumers, sports nutrition has become the fastest growing category in consumer health. Substantial growth rates have led to more attention from consumer health producers and retailers alike, which has, in turn, greatly expanded access for average consumers. This briefing provides a global overview of the sports nutrition category and explores the most important trends shaping its outlook.
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The obesity epidemic has reached global proportions. Far beyond a first-world problem, many otherwise underdeveloped countries feature staggeringly high obesity rates. Concern over the impact of climbing obesity rates has stoked both consumer and government interest in greater physical fitness.
Unlike in many consumer goods industries, sales of sports nutrition are not expected to be dominated by emerging markets in the forecast period. The relative novelty of these products in mass channels, combined with increasing interest in fitness and a relatively relaxed regulatory environment, will help boost mature market sales in the near-to-mid term.
While sports nutrition was long considered the exclusive domain of hardcore bodybuilders and professional athletes, the category has made significant strides in cleaning up its once off-putting reputation. While dubious products and outlandish claims are still a reality, more muted product presentation, new product development around convenience and food-like formats, better quality control and a concerted push into mass retailers has helped expand the category's user base substantially.
While expansion into sports nutrition has obvious appeal to the pharmaceutical and direct selling companies that have traditionally dominated consumer health, the category's strong growth, generally unconsolidated markets and favourable economies of scale have drawn interest from a number of outside industries, including ingredients and packaged food.
Protein is the undisputed king of the sports nutrition world. Protein products –including powder, bars and RTDs – dominate global sales, and that trend is set to continue, as broad consumer acceptance of protein's benefits is expected to continue to push category sales ever higher in the future.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.