Thanks to the rise of the wellness movement, consumers across the globe have made their personal health a top priority. As a result, industries ranging from fitness and apparel to sleep and travel are adapting to meet consumers’ evolving needs.

In the world of sports nutrition, that change is manifesting itself in many ways – not the least of which is growth. Between the years of 2004 and 2018, the global sports nutrition market grew by an astounding 190%. North America, specifically, is a $10.1 billion market, and it is expected to continue its upward trajectory at a compound annual growth rate of 6.6% through 2021.

The bottom line? With 79% of all consumers interested in these products, but only 28% actively buying, brands and marketers alike have a lot of white space to work with. Here, we take a look at six things that you should know about the evolving world of sports nutrition.

1. Today’s sports nutrition consumers are no longer just competitive athletes in search of peak performance. Instead, they’re normal people who are focused on living an active, healthy lifestyle. While bodybuilders might be buying pounds of protein powder, these active lifestylers are seeking convenient, tasty products that help them get the most out of their workouts and aid in muscle recovery.
2. The proliferation of influencers and celebrities on social media has contributed to this widespread desire to stay in shape. Whether it’s on Instagram, Pinterest, or YouTube, countless influencers are out there offering fitness tips and endorsing products that, in turn, influence consumer spending – particularly with Millennials and Gen Z.
3. According to Mintel, only 15% of people believe that nutrition and performance drinks deliver on their actual claims. This speaks to a need for both evidence and transparency when marketing new products to consumers.
4. It’s not just about muscle growth! While some consumers are looking to purchase protein, others are focusing on immune health and mental clarity. In fact, immune health is one of the top three reasons that consumers buy supplements, and it becomes even more imperative in the world of sports and fitness. Intense physical activity can weaken the immune system and increase one’s vulnerability to infections. Thus, by getting ahead of it with supplements, consumers can ensure their bodies stay healthy and remain ready for the next training session.
5. Gone are the days of walking into the Vitamin Shoppe or GNC and seeing solely a selection of powders from wall to wall. Brands have found opportunities to incorporate functional ingredients into foods, beverages, shots, capsules, gummies, and much more. Beverages, in particular, offer a huge opportunity for brands based on their convenience and the ability to infuse a variety of ingredients into them.
6. Personalization continues to shape a variety of industries as consumers seek out products that most closely fit their needs, and sports nutrition is no different. Fifty-eight percent of consumers say that they are often or always influenced by how well a product is tailored to their needs, so brands would be wise to identify consumer archetypes and develop products designed specifically for them.

Is your brand looking to make a lasting impression with today’s active lifestylers? Contact us today to learn how our suite of experiential-led services can help you connect with consumers and earn lifelong loyalists.

Source: Kerry Group Game Changer The Next Big Thing in Sport Nutrition, Mintel Nutrition and Performance Drinks US 2018