Sports Nutrition Aims Beyond the Core Athlete

The sports nutrition market aims to meet the wellness demands of mainstream consumers as well as athletes.

Sports nutrition products are starting to show up on more mass merchandiser and grocery store shelves.[1]  No longer limited to nutrition-oriented stores, sports nutrition drinks and bars can be found in grocery stores along with staple foods.[2]

According to Innova Market Insights, a market research company specializing in the food and beverage industries, the category of sports nutrition new product launches in the United States has seen overall growth since 2012.[3]  The growth is coming from both mainstream food companies, such as Cliff Bar, Coca-Cola and PepsiCo, as well as from companies that traditionally focus on sports nutrition products such as, PowerBar, Reflex Nutrition, and Science in Sports.[4] In 2016, there were 1,645 new products launched in the sports nutrition category in the United States, compared to 1,526 in 2015.[5]

Growth in the U.S. is due in part to consumers’ beliefs in protein’s nutrition benefits and the importance of active living, according to Technavio, a London-based global market research company.[6] Technavio’s 2020 projections show no slowdown in demand for protein-based sports nutrition products.[7]

A current value growth of 12 percent proved 2016 to be a strong year for the U.S. sports nutrition category.[8]  Until recently the target audience was the bench-press set of devoted athletes and body builders, but a significant portion of growth in the sports nutrition category is thanks to the purposeful and persistent widening of the demographic base for these products.[9]  Now, more casual consumers enjoy these products.[10]  In addition, some of the benefits perceived by older consumers, maintaining muscle mass and consuming their protein intake goal, has led to increased interest in sports nutrition products within the senior demographic.[11]

According to global market research company, Euromonitor International, “Sports nutrition manufacturers are capitalizing on this expanding market by launching new products with less complex formulations, and more convenient formats, alongside wider distribution via more frequently visited grocery channels.”[12]

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Sources/Legal

[1] Euromonitor International. “Sports Nutrition in the US. Country Report: Sports Nutrition in the USA.” Executive Summary.  Sept 2016. Accessed on 2 Mar 2017. Retrieved from http://www.euromonitor.com/sports-nutrition-in-the-us/report

[1] Euromonitor International.

[1] Innova Market Insights. Report on search criteria: All sports nutrition, United States, all positioning, all flavors, all ingredients, Feb 2012 – Feb 2017.

[1] Technavio. “Global Sports Nutrition Products Market 2016 – 2020.” 7 Jun 2016. Infiniti Research Limited. Accessed on 2 Mar 2017. Retrieved from http://www.technavio.com/report/global-health-and-wellness-sports-nutrition-products-market

[1] Innova Market Insights.

[1] Technavio.

[1] Technavio.

[1] Euromonitor International.

[1] Euromonitor International.

[1] Euromonitor International.

[1] Euromonitor International.

[1] Euromonitor International.