Consumers worldwide are adopting healthy living and fitness trends, especially across
developed markets where healthy lifestyles have become the new normal; as a result,
this is expanding the consumer base for sports nutrition products.

Sport nutrition industry in numbers

Based on “Trends and drivers of sports nutrition Industry” Report, pubblished by Euromonitor International 2018, sports nutrition is the fastest growing category within consumer health, rising from USD 7.3 billion in 2011 to USD 11.9 billion in 2016. Looking forward, sports nutrition is expected to continue growing at the fastest rate (7.9% CAGR 2016–2021) of any consumer health category over the forecast period. Sports nutrition continues to expand, growing not only among core users but also by benefiting from global health and wellness trends around healthy diets, physical activity practices and efforts to extend healthy lifespans.

Sports Nutrition in the UK

The UK is seeing a growing number of people actively pursuing a healthy lifestyle and
engaging in sport on a regular basis. Consumers are set to expose sports nutrition products to increasingly rigorous scrutiny over 2017–2022, increasing demand for products that can provide certifications of their quality, vegan status and / or organic production. In addition, brands will need to become more transparent and will be aiming to reduce the number of ingredients used as consumers increasingly look for products with fewer, more familiar ingredients.

Sports Nutrition in the US

Sports protein and non-protein products continued to post healthy growth in 2017, with
this expected to continue. Sports protein ready-to-drink (RTD) remained one of the best performing categories, benefiting from brand manufacturers offering simple formulas incorporating new ingredients. Sports protein bars also continued to record solid growth, with sales driven by consumer demand for portable and convenient foods.

Sports Nutrition in China

Sports nutrition recorded strong current value growth in 2017 thanks to various factors, including favourable government policy, manufacturers’ efforts and increasing consumer enthusiasm. In 2016, the Chinese government launched the National Fitness Programme, encouraging consumers to take part in various sporting activities being held throughout the country, such as marathons. Over the forecast period, the growing fitness culture and various sports nutrition players are expected to be the main drivers of sales.

Sports Nutrition in Australia

Australia is the third largest sports nutrition market worldwide after the US and the UK.
Sports nutrition delivered consistent growth over the review period, driven by Australia’s
strong fitness culture and the wide availability of such products, with a plethora of brands
on the market and constant new product launches.  Social media plays a large part in the success of sports nutrition brands, with the use of social media channels including Instagram and Facebook, as well as brand ambassadors having a strong influence on sales.