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ATTITUDES TOWARDS SPORTS NUTRITION - UK - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

Nutraceuticals

No. of Pages : N/A

The sports nutrition market is going through a major transformation, muscling its way out of its athlete-focused niche into the mainstream. A more accessible and widely resonating ‘active lifestyle’ positioning, together with product innovation and wider availability through mainstream channels, has been at the heart of this shift. There are opportunities for sports nutrition to further embrace this through collaborations with mainstream brands given the high level of interest in this concept.

Table of contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Growth through mainstream channels slows down
Figure 1: Value sales in the UK sports nutrition food and drink market^, 2016/17-2018/19
Sports nutrition faces competition from active lifestyle nutrition
Exercise participation overall is stable, but frequency edges up
War on sugar continues
Ageing population poses challenge
Companies and brands
Acquisition activity remains high
Grenade records impressive growth thanks to channel expansion
Brand overhaul for MaxiNutrition and SCI-MX to widen consumer appeal
Figure 2: Value sales in the UK sports nutrition food and drink market*, 2018/19*
Snacking formats are a focus in sports nutrition NPD
Plant-based innovation surges
Gut health innovation gains momentum
The consumer
Young men remain core users but uptake among women on the rise
Figure 3: Usage of sports nutrition products, by age, April 2019
Over half of users use sports nutrition products at least twice a week
Figure 4: Frequency of usage of sports nutrition products, by gender, April 2019
Convenience channel plays important role for sports nutrition
Figure 5: Where sports nutrition products are purchased, April 2019
Personalised sports nutrition is a largely untapped opportunity
Scope for collaborations between sports nutrition and mainstream brands
Figure 6: Behaviours relating to sports nutrition products, by usage of sports nutrition products, April 2019
Scope to switch the focus away from sweet flavours
Opportunities for a “pro-ageing” proposition to tap the grey pound
Figure 7: Agreement with statements on sports nutrition products, by usage of sports nutrition products, April 2019
Protein’s feelgood factor should be key theme in brand communication
Figure 8: Perceived benefits of eating high-protein food, by usage of high-protein products, April 2019
What we think
ISSUES AND INSIGHTS
The market’s move from niche to mainstream brings along huge growth potential
The facts
The implications
Personalised solutions have the potential to foster long-term usage and loyalty
The facts
The implications
Huge opportunity for sports nutrition brands to support healthy ageing among today’s seniors
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Growth through mainstream channels slows down
Sports nutrition faces mounting competition from high-protein brands
Exercise participation overall is stable, but frequency edges up
Ageing population poses challenge
High-protein diets remain popular
War on sugar continues
Plant-based nutrition is gaining momentum
MARKET SIZE
Growth of sports nutrition products through mainstream channels slows down
Figure 9: Value sales in the UK sports nutrition food and drink market^, 2016/17-2018/19
NPD in snacking formats and retailers’ shelf space overhaul have facilitated growth
The market has muscled its way out of its niche into mass market
Dominance of online and specialist retailers continues
Growing popularity of lifestyle high-protein products and ageing population pose challenge to traditional sports nutrition category
MARKET DRIVERS
Exercise participation overall is stable, but frequency edges up
Figure 10: Frequency of exercise, March 2018 and April 2019
Figure 11: Frequency of exercise, by age, April 2019
Sports participation is static, but health and fitness club membership is rising
More than a third are not getting enough exercise
Sports nutrition brands can do more to encourage more physical activity
The way Brits exercise is changing
HIIT is growing in popularity
Women muscle in on weights and strength training
Sports nutrition is moving mainstream
Plant-based nutrition is gaining momentum
War on sugar continues
Creating strong demand for lower-sugar options in sports nutrition
High-protein diets remain popular
Mounting competition for sports nutrition products from high-protein food and drink
Ageing population could be turned into lucrative opportunity
Age stereotypes are starting to shift
Low levels of usage of sports nutrition products among older consumers
More than a quarter think there should be more sports nutrition products for over-50s
Improved disposable incomes could boost sports nutrition consumption
Figure 12: Annual change in CPI and average weekly earnings, January 2013-April 2019
Future of food and drink legislation post-Brexit remains uncertain
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Acquisition activity remains high
Grenade records impressive growth thanks to channel expansion
Brand overhaul for MaxiNutrition and SCI-MX to widen consumer appeal
Snacking formats are a focus in sports nutrition NPD
Plant-based innovation surges
Gut health innovation gains momentum
MARKET SHARE
Competitive landscape
Science in Sport reports another successful year and acquires PhD
Myprotein reports healthy growth after THG acquisition
Mixed performance for other players
Mars buys majority stake in personalised sports nutrition business Foodspring
Market share through supermarkets
Grenade records impressive growth thanks to channel expansion
Dunn’s River suffers substantial sales decline
Brand overhaul for MaxiMuscle and MaxiNutrition in a bid to get sales back on track
SCI-MX relaunches PRO 2GO range to widen consumer appeal
Own-label grows strongly but still only holds a minority share of the market
Figure 13: Value sales in the UK sports nutrition food and drink market^, 2016/17-2018/19
LAUNCH ACTIVITY AND INNOVATION – SPORTS NUTRITION
More innovation that moves sports nutrition mainstream
Sports nutrition brands take a bite of the everyday snacking market
Figure 14: Sports nutrition launches in snacking formats, 2018/19
NPD in indulgent flavours and encroachment into treat categories keep going strong
Figure 15: SCI-MX Nutrition’s new Pro 2GO Gooey Protein Bars, 2019
Figure 16: New sports nutrition launches with highly indulgent flavours, 2018/19
Plant-based innovation surges
Figure 17: New plant protein launches, 2018/19
Figure 18: New PhD Smart Bar Plant range, 2019
A move towards cleaner labels
MaxiMuscle reformulates longstanding lines to remove nasties
Challenger brands set the pace in all-natural NPD
Figure 19: All-natural sports nutrition launches, 2018/19
A more holistic lifestyle and general wellbeing approach to women’s products
Figure 20: Free Soul sports nutrition for women, 2017
Figure 21: Supernova Living sports nutrition for women, 2018
Figure 22: MissFits sports nutrition range for women, 2018
Gut health innovation mostly driven by challenger brands
Pre- and probiotics make their way to protein foods
Lifestyle nutrition brands Pulsin and Perkier look to gut health
Figure 23: Pulsin Supershake Immunity Blend, 2019
Joe Wicks partners with Myprotein
Figure 24: Myprotein’s The Body Coach new sports nutrition range, 2019
A handful of brands are exploring the recovery-sleep link
Figure 25: New sports nutrition products communicating around sleep, 2018/19
LAUNCH ACTIVITY AND INNOVATION – HIGH-PROTEIN PRODUCTS
Methodology
No end to the rise in high-protein claims
Figure 26: Share of UK food and drink launches featuring a high-protein claim, 2014-19**
Snacks is an increasingly popular category for high-protein innovation
Figure 27: Share of high-protein food launches, by product category, 2017
High-protein, on-the-go savoury snack innovation gains momentum
Figure 28: New Fridge Raiders Combos range, 2018/19
Figure 29: New meat snack launches with innovative flavours, 2018/19
Mainstream brands enter the high-protein snack bar arena…
…with more chocolate brands also joining the fray
Figure 30: Latest high-protein launches by established confectionery brands, 2018/10
Halo Top blazes trail for more high-protein ice cream innovation
Protein makes its way to ice cream with Halo Top
Unilever and Asda follow, with Wheyhey refreshing its brand identity
Figure 31: Examples of recent high-protein ice cream launches in the UK, 2018/19
THE CONSUMER – WHAT YOU NEED TO KNOW
Young men remain core users but uptake among women on the rise
Usage of high-protein products also edges up
Convenience channel plays important role for sports nutrition
Personalised sports nutrition is a largely untapped opportunity
Scope for collaborations between sports nutrition and mainstream brands
More clarity needed on industry regulation, and players should be more vocal about their quality controls
Scope to switch the focus away from sweet flavours
Opportunities for a “pro-ageing” proposition to tap the grey pound
Protein’s feelgood factor should be key theme in brand communication
USAGE OF SPORTS NUTRITION AND HIGH-PROTEIN PRODUCTS
Usage of sports nutrition products continues to rise
Figure 32: Usage of sports nutrition products, by gender, April 2019
Usage is heavily geared towards young males and those exercising frequently
Low levels of usage among the older generation
Figure 33: Usage of sports nutrition products, by age, April 2019
Over half of users use sports nutrition products at least twice a week
Figure 34: Frequency of usage of sports nutrition products, by gender, April 2019
Usage of high-protein products also edges up
Figure 35: Usage of high-protein products, by gender, April 2019
WHERE SPORTS NUTRITION PRODUCTS ARE PURCHASED
Supermarkets have a strong lead in purchasing of sports nutrition products
Figure 36: Where sports nutrition products are purchased, April 2019
A quarter of buyers purchase these products from convenience stores
Specialist stores mostly attract heavy users
A quarter of under-35 buyers purchase from online-only sports nutrition retailers
Gyms can score with a customised offering
BEHAVIOURS RELATING TO SPORTS NUTRITION
Scope for collaborations between sports nutrition and mainstream brands
Recent marketing tie-ups range from BOL Foods to the Coconut Collab
Figure 37: Behaviours relating to sports nutrition products, April 2019
Figure 38: Behaviours relating to sports nutrition products, by usage of sports nutrition products, April 2019
Strong interest in personalised sports nutrition
Personalised products are rare
More clarity needed on industry regulation
Brands and retailers should be vocal about their quality controls
ATTITUDES TOWARDS SPORTS NUTRITION PRODUCTS
Plant-based proteins enjoy health halo among majority of users
Opportunities in gut health and driving awareness of amino acids
Scope to tap into interest in product provenance
Figure 39: Attitudes towards sports nutrition products, April 2019
Figure 40: Agreement with statements on sports nutrition products, by usage of sports nutrition products, April 2019
Scope to switch the focus away from sweet flavours
Opportunities for a “pro-ageing” proposition
Few over-55s use sports nutrition
“Pro-ageing” approach is key to reaching seniors
PERCEIVED BENEFITS OF EATING HIGH-PROTEIN FOOD
A diverse mix of benefits linked to eating high-protein food
Figure 41: Perceived benefits of eating high-protein food, April 2019
Figure 42: Perceived benefits of eating high-protein food, by usage of high-protein products, April 2019
Protein’s feelgood factor should be key theme in brand communication
Scope to tap into the growing demand for ‘mood foods’
Gut health warrants attention
Satiety is the leading benefit for women
Bone health message could boost protein’s appeal among older people
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviation
Consumer research methodology

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