It is no coincidence that more and more people are concerned about what they eat to improve their physical performance and health. Sports nutrition has been the fastest-growing category in the supplement market over the past couple of years, due to the growth and focus on health, wellness and fitness across generations, especially among younger demographics, driving innovation in the food and beverage industry as well.
2023 was a key year for this sector, with trends that go far beyond the typical protein shakes like physical activity and the growth of various consumer interests such as plant-based, organic, and diverse flavors, played a pivotal role in this dynamism. This has created many opportunities for both emerging and established brands to capitalize on and achieve market positioning.
From surprising ingredients to formats to suit all tastes, in this article, we will discover how innovation, personalization and consumer awareness are transforming the way we fuel ourselves to achieve our sports and wellness goals.
A market in evolution
During the past year, three main initiatives were recognized:
A wider audience: The quest for overall health improvement has broadened the audience, including those who aren't professional athletes.
More than muscles: Creatine has seen remarkable growth with a year-over-year increase of 120%, driving growth in non-protein sports products. This growth can be attributed to the expanding consumer base.
Flavors and formats for everyone: Brands are focusing on ingredients, formats, delivery systems, and flavors to enhance functional benefits beyond muscle recovery to include immunity, brain health, bone health, and joint health. The offer is diversifying with appealing flavors like ice cream and desserts, and formats like gummies and ready-to-drink beverages.
Three Key Trends for the Future:
Personalization: Companies are developing personalized supplements and nutrition plans, leveraging body composition analysis and DNA testing. Looking ahead, personalization is set to revolutionize sports nutrition. Companies are gearing up to offer personalized supplements and nutrition plans tailored to individual needs, leveraging techniques like body composition analysis and DNA testing.
Increased competition and collaboration: The food industry is incorporating high-performance ingredients into their products, raising the bar for competition. The collaboration between sports nutrition and the food and beverage industries will continue to influence the landscape, with flavors from beverages and snacks impacting sports nutrition. Brands targeting sports enthusiasts are expanding their offerings, introducing high-protein content in baked goods and snacks.
Mindful consumption: Consumers are increasingly focused on mindful consumption, paying attention to product formulations, ingredient origins, and macronutrient balance. The demand for plant-based, vegetarian, or vegan options from organic sources is on the rise. While whey protein remains dominant, brands are meeting the demand for alternative options with a surge in plant-based products, utilizing ingredients like rice protein, pea protein, hemp protein, and fava bean protein.
Consumers' emphasis on high-quality ingredients and organic cultivation supports the popularity of clean ingredients. The shift towards natural flavors and sweeteners like stevia, allulose, and monk fruit reflects a move away from synthetic additives.
Future outlook and opportunities
The future outlook for this segment is expected to remain predominantly positive, as consumption of sports nutrition products is expected to continue to grow in the coming years, driven by increased demand among its traditional clientele of athletes, gym-goers, fitness enthusiasts and bodybuilders, as well as increased usage among non-traditional users, which will see these products become more mainstream, including among older consumers looking for protein to help them maintain muscle mass as they age, which will continue to open up significant opportunities in a number of categories for brands that can capitalize on them.