MICHAEL HUGHES
Head of Research and Insight at FMCG Gurus

Abstract

Sports nutrition products are being selected as a better-for-you alternative to traditional food, drink and snacks. This is because such products – typically high in protein – are seen as not only being better-for-you but also offering an energy boost. This is important at a time when fatigued consumers are struggling to get through the day. The growing mainstream popularity of sports nutrition products means that it is important that brands understand the needs and wants of consumers. It also means addressing barriers that exist in the industry when it comes to purchasing.

The sports nutrition market is no longer being driven purely by athletes and gym goers. Instead, everyday consumers are turning to products for a general health boost and for extra energy to help them get through the day. FMCG Gurus research conducted in Q4 2019 of 10,000 respondents shows that 80% of consumers have purchased a sports nutrition product in the previous six months. Whilst energy and sports drinks (41% and 39%) are the most popular offerings, a total of 30% say that they have consumed protein snack bars. The popularity of the later reflects how consumers are substituting traditional snack products like chocolate and confectionery for better-for-you, high protein offerings.

HAVE YOU PURCHASED ANY OF THE FOLLOWING IN THE LAST SIX MONTHS? Q4 2018

When it comes to type of consumer, FMCG Gurus has classified sports nutrition buyers into two different types. Sports enthusiasts who engage in ...