Sports Nutrition Growing and Evolving
According to Euromonitor International, the global sports nutrition market grew 217% percent from 2006 to 2020, at a CAGR of 8.5 percent.1 The rise of the active lifestyle consumer is largely responsible for this growth. What began as dabbling in sports nutrition products to provide general support for an active, healthy lifestyle has given way to seeking products that address very specific needs. In the next 5 years, global market growth is expected to remain high at an estimated CAGR of 7 to 8 percent. 2
Core Users vs. Active Lifestyle Consumers
The original sports nutrition consumers (known as core users) remain focused on products that support optimal athletic performance. Core users seek specific functional benefits to keep their bodies in tip-top shape before, during, and after intense physical activity. Ingredients that deliver desired benefits are often prioritized over clean label ingredients or taste.
Active lifestyle consumers tend to pursue less intense fitness activities, such as jogging, hiking, or participating in exercise classes at a gym or now online in their own homes. The aim of active lifestyle consumers who seek out sports nutrition products is not to support performance, but to support a healthy lifestyle. Functional, clean label products that taste good and are convenient are important to these consumers.
What’s Driving Core Users?
1. Muscle Building and Strength Performance
Core users involved in weightlifting and other types of strength training often rely on sports nutrition products to meet their high protein demands. Ready-to-mix powder or shakes are the preferred product format and should contain complete proteins such as whey protein or soy. Creatine and amino acid ingredients, like branched-chain amino acids (BCAAs) or essential amino acids (EAAs), also appeal to these consumers.