food Marketing - Technology 4/2023

Ingredients
FMCG Gurus: The Sports Nutrition Market
The Sports Nutrition market initially focused on the development of nutritional products specifically designed
for fitness enthusiasts and athletes. These products have been designed to enhance and optimize performance,
recovery, and overall health and wellness. However, the sports nutrition market has seen significant growth
in recent years, which is a result of an increased consumer awareness and attentiveness towards their health.
This has led to a rise in more health and fitness conscious consumers, and has seen sports nutrition products,
such as protein powders, sports drinks, energy bars, and dietary supplements move beyond being a niche,
towards a market of mass appeal.
Proactive Consumers
Consumers turn to food and drink for
a variety of reasons beyond a boost
of strength and endurance when
partaking in physical activity. Now,
many everyday consumers are looking
for food and drink products that
will offer convenient nutrition to aid
their long-term health. FMCG Gurus’
consumer insights reveal that 60% of
global consumers have become more
conscious about their health in the
last two years. As a result, products
with multiple health claims will appeal
to consumers as this will enhance
the value of the product and offer
maximum efficacy.
Over the last few years, consumers
have re-evaluated their health and
wellness. This has led to a large
proportion of consumers having
adopted more proactive approaches
to addressing their health for the
long-term. For instance, FMCG Gurus
market research shows that of the
consumers who are more conscious
about their health, 23% of consumers
state that this is because they were
not suffering from any symptoms, but
just wanted to take a more proactive
approach. With this rise of proactive
approaches and the aiding of overall,
holistic health, these consumers
value better-for-you products that are
health-boosting and multifunctional by
addressing various areas of health.
The Importance of Protein
Protein is a vital nutrient which plays a
key role in muscle growth, repair and
overall health. In the sports nutrition
market, protein is incorporated into
various food and drink categories
to cater to the increasing consumer
demand for protein-rich products. Of
the consumers who have changed their
diet in the last two years, 58% of global
consumers increased their intake of
protein.
A large proportion of consumers in
the mainstream market have shown
interest in protein consumption in
order to aid an active lifestyle, weight
management, and overall wellness.
Importantly, with consumers’ diverse
needs and preferences, protein
products are available in various food
and drink formats and categories.
FMCG Gurus’ consumer insights
reveal that 48% of global consumers
have purchased high protein cookies,
as well as 52% of consumers who
have purchased milk protein
drinks in the last six months. This
demonstrates that while the sports
nutrition industry has reached more
of a mainstream audience of healthconscious,
proactive consumers,
brands should continue to focus
on product innovation and the
formulation of protein-enriched foods,
including yoghurts, cereals, snacks,
and protein-infused beverages.
Highlight Sustainability
Credentials of Protein Sources
The environment continues to be a
key concern for consumers, in which
they are aware of the environmental
impact of the food production industry
and their own dietary, shopping, and
overall lifestyle habits. Moreover,
consumers are concerned about the
impact of environmental damage
on their health and understand
that health and sustainability are
interlinked.
The sports nutrition market must not
underestimate the appeal of plantbased
protein sources. FMCG Gurus’
research highlight that of those who
have changed their diet in the last
two years, 46% of global consumers
increased their intake of plant protein.
This is the case for both those who
follow strict plant-based diets and
those who do not follow this type of
diet. While these proteins are rich
in essential amino acids and can
provide similar benefits to animalbased
proteins in terms of muscle
recovery, repair, and growth, the
sports nutrition market should focus
on innovating plant-based protein
products through taste, texture, and
functionality.
Back-to-Basics Approach
Many consumers have embraced
the concept of positive nutrition and
are looking to increase their intake
of functional and natural ingredients
to gain a health-boost beyond basic
nutrition. To achieve this, brands
should adopt a back-to-basics
approach to nutrition, through natural
ingredients and streamlined ingredient
lists. For instance, 62% of global
consumers deem a snack healthier if
it contains natural ingredients. Sports
nutrition products should not only
be deemed better-for-you but also
free-from dietary evils that will have
an adverse effect on the health and
wellness of the consumer.
The sports nutrition market focuses on
overall wellness, as opposed to solely
focusing on athletic performance.
Products may contain additional
vitamins, minerals, and antioxidants
to support immune function and
recovery. This holistic approach caters
to the broader lifestyle concerns
of consumers who prioritize both
exercise and general well-being.
Scientific Evidence to Validate
Transparency and sustainability are
vital aspects of the natural approach
in the sports nutrition market. This
is because many consumers are
concerned and skeptical about
exaggerated and misleading health
claims due to health-washing scandals.
As a result, consumers are looking for
evidence to offer reassurance that the
product will do as it says on the label.
FMCG Gurus’ findings highlight that
69% of global consumers find scientific
claims important when choosing
sports nutrition products. Therefore,
to combat skepticism, brands must
use clinically-proven, scientific
evidence to support health claims in
sports nutrition products.
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food Marketing & Technology • August 2023
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