Sports Nutrition Market Outlook & Key Findings
- FMI forecasts the market for sports nutrition to grow at an impressive 9.1% CAGR between 2020 and 2030
- E-Commerce platform accounts for nearly 20% of sports nutrition market yet attraction towards specialty stores and other physical stores to remain intact
- In the first half of 2020 the market witnessed a surge in demand for immunity and nutrition supplements, however, they constitute a meager2.2% of the sports nutrition market
- Owing to the increasing availability of counterfeit products, consumers are doing label checks and manufacturers are implementing brand protection
- The market is experiencing shift of consumer preference from regular and chocolate flavours to fruity and other flavours
- Natural and organic sports nutrition to emerge at the spotlight post 2020
Not just Brand Distinction but Digital Marketing and Strategic Sponsorships are Keys to Success in the Sports Nutrition Market
According to the FMI, by the end of 2020, the global sports nutrition market is expected to reach a size of USD 26 Billion. The industry is well placed to experience a growth rate at least 2 per cent higher than the nutraceutical market as a whole.
The combined trait of a large market with rapid growth not only attracts the leading sports nutrition firms and new start-ups but also the top players in the global food & beverage market. Nevertheless, the proliferation of so many choices has left customers perplexed, making brands more difficult to establish a point of differentiation in the global sports nutrition market.
Ultimately, it all comes down to how they place their products in market, especially in the digital space. Tie-ups with gyms and expert recommendations do help since promoting products through content video, paid partnerships, event sponsorships, and publicity stunts gather a lot of eyeballs.
For instance, Red Bull GmbH has limited variants of energy drinks to offer. The thing that makes the brand standout is video representation of its brand, tie-ups with extreme sports and music events, thereby luring the minds of young consumers.
Dominance of the West Continues and East Follows Steadily: Sports Nutrition Market Regional Analysis
According to FMI, North America accounts for a total share of 47.2% in the global sports nutrition market followed by Europe and Latin America. As a matter of fact, both North America and Europe would remain the fastest growing markets mainly due to rise in chronic physical illness, stronger economies, complying to safety regulations, changing consumer preferences and customized demands, and the calibre to meet those demands using advanced technologies and innovative manufacturing practices.
When it comes to B2B business operations, the Europe market region overtakes North America in terms of raw material or protein ingredients consumption for manufacturing of sports nutrition products. The East Asian and the Latin American region follow pursuit in the B2B sports nutrition market accounting for a combined share of 36.8% of the B2B sports nutrition market.
The B2C analysis of the sports nutrition market showcase the domination of North America with an astounding CAGR of 10.7% for the forecast period of 2020-2030. The South Asian market is expected to grow at good pace, thereby creating business opportunities for market players. The Oceania region is mostly dominated by local players whereas the MEA market is controlled by foreign players.
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Growing Number of Health Clubs, Fitness Centres, and Emergence of Online Fitness Classes to Assist Market Growth
Lucrative opportunities lie ahead for the sports nutrition products market. Not only athletes and sports persons, a largely fair portion of the market is run by students, sports and fitness enthusiasts, and consumers from demanding professions.
Health clubs and fitness centres target the latter consumer segment for signing up their memberships. Most of these health clubs sell protein supplements, nutrition bars, energy drinks, and similar sports nutrition products to their members, thereby generating income both ways.
The middle-aged and old-aged consumers joining these fitness centres often spend on nutritional supplements on medical expert’s recommendations. The increasing prevalence of problems such as obesity and joint pain is attracting this demography to fitness centres.
The trend of online fitness classes has experienced a rapid surge in the first half of 2020 due to worldwide lockdown. This emerged as an even better digital platform for brand promotion. Expansion of online fitness channels will give impetus to the sports nutrition market, which according to FMI will offer incremental growth opportunities, enabling the market reach US$ 64.1 Bn by the end of 2030.
Availability of Flavoured, Tasteful, and Healthy Products to Give a Tough Time to Sugary Products
Manufacturers have started producing more flavoured sports nutrition food items owing to the shift in consumer preference for ready-made products. According to FMI, nearly 60% of consumers are likely to choose flavoured sports nutrition products (especially over regular protein powders) as they are time saving and tastier.
In addition to this, market players are developing tastier products to compete in the market. Products such as energy bars and RTD sports beverages are being introduced in consumer favourite flavours such as chocolates, vanilla, fruit, and others, thereby giving a tough competition to the regular chocolate bars and soft drinks.
These products are soon to become a part of the urban consumers’ diet on a daily basis largely owing to their hectic work life and untimely eating habits. Sports nutrition products are a great source for energy, they help in weight management and muscle recovery, and most importantly, they helping recovering from tiredness since they contain essential nutrients and electrolytes.
Clean Label Formulations an Obstruction to Sports Nutrition Businesses
Clean label represents the category of food products that contain natural, common, simple ingredients with no artificial additives or synthetic chemicals that are easy to identify, understand and pronounce. Such products also carry a clear labeling of what ingredients has been included.
The demand of consumers for food with fewer additives has driven food producers to remove artificial ingredients and chemical modifiers from produced food.
Manufacturers mark a bare minimum material such as sugar free or naturally prepared on the packaging in most cases of visual representation of sport nutrition products. Leading certification and marking agencies around the globe have instructed companies to provide their product packages with proper labelling. One of the main causes of drug recalls is faulty packaging or labeling.
Furthermore, stringent safety regulations makes it even harder for the unauthorized businesses mainly operating in the B2B operations.
Post COVID19 outbreak, food labeling can be more stringent, and higher threshold of impetus can be placed on these process. National food safety authorities and the International Networ of Food Safety Authorities (INFOSAN) Secretariat are seeking more information about the possible role of food in transmitting the virus through local and foreign trade.
Meanwhile, the World Health Organization has recommended certain standards to maintain food hygiene and food safety practices to prevent transmission of COVID-19 through food. These trends will only spur the demand for clean label legal sports nutrition products.
Top Sports Nutrition Brands
- Body Fortress
- Olympian Labs
- Six Star Pro Nutrition
- six star pro nutrition
- 5-Hour Energy
- BPI Sports
- Hot Stuff
- 5% Nutrition
- ALACER CORP
- ALLMAX Nutrition
- ANSI Nutrition
- AST Sports Science
- All Sport
- BPI Sports
- Betancourt Nutrition
Prominent Food Companies in Sports nutrition Market
With an estimated 100+ sports nutrition players with personalized packaging, innovative flavors, and variety of claims including clean-label claims, below are some of the key players in the Sports nutrition market:
- Keurig Dr. Pepper, Inc.
- Premier Nutrition Corporation
- Biothrive Sciences
- Now Foods
- Ajinomoto Co., Inc.
- Red Bull GmbH
- GlaxoSmithKline plc.
- Nestlé S.A.
- Uelzena Group
- Optimum Nutrition, Inc.
- Vitaco Health
- INC Sports Nutrition
Sports Nutrition: The Way Forward
Sports nutrition market despite being a market worth over US$ 26 Bn, will portray a steady growth stage in the PLC curve post 2020. This indicates underlying potential in the highly competitive market. From established companies to new entrants, all are magnetized by the obvious opportunity in this market, which aligned with the nutraceutical sector but outperforming the later.
Brands are foreseen to adopt agile strategies from product development to operation, and promotion to acquisition. Till now companies have been aggressive with frequent product launches and achieving operational excellence.
For instance, machines are increasingly relied upon to reduce processing time and improve shelf-stability of packaged sports nutrition products. Then there is ample focus on textural and palatable properties as well. Adopting modern and fast-paced lifestyle has surged commercialization of processed and pre-packed food. This has happened as a consequence to the need of keeping pace with the demand for better convenience and variety among consumers.
- Plant-derived Ingredient
o Soy Protein
o Rice Protein
o Pea Protein
o Potato Protein
- Animal-derived Ingredients
o Milk Protein
o Whey Protein Concentrates
o Whey Protein Isolates
o BCAA (Branded Chain Amino Acid)
- North America
- Latin America
- South Asia
- East Asia
- Middle East & Africa
- Energizing Products
- Weight Management
- Energy & Protein Bar
o Fruit Punch
- Modern Trade
- Convenience Store
- Specialty Store
- Pharmacy Store
- Online Retail
- Other Sales Channels
- North America
- Latin America
- South Asia
- East Asia
- Middle East & Africa