Sports Nutrition Growth Continues

Traditional food companies are increasingly eating into the sports nutrition space and sports nutrition companies are expanding outside of their traditional core users.[1] The market is growing in all directions.[2]  The sports nutrition market in the US is dynamic, with reported sales at $7.4 billion in 2016.[3]

In the US, domestic manufactures are responsible for the vast majority of sports nutrition sales.[4] According to an analysis by global market research company, Euromonitor International, “As the most advanced sports nutrition market in the world, the US is an exporter of sports nutrition products, with some domestic brands able to generate significant sales in large markets, particularly in Western Europe.”[5]

Euromonitor International predicts that the goal of some of the major sports nutrition producers will be to grow distribution to more mass retail channels such as supermarkets, mass merchandisers, convenience stores and drugstores, as compared to being carried exclusively in nutrition retail stores.[6]

This growth in distribution invites more diversity among consumers in the category.[7] One visible trend of how sports nutrition consumption is changing is the availability of protein powder in smaller packs – as opposed to bulk containers –  for the more casual user.[8]

Format and serving size aside, branding strategies also indicate how the industry is reaching out to consumers outside of core bodybuilders as fitness becomes more popular across demographics.[9] Older populations are seeking sports nutrition products with the hopes of maintaining muscle mass and for other perceived health benefits. It’s a new world for sports nutrition.[10]

Ingredients are often of interest to consumers of sports nutrition products.[11] These consumers often strive to live healthy lifestyles and want to find products with ingredient lists that make them feel good about their food choices.[12]

According to Innova Insights, overall between 2012 and 2016, the use of potassium chloride in sports nutrition products rose significantly.[13]  Based on numbers thus far in 2017, the amount of total product launches containing potassium chloride is on pace to surpass total 2016 launches.[14] One potential benefit of using potassium chloride in a product is that it may help the manufacturer reduce the amount of salt (sodium chloride) used in the product while also adding potassium, a nutrient of which many people need more.[15] 

[1] Euromonitor International. “Passport: Sports Nutrition in the US.” Sept 2016. Report.

[2] Euromonitor International.

[3] Euromonitor International.

[4] Euromonitor International.

[5] Euromonitor International.

[6] Euromonitor International.

[7] Euromonitor International.

[8] Euromonitor International.

[9] Euromonitor International.

[10] Euromonitor International.

[11] Euromonitor International.

[12] Euromonitor International.

[13] Innova Insights. Market report analyzing data from Jul 2012 – Jul 2017. Search criteria: All sports nutrition; US; all positioning; all flavors; potassium chloride.

[14] Innova Insights.

[15] Harvard School of Public Health. “Shifting the Balance of Sodium and Potassium in Your Diet.” The Nutrition Source. Accessed on 21 Jul 2017. Retrieved from https://www.hsph.harvard.edu/nutritionsource/sodium-potassium-balance/