Uncategorized | 24-01-2017

As discussed in 2016 Food and Drink Trends, consumers are changing the way we buy, eat and drink food, and this is also having an effect on the way they view sports and fitness.

Traditionally, sports nutrition and specially formulated products have always been dedicated solely for bodybuilders or professional athletes. However in recent years, these types of formulated foods have been expanding into various segments of the food industry due to the growing interest of having a healthy and active lifestyle.

From this, we can distinguish three main consumers types for sport related products, referring to:

– The “serious” athlete, a group of professional athletes and bodybuilders who prepare for competitions.
– The “athlete” who actively participates in sport or fitness activities as a hobby.
– User’s “lifestyle” who does not take any sports nutrition products for exercise.

What is driving sports nutrition from niche to mass markets?

A more active way of life, health awareness and the growing interest in physical appearance are some of the reasons why sports nutrition is widespread from one segment to another and is no longer exclusive for the “serious athlete”.

1. Exercise: More and more consumers are starting to become more and more familiar with exercise, and sports nutrition products, which claim to optimise sporting performance.

2. Weight maintenance: Data collected on obesity has shown a continuous growth, globally. More consumers are trying to lose or maintain their weight. Sports nutrition products are designed to meet the recommendations and goals for consumers. In addition these products are used as a ruse to raise awareness for consumers who have weight concerns.

3. Energy: Sports nutrition products are seen as a source of energy for people with a busy lifestyle, giving an instant energy boost or to sustain a feeling of fullness.

Therefore, we can see how these particular concerns are reflected in products such as Nestlé Fitness cereals, with specific detail in its packaging with promotion to zumba classes online.

On the other hand, it is setting a standardisation of protein intake, which has increased in consumption by far more consumers than just active users. Initially the purpose of protein intake was to increase muscle mass. However, the role of proteins to aid in fitness and performance has changed, and has seen a growing use in maintaining weight, satiety and energy.

With this in mind, milk proteins are athletes and sports enthusiasts first choice when increasing their protein intake.

The are many opportunities for product development within the sector of sports nutrition and this is continuing to grow. If you are thinking about developing or launching a product aimed at this sector, why not follow us or sign up through our blog to be updated with current news and trends in food and beverages. For more information, please contact us at

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