Sports Nutrition

Delving into the Habits and Priorities of Performance Nutrition Consumers

Introduction

Representing less than 10% of the general population, performance nutrition consumers are individuals dedicated to intense workout routines and enhancing their physical fitness levels. Their dedication to strenuous exercise significantly shapes their purchasing decisions in the sports nutrition market, setting them apart from more casual users. These consumers prioritize effectiveness, carefully evaluating ingredient types, dosages, and quality to ensure they acquire the most suitable products for their demanding workouts.

Health goals of performance nutrition consumers

While performance nutrition consumers perceive themselves as healthy or very healthy, they aspire to improve various aspects of their wellness in the upcoming year regardless of their current fitness levels. Setting themselves apart from those focusing on health out of dissatisfaction, these consumers aim to elevate their levels of happiness, aligning with the wider societal experience of stress and low mood. Subsequently, they place significance on enhancing digestive health and cognitive function, recognizing the impact on their long-term quality of life and immediate athletic performance.

The importance of protecting muscles for performance nutrition consumers

FMCG Gurus' consumer insights reveal that 38% of global performance consumers say they suffer from muscle sprain problems specifically related to their workout routine. Engaging in rigorous daily workout routines makes performance nutrition consumers susceptible to exercise-related injuries. With nine out of ten acknowledging the likelihood of encountering such issues, they prioritize injury prevention to sustain their physical activity in the long run. Commonly sustained injuries include muscle sprains and knee injuries, prompting them to seek out sports nutrition products that claim to reduce the risk of such occurrences.

Enhanced awareness of functional ingredients among performance nutrition consumers

In comparison to the general population, performance nutrition consumers show a prominent level of knowledge regarding ingredients in the sports nutrition market. For instance, FMCG Gurus’ market research highlights that 69% of global performance nutrition consumers say they regularly research about different ingredients.

This elevated awareness stems from their dedication to health and proactive research practices. Furthermore, their enjoyment in exploring new products and ingredients signifies a willingness to invest time in this pursuit rather than viewing it as a necessity. Consistent awareness of various ingredients over the past three years highlights a genuine interest that is not influenced by external factors like the pandemic. Their comprehensive understanding leads them to thoroughly examine the quality and quantity of ingredients when selecting sports nutrition products, ensuring they are devoid of ingredients that could compromise their workout routines and performance. 

This article is based on FMCG Gurus: Performance Nutrition in 2024 – Global Report. For more information, please click here.

Sports Nutrition: Product Formats and Sensory Appeal

Introduction

Initially, the sports nutrition market focused on the development of nutritional products designed specifically for fitness enthusiasts and athletes. These types of products have been designed to optimize performance, recovery, and overall health and wellness.

However, in recent years, the sports nutrition market has significantly grown. This is a result of increased consumer attentiveness towards health. Many consumers seek sports nutrition products that will support their daily well-being. This includes protein powders, sports drinks, energy bars, and dietary supplements. As a result, the increased demand for such products has led the sports nutrition market to move beyond a niche, towards a market of mass appeal.

This rise in health consciousness is evident through our findings. For instance, FMCG Gurus' consumer insights reveal that a large proportion of sports nutrition consumers indicate some level of weekly exercise. Their motivation for this exercise is not solely for physical appearance or competitive sports, but rather to maintain an overall healthy lifestyle. 

Product Formats

On a global scale, consumers are drawn to a variety of sports nutrition products. In particular, sports drinks and energy drinks have emerged as the most favored choices. For example, FMCG Gurus' market research highlights that 62% of consumers who purchase products in this market have purchased energy drinks in the last six months. These products surpass more traditional products like protein powder and shakes in terms of popularity.

Furthermore, despite the challenge of rising prices, consumers were more likely to have increased their usage of sports nutrition products rather than decreased. Notably, the top three categories of increased consumption were energy/sport gels, protein-fortified foods, and protein cereals. This highlights that consumers are continuing to prioritize their health.

Are Sports Nutrition Products Essential During a Cost-of-Living Crisis?

The cost of living crisis is significantly affecting many consumers. As a result, consumers are being forced to make challenging decisions to stretch their finances. On one hand, maintaining health remains a priority. Many believe that proactive health measures during the pandemic have improved their well-being. But, on the other hand, 60% of those who purchase these products recognize that price inflation will influence their consumption habits in this market.

In response to this financial strain, consumers are most likely to opt for products they deem essential. This indicates a careful approach to consumption by seeking out products that are better value for money.

The Sensory Appeal of Sports Nutrition Products

When examining these products in food form, consumers are satisfied with the variety available and the protein content in these products.

Notably, consumers show less satisfaction with the sugar content and sensory aspects of these products. FMCG Gurus' insights reveal that of consumers who purchase these products, 21% are unsatisfied with the sugar content in high-protein snacks. This dissatisfaction with sugar content highlights the avoidance and moderation of "unhealthy" ingredients while maximizing the intake of health-boosting ingredients. Furthermore, sensory appeal is crucial to consumers. It is particularly important for products that substitute traditional snacks like chocolate for high-protein alternatives. Brands must ensure these products are not linked with inferior taste and texture, especially if they are positioned at a premium price point. 

This article is based on FMCG Gurus: Sports Nutrition – Country Reports. For more information, please click here.

Performance Nutrition: Natural and Functional Ingredients

Introduction

The performance 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 performance nutrition market has seen significant growth in recent years. This is a result of increased consumer awareness and attentiveness towards their health. As a result, this led to a rise in more health and fitness-conscious consumers and has seen performance nutrition products move beyond being a niche, towards a market of mass appeal. Some of these products include protein powders, sports drinks, energy bars, and dietary supplements.

Proactive consumers

A significant proportion of performance nutrition consumers have adopted proactive approaches in addressing their holistic, overall health. This has meant consumers are recognizing the crucial link between how multiple areas of health have an impact on their general health and well-being. The most common area of health that consumers want to address is digestive health. For instance, FMCG Gurus’ consumer insights reveal that 56% of global consumers stated they have looked to improve their digestive health over the last six months. This highlights consumer awareness around the link between gut health and overall health. Following digestive health, consumers have also been looking to maintain and improve their cognitive health and their daily energy levels.

Natural Ingredients

With this shift towards health-conscious approaches, consumers have become more attentive to ingredients in food and drink. Many consumers are looking for food and drink that will give them a health boost beyond basic nutrition. FMCG Gurus’ market research shows that 67% of global consumers research different ingredients in food and drink most or all of the time. This suggests that consumers are looking for food and drink with natural, functional, and fortified claims and ingredients.

Additionally, consumers have employed an avoidance and moderation approach toward certain artificial ingredients and ‘dietary evils’. For instance, our market research demonstrates that 85% of global consumers are looking to avoid or minimize their intake of additives, and 88% are looking to avoid GMO products. Also, when purchasing sports nutrition products, 81% of global consumers stated natural claims are an important factor. This echoes a back-to-basics and raw and pure approach to nutrition. This approach demonstrates how consumers deem streamlined ingredient lists and natural ingredients appealing. These kinds of products will help performance nutrition consumers aid their health and boost daily energy levels.

Functional Ingredients

Protein is a vital nutrient that plays a key role in muscle growth, repair, and overall health. In the performance and sports nutrition market, protein is incorporated into various food and drink categories to cater to the increasing consumer demand for protein-rich products. FMCG Gurus’ consumer insights reveal that 87% of global consumers are looking to maximize 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 of consumers who use specific products to help facilitate their workout routines, 37% consume high-protein cookies every couple of days. Also, 38% consume high-protein porridge or fortified breakfast cereals every couple of days. This demonstrates that these consumers like to see protein-fortified foods in various different formats. As a result, brands should continue to focus on product innovation and the formulation of protein-enriched foods, including yogurts, cereals, snacks, and protein-infused beverages.

The article is based on FMCG Gurus: Performance Nutrition – Global Surveys 2023. For more information, please click here.