Ageing consumers have potential to lead the sports nutrition market, say experts

Povilas Sugintas and Peder Kraugerud, two research analysts interested in consumer behaviour, explained the current state of the sports nutrition market, as well as forecasting the future, during their presentation. 

Sugintas and Kraugerud explained that there are three groups currently dominating the sports nutrition market: the core users, made up of elite athletes and bodybuilder; the casual users, who look for convenient products with trusted ingredients; and the fitness lifestyle users, who are brand conscious and willing to experiment.

Casual and fitness lifestyle users are looking to supplement an active, healthy lifestyle with sport nutrition products.

Sugintas and Kraugerud added that the market will see a rise in casual and fitness lifestyle users as more products will be targeted to women, the overweight and the ageing consumers.

“We expect to see more products towards female consumers with characteristics such as natural and organic, sugar-free and flavour innovation… with a clean break from “for her” extensions and pink washing,” ​Kraugerud said.

He added that so far products are not being targeted to obese or overweight consumers, despite the fact that obesity rates are expected to rise over the next five years.

“This represents a major market opportunity for sport nutrition producers. This is a large part of the market that is not currently engaged and they need targeted products and introductory products to help them,” ​Kraugerud said.

However, Sugintas and Kraugerud said the most growth is expected to be seen in products targeted towards the ageing consumers, as 153 million people are over the age of 65.

“Sports nutrition is very often marketed towards the younger generation, typically guys between the ages of 15 and 35, but now we see sports nutrition become more common for everyone and we see it in grocery channels etc. We expect this could also translate to ageing consumers who don’t purchase products yet but actually need it the most to supplement their diets,” ​they said.

Focus areas could be joint care or cholesterol reduction products, said Kraugerud.

Globally the sports nutrition market is expected to perform well over the next five years, and the UK alone will add $643 m to the market.

Sugintas and Kraugerud said convenience, customised blends and natural products will also grow over the next five years, satisfying consumer preferences.

You can listen to their full presentation, with an audience Q+A session, on demand here​.​