The global sports nutrition market is expected to reach $37.7bn (€30.6bn) by 2019, according to Persistence Market Research. But where will the biggest growth be, and where will he next big market for sports drinks come from?
From casual runners, to vegetarians, and the 50+ age group, it seems that sports nutrition will see further growth in variety of products available and a wider range of consumers.
Lindsey Ormond, business development manager for health and performance nutrition at Arla Foods Ingredients, said: “Participation in endurance sport is rocketing globally and linked to this is the mainstreaming of sports nutrition products. Protein is becoming a lot more mainstream, consumers are looking for products that would help them get the most out of their training.”
The mainstreaming of the market also means there is much wider variety of produts including protein of non-animal origin.
“More and more vegetable protein are used for sports nutrition as well for consumers looking for vegetable alternatives,” said Sophie de Reynal from Nutri Marketing.
Juliette Kuiken, market analyst at Innova Market Research, added that new age groups are now targeted by sports nutrition producers for example the 50+ consumers, who have more free time and are still very active.
It is however important to choose the products best suited to one's needs.
“If you go to the gym once a week you might not be so busy with your active lifestyle. I think it’s for people who do sport two or three times a week. They will be looking for protein products in different formats, maybe not really the supplements that you buy from athletes’ websites, so it’s the more mainstream products which you can also find in your supermarket,” Kuiken added.