Looking to unpack this category challenge, and much more, The Sports & Active Nutrition Summit Europe (SANSE) will come to London on Monday Nov. 9, 2026, bringing together a host of industry experts, academics and health practitioners, to join the dots between the science, consumer demand, and commercial opportunities.
The event will be divided into key content pillars: State of the market, fuelling performance, reconsidering recovery, digital marketing, and weight management.
Speaking to NI about these topics ahead of his conference appearance, Nick Morgan, managing director at Nutrition Integrated, outlined what he looks forward to discussing at SANSE 2026.
The state of play
The state of the market pillar will provide a series of presentations outlining the key trends and drivers of innovation and disruption across this market.
Delegates will hear how whey protein pricing impacts suppliers’ production and brands’ formulation decisions, with expert insights as to what the industry can expect in the future, and advice on smart business strategies.
Market analysts will delve into the influence of broader wellness trends such as women’s health, sleep and gut health on category growth.
These macro trends offer opportunities for innovation and new audiences but legacy brands are challenged by the growing number of competitors winning in emerging niche domains, Morgan noted.
“We know that this expanding audience gives established brands a chance to tap into more health areas and potentially grow their consumer base but it brings a significant challenge because there are so many new brands making a name for themselves in these niches,” he said. “As soon as the use case is taken beyond that immediately before, during or after exercise occasion, it’s hard for legacy brands to own it.”
He said the question experts should aim to answer during SANSE 2026, is how brands can stand out in the consumers’ minds as the go-to choice for emerging need states like gut health, cognitive support and weight management.
Routine and ritual a winning formulation
Discussing the unprecedented growth in creatine, Morgan said almost any type of brand is currently “winning with creatine” and with this being a particularly difficult ingredient to differentiate from competitors, the key driver of consumer decisions has largely centered around matching format and communication with the consumer’s specific needs.
“Consumers are trying to find the most accessible way to consume creatine,” he said. “It could simply be that it has been communicated as being good for cognitive health, it could be that the format is conducive to their daily habits.”
He noted that in many cases, the ‘winning formulation’ is often not about the formulation itself, but the format and communication, and how it fits into the consumer’s lifestyle.
The need for routine and ritual is perhaps most apparent in the sleep health category, which has seen exceptional growth in consumer interest, especially amongst female consumers.
“Sleep is an essential aspect of recovery so should be an easy sell to any athlete,” Morgan said, with so many specialists in this space, he argued those that win will be those that can seamlessly integrate into the consumer’s evening ritual.
The next phase of the GLP-1 opportunity
Attitudes toward body composition and weight management have undergone a significant shift, with the emergence and rapid uptake of GLP-1 drugs. The SANSE weight management pillar will therefore look to explore new ingredient research, consumer expectations, and ethical considerations around claims and messaging.
“There’s a lot of people using GLP-1s and we know that could create issues with nutrition intake in a number of areas,” said Morgan, “with protein, fiber, hydration and micronutrient density all high on the radars.”
Conference speakers will discuss the movements created by this trend, the different approaches seen on the market, examples of successful innovations, and potential white space opportunities.
Driving digital connections
Conference delegates will also hear about the importance of digital marketing for developing brand visibility and consumer trust.
Speakers will examine best practice approaches for communicating science responsibly, navigating tightening regulations, and engaging younger audiences who expect transparency, authenticity, and education.
“There’s no doubt that digital marketing is crucial,” Morgan said, adding that emotional connection is key to winning and maintaining audience trust.
“Ingredients and formats are still important but the emotional connection to a brand is what will keep a consumer coming back and what will create a trusting consumer base that will buy all their products from the same brand.”
As SANSE 2026 approaches, the overarching question remains the same: how can sports nutrition brands maintain relevance as consumer health interests become increasingly diverse? From creatine and recovery to GLP-1s and digital engagement, this year’s event aims to provide practical insights into where the category is heading and how brands can position themselves for long-term growth.
To find out more and to book your ticket, visit the event website HERE
