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Future Trends and Opportunities in Sports Nutrition 2024

The webinar—hosted on Oct. 8 and 15—focused on the state of the market and explored how the broadening of the sports nutrition market is creating unique growth opportunities for emerging brands, highlighting trends that drive innovation and consumer engagement.

Matthew Oster, head of consumer health at Euromonitor International, noted that the market is experiencing sustained strong growth. According to Euromonitor data, it continues to thrive despite a small moderation since its post-COVID explosion and is expected to grow 11% in 2024, significantly outpacing other industries like vitamins and dietary supplements.

This growth is driven by traditional performance products and a shift towards active nutrition, which appeals to consumers seeking broader health benefits. Formats like protein powders and ready-to-drink products continue to expand, which Oster attributes to an increase in casual lifestyle consumers who demand convenient and versatile options.

Of the global market, 18% consists of non-protein products like creatine, which is seeing increased adoption by older consumers, Oster explained, where innovations in product positioning, especially with lifestyle-oriented claims like hydration, immunity, and cognition, appeal to a wider audience.

Broader demographics

Georgie White, chief customer officer at global health product retailer Holland and Barrett, said that consumers can be divided into reactive and proactive categories.

Within the proactive category, which makes up 48% of consumers across Holland and Barrett’s markets, there are two primary groups: consistent exercisers who are focused on staying healthy (accounting for 15.5 million in the UK), and serious gym-goers who are focused on building muscle (3 million in the UK).

What do you think?

Written by The Muscle Mag

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