Players in the category are catering to the wider appeal of functional products, especially those geared for physical appearance. Consumers seem to be responsive, as everyone from weekend warriors to beginner yogis are shopping for products that promise holistic physical wellness, a group of buyers which Mintel calls 'lifestyle consumers.'
But despite the diversity of products on the market, plain old whey protein remains the front-runner. This was reflected in a small survey NutraIngredients-USA conducted in Chicago. Respondents were gym-goers stopped on their way in or out of a gym during the lunch hour.
Only male respondents agreed to be on camera, though two female respondents told us off camera that they buy protein powder as well. A total of eight respondents shared their responses, and only one said he didn't buy sports nutrition products. All of them, including those who chose to be off camera, said that they buy whey protein, and only two said they've tried a plant-based protein (both soy).
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Can anything stop the booming sports nutrition category as it broadens and softens and attracts more mainstream consumers? The US sports nutrition market is dynamic and diverse beast, valued at an eye-watering $10 billion for drinks, shots, bars, gels, and supplements.
But where is the innovation and which are the innovative brands? Which products are driving category growth, and what’s next for sports and lifestyle nutrition? Can anything stop protein? What’s happening with carbs? And what about the rise of nootropics for focus and decision making?
We’ll answer these questions and many more during our unique, free-to-attend Sports Nutrition Online Conference. NutraIngredients-USA will assemble sport nutrition scientists, product formulators, leading brands, and market experts to talk about what’s hot, what’s not, and how to stay ahead of the chasing pack. Click HERE to register.