The document discusses trends in sports and lifestyle nutrition in the United States. It outlines how the lines between sports nutrition and lifestyle nutrition are blurring, with products increasingly targeting benefits beyond just athletic performance such as general health and wellness. Popular trends include convenience-focused formats like RTDs, clean and transparent labeling, plant-based proteins as alternatives to whey, and greater marketing towards female consumers. The sports and lifestyle nutrition market is expanding to reach more mainstream and casual users.
2. SPORTS & LIFESTYLE
NUTRITION DEFINED
12/6/20172
• Although there is a continual blurring of lines
between Sports Nutrition and Lifestyle Nutrition,
we can generally define them as such:
• Sports Nutrition – Products consumed as supplements to
normal diet, specifically aimed at delivering sports or athletic
performance benefits – most notably muscle-building,
endurance/energy and recovery
• Lifestyle Nutrition – Products largely aimed at healthy
meal replacement or supplementation, aiding consumers
with their daily lives and health goals
vs
3. SPORTS & LIFESTYLE NUTRITION
SPECTRUM OF BENEFITS
12/6/20173
*Endurance products often fall outside RTM and RTD
formats e.g. effervescent tablets and gels
Pre-
workout
Intra-Workout/
Amnio Acids
Post
Workout/
Recovery
Weight
Gain Endurance*
Healthy
Eating
Healthy
Aging
Sleep,
Mood,
Digestion
Weight
ManagementENERGY
SPORTS
NUTRITION
LIFESTYLE
NUTRITION
MAINSTREAM
& LESS NICHE
Sports Nutrition and Lifestyle Nutrition products are converging to become more mainstream and less niche
4. RTM POWDER MARKET SIZE AND GROWTH
• Protein Powder dominates sales in the
market, appealing to both core users
(muscle building messaging) and casual
users/general fitness enthusiasts (general
health benefits/lifestyle messaging)
12/6/20174 Source: Euromonitor International, Consumer Health 2017
0
2
4
6
8
10
12
14
16
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
Protein Powder Non-Protein Products
Growth% Protein Powder Growth% Non-Protein ProductsUSDMillionRSP(Constant2016Prices)
Sports Protein Powder and Sports Non-Protein Products in
the US, 2011-2021
6. • On-the-go, convenient product formats are
popular to match consumer’s dynamic
lifestyles
• RTDs are proving quite successful among
general fitness enthusiasts and casual users
• Nutritive on-the-go option. Not purely for
performance or results
CONVENIENCE
12/6/20176 Source: Euromonitor International, State of the US Sports Nutrition Market, 18 May 2017
7. • With the increased desire for transparency, “grass
fed” is changing the way consumers think about their
food, along with “organic,” “natural” and other
attributes
• U.S. supply of grass fed dairy products is limited,
which gives international dairy-producing countries
that do specialize in grass fed (e.g. New Zealand and
Ireland) a competitive advantage
• Like gluten free and other claims, consumers search
out these products without always understanding all
of the facts behind them – more consumer education
is needed
GRASS FED PROTEIN
12/6/20177 Source: Euromonitor International, State of the US Sports Nutrition Market, 18 May 2017
8. • For core users, efficacy remains the primary
formulation concern; however, many new users are
not willing to sacrifice clean labels for efficacy (e.g.
Vega’s Clean Protein aims to attract new users with
pure ingredient lists and less overt sports
positioning)
• Open labels are becoming increasingly popular in
sports nutrition – core users drove the shift, but
product transparency is a major concern for lifestyle
users as well – the appeal to both ends of the
spectrum could make open labels the standard in
sports nutrition
CLEAN AND OPEN LABEL
12/6/20178 Source: Euromonitor International, State of the US Sports Nutrition Market, 18 May 2017
9. • Although whey still dominates the category and is
popular with core users and protein newcomers, a
growing number of consumers are reducing animal
product consumption for both health and sustainability
reasons
• Plant-based proteins are no longer a new or fringe
offering in sports nutrition. Sites like
veganbodybuilding.com promote vegan, whole-food
bodybuilding regimes. Even Bodybuilding.com provides
a “Top 10 Plant-based Proteins” list
• NBJ data shows plant-based protein in sports grew to
$977 million in 2015 in the U.S. on 10.7% growth (pea
protein showing the highest % growth)
PLANT SOURCES
12/6/20179 Source: Euromonitor International, State of the US Sports Nutrition Market, 18 May 2017
10. • Brands are increasingly putting attention around
female consumers
• For example, CVS Health’s Women’s Whey Protein
with Sunfiber expands the value proposition beyond
muscle health to boosting satiety, bone and
digestive health
• Increasingly, marketers are positioning protein with
trendy weight loss ingredients as alternatives to pill-
format weight loss supplements
FEMALE CONSUMERS
12/6/201710 Source: Euromonitor International, State of the US Sports Nutrition Market, 18 May 2017
11. OTHER NOTABLE TRENDS
12/6/201711
Bone Broth Protein
(and turmeric!)
Insect SourcesNative Whey
Source: Euromonitor International, State of the US Sports Nutrition Market, 18 May 2017
12. FINAL THOUGHTS
12/6/201712
SPORTS & LIFESTYLE NUTRITION TRENDS
Changing demographics
create new opportunities as
well as new demands
New consumers mean
new dollars, as well as
new demands on
formulators and
marketers
We need to look beyond the
category for inspiration
Products across the
healthy living spectrum
are targeting the Sports &
Lifestyle Nutrition
category as well
Increasing personalization
requires strong marketing
Important to strike
balance between
appealing to new
consumers and retaining
the core user base, likely
through brand extensions
Source: Euromonitor International, State of the US Sports Nutrition Market, 18 May 2017
13. LIFESTYLE NUTRITION & SUPPLEMENTS
12/6/201713
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