Whilst three in four adults exercise, with six in 10 doing so at least once a week, only a third of UK adults currently eat or drink sports nutrition products.
However, the category is booming, helped by increasing consumer awareness of the role protein can play in training, recovery and weight control. Brands are also focusing on sports nutrition as an important part of an ‘everyday’ exercise routine, driving new mass market users as opposed to just attracting the niche of body builders and therefore fueling long term growth. London’s 2012 Olympic Games and this year’s Olympics in Rio de Janeiro are inspiring many people to take up new sports, including endurance options such as cycling, triathlon, rowing and long distance running. According to IRI, the sports nutrition category has seen a 25% volume increase over the past year, with value up 20%.
For further information please contact Gillian Waddell at Fuel PR (Gillian@fuelrefuel.com)