The sports nutrition market refers to sports foods, drinks, and sports supplements. Sports foods are mainly rich in protein ingredients, such as whey and soy, and are usually available in the bar format. Sports drinks increases physical performance, and falls into non-alcoholic product category. And the sports supplements are used in building muscle, gaining weight, and increasing metabolism.
The market is also segmented on the basis of distribution channels, where the key distribution channels include supermarkets and hypermarkets, convenience stores, drug stores and others. The others include grocery stores, discounters, mass merchandisers and online retailing.
The global sports nutrition market has been witnessing exceptional shift, in the recent years. The market is steadily turning from traditional products into specific products for mainstream customers. Available as powders, tablets, bars, ready-to-drink (RTD) beverages and gels, the sports nutrition products are aimed at enhancing physical endurance, boosting muscle growth and body mass, or increase recovery after exercise. Traditionally, proteins have been the most popular ingredients in sports nutrition products, but other non-protein ingredients, such as amino acids, creatine, Beta-creatine and alanine are also gaining acceptance now-a-days. The less negative impact of herbal sports supplement products are augmenting their market growth.
Sports nutrition products that were earlier intended for athletes and body builders are increasingly attracting the non-athlete consumer group, especially the younger demographic profile. The market is gaining further grounds, which is mainly led by increase in health-consciousness among population, increasing urbanization, new product development and growth in number of sales outlets, fitness centers, gyms and health clubs. Traditional users can be core-performance or regular users; similarly new users could be occasional or lifestyle users.
Geographically, the sports nutrition products market is dominated by the U.S. and European countries. However, in terms of future growth, the Asia-Pacific region is poised to grow at a faster pace, which is led by growing income level and gradual acceptance of health products in daily living. Also increased sports events organized in these countries, is increasing the importance of exercise and sports, which is expected to support the growing demand for sports nutritional products.
However, negative perceptions about inclusion of questionable ingredients, such as steroids and other banned substances, and availability of various health substitutes are some of the challenges faced by the industry. Additionally, the fast changing consumer preferences, especially among new users, and expansion of distribution channels is leading to increased competition in the industry.