Sports & Active Nutrition – Continued Growth in Europe
Euromonitor International predicts that the sports nutrition market is forecast to grow at an average of 8–10% year on year by the end of 2021. In Europe, the market was worth $2.24 billion, up more than 12.3% on the previous year.
Sports nutrition continues to demonstrate significant growth, and faster than many comparable consumer health and packaged goods industries, says Nick Morgan, director of Sports Integrated and joint chair of Bridge2Food’s 7th Sports & Active Nutrition Summit which takes place in the Netherlands from 12-14 June, 2017.
“Traditionally, the heartland of bodybuilders and aesthetically driven male consumers, much of the growth is attributed to the awareness and interest amongst more ‘active’ or mainstream consumers, where high protein products in convenient formats, available in wider retail outlets is becoming the norm.” Nick Morgan adds: “However, as the consumer base broadens, so does the reasons for consuming products and the sports nutrition industry needs to better understand how to approach and target consumers that span performance and health orientated goals, including those that want to gain muscle mass, improve endurance, or just eat healthier.”
The unique format of the 7th Sports & Active Nutrition Summit led by Nick Morgan and Dr Adrian Hodgson, Nutrition Innovation Consultant, will look at the exciting challenges ahead for the industry as it covers the changing landscape of the active nutrition market: where are we now and how will the industry look like in 3–5 years? Will it be more consolidated; will the market shift to mainstream customers and how do we ensure we are well positioned for future growth?
Category Shift Amid Changing Landscape
Dr Adrian Hodgson, shares his insight: “The sport nutrition category is undergoing a shift; influenced by the changing landscape of sport, greater complexity in consumers’ diets and a diversity of products on the market from adjacent categories. We are seeing the collision of multiple trends from these adjacent categories such as: organic, natural, free from, and diverse flavours influence the products consumers expect in a sporting context. The types of exercise and the demands on the body have also changed, meaning that the needs of consumers are not just limited to traditional needs such as performance and muscle.”
Mind & Body Goals
Dr Adrian Hodgson elaborates: “Instead consumers have both mind and body needs and goals. The sport nutrition products of today must fit these evolving needs. The challenge is to understand consumers’ lifestyles, exercise and food behaviours to innovate fit for purpose products that are based on solid scientific evidence. Exploring new themes, trends and science enables new perspectives to challenge the current norm for the future of the sports nutrition category.”
Europe’s largest sport and active nutrition networking Summit, this is a proven platform that brings together 200+ experts in sports, weight management, health, food, beverage and bars industry to discuss innovations in ingredients, products, business and markets. It will also feature entrepreneurs sharing their stories and insights into this changing category.