Post-Covid Sports and Active Nutrition Trends – Consumer Survey Insights
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Post-Covid Sports and Active Nutrition Trends Report Overview
The post-covid sports and active nutrition trends report explores consumer motivations for buying sports & active nutrition products, ranging from those who want to improve their performance to this who just see it as a convenient form of energy. The report looks at how these motivations compare between new consumers and those who have been buying the products for a while. The report also explores which consumer groups are currently looking to trade up to higher-value sports and active nutrition products and the markets where buyers said they are willing to pay more.
Following the pandemic, many consumers made a conscious effort to take more exercise or take up sports. This has helped to boost sales of sports and active nutrition products. The motivation for purchase vary by age. The younger consumers are looking to improve their performance as they take up more sports, whereas older consumers say they see protein bars as a convenient way to gain energy. The maturity of European and American markets means there is little scope for trading up, but there are markets in the Middle East and Asia where consumers are willing to pay more for products that offer something new or different.
Key Post-Covid Sports and Active Nutrition Trends
The most popular channels for sports and active nutrition sales for existing and new customers include supermarkets/large retail stores, online (directly from the brand or from an e-commerce platform), convenience stores, local gyms/sports center, pharmacies, specialist health food store, and service stations/gas stations.
Exercising or working out more often is the single biggest motivation for buying more sports and active nutrition products. Consumers are taking more exercise than before, which is driving up sales of energy bars. Among those consumers who said they have started buying more sports and active nutrition products, the key drivers are playing more sport and taking more exercise. ‘Professionals’ who are training for an event do not constitute a large part of the newer audience for these kinds of products.
Consumers in Asia Pacific and the Middle East are the most interested in paying more for sports and active nutrition products that offer consumers something new or different. This is primarily driven by China in Asia. In Europe and North America, the cost-of-living crisis is impacting consumers who are in the market for these products, hence there is a significant negative reaction to the idea of paying more for sports and active nutrition products.
The plant-based trend is leading to plant-based protein bars being launched in every major market across the world in Q4 2022. Companies such as Keto Krisp in the US, Voll Sante Functional Foods in India, and Brookfarm in Australia are launching innovative products to stay mainstream in the game.
For information on the key post-covid sports and active nutrition trends, download a free sample
Post-Covid Sports and Active Nutrition Trends Overview
Page Count | 16 |
Key Takeaways | Existing customers want Active Nutrition that improves performance, Markets in Asia and the Middle East have consumers willing to pay more, Opportunity to target older buyers who want convenient form of energy, and Plant-based products can align Active Nutrition brands with ethical trends |
Key Sales Channels | Supermarkets/ Large Retail Store, Online-Directly From the Brand, Online-From Ecommerce Platform, Convenience Store, Local Gym/Sports Center, Pharmacy, Specialist Health Food Store, and Service Station/Gas Station |
Scope
- The main driver for existing customers is active nutrition which improves performance.
- There is also an opportunity to target older buyers, by presenting the product differently, to appeal to those who want a convenient form of energy.
- Markets in Asia and the Middle East have consumers willing to pay more for sports and active nutrition products.
- By offering plant-based products, active nutrition brands can align their products with sustainability and ethical trends.
Reasons to Buy
- Understand how motivations to buy Sports & Active Nutrition products vary between consumer groups.
- Learn about new audiences you can target who see energy bars as convenient without necessarily linking them to exercise.
- Find out where consumers are willing to trade up to higher value products in the Sports & Active Nutrition sector.
- Appreciate how the sector can tune in to the sustainability and ethics mega-trend.
Voll Sante
Brookfarm
Table of Contents
Frequently asked questions
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What are the key post-covid sports and active nutrition take-aways?
Existing customers want active nutrition that improves performance, markets in Asia and the Middle East have consumers willing to pay more, the opportunity to target older buyers who want a convenient form of energy, and plant-based products can align active nutrition brands with ethical trends are the key post-covid sports and active nutrition take-aways.
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What are the popular channels for sports and active nutrition sales?
Supermarkets/ large retail store, online-directly from the brand, online-from ecommerce platform, convenience store, local gym/sports center, pharmacy, specialist health food store, and service station/gas station.
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Which was the most preferred channel for sports and active nutrition sales?
The supermarket channel accounts for just over half of sales worldwide.
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Which regions in the world are willing to trade up to higher quality sports and active nutrition products?
Consumers in Asia Pacific and the Middle East are the most interested in paying more for sports and active nutrition products that offer consumers something new or different.
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