Broader positioning of sports nutrition products

Both 2020 and 2021 will likely be seen as years of transition within the sports activities vitamin market.

The instability encountered within the first phases of the pandemic in 2020 resulted in category-wide gross sales contractions of two% in each the U.S. and globally, in accordance with Euromonitor International. The trade jolted again to excessive retail gross sales progress charges in 2021 according to pre-COVID-19 efficiency, reaching 10% globally and eight% within the U.S.

Industry stakeholders might suppose that this return to progress means shoppers are reverting to pre-pandemic calls for. However, shoppers will proceed to reassess their well being priorities, and the trade should take into account product positioning and improvement to satisfy new expectations in 2022.

An evolving view of well being and health

Consumers’ behavioral adjustments are tied to the stark shifts in existence seen through the pandemic. Euromonitor’s “Voice of the Consumer: Health and Nutrition Survey” sequence performed over the course of the pandemic exhibits that world shoppers are more and more tying holistic components extra on to their perceptions of well being. Mental well-being, a wholesome immune system and sufficient sleep rank greater amongst shoppers’ priorities than typical actions that require or correlate to sports activities vitamin merchandise like health, endurance or bodily energy. The pandemic emphasised the centrality of way of life components in total well being outcomes.

Consumers returned to figuring out in full pressure final yr to satisfy their broader well being wants. According to the aforementioned Euromonitor surveys, 63% of world shoppers participated in bodily train a minimum of as soon as every week in 2021, and this proportion has been steadily growing since 2019. As a end result, the share of world shoppers who have been happy with how usually they train jumped to 29% in 2021. Meanwhile, the share of world shoppers that wouldn’t have time for extra train plummeted from 31% in 2019 to 24% in 2021. In brief, shoppers the world over and within the U.S. are utilizing train to attain broader health goals moderately than solely for muscle constructing or weight reduction.

Positioning merchandise to satisfy new calls for

Sports vitamin formulators are beginning to incorporate new product claims to satisfy a wider set of client wants. Traditional advantages of “excessive protein,” “weight reduction” and “power boosting” stay predominant within the trade. Together, these three attributes represented virtually 50% of the specific claims made on on-line sports activities vitamin product SKUs in 2020 within the U.S., in accordance with Euromonitor’s e-commerce pricing device Via.

Several merchandise with extra claims have been launched to the market because the starting of the pandemic, pointing to the doubtless path ahead for the trade. Product claims in sports activities vitamin which have seen a notable soar embrace immune system well being, mind well being, cognitive well being, nootropics, digestive well being and bone well being.

This article was excerpted from an extended piece within the “Cutting-edge change in sports nutrition innovation” digital journal. Click the hyperlink to learn it in its entirety, together with market information and perception on how sports activities manufacturers can innovate throughout classes, starting from immunity and mind well being to digestion, sleep and stress.

Matthew Oster is the senior head of client well being at Euromonitor International, overseeing the trade’s analysis and main a crew of consultants in 100 markets worldwide. He offers perception on client tendencies, key markets, the aggressive panorama and progress alternatives within the world client well being area to assist organizations make strategic enterprise selections. Oster has labored in market analysis since 2011, and his insights are sometimes offered at trade conferences, by way of information shops and in bylined articles. He holds a grasp’s diploma from the Johns Hopkins School of Advanced International Studies.

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