DUBLIN—Growing consumer awareness and education has made sports nutrition accessible to the mainstream consumer, strengthening sales as products diverge to meet the needs of the more common athlete, according to Research and Market’s “Sports Nutrition in the US" market research report.

While bodybuilders and extreme athletes continue to be the core audience for sports nutrition products, the Nutrition Business Journal reported that the core audience is believed to account for only 5 percent of total industry sales. This highlights the importance of the mainstream consumer and their everyday health and active lifestyle needs.

The growth in consumer education will continue to bolster the growth in mainstream sports nutrition users. As such, during the forecast period, the protein products segment is expected to grow by 62 percent to reach USD $7.8 billion in 2018. The increase in mainstream consumers presents a major growth opportunity for companies to expand their offerings that are vegetarian and vegan-friendly, which are more accessible to non-extreme athletes.

Glanbia continued to be the global brand leader in sports nutrition in 2013, with 18 percent current value share. The company's current value sales grew by 24 percent to reach USD $969 million. Its position was bolstered by its acquisition in 2008 of Optimum Nutrition and the acquisition in 2011 of Bio-Engineered Supplements & Nutrition Inc. In February 2014, the company was granted a U.S. patent titled "Acidified whey protein compositions and methods for making them." The patented process creates a high-quality protein ingredient, which assures taste and flavor while allowing the delivery of the required amount of whey protein. This patent helps the company to broaden its opportunities for everyday protein supplementation of consumers while giving it a competitive production advantage

Research and Market’s “Sports Nutrition in the US" market research report includes an analysis of key supply-side and demand trends, segmentation of international and local products, historic volumes and values, company and brand market shares, five year forecasts of market trends and market growth, and market research methodology (conducted in-country).

For more information on ingredients within the sports nutrition segment, check out INSIDER’s “Popular Forms of Protein" Digital issue.