The sports nutrition industry is a fast developing one, with the worldwide market projected to grow to US$45.27 billion, rapidly increasing from the 2016 figure of $28.37 billion, according to Statista.

Two particular customer segments are shaping the direction and popularity of the sports nutrition market and are particularly lucrative for manufacturers and brands.

Active consumers are one of the most vigorously tuned in market segments; they want to look good and search for solutions to maintaining and improving their long-term health. Performance improvement is not a key motivator in their decision making.

Women make up a large part of this segment, with research from Grand View Research showing they are not looking for special supplementation regimes, but products that fit naturally into their lifestyle to help them reach their goals.

The “weekend warrior” consumer is an equally attractive market for sports nutrition brands. Performance driven, they seek an advantage to increase the productivity of their workouts and capture a winning edge. They look for “pre” and “post” supplements, and value the functional benefits over both taste and cost. The post workout supplement market for the weekend warrior is dominated by protein powders, with a huge array of types and tastes to suit every palette.

Athlete demand has helped to transform the sports nutrition industry into one that is accessible for the ordinary consumer. Recreational fitness fans are looking to improve their overall fitness, performance and endurance, with these “everyday athletes” becoming more drawn to evidence-based products that leverage natural ingredients and support overall well-being.

Consumers are also attracted to innovative items that will aid their workouts. Gone are the expectations of consuming a colored sports drink or a generic energy bar; weekend warriors and active consumers want and expect a variety of products that excite and deliver on specific workout goals. And the youth consumer has also had an influence on this product demand, helping to shape and grow the base market for sports supplements.

Consumers’ increasing interest in healthy eating and active lifestyles is creating a solid demand for high-protein foods across multiple categories, suggesting that a diverse group of consumers are buying them for a broader range of reasons.

With such a diverse marketplace, the trends brands embrace target consumers such as the weekend warrior and the active consumer.

As popularity and consumer demand continues to grow, the sports nutrition market will embrace and develop a variety of trends dedicated to help athletes improve and reach their goals.

Shifting consumer demands are contributing to the evolution of well-being choices, and the opportunity to create a personalized way to address fitness goals. Open minded, curious consumers want and are searching for a different, tailored experience as part of their daily exercise routines, with products targeted toward addressing specific concerns and helping with the post exercise cool-down.

With active consumers and weekend warriors driving demand, performance, functional benefits and ease of consumption will continue to be the key factors that help to develop and create new innovative products and services. And with athletes continuing to shape the marketplace, expect a sports nutrition industry that uses its influence to educate and shape the performance plans of the recreational athlete and fitness fan.

Lindsey Carnett ([email protected]) is CEO and president of Marketing Maven, an Inc. 5000 ranked integrated marketing firm recognized nationally in the health space by third-party ranking company O’Dwyer’s PR. She specializes in PR, social media marketing, influencer marketing and reputation management. Lindsey is a 2017 PR News Top Woman in PR, FOLIO Magazine 2015 Top Women in Media Honoree and is noted for helping to launch consumer brands with substantiated ingredients.

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