Sport Nutrition

Non-sporty consumers drive
Sports nutrition market.
As global sales of sports nutrition products maintain
healthy growth rates, one distinct – and unexpected –
group of consumers is emerging as the main driver for the market,
made up of people who are not necessarily interested in sports.

Sports nutrition consumers can be split into four main groups:
body builders, athletes, recreational users (who pursue sport as a hobby)
and an emerging group of lifestyle users.

Lifestyle users, are not necessarily very athletic, but are
choosing to consume sports nutritional products as an initial
building block in leading a healthier lifestyle.

People within this group mainly consume sports nutrition products
in order to provide a refreshing beverage, a quick meal
replacement or simply a healthy snack. Consumers within the group
may also use sports nutrition products to provide an
energy boost during illness, or even when feeling tired.