Sports Nutrition Brands on the Rise: A Forecast for Europe's Supplement Industry

1 Mar

The sports nutrition market's remarkable double-digit growth for three consecutive years up to 2023 underscores its booming status, with the European sector projected to expand at a CAGR of 8.4% during the 2022 - 2027 period [1][3]. This surging trend is fueled by an increasing number of consumers from various demographics turning to sports nutrition brands for vitamins and workout enhancements, highlighting a shift from niche athletic markets to widespread consumer engagement [3].

Buoyed by heightened health consciousness and the integration of fitness into everyday lifestyles, sports nutrition brands are experiencing a significant rise in demand for products that address vitamin deficiencies and promote healthier living [3]. The anticipated growth, set to reach USD 40,383.56 million by 2033 in Europe alone, is driven by key factors including enhanced public health awareness and the adoption of more active lifestyles, pointing towards a promising future for the sports nutrition supplement industry in Europe [4].

Rising Trends in Consumer Preferences

In the dynamic landscape of the European sports nutrition market, consumer preferences are rapidly evolving, reflecting a broader trend towards healthier lifestyles and sustainable choices. Key insights into these preferences include:

Health and Sustainability Claims:
High/Source of Protein and Energy/Alertness are the leading health claims driving product development [8].Plant-based options are on the rise, mirroring the consumer shift towards sustainability [8].No added sugar, Low sugar, and Gluten-free claims are increasingly sought after, indicating a preference for healthier alternatives [8].
Product Formats and Ingredients:
Convenience formats like energy snacks, gummies, and ready-to-drink beverages are gaining popularity for their on-the-go utility [8][9].Vitamins, minerals, and plant proteins lead in ingredient popularity, with non-traditional components such as fiber and probiotics also scoring well among consumers [9].The appeal of product formats varies with activity type and demographic, with gym users favoring ready-to-mix beverages and endurance enthusiasts opting for ready-to-drink options. Gummies are more popular among women, while gels find favor with men [9].
Market Growth and Consumer Engagement:
The European sports nutrition market is projected to grow at a CAGR of 8.4% from 2022 to 2027, with an increasing number of consumers engaging in endurance and strength training activities across all age groups [9].A significant 26% increase in plant-based product launches from 2016 to 2020 underscores the market's shift towards veganism and ethical consumption [9].Collaboration with fitness influencers and an emphasis on clean labels and transparency are key strategies for brands to increase their reach and cater to consumer demand for factual information about product contents [5][10].

These trends underscore the shifting dynamics within the European sports nutrition market, where consumer preferences for healthier, convenient, and sustainable options drive innovation and market growth.

The Role of E-commerce and Digital Transformation

The transformative impact of e-commerce and digital technologies has significantly shaped the sports nutrition industry in Europe, creating a dynamic and accessible marketplace for consumers and brands alike. Key aspects of this transformation include:

E-commerce Penetration and Sales Growth: With Western Europe leading with a 60% e-commerce penetration rate in sports nutrition retail sales, the region is poised for the highest CAGR growth over 2023-2028 [1]. This digital shift is further evidenced by over 35% of global sports nutrition sales being generated through online platforms, underscoring the critical role of e-commerce in the industry's expansion [1].
Digitalization and Consumer Engagement: The path to purchasing sports nutrition products is increasingly digital, with consumers turning to online resources for education and product information [1]. This trend is complemented by brands, especially in the UK and Germany, focusing on online sales, including pure-play online retailers [1]. Additionally, leveraging AI and digital tools enables brands to offer personalized nutrition advice and product recommendations, although it’s important to note that AI guidance may not always account for individual circumstances or the latest research [10][11].
Innovation through Technology: Advances in AI and digital applications are revolutionizing how sports nutrition brands develop and market their products. AI apps are utilized for analyzing sensory data and consumer preferences, leading to optimized product formulations and flavors [10]. Furthermore, AI technology facilitates the creation of tailored nutrition products based on individual genetics and lifestyle patterns, offering a new level of personalization in sports nutrition [10].

These developments highlight the critical role of e-commerce and digital transformation in driving the sports nutrition market's growth, enabling brands to reach wider audiences and cater to the evolving demands of consumers for personalized, accessible nutrition solutions.

Technological and Scientific Innovations

In the realm of technological and scientific innovations, the European sports nutrition industry is witnessing significant advancements that promise to reshape the market landscape:

Vacuum Blending Technology:

A novel development, the vacuum blender, is revolutionizing the production of sports nutrition products. By minimizing oxidation during blending, this technology ensures the preservation of essential nutrients such as antioxidants, fiber, and Vitamin E, thus offering sports nutrition brands a competitive edge in delivering high-quality, nutrient-rich supplements [11].
Regulatory Framework for AI:
The provisional agreement on the EU Artificial Intelligence Act by the European Parliament and the European Council marks a pivotal step towards regulating AI applications within the sports nutrition sector. This legislation aims to guarantee the safety of AI systems and their conformity with the EU's fundamental rights, norms, and values, thereby fostering an environment of trust and innovation for AI-driven nutritional solutions [10].
Personalized DNA-Based Nutrition:
Personalized nutrition plans, tailored to an individual's genetic makeup, are at the forefront of scientific innovation in sports nutrition. These DNA-based nutrition strategies are designed to optimize athletic performance by aligning dietary recommendations with the athlete's unique genetic profile, offering a highly customized approach to sports nutrition and performance enhancement [12].

These technological and scientific innovations are not only enhancing the quality and efficacy of sports nutrition products but are also setting new standards for personalization and regulatory compliance in the industry.

Regulatory and Market Dynamics

The regulatory landscape and market dynamics within the European sports nutrition sector are pivotal in shaping the industry's growth and operational framework. Key elements include:

Regulatory Framework:

EU Regulations: Ensures consumer safety and product quality through stringent regulations on labeling, composition, and health claims [14].AI and Technology Regulation: The provisional agreement on the EU Artificial Intelligence Act aims to ensure the safety and compliance of AI systems within the sector [10].
Market Dynamics:
Growth Projections: The market is expected to reach USD 12,976.13 Million by 2032, with a CAGR of 8.9% [7].Influence of Sports Culture: Europe's rich sporting tradition and numerous professional leagues significantly contribute to consumer engagement and market expansion [14].Challenges: Counterfeit products and food safety issues pose significant challenges, alongside the impact of high input costs, particularly for protein-based products due to the rising cost of whey protein [1][15].
Consumer Trends and Sales:
Private Label Growth: A 5% year-on-year increase in 2023, following a significant surge in 2022, indicates a robust market for private labels [1].Regional Demand: While Western European countries show higher demand, Eastern Europe is poised for significant growth due to increasing health awareness and rising middle-class incomes [15].

This comprehensive overview underscores the intricate interplay between regulatory measures, market forces, and consumer trends that collectively drive the European sports nutrition industry forward.

FAQs

1. What current trends are shaping the sports nutrition industry? The sports nutrition market is currently being shaped by a strong consumer preference for products that are high in protein and safe to consume. Additionally, there is a notable demand for products with low sugar content and functional ingredients. In terms of health claims, those related to energy and alertness are leading, accounting for approximately 34% of product launches in the 2021-2022 period.

2. What does the future hold for sports nutrition? The future of sports nutrition is geared towards a collective effort to raise the standard of care and education provided to athletes. It also emphasizes the importance of integrating various disciplines within the field. This period is marked by significant growth and the continuous evolution of new knowledge in sports nutrition.

3. How large is the dietary supplement market in Europe? As of 2022, the dietary supplements market in Europe was valued at USD 38.19 billion and is expected to increase to USD 40.73 billion in 2023. Looking forward, the market is projected to grow at a compound annual growth rate (CAGR) of 7.0% from 2023 to 2030, ultimately reaching a valuation of USD 65.44 billion by the end of the forecast period.

4. Which brand leads the sports nutrition market? Glanbia Performance Nutrition holds the title as the world's leading sports nutrition company. It boasts a portfolio of top brands in both performance and lifestyle nutrition sectors. The company's mission is to motivate individuals around the globe to reach their performance and healthy lifestyle goals.

References

Emerging MarketsInternational retailInternationalisationBrand strategy

James Storie-Pugh