#TrendSpotting: Sports Nutrition Trends of Today
Your source for the most up-to-date information on emerging food and beverage trends.
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Historically focused on athletes, the sports nutrition category appeals to a broader audience and is now a staple in everyday wellness routines. Growth continues with the global sports nutrition ingredient market size expected to more than double in size to $7.3B in 2032, experiencing a 7.8% CAGR.¹ In a recent Imbibe survey, we learned that 78% of sports nutrition beverage consumers at least work out weekly, but uses for these products have evolved beyond the gym.²
Our survey also revealed that consumers are focusing on:
Sports nutrition beverages have gone from purely functional to lifestyle staples, with effective positioning generating consumer demand. Here are some daily essentials appearing in the marketplace:
- Erewhon x Sofia Richie Sweet Cherry Smoothie with dark cherries, magnesium, and colostrum
- GO BIG’s Natural Energy + Wellness Shot
- Más+ by Messi Hydration Drink
The top motivation leaning on sports nutrition products is the need for energy. Next up is consuming before/during/after a workout, followed by thirst, and a bridge between meals (otherwise known as a snack.)2
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Additionally, half of consumers (50.7%) report that their motivation for using sports nutrition drinks is for general wellness.2 This landscape provides a tremendous opportunity for brands to bring on customers interested in consuming healthful products like these on a daily basis.
Flavors in this category are becoming richer, more diverse, and extra decadent, with consumers enjoying these products as healthy indulgences (62%) that support hitting their daily macros or help them reap the benefits of certain functionals.
While familiar flavors reign supreme here with 87% of consumers at least agreeing that they enjoy them, indulgent flavors (69%) are also popular within this category.2
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Choose flavors inspired by traditional treats, leveraging nostalgia, like Cookies and Cream, Chocolate Malt, or Rainbow Sherbet. Some current market products that have already been inspired by this territory include:
Get your indulgent, nostalgic, fantasy, or true-to-fruit flavors from Imbibe!
Incorporating fun characterizing flavors can help mask unwanted off-notes that come from functional ingredients (along with masking systems and modulators, of course). 64% of consumers expect beverages in this category to have natural ingredients, so it’s no surprise that we are witnessing the rise of adaptogens, superfoods, and plant-based proteins.2
There is consistent demand for product fortification via protein, vitamins, energy, caffeine, and fiber.2 2024 market examples include:
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Ensure that your product helps your customers reach their nutritional goals while tasting great with Imbibe’s technical resources.
Indulge us, if you will.
Email marketing@imbibeinc.com to see if our Epicurated: Sports Nutrition edition (coming soon!) is right for you and your team! This 45-minute presentation illustrates some of the most popular flavors and behaviors shaping the landscape. Also available – Epicurated: Gen Alpha and From the Menu to the Marketplace!
Check out more on #TRENDSPOTTING, or visit our blog.
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Global Market Insights, 2023; 2. Imbibe Sports Nutrition Survey, Gen Pop, n=300, 6/24