Sports Nutrition in Europe: Outlook for 2022

Strong Growth in Europe’s Sports Nutrition Market

European consumers’ rising interest in health and fitness is driving strong growth in Europe’s $3.4 billion sports nutrition market.¹ Euromonitor forecasts a CAGR of 10.2% in sports nutrition retail sales in Europe between 2020 and 2025.² This includes sports protein (+9.9%) and non-protein (+11.3%) products like amino acids and pre-workout products.³

Download our guide to Healthy Snacking Trends in Europe to see how the pandemic is shifting consumers toward healthier choices.

At $2.5 billion in annual sales, sports protein products make up the bulk of Europe’s retail sports nutrition market, with about half of this coming from protein powders.⁴ Growth of 8% is expected for protein/energy bars, 10.5% for protein powders, and 13.3% for sports protein RTDs.⁵

3 Growth Opportunities for Sports Nutrition in Europe

Based on the interests and concerns of Europe’s sports nutrition consumers’ today, Mintel has identified three key growth opportunities in sports nutrition products:⁶

1. Innovative Less-Sweet Flavors
2. Complete Plant-Based Proteins
3. Functional Benefits

Alternative and less-sweet flavors (such as bars with savory or spicy flavors) can renew consumer interest and expand eating occasions. For sports protein products, plant-based continues to grow, but brands formulating to achieve a complete protein will have an edge. Finally, functional benefits, which are not typically associated with sports nutrition products, can be included to meet consumers’ pressing needs—such as immune support or mental focus.

2022 Sports Nutrition Trends in the European Market

These opportunities to innovate with flavors, plant-based proteins, and functional ingredients in sports nutrition products are supported by consumer research and emerging trends in the European market. 

Flavor Expansion

For example, while recent new product launches tend to be in indulgent and sweet flavors such as chocolate, vanilla, and fruit, Mintel reports 53% of UK sports nutrition users think sports nutrition products are too heavily focused on sweet flavors.⁷ 

Though still niche, less-sweet products are showing up in the market, including Grenade Go Nuts Peri-Peri High Protein Low Sugar Bar (UK), Active Root Original Ginger Flavor Sports Drink (UK), and Baouw Organic Beet, Almond and Espelette Pepper Nutritional Bar (France).

Protein is #1

High/added protein is the top claim in performance nutrition product launches in Europe.⁸ And while whey continues to dominate in sports nutrition products, the interest in plant-based proteins is growing. 89% of sports nutrition consumers in the UK, 89% in France, and 90% in Germany have tried sports nutrition products with plant protein.⁹ 

When asked why they tried these products, “better for the environment” was the top reason, followed by “healthier.”¹⁰ With whey as the long-time gold standard for healthy, complete protein, it will become increasingly important that plant-based sports nutrition products offer the same nutrition and performance benefits through smart formulations.

Download our Protein Guide to learn about protein trends globally.

Functional Botanicals

With the pandemic driving consumers to look to more holistic ways to stay healthy, botanicals and ingredients linked to traditional medicine have gained more attention. As a result, some sports nutrition brands have begun incorporating functional ingredients into their products, particularly those from natural botanical sources. 

In Europe, botanical claims in performance nutrition supplement launches rose from 32% between October 2019 and September 2020 to 48% the next year.¹¹ One example from Germany is MindMAXX Focus & Pre-Workout Dietary Supplement with ginseng, Rhodiola Rosea, Gingko Biloba, and pine bark to support focus and mental performance. In France, Vitascorbol Boost offers a performance boost with immune support and reduced fatigue through ingredients such as ginseng, guarana, ginger, pomegranate, goji, and vitamin C.

Sports Nutrition Ingredients that Perform

Sports nutrition brands have some clear opportunities ahead to help drive growth in Europe’s sports nutrition market and expand the appeal and relevance of sports nutrition products to consumers. As a global nutrition ingredient leader, Glanbia Nutritionals offers sports performance solutions, including an extensive portfolio of proteins and flavors, to support your new product development.

Our protein ingredient technology and experience in flavoring challenging sports nutrition and functional products means we’re more than just a supplier. We’re your full solutions partner. Whether you’re formulating bars, beverages, or supplements, we’ll support you with the vitamins and minerals, botanicals, proteins, bioactives and flavors that can help your products perform at their best.

References

1-5. Euromonitor, World Sports Nutrition + Meal Replacement & Supplement Nutrition Drinks, July 2021.
6-7. Mintel, A year of innovation in sports & performance nutrition, September 2020. 
8. Mintel/Glanbia Nutritionals Proprietary Data, Aug 2020-Jul 2021.
9-10. FMCG Gurus, Performance Nutrition Survey UK, France, Germany, Q4 2020.
11. Mintel/Glanbia Nutritionals Proprietary Data, Oct 2019-Sep 2021.