Sports nutrition in the UK is mainly distributed through e-commerce and one of the key reasons is the strength of D2C brands such as Myprotein. However, there is a significant rise in retail partnerships, as brands seek to expand their reach and enhance product accessibility, thereby driving an omnichannel approach to sales.
Competition within sports nutrition is intensifying, fuelled by a growing number of partnerships, and mergers and acquisitions. Numerous small brands have been acquired by larger companies seeking to expand their portfolios and strengthen their market presence.
Sports nutrition players will continue to abide by the UK’s HFSS (High in Fat, Sugar, and Salt) regulation by location, in force since October 2022. Under this law, players cannot promote HFSS products at key locations in physical stores or online, including points of sale, store entrances, and aisle ends.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Sports Nutrition
These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.
See All of Our DefinitionsThis report originates from Passport, our Sports Nutrition research and analysis database.
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