运动营养品产业的发展趋势和驱动因素（英文版）_13页_1mb

Summary of Trends and Drivers of the Sports Nutrition Industry

Core Content

The sports nutrition industry is experiencing significant growth and transformation, driven by global health and fitness trends, evolving consumer preferences, and the need for innovation and personalisation. The market is expanding beyond traditional core users (e.g., bodybuilders and athletes) to include a broader audience interested in active lifestyles, healthy diets, and physical activity. This shift is particularly evident in developed markets, where the concept of healthy living is becoming the norm, and in emerging markets like China and Brazil, where fitness culture is rapidly growing.

Main Trends

• Expansion to Broader Consumer Base
  Sports nutrition is no longer limited to professional athletes and bodybuilders. It is now appealing to a wider group of consumers who are interested in fitness, wellness, and maintaining a healthy lifestyle. This expansion is supported by the increasing popularity of active lifestyles and the integration of sports nutrition into everyday routines.

• Personalisation via Crowd Culture Engagement
  Companies are increasingly engaging with consumers through crowd cultures such as running, yoga, and fitness influencers on social media. This approach allows brands to connect with consumers on a more personal level. Looking ahead, the use of individualised data tracking is expected to enable more tailored and effective sports nutrition products.

• Rise of Plant-Based Proteins
  The demand for plant-based proteins is growing rapidly due to increasing awareness of animal rights, concerns about antibiotics in dairy products, and the rise of vegan and vegetarian diets. Over 80% of global sports nutrition value sales in 2016 came from sports protein products, with plant-based options becoming a key innovation area.

• Regulatory and Safety Challenges
  Regulations around sports nutrition are becoming more stringent and vary by region, complicating global expansion. However, certifications like Informed-Sport and NSF Certified for Sport are gaining traction as consumers demand transparency and safety in products.

Key Market Insights

Conclusion

Sports nutrition is expected to continue expanding globally, with the core user base broadening and the industry adapting to new consumer demands. The key drivers of growth include the rise of active lifestyles, the demand for clean labels and plant-based products, and the integration of personalisation and data-driven approaches. While regulatory challenges remain, the industry is evolving to meet these demands through transparency, innovation, and targeted marketing strategies. Companies that align with these trends and engage effectively with diverse consumer segments are likely to thrive in the future.

Strategic Recommendations

• Focus on clean label and plant-based product development to meet consumer preferences.
• Engage with crowd cultures and social media influencers to build brand loyalty and awareness.
• Enhance transparency and certifications to address safety concerns and regulatory requirements.
• Tailor products to specific demographics, including women and older consumers.
• Leverage market research tools like Passport to stay informed about global trends and competitive landscapes.

Euromonitor International’s Role

Euromonitor International offers comprehensive market research and analysis tools, including the Passport database, which provides statistics, reports, and insights on global sports nutrition markets. This resource is invaluable for companies looking to understand consumer behavior, competitive dynamics, and future trends in the industry.