Here’s an example of a food and beverage category flexing its muscle. The concept of “active nutrition” is developing more widely as interest spreads beyond the traditional core base of bodybuilders, endurance athletes and high-level sportsmen. Today, the active and/or sports nutrition market is a mainstream category and more consumers are seeking everyday health and fitness as a lifestyle choice.
Innova Market Insights forecasts the market value for sports nutrition products will grow by around 8% per year to reach more than US$17 billion globally in 2021. That said, there are some signs that new product development growth—strong during the past five years overall—may be leveling out as the category matures.