State of Play: New insights into the changing sports nutrition market

Prinova research has revealed wide variations in the needs of sports nutrition consumers, with those who exercise less frequently more likely to prioritise goals such as weight management and immune health. The survey also shows that more casual sports nutrition consumers are more likely to value taste and texture.

As a leading provider of bespoke premixes and blends, we surveyed 1,277 European consumers of sports nutrition products. Although all were physically active, exercising at least twice a week, their preferred activities, goals, needs and purchasing habits varied significantly by activity level.