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Post-Covid Sports and Active Nutrition Trends - Consumer Survey Insights

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  • 16 Pages
  • January 2023
  • Region: Global
  • GlobalData
  • ID: 5768050
This report explores consumer motivations for buying Sports & Active Nutrition products, ranging from those who want to improve their performance to this who just see it as a convenient form of energy. The report looks at how these motivations compare between new consumers and those who have been buying the products for a while. The report also explores which consumer groups are currently looking to trade up to higher-value sports and active nutrition products and the markets where buyers said the are willing to pay more.

Following the pandemic, many consumers made a conscious effort to take more exercise or take up sport. This has helped to boost sales of sports and active nutrition products. The motivations for purchase vary by age, with younger consumers looking to improve their performance as they take up more sport, whereas older consumers say they see protein bars as a convenient way to gain energy. The maturity of European and American markets mean there is little scope for trading up, but there are markets in the Middle East and Asia where consumers are willing to pay more for products that offer something new or different.


  • The main driver for existing customers is active nutrition that improves performance.
  • There is also an opportunity to target older buyers, by presenting the product differently, to appeal to those who want a convenient form of energy.
  • Markets in Asia and the Middle East have consumers willing to pay more for sports and active nutrition products.
  • By offering plant-based products, active nutrition brands can align their products with sustainability and ethical trends.

Reasons to Buy

  • Understand how motivations to buy Sports & Active Nutrition products vary between consumer groups.
  • Learn about new audiences you can target who see energy bars as convenient without necessarily linking them to exercise.
  • Find out where consumers are willing to trade up to higher value products in the Sports & Active Nutrition sector.
  • Appreciate how the sector can tune in to the sustainability and ethics mega-trend.

Table of Contents

1. Consumer Survey Insights: Post Covid Sports and Active Nutrition Trends
  • Introduction
  • Sports and active nutrition
  • Take-outs
2. Appendix

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Cando
  • Voll Sante
  • Brookfarm