The pandemic increased the focus on health and wellness for the average consumer. So many people spent more time and energy getting active, reassessing their diet, and filling nutritional gaps. Where sports nutrition products were typically geared toward individuals who attend gyms or fitness centres frequently, there are so many more people interested in health through supplements, functional food and beverages, and protein products, which has expanded the market significantly. Currently, the global sports nutrition market is valued at $15.6 billion and is expected to grow at a CAGR of 8.9% from 2020 to 2027.

With all of this growth in the market, there are a few areas of focus for 2022. Here are some of the biggest ones:

Clean Ingredients

The clean ingredient movement (or clean label movement) has been on the rise for the last few years and is extending to the sports nutrition market. Consumers are looking for products without artificial sweeteners, without GMOs, and generally less-processed ingredients. This has become a big focus for plant-based products, where the “clean” products are typically more processed than dairy or meat products.

Further, most of these consumers prefer to buy products (even supplements) that are produced locally. This is especially important for functional foods and beverages, with products labelled “artisanal,” “local,” “craft,” or “made in the USA,” earning the highest dollar sales in growth in 2020.

Functional Food and Beverages

We posted about functional beverages last summer, and since then, there has been tons of growth in the functional food and beverage space. Consumers are looking for extra benefits from their food and beverages, including hydration, gut health, long-lasting energy, and enhanced everyday performance.

Collagen Products

One health product that’s been growing really fast is collagen. Consumers are looking to include collagen in their beauty regime (through serums, moisturizers, and similar products) and through health products like supplements or powders. Collagen can help promote joint comfort and flexibility, contribute to good bone health, in addition to improving skin elasticity. US consumers spent an estimated $293 million on collagen products in 2020, and the global market is estimated to reach $795 million by 2025.

Plant-Based Products

Plant-based health products have been a fast-growing segment of the plant-based product market, particularly with plant proteins, like pea and soy, becoming popular. In fact, 25% of consumers are eating more plant protein than last year.

Consumers are looking for completeness, digestibility, and amino acid content from their plant protein. With expectations being higher, this poses a challenge for brands that have not yet perfected their plant-based protein powder.

It's also important to note that plant-based products are not just geared toward vegans or vegetarians anymore. With many consumers looking to reduce their animal-product consumption, plant-based products are a great option for those looking to improve their health.

With all of these trends, it’s imperative to ensure that your packaging only elevates your product. Tamper-evident seals, easy-open pouches, and impactful designs are just a few of the ways to stand out from your competitors in the sports nutrition market. If you’re interested in finding out more, reach out to our team here or request a quote online.