An Advertising supplement to the grocer http://www.thegrocer.co.uk l 24 march 2018 l 3analysis
4 From gym-goers, to run-
ners, cyclists, swimmers,
football players and busy
mums, this sector has a
range of products to assist
in all walks of life. In the past sports
nutrition was seen as a specialist cate-
gory but, due to the increase in consum-
ers taking regular exercise, the category
has become more mainstream.
One in four UK adults now own gym
memberships and purchase sports nutri-
tion products [Euromonitor November
2017] on a regular basis. Combined with
the fact that half of all shoppers are
looking to reduce sugar levels [Kantar
WorldPanel August 2017], it is more than
likely that the health agenda will become
increasingly important.
Grenade’s CEO and co-founder Juliet
Barratt says: “We’ve seen a big shift
towards healthier options within soft
drinks, but increasingly shoppers are
making choices based on very clear, well
defined need states. While shoppers
might be looking for products offering
everyday treats or alcohol replacements
elsewhere in the category, sports and
energy is very much about functional-
ity. The need for hydration has resulted in
large volumes switching into water, away
from traditional areas of soft drinks but
especially from sports rinks.
“Due to the average lower price point,
this has resulted in category deflation.
Core energy brands continue to drive
growth through flavour and pack inno-
vation, but future growth will come from
understanding emerging shopper occa-
sions – especially in relation to health.”
Protein Partners believes shoppers
are more promiscuous when it comes to
trialing new brands or product offerings.
This in turn has normalised the sector for
sports and energy drinks, resulting in
less consumer trepidation when it comes
to trying something new.
Kat Collins, head of marketing, Project
E2, The Protein Partners explains: “The
sector is already making shifts towards
healthier options, driven by the growing
choice and availability within functional
drinks and smart waters. The bounda-
ries that previously defined the sports
drinks segment, are becoming