From e-sports to protein bars: the expansion of sports activities diet in 2023

From e-sports to protein bars: the growth of sports nutrition in 2023

Creator: Kevin Robinson
April 11, 2023

Forward of Vitafoods Europe 2023, Dr. Kevin Robinson spoke with Sirio Europe CEO Sara Lesina to debate the expansion prospects for European sports activities diet.

Sports activities diet is without doubt one of the largest diet development markets in Europe within the subsequent 25 years and is already price 3.4 billion.1 In response to Euromonitor, protein merchandise alone are predicted to exceed 4 billion in 2026 (from 2.5 billion in 2021).

The truth is, throughout Europe, its analysts forecast a CAGR of seven% over the following 5 years. That is clearly a fast-growing phase the place CDMO innovation and product growth will assist diet manufacturers keep forward of, and even outline, the large developments of 2023.

Nonetheless, after we take a look at sports activities diet, most individuals within the business solely gravitate in direction of powders, drinks and bars. And whereas it is actually been the dominant product issue up till now, we’re seeing huge adjustments out there going into 2023.

The truth is, a few of the largest development areas will doubtless come from the growth of conventional definitions in addition to sports activities diet merchandise getting into the market in various dosage and supply codecs. For instance, when the sports activities market strikes to seize and go choices, we anticipate godfathers to develop quickly.2

One other attention-grabbing facet of the European market is the unusually giant dominance of 1 nation; The UK accounts for almost half (45%) of present sports activities diet gross sales, with development at almost 10% each year. Different necessary markets (Determine 1) are the Nordic international locations (15%), Germany (11%) and Italy (7%).

From e-sports to protein bars: the growth of sports nutrition in 2023

Determine 1: The UK dominates sports activities diet consumption in Europe and is anticipated to keep up robust annual development of 10% over the following 5 years.3

what to anticipate in 2023, we anticipate a altering image. If we first take a look at the definition of sub-categories, we are able to then discover how this might form market alternatives throughout Europe. We see three broad sorts of sub-segments that the merchandise are geared toward

  • lively sports activities together with protein dietary supplements, velocity and power, restoration and endurance/power
  • merchandise that assist preserve an lively way of life
  • a more moderen product class geared toward e-gamers.

The lively life class focuses on joint well being, cognitive capabilities and power, for instance, whereas e-game merchandise enhance focus and eye well being. The latter is a bunch whose demand we anticipate to develop within the subsequent few years and a market that we imagine can change into a defining pattern.

The alternatives in Europe’s main sports activities diet market, the UK, have by no means been better. Traditionally, due to the nation’s excessive health club attendance, this has been led by the lively product class.

This can be a demographic identified to put money into dietary supplements to help train and restoration; and in recent times this market has expanded to incorporate the final sports activities and health market.

Regardless of this, we see that comparatively few actually revolutionary merchandise have entered the market in recent times. Manufacturers typically depend on dissolvable powders and power bars supported by tablets whose key components are caffeine, L-theanine, creatine, whey powders, electrolytes and L-carnitine.

For the most well-liked product ingredient (whey proteins), there haven’t but been widespread makes an attempt to encourage shoppers to progressively improve their protein consumption all through the day.

From e-sports to protein bars: the growth of sports nutrition in 2023

This may then be executed throughout apply or coaching and is without doubt one of the explanation why we anticipate demand for the rubber to extend. Not least as a result of many shoppers report that whey-based protein merchandise are not often palatable and produce other drawbacks (resembling excessive water consumption).

A part of the rationale this hasn’t taken off but is that it is solely lately change into potential to correctly dose every gum. First era merchandise can sometimes ship a 1.25g protein load.

Nonetheless, we’re already growing second-generation merchandise that may face up to increased hundreds. The buyer profit right here is evident: as a substitute of cramming a considerable amount of protein into an typically disagreeable and undesirable dosage type (whey bar or powder-based drink), the consumer achieves the specified every day protein consumption in a extra nice and gratifying approach. consuming protein gummies all day.

Creatine gums may be a really promising space, particularly for health club efficiency; creatine additionally advantages from an EFSA-approved well being declare that will increase bodily efficiency throughout consecutive short-duration, high-intensity workouts.4

As a substitute of ready for brand spanking new developments to emerge, at Sirio we actively work with our prospects to assist them create and construct new product classes over the following few years.

For instance, we’re already designing fully new merchandise, resembling rubber-ground, to offer a very giant dose of protein in a single easy-to-eat type.

Along with protein and creatine merchandise, we anticipate sports activities rubbers to develop extremely rapidly within the subsequent few years as shoppers need to seize post-recovery merchandise on their approach out of the health club.

We could even see new entrants from bigger well being teams and gymnasiums trying to capitalize on their area of interest market. For instance, we have now launched a product that mixes krill oil, which not solely supplies pure well being advantages for the guts and mind, but additionally helps with restoration due to its antioxidant and anti inflammatory properties.

Another choice is to take widespread sports activities vitamins from customary tablets and capsules, resembling BCAAs (restoration), caffeine or L-carnitine/L-tartrate (for power) and switch them to a gummy type.

Once we take a look at the Nordic international locations and Germany, the EU’s second and third largest sports activities diet markets, along with endurance and lively sports activities merchandise, we see a barely totally different sub-demographic group.

From e-sports to protein bars: the growth of sports nutrition in 2023

Right here, shoppers get pleasure from and like lively outside actions, typically effectively into center or outdated age, so rubber-like merchandise geared toward bone and joint well being are one other new, fast-growing product class.

As we speak, within the discipline of joint well being, a lot of the present market is concentrated on sort II collagen and vitamin C with added adaptogens resembling curcumin or turmeric. Once more, nevertheless, rubber remains to be considerably underdeveloped and provides an early mover benefit to manufacturers that develop this in 2023.

Capitalizing on this rising potential, Sirio has simply partnered with Lonza to launch a UC-II powered vitamin C sports activities diet gum at Vitafoods 2023, which would be the first of its variety to market. UC-II is an undenatured sort II collagen that reduces joint discomfort and will increase each flexibility and mobility.5

The advantage of this explicit ingredient is that you just solely want 40 mg per day to help joint operate (in comparison with the everyday dosage measurement of three giant tablets a number of occasions a day).

One other pattern space we have seen develop over the previous 12 months is boosted gummies, which mix caffeine and/or taurine with B nutritional vitamins to spice up power earlier than or throughout train.

That is additionally a product that has curiosity outdoors of those conventional makes use of, and we sit up for utilizing it in e-gaming. The decisive factor is that on-line video games and e-sports are already a really worthwhile business whose shoppers are able to spend appreciable sums on their hobbies.

There may be enormous potential right here, and we are actually seeing manufacturers designing merchandise for each client and client markets: merchandise with delicate advantages that enhance gaming efficiency, scale back adverse results on eye or joint well being, or just permit the participant to play longer.

For instance, eye well being by way of safety from blue gentle is of nice curiosity to each the buyer and the producer, who’s conscious of the variety of hours they spend gaming.

In 2023, we see the best development e-game merchandise combining eye well being selling components resembling vitamin A, lutein and zeaxanthin, in addition to new power and focus choices with components resembling L-citrulline, taurine and/or cognitive brokers resembling lemon balm. and ginseng.

From e-sports to protein bars: the growth of sports nutrition in 2023


In dietary merchandise, we regularly see short-term short-term and seasonal developments, however transferring into the broader sports activities diet market is a way more systematic long-term growth and we’re solely within the early levels of product advertising and formulation innovation.

Entire new classes of lively gums for shoppers of all ages will proliferate within the subsequent 12 months. Additionally, you will see increasingly formulation choices which are extra prescriptive and customised.

For instance, in fields like eSports and joint well being, the place the advertising terrain remains to be virgin, we’ll see many manufacturers trying to create the advantages of a head begin. Specifically, look to 2023 for mass-market whey, creatine and UC-II gummies to supply probably the most dramatic near-term development (particularly within the UK, Nordics and Germany).

That is intently adopted by the rising e-sports sector. Within the medium time period, we’ll see a various vary of custom-made rubber-like formulations for all levels of preparation, coaching and restoration. Neither is it prone to stay a UK-led phenomenon, and we are able to anticipate rising alternatives to open up throughout Europe.


  4. screen/health-claims/eu-register/particulars/176.


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