In today's fast-paced world, energy levels have become a critical focus for many consumers globally. A growing awareness of the connection between energy, wellness, and overall health is prompting individuals to seek ways to enhance their vitality. Research indicates that 47% of consumers plan to improve their energy levels within the next year, recognizing the need for better sleep hygiene and increased physical activity. However, the demands of modern life often hinder the ability to make these changes, leading consumers to turn to energy-boosting products. This article delves into the dynamics of the sports nutrition market, where consumer behavior is split between casual fitness enthusiasts, who prioritize convenient health solutions, and high-performance athletes, whose energy needs are more pronounced. By examining trends in product preferences, ingredient transparency, and the growing significance of protein among consumers, we can better understand how companies can adapt to these evolving demands.

Globally, consumers are not satisfied with their energy levels. With a growing awareness of the relationship between low energy levels and overall wellness, 47% of consumers plan to improve their energy levels over the next 12 months. While “back-to-basic” approaches to increasing energy, such as improving sleep hygiene or increasing exercise, are on the rise, many consumers feel their schedules are too busy to implement these required changes. Therefore, consumers rely on energy-boosting products to reduce feelings of fatigue or provide a pick-me-up during the day.

In recent years, the sports nutrition market has evolved to become far more diverse and fragmented, especially concerning energy. While traditionally the market was driven by active gym goers and those taking an optimal approach to fitness, it is now increasingly becoming a space for those seeking out convenient health and energy boosts to assist with tiredness and fatigue throughout the day.

Those on the more casual end of the fitness spectrum are defined as “active nutrition” consumers within FMCG Gurus’ research. While seeking products that provide an energy boost for engaging with exercise, active nutrition consumers are also interested in the holistic relationship between energy and overall health. Consequently, products with multi-benefits are perceived as particularly valuable, especially when they look to improve other areas of holistic well-being such as immunity, heart health, or digestive health.

At the other end of the fitness market are consumers who are high-performance athletes and gym-goers. Due to the demand of these “performance nutrition” consumers’ exercise routines (with 56% typically working out for longer than 2 hours at a time and 57% burning at least 1000 calories during a workout) the energy demand is far greater than for active nutrition consumers. Consequently, efficacy is a significant concern when these consumers purchase energy-boosting products, and 88% find claims about improving endurance and stamina appealing - yet only 51% find claims about reducing fatigue appealing.

Across sports nutrition, “quick fix” solutions providing short-term energy boosts but often at the expense of being high in sugar and lacking in nutritional value are becoming increasingly unpopular. Consumers are aware that these products can conflict with overall wellness goals and usually have unpleasant side effects, such as interfering with sleep patterns.

Consequently, there is a growing demand for products that include ingredients to help reduce stress and promote feelings of calm, focused energy. This provides long-lasting improvements to energy, and therefore wellness, as well as limiting negative interference with sleep patterns.

There is also a growing interest in sustainability. Consumers are becoming increasingly preoccupied about where ingredients come from and how they have been sourced. Therefore, claims of clean and sustainable energy-boosting products are particularly appealing and maximize perceived value.

There has been a specific interest in energy products containing protein. As consumers seek products that contain natural ingredients, the consumption of high-protein drinks has increased by 51% within the sports nutrition market. In comparison, the consumption of energy drinks (traditionally associated with high quantities of sugar and unnatural ingredients) has decreased by 24%. This highlights the shifting priorities of consumers seeking natural solutions to fitness and energy, as 48% of consumers have changed their snacking habits from products such as chocolate and other confectioneries to high protein and low sugar products.

The ongoing transformation in consumer attitudes towards energy and fitness represents a unique opportunity for the food and drink industry to innovate and develop products that align with the changing preferences of health-conscious individuals. As the demand for energy-boosting solutions continues to shift away from traditional high-sugar options towards cleaner, protein-rich alternatives, companies must respond to the call for better transparency and sustainability in their ingredients. By acknowledging the distinct needs of both casual fitness participants and performance athletes, brands can carve out their niche in this competitive landscape. Ultimately, the focus on holistic well-being and the integration of health-enhancing benefits into energy products positions the food and drink sectors to not only meet consumer expectations but to lead in sustainability and wellness in the years to come.