The sports nutrition market has become more mainstream, whilst dedicated gym goers and sports people may have seen products as purely functional, everyday consumers want sports nutrition products that they can easily incorporate into everyday routines. Consumers are taking a more proactive, holistic and long-term approach to health. This means that there is a significant opportunity for brands of nutritious, “better-for-you” products to target these consumers. So, is the everyday consumer actively looking for sports nutrition products?

Many consumers are now actively looking to improve their overall health, which has led to a rise in people looking for more beneficial drinks which can offer functional benefits.