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Mar 21, 2017 @ 15:47

Sports nutrition – 5 key trends for 2017

The sports nutrition category has seen enormous growth – from $6.7bn in 2010 to $10.8bn in 20151.
Ever more people are coming to recognize the benefits of sports nutrition products in terms of how they can help them to reach their performance and wellbeing goals. Against this backdrop, here are five key trends to look out for in the world of sports nutrition in 2017.

Trend 1 – More consumers, new consumers
As well as growing in size, the sports nutrition category has quickly expanded its consumer base over the last 10 years2. For a long time, it was a niche sector, catering mainly for bodybuilders and elite athletes – what we call the ‘core users’ of sports nutrition products.

These individuals, who still exist today, are typically high-volume users, frequent purchasers and are knowledgeable, discerning consumers.

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