Once the preserve of bodybuilders and athletes, the appeal of muscle milks, protein bars and energy gels has extended to everyday exercisers, according to the study.
This is reflected in the success of the market, which grew by 27% in two years to be worth £66M in 2015, Mintel said.
Part of everyday diet
The survey also revealed that almost half (47%) of consumers who use sports nutrition products considered them a part of their everyday diet.
Furthermore, 31% of people with a household income of £50,000 or more had consumed a sports nutrition product in the past three months.
Over the same period, 9% of Brits had eaten protein bars and the same percentage had used protein powders.
Bulking up
However, it’s not only sports nutrition products that are bulking up with protein.
According to Mintel’s Global New Products Database (GNPD), the number of food and drink products launched in the UK with a high-protein claim rose by 97% between 2014 and 2015.
Meanwhile, The Dairy Council – in collaboration with the British Dietetic Association’s Sport and Exercise Nutrition register – has launched its annual Sports Nutrition Award, which recognises the role dairy plays in sports nutrition.
The closing date for applicants to submit their latest research on dairy and sports nutrition is December 31. Contact info@dairycouncil.org.uk for more details.