In addition, shoppers were using these products for occasions that were not sports-related, in order to get them through a tough working day, for example.
On the other hand, products and brands offering mainstream benefits such as a boost of energy were being consumed to prepare people for physical exercise.
Re, who gave a presentation about sports-related health claims at the Vitafoods conference, also singled out a number of future trends in the dynamically shifting market of sports nutrition and energy.
Re explained that products were increasingly “appealing to a broader audience”, offering mainstream consumers functions originally aimed at professional sports people, such as hydration. Such products were also being launched by brands commonly associated with sports nutrition, she said.
