Vitamins, plant protein are stars in sports nutrition today, new Prinova survey finds

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Vitamins and plant protein are the most sought-after ingredients in sports nutrition products today, a new consumer survey from Prinova (London) found. The company surveyed 1277 consumers in five of Europe’s biggest sports nutrition markets: France, Germany, Italy, Spain, and the UK. These consumers were physically active, exercising at least twice per week, and had used at least one sports nutrition product during the past year.

Vitamins ranked as the ingredient sports nutrition consumers sought the most, at 64%, followed by plant proteins (42%), minerals (38%), whey/dairy proteins (26%), amino acids (22%), and others. Vitamins and minerals are especially popular among athletes who engage in endurance exercise, states the September-released “State of Play: New Insights into the Changing Sports Nutrition Market” report.

“One reason for the appeal of vitamins and minerals may be growing consumer awareness of the importance of B-vitamins, a deficiency of which can reduce athletes’ ability to perform high-intensity exercise,” the report adds. Active consumers are also drawn to vitamin C for its immune health benefits, as well as to minerals for bone health, cardiovascular health, and inflammation support.

In terms of protein, the survey found that half of European consumers prefer plant protein over dairy protein in sports nutrition products. Prinova reports that the number of sports nutrition launches touting a plant-based claim grew 26% in 2016-2020.

“Our research reflects the impact of the plant-based revolution, with 42% of consumers naming plant proteins as one of the ingredients they most looked for in sports nutrition products,” the report notes. “This compared to 26% who looked for whey or dairy proteins, 15% who looked for egg protein, and 8% who looked for meat proteins.”

The survey also found that plant protein appeals to consumers engaging in a range of exercise types, including strength training. However, it noted, men are more likely than women to look for products containing whey or dairy proteins.

For more information from the report, click here.