The Sports Nutrition Edit • 2022

The Sports Nutrition Edit • 2022

THE SPORTS NUTRITION EDIT

PUT YOUR SALES ON

NEW

VITAMIN B3 HELPS REDUCE TIREDNESS*

* Disclaimer: Suntory Beverage & Food (SB&F) GB&I, September 2021

ADD CALL TO ACTION HERE rocs.ramsden-international.com www.ramsden-international.com +44 (0) 1472 315 610 | [email protected] Exclusive insights on popular sports nutrition products and helpful tips on how to grow sales!

ABOUT SPORTS NUTRITION THE SPORTS NUTRITION EDIT

WHY HAS SPORTS NUTRITION BECOME SO POPULAR?

WHAT IS SPORTS NUTRITION? Sports nutrition products have traditionally been focused on a smaller target market, used to enhance athletic performance and recovery from exercise. Post-COVID-19, more consumers are focusing on exercise and healthy eating which is driving the relevance of sports nutrition products among a much wider audience. The increasing consumer interest in health and wellness is continuing to drive strong growth across the industry with the Sports Nutrition category expected to reach a value of €35 million by 2025. Energy drinks, bars, ready-to-drink beverages, and powders are all part of the sports nutrition market. The key reasons individuals choose to consume sports nutrition products are for the health benefits and to boost energy levels. Other reasons include product convenience and to satisfy hunger or thirst.

Increased urbanisation, rising disposable incomes, and growing health consciousness among consumers have increased demand.

Energy drinks are now widely consumed by adolescents due to their claims of improving performance, endurance, and alertness.

Increased consumer awareness regarding active lifestyles have inspired consumers to opt for healthy and sugar free drinks.

Convenience foods that support the overall maintenance of health and wellness is driving the protein bar market.

Protein bar consumers not only include sports athletes, but also those who want a wholesome meal without the trouble of cooking.

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2022 ENERGY DRINK TRENDS THE SPORTS NUTRITION EDIT

ENERGY DRINKS ARE EVOLVING

Today’s consumers enjoy energy drinks at work, after exercising, and during leisure activities...

1. New Flavours Major energy drink brands have been taking chances on new flavours to attract new consumers. Product: Red Bull Energy Drink, Coconut Edition, 250ml 1058693

3. Coffee Energy Drinks Ready to drink hybrid beverages that contain coffee, milk, and cream, plus energy ingredients. Product: Boost Iced Coffee Caffè Latte 250ml 1059092

2. Sugar Free & Calorie Free These energy drinks address the need for healthier options.

Product: Lucozade Zero Pink Lemonade 500ml 1064443

4. Sports Nutrition Drinks with added

5. Formulated for Gamers These products are using ingredients to improve focus and reaction time, as well as vision and cognitive support. Product: Relentless Mango 500ml 1026877

performance and recovery ingredients like protein and amino acids. Product: Purdeys Rejuvination Glass Bottle 330ml 1061653

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TOP SELLING ENERGY DRINKS IN 2021 THE SPORTS NUTRITION EDIT

01. Monster Ultra Energy Drink 500ml 1031036 03. Monster Ultra Black Energy Drink 500ml 1058771 05. Mountain Dew Energy 500ml 1063741 07. Emerge Energy Drink Original 250ml 1061640 09. Relentless Origin

02. Lucozade Energy Orange 380ml 1062519 04. Boost Energy Original 250ml 1061488 06. Red Bull Energy Drink, 250ml 1058717 08. Carabao Energy Drink Original 330ml 1031583 10. IRN-BRU Xtra No Sugar 500ml Bottle 1031376

BOOST YOUR ENERGY DRINK SALES!

1. Stock all varients in your chiller 2. Double-face bestselling drinks 3. Stock energy and sports drinks by brand 4. Place energy and sports drinks in the centre of your chiller 5. Create a customer-friendly display 6. Have a second site near newspapers or confectionery to increase impulse purchases

500ml 1031119

*Based on Ramsden International’s 2021 sales.

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2022 NUTRITION BAR TRENDS THE SPORTS NUTRITION EDIT

REASONS FOR PURCHASING NUTRITION BARS

More consumers are purchasing nutrition bars because they’re healthy, convenient, and full of protein.

1. Immunity and Stress Relief Bars

Multi-outlet sales of snack bars, by leading companies and brands, Mintel 2021.

2/3 consumers are interested in learning more about the role of food and nutrients in immune health.

Eat Natural Simply Vegan Peanuts, Coconut & Chocolate Nut Bar 45g AEAT-VEG

2. Lifestyle Bars

Nutrition bars that address certain ways of eating through claims like keto-friendly, intermittent fasting, and meal replacements are also gaining traction.

Pulsin Keto Bar Orange Choc & Peanut 50g APULS-COP

3. Bars in Smaller Sizes

More consumers are also seeking bar options that offer smaller portion sizes, such as minis and bites.

Bounce Salted Caramel Protein Ball 35g ABOU-SC

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TOP SELLING NUTRITION BARS IN 2021 THE SPORTS NUTRITION EDIT

There is a growing trend for consumers to self-treat, purchasing a small amount of a premium product rather than a large amount of a regular one. Deliciously Ella Cacao & Almond Energy Ball 40g ADEL-CAC 09. Graze Flapjack Cocoa V nilla Protein 53g 1071276 01. Eat Natural Protein Bar with Peanuts & Chocolate 45g 1054226 03. Eat Natural Cashew & Blueberry with Yoghurt 45g AEAT-BLUE 05. TREK Cocoa Oat Protein Flapjack 50g 1054188 07.

02. FUEL10K Protein Chocolate Breakfast Oat Cookie 50g 1024473 04. Grenade Carb Killa Protein Cookie Dough Bar 60g 1036884 06. Clif Builders Protein Chocolate Mint Bar 68g ACLIF-BBCM 08.

KIND Protein Toasted Caramel Nut Bar 50g 1021675 10. Nature Valley Protein Cereal Bar 40g 1043712

*Based on Ramsden International’s 2021 sales.

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CATEGORY INSIGHTS THE SPORTS NUTRITION EDIT

The main obstacle to growth for the Sports Nutrition category is in-store location. In a typical supermarket, only 22% of shoppers pass the Sports Nutrition products, compared to an average pass rate across all categories of 37%. Of those shoppers that do pass, there is also a missed opportunity to attract them. On average, less than 1/3 of those that pass actually see the category, well below the grocery average of 42%. Use permanent and temporary point of sale material to increase standout and visibility - helping shoppers to engage with sports nutrition products more effectively, and potentially increase spend. MAKE YOUR MERCHANDISE STAND OUT

TALK TO US ABOUT POINT OF SALE MATERIAL

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www.ramsden-international.com +44 (0) 1472 315 610 | [email protected]

For more information please contact your Account Manager or Export Account Advisor. www.ramsden-international.com +44 (0) 1472 315 610 [email protected] Adam Smith Street, Grimsby, DN31 1SJ, UK

*The facts and statistics throughout this document have been taken from the following sources: • Vita Foods Insights (October, 2021) • Mintel (September, 2021) • MordorIntelligence.com (March, 2022) • BetterRetailing (March, 2022) • Glanbian Nutritionals (September, 2020) • The Grocer (September, 2020) • Glanbian Nutritionals (March, 2022) For more information please contact [email protected]