Cutting through the noise

Sports nutrition as a category is one that, traditionally at least, has been stereotyped by bodybuilding and an association to muscle. But as consumers adopt more positive habits and behaviours towards exercise and nutrition, we’re seeing an increased interest in the role and benefits of products that are intrinsically sports nutrition related. As a result, the relevance of the category is broadening at pace. This whitepaper examines how the sports nutrition category is changing and highlights how brands can stay relevant.