Sports Nutrition continues to grow.

in 2016 consumers in the UK continued to be highly health and appearance-conscious.

23% current value growth was achieved in overall sports nutrition in 2016.

Sports protein products continued to be the major component, with such products accounting for 71% of overall value sales in sports nutrition and reaching £413 million in 2016.

The media and advertising have played a strong role in sports nutrition achieving a mainstream platform. Whilst once, the main target market of sports nutrition would have been athletes and gym-obsessives, in 2016 sports nutrition products were purchased by casual exercisers, yoga lovers or anyone looking to improve their fitness and health.