The mainstreaming of the market has, it says, led to a surge in interest in plant-based alternatives with the traditional dominance of whey and other dairy proteins now being challenged.

Vegan-friendly positionings were used for 6% of global food and beverage launches recorded by Innova Market Insights in 2018. However, this rises to 14% for sports nutrition. RTD sports drinks have an even higher level of prevalence for these positionings at 18%.

Some of the fastest-growing plant-based proteins include soy protein isolate, pea protein, and rice protein. Moving beyond the protein arena there is also increasing use of other plant-based ingredients in sports nutrition NPD. This is led by nuts and seeds, many of which already carry an inherently healthy and nutritious image. In Europe, for example, sports nutrition launches with nuts and seeds had a CAGR of 23% over the 2014 to 2018 period, with 2018 activity led by almonds, peanuts, and sunflower seeds.

More specialist vegan sports nutrition ranges are starting to appear, while more mainstream companies and brands are greening up their portfolios to attract those increasingly wanting to add more plant-based options to their diets.

As demand for sports nutrition products continues to soar globally, Innova believes the market has become increasingly mainstream. The concept of active nutrition is, it says, developing more widely as interest spreads beyond the traditional core base of bodybuilders, endurance athletes and high-level sportsmen. The focus is increasingly shifting towards everyday health and fitness as a lifestyle choice.