British Gym Rats Are No Longer The Only Buyers Of Sports Nutrition Products

Sales of sports nutrition products – muscle milks, protein bars, energy gels, etc. – are booming in Great Britain. At the heart of this strong performance is an expanding market: an increasing number of health-conscious consumers – beyond exercise junkies – are buying them. Mintel says 24 percent of Brits consumed a sports nutrition product in the past three months, including 42 percent of men aged 16-24. U.K. consumers spent £66 million on sports nutrition foods and drinks in 2015, an increase of 27 percent from 2013. The products are now staples on store shelves: 47 percent of sports nutrition buyers say the products are part of their everyday diet.