运动营养品产业的发展趋势和驱动因素（英文版）.pdf

Trends and Drivers of the Sports Nutrition Industry Not to be distributed without permission.CONNECT WITH US 2018 Euromonitor International Trends and Drivers of the Sports Nutrition Industry An extract from our Sports Nutrition reports Euromonitor International iv CONTENTS 1 INTRODUCTION 2 KEY FINDINGS Expansion from core users to consumers following active lifestyle trends Personalisation via crowd culture engagement and matching individual needs Plant-based proteins will reshape the industry Regulations and safety hazards continue to be a challenge 4 OVERVIEW OF SPORTS NUTRITION INDUSTRY Sports Nutrition in the UK: Sports nutrition to become further segmented, coming under greater scrutiny Sports Nutrition in the US: Sports protein sales boosted by a wider consumer base Sports Nutrition in China: Increasing popularity of fitness and sports-based lifestyles drives demand for sports nutrition Sports Nutrition in Australia: Sports nutrition continues to be a strong performer in consumer health Sports Nutrition in Brazil: Challenges faced by sports nutrition manufacturers should be simplified in the short term 8 CONCLUSION 9 HOW CAN EUROMONITOR INTERNATIONAL HELP? Euromonitor International 1 Consumers worldwide are adopting healthy living and fitness trends, especially across developed markets where healthy lifestyles have become the new normal. As a result, this is expanding the consumer base for sports nutrition products. To succeed in this new world, firms need to understand consumers crowd culture to better engage them while continuing to innovate based on consumer demands, especially around plant-based proteins and clean labelling. Sports nutrition is the fastest growing category within consumer health, rising from USD 7.3 billion in 2011 to USD 11.9 billion in 2016. Looking forward, sports nutrition is expected to continue growing at the fastest rate (7.9% CAGR 20162021) of any consumer health category over the forecast period. Sports nutrition continues to expand, growing not only among core users but also by benefiting from global health and wellness trends around healthy diets, physical activity practices and efforts to extend healthy lifespans. INTRODUCTION Sports industry set to generate additional USD 81 billion in sales by 2021 Euromonitor International 2 KEY FINDINGS Expansion from core users to consumers following active lifestyle trends Sports nutrition is expanding from core users (bodybuilders and performance athletes) to a broader basket of consumers focused on fitness and healthy living trends. The sports nutrition market for consumers following fitness goals has expanded in kind, although brands need to evolve to speak to consumer lifestyles. Personalisation via crowd culture engagement and matching individual needs Companies are integrating into consumers lifestyles beyond partnerships with sports teams and athletes. They are doing so via crowd cultures with which consumers KEy Findings Euromonitor International 3 identify, such as running, yoga and following fitness social media influencers. Looking forward, it is likely that sports nutrition companies will also integrate individually tracked data to create more personalised sports nutrition products. Plant-based proteins will reshape the industry Over 80% of global sports nutrition value sales came from sports protein products in 2016. Within this category demand for plant-based proteins is growing due to concerns for animal rights, cruelty free awareness, fear of potential antibiotics pollution in dairy products, rising dairy allergies, and the growing vegan and vegetarian movement, with many industry players already launching (or planning to launch) products to suit these consumer demands. Regulations and safety hazards continue to be a challenge Regulations around sports nutrition continue to change and vary considerably by market, making global expansion tougher. While cases of sports nutrition products tainted with illegal and prescription drugs continue to multiply, certifications of transparency such as Informed-Sport and NSF Certified for Sport are becoming more prevalent. This is from our online report series on Sports Nutrition, covering key trends and drivers in global markets. Euromonitor International 4 OVERVIEW OF SPORTS NUTRITION INDUSTRY sports nutrition in the UK: sports nutrition to become further segmented, coming under greater scrutiny The UK is seeing a growing number of people actively pursuing a healthy lifestyle and engaging in sport on a regular basis. The media is playing a central role in raising awareness of the role of sports nutrition, and particularly protein products, in achieving optimal health and fitness. As consumers become more educated and their health concerns grow, the switch towards plant-based proteins is becoming an increasingly prominent feature of the sports nutrition market. Non-animal-derived proteins are benefiting from the perception that plant-based products are natural and, therefore, healthy. Surprisingly, the growth of non-animal-derived proteins is being driven by social media influencers rather than the wider rise of vegan diets, though the context in which the growth of veganism and flexitarianism is occurring, of course, forms the backdrop to the trend towards plant-based protein in sports nutrition. Sports Nutrition: Value Sales by Region 20112021 Source: Euromonitor International 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 0.0 2,000.0 4,000.0 6,000.0 8,000.0 10,000.0 12,000.0 North America Western Europe Asia Pacific Australasia Latin America Eastern Europe Middle East and Africa CAGR USD million rsp (at constant 2016 prices) 2011 2016 2021 CAGR 2011-2016 CAGR 2016-2021OvERviEw OF sPOR ts nUtRitiOn indUstR y Euromonitor International 5 Consumers are set to expose sports nutrition products to increasingly rigorous scrutiny over 20172022, increasing demand for products that can provide certifications of their quality, vegan status and / or organic production. In addition, brands will need to become more transparent and will be aiming to reduce the number of ingredients used as consumers increasingly look for products with fewer, more familiar ingredients. sports nutrition in the Us: sports protein sales boosted by a wider consumer base Sports protein and non-protein products continued to post healthy growth in 2017, with this expected to continue. This is being driven by the increasing popularity of these products among both sports enthusiasts and less active participants thanks to their convenience, new flavours and premium ingredients. Sports protein ready-to-drink (RTD) remained one of the best performing categories, benefiting from brand manufacturers offering simple formulas incorporating new ingredients. Cytosports Muscle Milk, for example, offers a wide range of products, from organic to containing only 100 calories, so as to cater for different occasions (ie pre-and post-workout). Sports protein bars also continued to record solid growth, with sales driven by consumer demand for portable and convenient foods. This has led to increased competition in terms of innovation in product delivery as well as flavour. Clif Bar & Co, the leading company in protein bars, claims to use organic and sustainable products as well as family-inspired recipes. Cytosport, meanwhile, announced the launch of 15g and 20g Muscle Milk protein bars in six flavours inspired by artisanal ice creams. sports nutrition in China: increasing popularity of fitness and sports-based lifestyles drives demand for sports nutrition China leads sports nutrition growth in Asia Pacific. Sports nutrition recorded strong current value growth in 2017 thanks to various factors, including favourable government policy, manufacturers efforts and increasing consumer enthusiasm. In 2016, the Chinese government launched the National Fitness Programme, encouraging consumers to take part in various sporting activities being held throughout the country, such as marathons. As a niche category in China, sports nutrition also benefited from educational activities carried out by the leading manufacturers, with sports nutrition products no longer positioned as only suitable for professional athletes but also those engaging in common OvERviEw OF sPOR ts nUtRitiOn indUstR y Euromonitor International 6 sports like running, climbing, hiking, ball sports etc. To reach consumers, manufacturers used gyms as well as social media platforms. Over the forecast period, the growing fitness culture and various sports nutrition players are expected to be the main drivers of sales. The ongoing expansion of gyms, sports studios and competitions will continue to attract more consumers and thus support the industry. In addition, an increasing number of companies are expected to enter the category. For example, at the IWF Shanghai 2017 International Health, Wellness and Fitness Expo, sports nutrition players like Self, Labrada Nutrition and Pure Vita Labs revealed their intention to enter China. In addition, current players will likely launch new products featuring new ingredients and technologies in order to remain competitive. Asia Pacific: Sports Nutrition Top 10 Markets by Value Sales 20112021 Source: Euromonitor International sports nutrition in Australia: sports nutrition continues to be a strong performer in consumer health Australia is the third largest sports nutrition market worldwide after the US and the UK. Sports nutrition delivered consistent growth over the review period, driven by Australias strong fitness culture and the wide availability of such products, with a plethora of brands on the market and constant new product launches. Furthermore, consumers have become more educated on the benefits of protein for recovery and muscle-building, and the consumer group for sports nutrition has expanded beyond body-builders and extreme athletes to everyday consumers. This shift was supported by sports nutrition speciality stores looking to expand their consumer base and appeal to mainstream consumers. Sports nutrition manufacturers are increasingly targeting females as they look to increase sales, with womens products typically featuring natural ingredients, marketed to slim, 0% 5% 10% 15% 20% 25% 0.0 50.0 100.0 150.0 200.0 250.0 300.0 350.0 CAGR USD million rsp (at constant 2016 prices) 2011 2016 2021 CAGR 2011-2016 CAGR 2016-2021OvERviEw OF sPOR ts nUtRitiOn indUstR y Euromonitor International 7 define or sculpt. Social media plays a large part in the success of sports nutrition brands, with the use of social media channels including Instagram and Facebook, as well as brand ambassadors having a strong influence on sales. Australasia: Forecast Sports Nutrition Retail Value Sales by Type 2016 / 2021 Source: Euromonitor International sports nutrition in Brazil: Challenges faced by sports nutrition manufacturers should be simplified in the short term Even though Latin America is still a small region in terms of sports nutrition value sales, it grew at the fastest rate over 2011-2016 (14% CAGR ), reaching USD 487 million in 2016. Six markets constitute 82% of the regions value, where Brazil is leading the pack with a 40% share, followed by Mexico, Peru, Argentina, Colombia and Chile. Healthy lifestyles with a balanced diet and regular physical exercise are expected to intensify in future years. Physicians, nutritionists and the press widely publicise the benefits of sporting for a healthy ageing, battling major chronic diseases like high blood pressure, diabetes and obesity, amongst others. In this sense, sports nutrition products should be favoured by this trend amongst Brazilians over the next few years. Currently, Brazil is the second largest country in the world in terms of number of gyms with 31,000 fitness centres and nine million core users. Such figures also indicate that there is good potential for leading companies to explore over the forecast period. On the other hand, the objective of growing sports nutrition penetration amongst older consumers will be very difficult to achieve, since this segment is less likely to absorb new habits and also be more influenced by taboos surrounding the bad perception of the category. 0 200 400 600 800 1,000 1,200 2016 2021 USD million rsp Sports Protein Powder Sports Protein Bars Sports Protein RTD Sports NonProtein Products Euromonitor International 8 CONCLUSION Sports nutrition will continue expanding from core bodybuilder / athlete users to a broader consumer base. While this expansion is mainly taking place among developed markets such as the top three sports nutrition countries worldwide (the US, the UK and Australia), consumers in less developed (but fast-growing) markets such as China and Brazil will continue to evolve as well. The common denominator that will keep driving growth is global trends around healthy living and fitness goals, which might affect the self-perception of the industry itself. Already, companies are discussing whether a more apt name for the industry would be “Lifestyle Nutrition” or “Active Nutrition” to better appeal the broader consumer base. In this bigger sports nutrition market, competition is expanding too, and in order for brands to succeed they need to engage with consumers lifestyles directly to understand what they want and to better tailor messages to them. The future of sports nutrition is bright, especially for companies focusing on clean label demands and plant-based protein products while taking advantage of the expanding consumer base and making an effort to engage with specific crowd cultures. For more information on our Sports Nutrition research, view our related reports. Or for more detailed information on the markets covered in this report, view our reports on Sports Nutrition in the UK, Sports Nutrition in the US, Sports Nutrition in China, Sports Nutrition in Australia and Sports Nutrition in Brazil. Euromonitor International 9 HOW CAN EUROMONITOR INTERNATIONAL HELP? Established in 1972, Euromonitor International is the world leader in strategy research for consumer markets. Comprehensive international coverage and leading edge innovation make our products an essential resource for companies locally and worldwide. Our global market research database, Passport, provides statistics, analysis, reports, surveys and breaking news on industries, countries and consumers worldwide. Passport connects market research to your company goals and annual planning, analysing market context, competitor insight and future trends impacting businesses globally. And with 90% of our clients renewing every year, companies around the world rely on Passport to develop and expand business operations, answer critical tactical questions and influence strategic decision making.