Having escaped from the confines of gym-goers and bodybuilders, it’s fair to say that Sports Nutrition has made it to the mainstream. No longer sold exclusively in gyms and on specialist websites, these days everything from protein shakes to recovery bars can be found on the supermarket shelves.
As gym and sports club memberships continue their exponential increase across the UK and beyond, consumers are increasingly looking to complement increased activity levels with a diet to match. Nowadays, virtually every supermarket category contains ‘high protein’ products.
A market once solely under the domain of dairy, the exponential rise of the plant-based movement is being felt within the sports nutrition category, as traditional sports-nutrition users look to branch out whilst plant-based consumers up their protein intake.
