27% of People in the U.K. Use Sports Nutrition Products

Sports drinks were once reserved for bodybuilders and athletes, but the recent Mintel report on sports nutrition revealed a different story in the U.K. Published in the Attitudes Towards Sports Nutrition 2017 report, results showed that 3 out of 10 or 27% of Brits use sports nutrition products. The report also noted that 2 out of 5 (39%) of the UK’s population exercise more than once a week.

Men Are the Main Users of Sports Nutrition Products

Young men in Britain have the strongest affinity to sports nutrition products. Around 61% of men between 16 and 34 confessed that they use sports nutrition products and also follow a rigid exercise program. In fact, 35% of this demographic say they exercise four times a week.

While men showed a high propensity for sports nutrition products, there is also a growing demand from the females.  The study indicated that 40% of women between 16 and 34 years old consume sports nutrition products. There is also an increase of intake of protein powders among young women from 7% in 2015 to 18% in 2017.

Popular Sports Nutrition Products in the United Kingdom

The top three products according to the reports include protein bars at 11%, protein powders at 10%, and energy bars at 9%. According to Anita Winther, research analyst at Mintel, the sports nutrition industry is proliferating.  The reason for this is that people are changing their perception of beauty. In fact, even the fashion industry is embracing the mantra “strong is the new skinny” thus models are often required to have athletic and toned bodies.

The embrace of these nutrition products among Brits is good news for manufacturers. But while the demand is high for these products, 63% of consumers find it difficult to determine whether a particular product is right for them or not. 72% of the customers demand industry-wide certification to ensure the quality of the ingredients used.


Consumers are more critical with the types of foods that they consume, and this scrutinizing behavior extends to sports nutrition. Around 64% of the users read the ingredients list before deciding to buy a particular product while 46% avoid those that contain sugar. With this consumer behavior, the industry can benefit by revamping their products to include more natural and sugar-free products to meet the demands of people.

Current Problem

While the sports nutrition industry is growing, it is facing fierce competition from mainstream food companies that are also embracing the high-protein trend. It seems that there is an overlap between the two and that mainstream food companies are providing products that have more competitive prices and more beneficial ingredients.

The thing is that there is a booming interest in health and sports products in the United Kingdom and the broad aspect of healthy living. The trend gives manufacturers opportunities to develop new products to cater to different types of consumers.

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Germany Takes Second Lead in Superfood Market Launches

Consumers all over the world are fueling the growth of superfoods. In new market research released by global agency Mintel, Germany has overtaken Australia and UK regarding the superfood market launches. In the Global New Products Database published by Mintel, it revealed that 9% of new superfood launches in 2017 occurred in Germany.

The UK’s market launches dropped from 9% to 7% from June 2016 until the end of the year. Australia has fallen in third place with only 5% launches since June 2016. While Germany’s love of superfoods has grown, the United States still tops the list. But recent statistics show that the superfood launches in the US fell to 19% this year. This is a far cry lower from last year’s, 25%.

Why Is Germany Shifting to More Superfoods?

According to Katya Witham, senior analyst for Germany at Mintel, noted that the country is moving up in its ranks due to the growing demand of superfoods from consumers. The country is experiencing an increasing number of consumers who are interested in health and wellness.

So, what pushed Germany to have this huge embrace for superfood? The growing aging population and rise of health-related problems have driven the demand for the consumption of healthy superfoods. The country is experiencing health issues like heart disease and obesity. As a result, it is also increasing the health-care costs in the country.


Initially, superfood launches in Germany included a simple line of products from quinoa, chia, and amaranth. Recently, there is a growing demand of lesser-known superfoods, and this has led food manufacturers to harness the whole food goodness of other superfood ingredients to boost the quality of their food products.

The Launch of Supergrains

Specifically, Germans are interested in ancient grains such as millet and spelt.  In fact, 30% of German adults aged between 25 and 34 want to consume baked goods that are made from these grains. Also called super grains, spelt and millet appeal to the German market because they are deemed healthier than other grains. These ancient grains have a special place in the German kitchen as people have been using them in a variety of home-baked products over the years.

Today, German food manufacturers have incorporated the supergrains in products like breakfast cereals, energy bars, and snacks to boost the nutritional value of their products. Supergrains contain high amounts of fiber, omega-3 fatty acids, protein, and antioxidants.

The Future of German Superfoods

The agency also forecasted a stable future for superfoods in Germany.  In fact, retail sales of superfoods have amounted to €3.2 billion since 2016. The rising consumption of super grains and other healthy foods will result in a growth of 20% within the next five years.

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Over 50% Of Canadians Believe Healthy Eating Improves Well Being

Most consumers all over the world are becoming more conscious about their health and overall well-being. In a market study conducted by research company Mintel, 63% of Canadian consumers believe that what they eat has significant influence over their emotional and physical health. As a result, 45% of consumers are interested in trying out different foods that are marketed for their health benefits. The sales of superfood items like quinoa, spirulina, kale and chia seeds have grown by 35% since last year.

According to Mintel’s Senior Lifestyles and Leisure Analyst, Carol Wong-Li, many Canadians are becoming proactive in looking for ways to maintain good physical and mental well-being. This also gives opportunities to marketers who develop products that convey wellness and overall well-being.

The Statistics Of Healthy Eating

The eating habits of Canadians have changed over the years. In today’s food culture, 49% of Canadian consumers feel guilty after eating unhealthy foods. The Mintel research also noted that the motivation of Canadians to eat healthy stems from guilt especially among women under the age of 55 and mothers, which account for 59% and 60%, respectively.

The research revealed that many Canadian consumers are more mindful of their eating habits and that 76% of the respondents claim to follow healthy eating strictly or most of the time. However, some of the respondents believe that they should also indulge once in a while such that 41% believe that allowing a cheat day once in a blue moon is a good way to motivate healthy eating habits.

Obstacles To Maintaining Healthy Eating Habits

Although there is an increasing trend of healthy eating among Canadians, most of the respondents claim that it’s hard to maintain healthy eating habits because of their busy lifestyles. Some of the interviewees are misinformed when it comes to making healthy choices as such 40% find it difficult to discern which foods are healthy and which ones to avoid.

These are the reasons why health claims on the packages are paramount as 27% of the respondents look at the label and are likely to buy a particular product if it comes with health claims. This has pushed many food manufacturers to include health claims on their packages as well as use all-natural ingredients in making their products.

Possible Solution

While eating healthy is a popular trend among Canadian consumers, there are still obstacles and challenges that prevent them from eating healthy.  Carol Wong-Li added that as much as the respondents would like to eat healthily, they fall back to their old eating habits because it takes too much to time to prepare healthy foods. This problem is now being addressed by many food manufacturers in Canada as they think of ways to create processed foods that are healthy to meet the demands and needs of busy and health-conscious Canadian consumers.

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Mintel: 50% of Americans Look for Vitamins and Minerals in Hybrid Drinks

Research conducted by Mintel revealed that more consumers are opting for beverages that support their fast-paced lifestyle and their health. This has led to most food manufacturers offering hybrid drinks the combine features from multiple beverage categories.

While juice is considered as the largest non-alcoholic beverage market in the US, sales have only increased by 1.2% since 2016. What’s more, carbonated soft drinks are also losing their share in the market as more and more people opt for healthier drinks. Now, hybrid drinks have become more popular and as a result, saw a 47% increase in sales last year.

What Are Hybrid Drinks?

mintel hybrid drinks beverages vitamins mineralsAccording to Senior Food & Drink Analyst at Mintel, Beth Bloom, hybrid drinks are the new generation of beverages, but they are inherently higher in health benefits, making them more appealing to consumers.  Research showed that most people are looking for vitamins and minerals in hybrid drinks. However, American consumers are also looking at other attributes that include antioxidants, energy, and electrolytes.

Many America customers prefer hybrid beverages as their “pick-me-up” drink. Also, respondents prefer to drink the beverages in the afternoon to sustain their energy during the entire day. This is one of the key reasons why hybrid drink manufacturers create products with convenience and health in mind.

In fact, manufacturers who make these types drinks have a lot of opportunities to develop products that can meet the demands of their consumers. New hybrid juices are made using different juice bases and unique packaging from their conventional counterparts.  They also position their products in specialized retail locations to attract different types of consumers.

The Hurdles of Hybrid Drinks

But more than having more nutrient content, hybrid drinks also provide more opportunities regarding a product trial. Manufacturers produce different types of hybrid drinks to cater to the needs of customers. For instance, they create drinks to meet the demands of consumers who feel bored with their current options and who want to try healthier options.

While hybrid beverages are better options than 100% fruit juices, the industry has experienced some drawbacks as there appear to be more people wary about the price point of such beverages. In fact, 80% of hybrid drink consumers believe that the beverages are more expensive than other types while 57% non-hybrid drink consumers believe that such drinks are just gimmicks to get people to spend more money on frivolous and ineffective beverages.

Although they present more health benefits to people, many consumers are put off when it comes to their price. But this is the only challenge that the industry has to face.

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Mintel’s 2017 Global Food and Drink Industry Trends

Now that 2016 is over, it’s time to look at the food and beverage trends shaping up to make an impact in 2017. Mintel recently announced the top six trends that they believe will see fast growth this year. Check out their predictions below!

1. Traditional Processing

While our food today is made using modern processing, many people are now opting for foods made by conventional processing techniques. Companies are looking at using age-old formulation as well as classic flavors. People tend to view these foods as safe, reliable, and recognizable. This trend can be attributed to the recent rise of ancient recipes, cooking practices, and traditions that have resurfaced to incite the feeling of familiarity in the kitchen and food.

2. Plant-Based Formulation

Plant-based diets are becoming more popular, and Mintel expects this to be a huge area for growth in the industry. As a result, the food and drink industry is developing more products that emphasize using plant-based ingredients. This trend will not only be perfect for vegans and vegetarians but also flexitarians. We predict there will be an increased consumption of vegetables, fruits, seeds, nuts, grains and other botanical products.

3. Zero Food Waste

The year 2017 will be the year of the environment. But how does that relate to food? The answer is zero food waste. Today, many food manufacturers and restaurant owners want to address the growing problem of food waste. There will be an increasing awareness among people to use “ugly” produce as well as repurposing food ingredients to avoid wastage.

4. Night Shift Market

In today’s fast-paced life, many people have to work at night when we are all asleep. This lifestyle creates a new market niche for food manufacturers. Companies are developing products that are solely dedicated to nighttime workers as well as those who stay up late at night. Products such as teas made from lavender and chamomile are now introduced to night owls so that they can relax better just before their bedtime.

5. Healthy Food for Everyone

In the past years, only people from the higher income brackets could afford to eat healthily. Fortunately, 2017 will be the year when even lower-income consumers can afford to eat healthily.  2016 helped drive this change with companies like Annie’s leading the Everybunny campaign and other organizations lobbying for subsidized fruits and vegetables to keep prices low.

6. Convenient Healthy Foods

Convenience has been driving change in food for over 30 years, but the new opportunity is in creating fast, healthy foods. People want to eat food conveniently so many food and drink manufacturers are developing new ways to deliver their products faster without compromising the taste and nutritional content.

If you have noticed, the trends of 2017 revolve around the idea of eating convenient, healthy, and reliable foods. It’s not that surprising if you’ve watched the market over the past few years. It will be interesting to see which companies take advantage of these growth opportunities in 2017 and beyond.

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