The food and beverage industry has faced numerous challenges in recent years, with increased costs due to climate change and geopolitical unrest impacting businesses. Additionally, the cost-of-living crisis has put pressure on consumers, leading to changes in buying behaviors. Despite these obstacles, the mergers and acquisitions market has provided some positive news for the industry.
One of the most dominant trends in the food and beverage world is wellness. Consumers are increasingly embracing wellness, leading to a global market value of 5.61 trillion USD, projected to rise to 8.47 trillion USD by 2027. Within the wellness trend, various smaller trends have emerged, with gut health and sports nutrition being among the most prominent.
Sports nutrition, in particular, has seen significant growth within the wellness trend over the past decade. Once considered niche products for gym enthusiasts, sports nutrition foods and beverages have now become mainstream, appealing to a wide range of consumers. The category has expanded beyond elite athletes and gym-goers, attracting lifestyle users who see these products as part of a healthy, active lifestyle.
The popularity of sports nutrition products with casual consumers can be attributed to their convenience and alignment with current lifestyle trends. Social media influencers play a significant role in shaping consumer behaviors, promoting fitness and healthy living. As a result, sports nutrition products have gained traction, especially as alcohol consumption declines across Europe.
Drinks, protein powders, and protein snack bars have been driving growth in the sports nutrition sector, attracting investment and driving market expansion. Functional foods and beverages, which claim to have additional health benefits, have also contributed to the sector’s growth.
Looking ahead, the sports nutrition trend is expected to continue its growth trajectory. The sector may evolve to attract consumers from different demographics, including seniors. The crossover between sports nutrition and nutrition for seniors is seen as a promising area of focus for future development. Additionally, the high-protein foods and beverages trend is likely to remain strong, with continued investment in sports nutrition products and brands.
Overall, the sports nutrition trend is proving to be profitable and dominant in the current mergers and acquisitions market. As economic conditions improve, the sector is expected to see further investment and growth, making it a key player in the evolving food and beverage industry.