Sports nutrition: the new age The development of fitness (almost 10% of the population in Europe) is changing the lines in the sports nutrition sector. In terms of distribution but also in terms of formulas that are more lifestyle. This is a good training ground for products that are moving away from pure performance to become wellness products. sign of the attraction/interest in sports need to escape from increasingly stressful life- nutrition: large food groups are gain- styles. In fact, a fitness club fulfils several missions ing a foothold. At the beginngof te for a user: getting back into shape, health preven- year, Mondelez International (Lu bis- tion and the fight against sedentary lifestyles, relax- cuits, Granola, Prince, Oreo, etc.) took a majority ation, social exchange. And finally, time for oneself. stake in Grenade, a British pioneer in performance In fact, the population attending fitness clubs is nutrition via protein bars under the Carb Killa becoming more diverse: the elderly, sedentary brand (leader in the segment). Grenade also offers people, those with or without pathologies (dia- protein shakes and biscuits. Danone has launched betes, obesity, heart failure), etc. Another evo- HiPro, a brand of high-protein dairy products, lution to note: the population is becoming more packaged in jars (15g of protein/160g) or bottles feminine. At the beginning, about forty years ago, (25g/300g). Danone is counting on its marketing women represented less than 10% of sportsmen. power in the mass market to impose this brand Today, one woman in two is active in sport. for sportsmen in supermarkets. Another sign: 23% Amazon has launched its own range of products IN SEARCH OF DIFFERENTIATION for sportsmen under the brand name Premium With more and more gyms attracting new «con- Body Nutrition - so as not to let the sports nutrition Increase in the number sumers», the fitness industry must differentiate it- business slip away. The latter is distributed via gen- of fitness centers in two self. Some chains play the low cost card (this is the years. eralist or specialist websites or brands, in specialist case of the French brand Basic Fit, the European supermarkets, or in specialist networks (e.g. Fitness leader in fitness clubs). Others, on the other hand, Boutique and its 110 sales outlets, which refer to are going for premium (the English company David around fifty brands).Until a few years ago, sports nutrition was con- 65M Lloyd Leisure - tennis courts and gyms with high-end services such as spas - is the European leader fidential (i.e. reserved for a limited circle of con- Europeans frequent in terms of revenue - €590 million ahead of Basic sumers, proteins for bodybuilders, hydrating nearly 64,000 gyms. Fit - €515 million). But all of them have to face the drinks and exercise drinks for joggers). Nowadays, development of fitness 4.0. Digitalisation and the sports nutrition is becoming a lifestyle nutrition, emergence of a digital fitness, although amplified aimed at the (increasingly numerous) followers of by the Covid crisis which led to the closure of al- physical activity. most all the gyms in Europe, has every chance of becoming part of the sports practice of sportsmen A SECTOR THAT IS RECRUITING and women in the coming years. What differen- MORE AND MORE tiating levers do fitness clubs have? There are not The gym/fitness market is doing well. Very well many. First of all, well-being. Consumers have a indeed. In two years, the European market has holistic approach to their sports practice. As a re- grown by 23%! (Source: Europe Active Association sult, they want access to «soft» practices such as and Deloitte). Some 65 million Europeans frequent yoga, meditation and relaxation. nearly 64,000 gyms. This development is linked to the collective awareness of health issues and the Secondly, health. Fitness centres can differentiate themselves by having staff specialised in «sport- health»: physical trainers, teachers of adapted phys- ical activities, osteopaths, etc. Eventually, a «health sport» label would be a way of differentiating. Finally, nutrition. For gyms, the listing of sports nu- trition products increases their income. They can also play the card of a fitness specialist. stekraM — séhcraM- 41 -