Sports and Protein: Surging into the mainstream

Typically, shoppers have an eye on wellness at the start of the year – and 2025 was no exception.

According to the latest Kantar grocery sales data, protein products pulled their weight at the tills in January as demand for bars, bites and drinks boosted spending on sports nutrition products. Sales for this category at stores were 47 per cent higher than last year, with over two million households buying these items during the month.

Once the preserve of bodybuilders and elite athletes, sports and protein products have since surged into the mainstream, with everyday consumers embracing these products as part of their health and wellness routines. The UK’s sports nutrition market has grown beyond all expectations, with protein bars, shakes, and functional foods becoming a staple for shoppers looking to boost their energy, manage their weight, or enhance their fitness regimes.

This shift is reflected in compelling market data. The sports nutrition category is worth £1.1 billion in the UK and has been growing at an impressive 19 per cent year-on-year (YoY). In the grocery retail market, protein bars and shakes are worth a combined total of £230 million, growing at 7.5 per cent YoY, and £29m in the Impulse channel [Circana, MAT 24.11.24].

“Protein bars and shakes over-index in the convenience channel,” Matt Stanton, Head of Insight at DCS Group notes, adding that independent convenience stores take 13 per cent share of the category (£29m vs. £230m in the total UK), significantly higher than in most other grocery categories.

“Protein is on-trend, with new products appearing regularly across the grocery market,” he adds. “Protein is an essential part of a healthy diet, and many people are not consuming enough. High protein snacks and shakes are a convenient way to increase protein intake.”

The evolving profile of sports nutrition consumers means that retailers need to stock a variety of products to cater to different needs. According to the Glanbia Brand Health Tracker [March 2024]. Sports nutrition shoppers are of all ages from 18 through to 55+, of all household incomes, and are split 52 per cent male, 48 per cent female.

“Whilst the stereotypical idea of a sports nutrition consumer is a regular gym-goer or fitness fanatic, the market is actually a lot broader than people assume,” Stanton says. “It’s important that retailers stock a range of products to suit the needs of different shoppers.”

Powering up

In the UK, 88 per cent of all adults have a health goal and 30 million people exercise regularly, with 20 million using sports nutrition products. Of shoppers who use sports nutrition products, 66 per cent consume them at least once a week, and more than one in five (22 per cent) consume them more than four times a week [Levercliff Consumer Tracking Research, May 2024].

Stanton says protein bars and protein shakes should be the key focus for convenience retailers, as these make up almost 100 per cent of the category in the Impulse channel.

“The sports nutrition market is worth £29m in the Impulse channel, of which £19m is protein bars and £10m is protein shakes,” he notes, citing Circana research. “The protein powder market is huge, but the majority of this is purchased online or through specialist retailers or supermarkets.”

Grenade is the leading protein bar brand in the UK, commanding a 57 per cent share of the total market and an impressive 73 per cent in the Impulse channel.

UFIT holds the top position in the UK protein shake market with a 31 per cent share, followed by For Goodness Shakes at 19 per cent and Grenade at 10 per cent. However, in the Impulse channel, Grenade outperforms its competitors, securing the number-one spot with a 41 per cent share [Circana].

In January, UFIT entered into the protein bar segment with the launch of UFIT Loaded Protein Bars.

Packed with 15g of protein and low sugar, UFIT Loaded intends to reenergise consumer interest in the category with popular flavours: Caramelised Biscuit and White Chocolate Cookie. Made with natural flavours and real chocolate, they offer a delicious option for health-conscious consumers looking for on-the-go snacking.

Protein bars are typically seen as expensive and still have negative taste connotations by consumers. This has made the category highly competitive, with value-based bars tending to be small and lacking in shelf presence. UFIT Loaded is designed to work against this trend, offering shoppers a tasty and HFSS-compliant choice with the attractive price point of only £1.29 per bar.

“Launching UFIT Loaded is an obvious next step for us, bringing a new and complementary dimension to our leading protein product range,” says Richard Northridge, Sales Director at UFIT.

“Our loyal shoppers expect quality and value, and that’s exactly what our new bars offer: a great-tasting snack with high protein and low sugar that are accessibly priced, reengaging with consumers who may have moved away from the category previously.”

New UFIT 'Loaded' bars set to reenergise protein category

The launch of UFIT Loaded Protein Bars is supported by a £10,000 marketing investment across influencer social media channels and digital advertising.

As the UK’s leading ready-to-drink protein brand, UFIT is at the forefront of the category. Its core range of protein shakes also boast the highest product loyalty among all other RTD protein brands, including retailer own-labels.

Last October, the brand launched a new range of price-marked-packs into key wholesale and convenience channels. Available across all core flavour shakes, the range entices new shoppers with an attractive £1.79 fixed price point, replacing its current duo impulse packs.

The updated packaging featured across all UFIT 22g Protein 310ml bottles with an initial launch in Spar, Nisa, and Filshill, and wider distribution from January 2025.

With the ready-to-drink protein category demonstrating strong growth potential in the impulse channel, the refreshed packs and price point are expected to serve as an excellent introduction for new shoppers who have not yet tried a protein milkshake.

“This is a big moment for UFIT. Competitively priced, our new packs create an attractive entry point for new consumers who have never tried a protein drink before – as well as a great deal for our fans,” Northridge commented.

“Tapping into the shift in consumer behaviour towards single-price options, this PMP launch not only meets the demand for attractive pricing but also gives us a great opportunity to expand our reach into convenience sector, which has so much potential for the category.”

UFIT unveiled a SPAR TV campaign last month to support the launch, alongside in-store retailer advertising and digital banners.

“Our goal is to help people get the most out of every day by bringing protein to the masses, with a range of convenient drinks that ‘fit around you’. Whether you’re on the move, busy at work or looking for something to keep you fuller for longer, UFIT makes it simple and enjoyable to stay on top,” Northridge added.

Meanwhile, Optimum Nutrition, one of leading global protein powder brands, is leveraging its strong reputation to expand into the protein bar and shake markets. Optimum Nutrition shakes have experienced remarkable growth of 400 per cent YoY, reaching £2.5m in sales, while its protein bars, now valued at £1.5m, are also gaining momentum.

“Convenience retailers should also consider stocking Optimum Nutrition pre-workout shots, especially stores located near to gyms and sports facilities,” Stanton suggests. “These are taken just before a work-out or other sports activity and are best located at till point in their shelf-ready packaging to maximise visibility and drive impulse purchases.”

The pre-workout shot category is expanding rapidly, with a 176 per cent growth rate in the UK. Optimum Nutrition leads this segment with a commanding 66 per cent market share (rising to 80 per cent in the Impulse channel) and an exceptional 530 per cent YoY growth rate [Circana].

Bearing in mind the wide range of different sports nutrition shoppers, Stanton advises retailers to cater to multiple different shopper missions including impulse, planned and food-to-go.

“Protein bars, protein shakes, and pre-workout shots are essential for stores located near gyms or other sports facilities, as shoppers will plan to visit either before or after their training session,” he says.

“High-protein foods are trending. Retailers with a food-to-go offering should include protein bars and shakes as part of their meal deals; to give options to the shoppers looking to ensure they eat enough protein.”

Kerry Cavanaugh, General Manager for Mars Chocolate Drinks and Treats (MCD&T), emphasises the brand’s commitment to making protein products more accessible.

“Our mission has always been to simplify a complex market, and bring new users to the category through the familiarity of our brands and trusted taste,” he comments.

“In terms of growth, protein supplements remain the fastest growing segment of the protein market with a projected CAGR of seven per cent between 2024-2029 in the UK [Mordor Intelligence], and this is where our focus remains for Mars-branded protein products.”

“As the market grows, the consumer is increasingly looking for increased quality and innovative flavours,” Cavanaugh says. “Snickers Low Sugar Dark and Snickers Low Sugar Hazelnut officially launched in at the end of 2024, appealing to both core Snickers fans and regular protein bar users attracted to range with a range of innovative flavours.”

Snickers Hi Protein Low Sugar Dark offers 20g of protein while retaining the classic combination of caramel, nougat, and peanut flavours, all wrapped in a rich dark chocolate coating. At just 215 calories per bar, it delivers indulgence without excess sugar. (RSP: £2.79)

For those looking for a nutty twist, Snickers Hi Protein Low Sugar Hazelnut provides the familiar caramel, nougat, and peanut flavours with a hazelnut infusion. Packed with 20g of protein and just 221 calories per bar, it offers a satisfying and nutritious snack. (RSP: £2.79)

Rise of protein snacks

The demand for high-protein and functional snacks is surging year-on-year as consumers seek healthier, convenient options to fuel their busy lifestyles. Protein-focused snacks have become a staple for health-conscious consumers looking for nutritious options that don’t compromise on taste. The trend shows no signs of slowing, with forecasts predicting steady expansion over the next five years.

Matt Hunt, founder of The Protein Ball Co., notes that consumers are “leaning toward clean-label, minimally processed options” that deliver both nutrition and taste.

“Plant-based proteins and sustainable packaging are gaining traction, alongside functional benefits like gut health and energy-boosting ingredients. Over the next year, we expect these trends to deepen, with continued emphasis on transparency, innovative formats, and products that cater to diverse dietary needs,” Hunt adds.

He credits all-natural recipes and accessible formats for their brand’s strong performance. “We’re proud to say that our sales continue to outpace category averages, driven by strong customer loyalty and our commitment to quality,” he says.

The Protein Ball Co multipacks

As more consumers start to look for protein snacks that don't contain unnecessary ingredients, Protein Ball Co looks to expand their presence in the convenience channel with tailored POS materials, exclusive product bundles, and flexible order quantities for independent retailers as well as strong relationships with wholesalers.

“Our goal is to make it easy for smaller outlets to showcase our products and drive repeat purchases,” Hunt says.

“Our advice: position high-protein snacks prominently near checkouts or in health-focused sections, and leverage our marketing materials to tell the brand story and highlight the nutritional benefits that resonate most with your customers.”

The brand is set to launch its new product lines later this year, including their highest protein packed snack to date along with a wellness range. These additions will be supported by a comprehensive marketing campaign, spanning social media, in-store promotions, and sampling programs.

TREK, the UK’s number two protein bar [Circana, 52w/e 07.09.24] and one of the fastest-growing brands in cereal and sports nutrition bars, is shaking up the snacking market once again with the TREK Biscoff Protein Flapjack – a bold and irresistible new launch that’s set to dominate shelves in 2025.

Launching hot on the heels of TREK Power Biscoff, which has so far achieved more than £3.9m in sales, TREK is turning proven momentum into further brand and category growth. TREK Power Biscoff became the number one launch in the Cereal and Sports Nutrition Bars category for 2024 [Circana, YTD 30.11.24]. Now, the brand has big ambitions to once again deliver the best-selling bar launch with TREK Biscoff Protein Flapjack.

The new launch brings the iconic taste of Biscoff to the Protein Flapjacks range that TREK is famous for, accounting for 77 per cent of its total brand sales.

TREK unveils new Biscoff Protein Flapjack

TREK Biscoff Protein Flapjack sees the classic TREK oat flapjack with 9g of plant-protein that shoppers know and love, smothered with a generous thick and creamy layer of unique Biscoff topping. All this is wrapped up in a convenient on-the-go bar for natural energy that keeps you going.

“This is THE launch that everyone’s been waiting for. TREK and Biscoff are an unstoppable combination that shoppers just can’t get enough of. With over 1.7 million TREK Power Biscoff bars already sold – that’s every minute – we knew extending Biscoff to our iconic Protein Flapjacks was the next big move,” Alice Boardman, Marketing Manager at TREK, says.

“Our Power range, which provides shoppers with 15g of protein per bar, is incredibly popular, but even more so are our Flapjacks – which remain our core sales driver, delivering strong growth of nearly +£1m YoY.”

To cater to at home and on-the-go occasions, the new launch will be available as a 50g single bar, as well as a 3x50g multipack. Plus, to maximise visibility, the launch will be supported by a high-impact multi-channel campaign across in-store, PR, digital, social, out of home, and influencer marketing, with hotly anticipated sampling stock drops in various locations.

TREK will also be amplifying the launch across key brand partners over the coming months to drum-up visibility even more, including its ongoing partnership with Saracens.

TREK Biscoff Protein Flapjack launches on the back of TREK achieving £30m in retail sales value for the first time – a milestone driven by double-digit growth of 12 per cent [Circana] and the success of TREK Power Biscoff. The brand is expecting an even better year of growth with its newest addition.

TREK Biscoff Protein Flapjack will roll out grocery-wide from April. The new product will also be available in the wholesale and convenience channels.

Meanwhile, meat-based protein snacks like jerky and biltong are among the fastest-growing snack categories in total grocery, now worth over £40 million in retail sales value. Shaun Whelan, Convenience/Wholesale and OOH Controller at Jack Link’s, highlights that this segment has doubled in value over the past five years, yet still holds significant growth potential as fewer than 10 per cent of households currently purchase these products.

Jack Link’s has positioned itself as the category leader, tripling its retail sales value over the last five years. Jack Link’s Beef Jerky Original 25g has the highest unit rate of sale in the category, offering a smaller, entry-level product to attract new buyers.

“In the last year Jack Link’s has grown its sales in value and volume making Jack Link’s a high growth opportunity retailers cannot afford to miss,” Whelan notes, adding that the brand’s growth is fuelled by increasing consumer awareness of high-protein snacking and a commitment to quality.

“More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery for their lunches and to enjoy across the afternoon. Many shoppers see meat protein snacks as the best source of protein to give them energy,” he explains.

Jack Link’s products, made from 100 per cent lean beef, offer a naturally lean, high-protein, low-fat and low-calorie snack, making them ideal for on-the-go snacking across various occasions, such as at home, at work, or post-gym.

“We believe the on-the-go market is increasingly important to time-poor shoppers,” Whelan says. “The nature of Jack Link’s makes it ideal to be consumed across the day, and is especially popular in the afternoon, as people enjoy the several pieces of meat in each pack that provide a tasty chew between meal times and give them energy.”

Retailer Paul Stone of SPAR Oxford Road in Manchester says Jack Link’s range has driven incremental sales and profit

Jack Link’s range includes classic options like Beef Jerky Original and innovative flavours like Sweet & Hot and Teriyaki, catering to diverse tastes. The former delivers an irresistible combination of sweet and spicy, while the latter has savoury soy sauce and a touch of ginger to give the meat a fruity Asian flavour. Other offerings include Biltong and Ham Snack, made with premium meats and no added sugar.

Their products cater to a predominantly male audience aged 16–45 with active lifestyles, making them a perfect fit for gym-goers, sports enthusiasts, and gamers.

“These shoppers value high protein snacks for energy and are willing to pay a premium for quality products,” Whelan notes.

Jack Link’s invests £1.5 million annually in media campaigns, including sampling at festivals, social media promotions, and esports sponsorships (e.g., Fnatic). The brand connects with influencers and targets millennials and Gen Z through platforms they frequently use, like social media.

Jack Link’s recently redesigned its packaging following extensive research and feedback from customers. The new design created for both the Beef Jerky and Biltong promotes the high-quality aspect of the product, reflecting category trends in craftmanship and functional nutrition benefits in a contemporary and appetising way.

“The redesign reflects our commitment to providing our customers with exceptional products, increasing standout on shelf so shoppers can find them easily in store, therefore driving sales for retailers,” Whelan says.

Hydration boom

The energy and sports drinks market in the UK is experiencing unprecedented growth, with brands capitalising on shifting consumer preferences and increased demand for functional beverages. From AG Barr’s Rubicon RAW and Boost’s expanding portfolio to the high-profile UK launch of Celsius, the category is more competitive and innovative than ever.

Energy drinks now constitute the second-largest and fastest-growing category in soft drinks, contributing nearly half of all drink-now soft drinks growth. Fruit-flavoured energy drinks, in particular, are outperforming non-fruit varieties, growing at twice the rate [Circana].

“Summer is a key period for the category, as we see an influx of energy switches come from fruit juices throughout the summer months,” notes Adrian Hipkiss, Head of Energy Brands at AG Barr.

Rubicon RAW has emerged as a standout performer in the category, growing five times faster than the total energy drinks market and three times faster than its nearest competitors. With 20 per cent fruit juice, natural caffeine, and B-vitamins, it caters to consumer demand for more natural and functional options.

In response to the ongoing trend of mixed flavours, Rubicon RAW recently launched a 12-month limited edition range of 500ml Big Can drinks, featuring two new variants: Berry & Grape and Peach & Apricot.

“Both new flavours performed exceptionally well in consumer research with 85 per cent of shoppers saying they would buy the range,” Hipkiss says.

The launch will be supported by the brand’s biggest ever marketing investment of £1.5 million throughout 2025. Influencer activity, mass sampling and heavyweight social media will see it reach two-thirds of Big Can energy drinkers.

Despite its remarkable performance, Hipkiss notes that the energy category still has significant untapped potential, as 60 per cent of shoppers have yet to engage with energy drinks and traditional energy drinks aren’t always seen as appealing for new shoppers.

“We’re proud to be one of the best-performing ranges in energy, recruiting more shoppers than competitor brands and delivering a 75 per cent repeat purchase rate,” he comments. “Our two new flavours, alongside our core five, offer something truly different as we appeal to a much broader base of consumers with different energy needs.”

Retailers can make use of the brand’s vibrant, eye-catching point of sale material to create in-store theatre and attract shoppers to the fixture and drive their sales.

One of the most significant recent developments in the UK energy drinks landscape is the arrival of Celsius, the fastest-growing energy drink brand in the US, with sales exceeding $2.7 billion. Celsius has now set its sights on the UK market, and this month marks the beginning of the brand’s wider launch across major grocers, independents, and convenience stores, taking the brand’s high-performance energy nationwide.

“We’re thrilled to see Celsius expanding across the UK. The response has been incredible, and we’re just getting warmed up. With over 50,000 points of distribution, this nationwide presence puts Celsius in front of even more customers. Watch this space as we continue to grow and redefine the energy drink market,” said Carlotta Cattelani, Head of Marketing, UK & Ireland at Celsius.

CELSIUS heats up energy drink market

Celsius positions itself as more than just an energy drink – it promotes a “Live Fit” lifestyle, aligning with the growing consumer focus on wellness. The brand’s success stems from its functional benefits, featuring key vitamins such as Vitamin C, B12, B6, and B5 to support immune health, reduce fatigue, and provide sustained energy. Importantly, Celsius contains zero sugar, making it an appealing choice for health-conscious shoppers.

The brand’s launch in the UK includes four vibrant, fruit-forward flavours: Peach Vibe – a sweet and refreshing peach flavour, Fantasy Vibe – a tangy and citrusy, orange-based drink, Cosmic Vibe – an out of this world flavour with exotic, sweet notes, and Sunset Vibe – a combination of tropical mango and passionfruit flavours.

“Celsius is already generating huge momentum in the health and fitness channel and we’re ready to take that momentum with this exciting brand to even more customers and consumers across the UK,” Alpesh Mistry, Sales Director at Suntory Beverage & Food GB&I, which distributes the brand in the UK, comments.

“Stimulation continues to grow rapidly and we have huge ambition to make the USA’s fastest growing energy brand the UK’s fastest too.”

Celsius’ entry into the UK market is backed by a strong marketing push, including collaborations with high-profile ambassadors, F1 partnerships, and immersive brand activations.

Sports drinks win

The sports drinks category has rebounded strongly post-pandemic, growing by an impressive 74 per cent over the last three years in the convenience channel [Circana], with a rapid rate of sales. Boost Sport has solidified its position as a leading player, achieving 36 per cent YoY value growth and ranking as the number two sports drink brand in volume sales.

Consumer purchasing decisions in this segment are driven primarily by taste and value, Hipkiss notes, making these critical considerations for retailers.

“Taste is the most important factor for consumers when choosing sports drinks. It’s essential that retailers stock a sports drink offering that takes the ‘taste’ and ‘value’ drivers into account to effectively maximise sales from impulse shoppers,” he says.

“This also offers retailers a chance to connect with their core audiences, thereby enhancing sales rates to their maximum potential.”

Hipkiss expects a continued surge in popularity for drinks that offer more than just hydration this year.

“Functional drinks, beverages that offer additional health benefits from gut-healthy kombucha to CBD-infused sodas, is a market trend that is rapidly expanding and diversifying. However, the claimed benefits of these drinks can be broad and varied, leading to a wide range of consumer preferences,” he notes.

While the variety of functional claims can be broad, the underlying trend is clear: consumers want drinks that support their active lifestyles.

Boost has been at the forefront of this evolution, continuously innovating within the category. In 2023, the brand launched a limited-edition Raspberry & Mango isotonic sports drink, which has since been permanently incorporated into its core range after outperforming expectations with 170 per cent above forecasted sales.

“With Mixed Fruits and Tropical flavour profiles accounting for over 60 per cent of category growth the combination provided a guaranteed way for Boost to shake up the Sports category in an exciting and unique way,” Hipkiss comments.

Building on this momentum, Boost recently introduced another limited-edition sport variant: Watermelon & Lime. The flavour fusion trend continues to gain traction, and limited-edition releases generate excitement among consumers while encouraging trial and repeat purchases.

Health-conscious consumers are increasingly opting for sugar-free alternatives, driving significant growth in this subcategory. Sugar-free energy drinks have seen a 23 per cent YoY increase in sales, with one in three shoppers now choosing these lower-calorie options [Circana; Cousins Davis U&A Research].

Recognising this shift, Boost expanded its Sugar-Free Energy range with two new flavours: Tropical Blitz and Apple & Raspberry. These additions complement Boost’s existing Original Sugar-Free Energy SKU and reinforce the brand’s commitment to offering innovative, great-tasting products with reduced sugar content.

The broader energy drink segment has also seen flavour-based innovation play a key role in growth. Flavoured energy drinks now account for 32 per cent of total energy stimulation sales, representing a 28 per cent year-on-year increase.

“Boost aims to fulfil this increasing consumer preference with the launch of these unique flavours that offer variety and innovation to its Sugar Free Energy range,” Hipkiss says.

“These ranges underscore Boost's continual dedication to offer retailers the opportunity to communicate great value on fixture vs. the major multiples, in line with its Honest Broker approach that underpins Boost’s commitment to being a transparent and collaborative partner to wholesalers and retailers.”

With the arrival of spring and a collective focus on fitness, the demand for protein-rich foods and drinks is set to spike even further. Retailers who strategically stock and position these products stand to gain significantly from this trend.