The latest blog from FMCG Gurus reveals why segmentation has become critical in today’s rapidly evolving sports nutrition market. As the sector expands beyond traditional fitness-focused audiences, new insights show that both product and consumer distinctions are essential to meeting changing demands.
According to FMCG Gurus’ 2025 research, 35% of global consumers have purchased protein-fortified foods such as crisps, cookies, and snack bites within the past six months. Over the last decade, sports nutrition has grown exponentially, but this success has blurred the lines between categories. The blog argues that brands must now differentiate between:
- Core products like powders, shakes, and gels designed for performance-driven users.
- Casual products such as bars and ready-to-drink options appealing to everyday snacking needs.
Similarly, consumer segmentation should distinguish between dedicated fitness enthusiasts seeking peak performance and casual users who value convenience, taste, and health-conscious snacking.
Protein Bars Redefining Snacking Choices
FMCG Gurus’ findings show that 44% of global consumers prefer high-protein, low-sugar alternatives to traditional snacks like chocolate and confectionery. Protein bars, once exclusive to gyms and post-workout routines, have now entered mainstream snacking culture.
Consumers are increasingly choosing protein bars for various occasions – from on-the-go bites to indulgent evening snacks – seeking the perfect balance of taste, convenience, and “better-for-you” benefits.
Protein’s Aspirational Appeal
The blog also highlights that 76% of global consumers associate protein with health and wellness. Protein has become a trusted, aspirational nutrient, often linked to energy and vitality. This perception drives demand for protein-enriched products, even among those without specific fitness goals.
As consumers look to balance health priorities with busy lifestyles, sports nutrition brands have a unique opportunity to innovate and expand through careful product and audience segmentation.
For the full analysis, read the latest FMCG Gurus blog: Why Segmentation Matters in Today’s Sports Nutrition Market.
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