Report Preview: Clean Label – From Colours to Contraband

Are consumers engaging with clean label claims in sports nutrition?
Clean label report preview image

This report, which forms the first part of the clean label series, gives an overview of the market and analyses the development of clean label claims in sports nutrition (SN), in protein powders, protein bars, branched chain amino acids (BCAAs), pre-workout blends, nitric oxide boosters and creatine supplements.

The analysis is based on the research of the best selling products in the online retail channels across 20 countries in Q3 2018. It relates the online engagement (2.4 million post-purchase customer reviews and product scores) with ingredients and claims on pack to highlight customer satisfaction.

Quick facts:

  • 24% of sports nutrition products make a clean label claim, with 6% of them in fact having more than 3. Consumers are concerned about the contents of their food, and are pushing industry to increase label transparency to do this.
  • Canada, the USA and Australia are the top countries by percentage of products on market with clean label claims in SN, with the trend increasingly resonating with Asian consumers.
  • The top brand for specialised clean label products is Optimum Nutrition, with 231k reviews followed by MusclePharm (116k) and Myprotein (82k).
  • Clean label products are priced on average 26% more per serving than products which don’t make a claim. In specific countries this is even more pronounced – for example in Japan, where clean label sports nutrition products cost twice as much as their non-clean label counterparts.

Report preview: Page 8 of 33

Sports Nutrition Clean Label Report Preview Slide 8


  • Clean Label Overview
  • Split: General Audience Vs Specialised Clean Labels
  • Individual Clean Label Detail
  • Up-and-Coming Trends
  • Conclusions and Recommendations

Upcoming topics in this series:

  • Naturals and No Additives
  • Sugar and Sweeteners
  • GMOs, Hormones and Broader Chemical Scares
  • No Banned Substances


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