The sporty food section of the supermarket has always been a tough sell.
But as the popularity of the UK food and drink market has soared, so has the demand for sports foods, with more than 50 per cent of shoppers buying sports drinks last year.
The UK Sportswear and Sports Goods Market Authority (SGSMA) has now launched a new guide on how to shop at the big-name UK supermarket chains to help you find the best deals for the holidays.
The SGSMA’s latest guide on UK supermarkets has been developed by UK Sport and Fitness and Sport and Entertainment, and covers a range of UK supermarkets and sports drinks outlets.
Here’s everything you need to know about the UK sports food market.
Key points: UK Sports are the biggest market for sporting goods, accounting for about 50 per to 60 per cent to 70 per cent on UK shelves, according to the SGSMAs research, which has found that over 90 per cent buy sports drinks from supermarkets