Sports Nutrition Products

A Nordic Consumer Study

image of Sports Nutrition Products

This report examines the Nordic consumers' behaviours and attitudes in the sports nutrition category. The methodological approach has consisted of three components, two focus groups with users of sports nutrition products in Norway, an ethnographic mini fieldwork at a gym and a 24 hour indoor run in Oslo, and a quantitative survey with 1 000 respondents from Norway, Sweden and Denmark respectively. Quantitative results indicate that people who use sports nutrition products are more active than non-users, and they tend to exercise in more social settings such as gyms or sports teams. Qualitative findings show that gender influences type of sporting activities engaged in, which again structures the level of consumption of sport nutrition products and type of products used. People use sports nutrition products for a variety of sports, however they are most commonly used in connection with weight-lifting and bicycling/spinning.




This is the second of two reports SIFO has written on behalf of the Nordic Council of Ministers for Fisheries, Aquaculture, Agriculture, Food and Forestry about sports nutrition products in the Nordic countries. The project was administered by the Norwegian Food Safety Authority. While this report views the market from the demand side, from the consumer’s point of view, the other report Schjøll et al. (2009), views it from the supply side, from the market actors' point of view. As far as we are aware these two reports constitute the first studies of sports nutrition products in the Nordic countries.


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