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.




On the basis of the The Nordic Councel of Ministers information needs concerning consumers and consumer trends, SIFO developed an in-depth study consisting of both a qualitative and a quantitative part. Through a quantitative approach we receive information on who buys sports nutrition and can make generalizations concerning purchase behaviour and usage patterns on the basis of age, sex, education, income and level of exercise. Through a qualitative approach (focus groups and ethnographic field study) we receive insight into the variables that hide behind the numbers; individuals' motivation for buying sports nutrition products in relation to perception of own health, emotions, beliefs, attitudes and experiences. We also receive information on perceived risks and advantages connected to sports nutrition, purchase- and decision behaviour, choice of information and sales channels, in sum what the phenomenon of sports nutrition represents in consumers' lives.


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