How dairy can mainstream sports nutrition and capture the women’s market

Disclaimer: This article is for general information only and intended for business customers. It does not constitute medical, nutritional, or professional advice. The opinions expressed are those of the author and do not necessarily reflect those of Fonterra Co-operative Group Limited or its affiliates (Fonterra). No representation is made as to the accuracy or completeness of the content, and Fonterra disclaims all liability for any reliance placed on it. Content may change without notice.

Women are a force in the workplace and the marketplace. According to Mintel’s Marketing Trend “It’s a Fem-nomenon,” brands can no longer afford to overlook the influence of women as creators, consumers, and key opinion leaders. One area seeing increased female influence and interest is sports.

Yet because they exercise less frequently than men, women are less likely to consume sports nutrition products, with only 37% of women in the UK doing so.¹ In Japan, 54% of women aged 18-29 who exercise regularly say they struggle to find time for it.² These insights/data point to an opportunity for dairy brands to help close the 'exercise gap' between women and men.

Dairy brands have an opportunity to position their products as wholesome, everyday options that support women’s fitness goals without the ‘intimidation factor’ linked to sports nutrition products. In fact, nearly a quarter of women in the UK who have not consumed sports nutrition products in the three months prior to June 2021 cited a lack of sufficient knowledge as a barrier.³

For women who may not view themselves as athletes, dairy products can therefore provide a relatable entry point to performance nutrition.

Exercise is widely recognised as a means to relieve stress and support mental health. According to Mintel research, 54% of women in the US aged 18–34 who exercise say that boosting their mood is a motivation for them to exercise.⁴ This underscores the growing importance of a holistic wellness approach—one that supports both physical and emotional well-being.

There is also demand for products that align with broader wellness and self-care routines. In Thailand, interest is growing in sports and energy drinks with added beauty benefits: 67% of women express interest in collagen and 50% in antioxidants.⁵ Collagen is strongly associated with skin health, particularly in the areas of skin firming, elasticity, hydration, and anti-ageing.⁶

CPT’s White Peach Yogurt Flavoured Accelerated Protein Gel (China).

Source: Mintel GNPD

More opportunities for innovation

Dairy brands have room to further innovate within the sports nutrition category to meet the evolving needs of diverse consumer groups. To do so, they must go beyond traditional claims of naturalness and protein content. 

Saffola Fittify Meal-Shake contains anti-inflammatory turmeric (India).

Source: Mintel GNPD

Fermented or cultured dairy products can also support immune health, a benefit that indirectly contributes to reducing inflammation. Immunity is becoming an increasingly important motivator for physical activity, particularly in China, where 7 in 10 consumers aged 18-59 who have exercised in the six months prior to August 2024 say that improving their immune system drives their participation in sports and exercise.⁷