01 Feb 2018 --- For a long time, the sports nutrition category was a niche sector, catering mainly for bodybuilders and elite athletes – the “core users" of sports nutrition products. These individuals, who still exist today, are typically high-volume users, frequent purchasers and are knowledgeable, discerning consumers. Winter sports, in general, have much to do with increased consumption of protein as a whole and whey proteins and health and wellness play an active role in this concept.
