The taxman was as unwelcome as ever when he slapped sports nutrition products with VAT last October. “Great move, George Osborne,” fumed one reader on “Kill one of the few retail growth industries dead, generate bugger all tax and remove products proven to offer significant health benefits from shopping lists.”

So did Osborne land a killer blow on the sports nutrition market? Or has the industry largely absorbed the impact of VAT? Are consumers still ripped… or feeling ripped off?

Our special report canvasses expert opinion and harnesses exclusive data; studies the impact of promotions on the sector; looks at how supermarkets are ranging sports nutrition products; examines the role of specialist stores; and probes the impact of the category on established sports drink brands.

Also in our special report:

Man holding pills

Pumped up

Sales of sports supplements are powering ahead. But which ones are in the lead? Read more



USN Diet Fuel protein soup

Into the mainstream

They’re not just for triathletes: more accessible products are opening up the market. Read more



Protein Flapjack

Raising the bar

Why the latest NPD is targeting specific usage and older sports enthusiasts. Read more



You can purchase Focus on Sports Nutrition above. Alternatively, it is available FREE OF CHARGE to existing online subscribers.

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