The Very Group has announced that the Very retailer will be stocking four new brands as part of its initiative to offer more sports nutrition products to customers. The expanded range will now include 140 new lines from High5, Better You, Science in Sport and Optimum Nutrition, which includes energy gels, health drinks, protein powders, multivitamins and more. The products were chosen to help the retailer support consumers who are increasingly leaning into their interest in everyday fitness and endurance sports, and becoming more interested in ways to optimize their performance.
Chief Customer and Commercial Officer Sam Wright spoke on the updates at Very saying, "The continued growth of our sportswear category, which saw strong growth last quarter, has highlighted a clear opportunity to further support customers throughout their fitness journey. Expanding our sports nutrition range is a natural next step in delivering the complete active lifestyle destination, offering customers everything they need to support their sporting journey in one place."
Key Themes Behind This Trend
- Everyday Performance Nutrition
- Mainstream shoppers are treating gels, powders, vitamins and hydration products as routine fitness essentials, creating room for retailers to embed specialist sports nutrition into broader lifestyle commerce.
- Active Lifestyle Marketplaces
- Retail platforms that combine sportswear, wellness products and nutrition ranges are reshaping the customer journey around a single destination for fitness-oriented purchasing.
- Endurance Wellness Expansion
- Rising interest in running, cycling and functional training is increasing demand for accessible performance products that bridge elite sports science with casual fitness habits.
Where This Applies
- Sports Nutrition
- Broader retail distribution is moving performance supplements beyond specialist stores, opening space for mass-market formats, personalized bundles and everyday usage occasions.
- E-commerce Retail
- Online retailers are using category expansion to deepen customer loyalty, with sports nutrition adding recurring-purchase potential to activewear and wellness assortments.
- Health and Wellness
- Consumer focus on energy, recovery and prevention is blurring the line between fitness products and general wellbeing, supporting new cross-category product ecosystems.
