Sports nutrition maintained its positive performance at a value growth of 15% in 2015, experiencing sales of Bt585 million. Many Thai consumers, particularly men, were still interested in adopting sports nutrition products along with exercising activities in pursuit of bodybuilding goals. Because male consumers were aiming to improve their body shape, they attempted to spend time in exercising as well as consuming sports nutrition to make sure that they gained a sufficient level of protein intake to build muscle. The trend was still obvious in 2015, not only amongst urbanised young consumers but also in provincial areas.