Brits are bulking up, according to Mintel, and a surge in the sports nutrition and high-protein market could be an indication that fitness club furniture is set to see greater demand in the second half of 2016 too.
The product category includes protein bars, muscle milks and energy gels, all of which can deliver a controlled boost of energy, or give the body the building blocks it needs to create new muscle tissue.
In the past three months, 24% of all Brits have consumed at least one such product, and that figure rises to 42% of men aged between 16 and 24.
Nearly half of those who consume sports nutrition products at all - 47% of those surveyed - said they consider them to be part of their everyday diet.
The good news for fitness club operators is that consumption is higher among more affluent individuals - 31% of individuals with an annual household income in excess of £50,000 are consumers of sports nutrition products.
In this group, people are also more likely to exercise for over half an hour each week, at 63% of affluent individuals against a national average of 50% of all people surveyed.
Emma Clifford, senior food and drink analyst at Mintel, said: "Used by one in four people, sports nutrition food and drink enjoys surprisingly widespread use despite its specific function as supporting sports and fitness.
"The category is increasingly attracting lifestyle users who see these products fitting in with a healthy, active lifestyle."
While she also said the category is expanding beyond just elite athletes and 'gym fans', there is arguably strong potential to capitalise on this broader reach to bring more people into ongoing fitness club membership.
Good gym facilities can make people feel welcome who may have never exercised in such an environment before - and part of this involves creating a relaxing post-workout space for socialising and rehydrating.
With comfortable fitness club furniture, you can keep people around on your premises for longer once they have showered and changed, tapping into this latest trend to drive additional profits from on-site sales of isotonic beverages and sports nutrition snacks to help the body refuel.