Despite the dual challenge of high inflation and a gloomy economic climate it is projected that sports nutrition will continue to see strong and steady growth over the forecast period in value terms (at constant 2023 prices). The consumer base for these products has widened in response to the health and wellness megatrend with more people working out at home, joining gyms and taking part in sport such as running and cycling.
Many fitness fans have become accustomed to exercising at home and many may continue to do so over the forecast period for reasons of cost and convenience, which could benefit sales of sports nutrition. Nonetheless, as was seen prior to the pandemic, the main growth driver could be sports non-protein products.
2022 and 2023 have seen an increase in innovations with new product development largely being put on hold during the pandemic. This has included new novelties such as Be Gorilla chocolate or Metapure Macaron Zero Sugar Pea & Rice protein power from QNT which were launched in 2022 or new recipes in 2023 with cookies or sports protein RTD with appealing packages, such as H2O- L-Carnitine Immunity Water or Iso Whey Zero Carb Metapure.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Sports Nutrition
These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.
See All of Our DefinitionsThis report originates from Passport, our Sports Nutrition research and analysis database.
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