Sports nutrition is expected to see slightly higher current value growth in 2020 than was seen in 2019, and indeed is set to see the fastest growth within consumer health. Active lifestyles have long been extremely popular amongst the Australian population, and there remains a general focus in Australian society on remaining fit and active into middle age, and in many cases into old age.
Sports protein powder is expected to remain the biggest category within sports nutrition in 2020. It is also set to maintain strong growth, as such products continue to gain relevance and are now attracting younger consumers.
Vitaco Health Australia is expected to continue to lead sports nutrition in value terms in 2020, thanks to its strong brand portfolio. Its Musashi brand continues to benefit from its rebranding and its partnership with different athletes, which have provided the brand with better visibility amongst a broader audience.
After a stronger performance is expected in 2020, sports nutrition is expected to see slower current value growth in 2021, mainly due to the reversal of some of the growth seen in protein/energy bars in 2020. However, greater dynamism is expected from 2022 for the rest of the forecast period.
Strong growth in veganism and vegetarianism in Australia has supported growth in sales of plant-based protein products across numerous fmcg industries and categories, with consumers increasingly opting to avoid animal ingredients for environmental, personal health and animal welfare reasons. In line with this wider trend, demand for plant-based protein sources continues to increase in Australia, and the leading sports nutrition companies are starting to respond by launching new products that cater to this major consumer trend.
In late 2019, the TGA proposed reforms to reclassify some health supplements as therapeutic goods or medicines. This resulted in a massive backlash from retailers and sports nutrition brand owners, claiming this would negatively impact the performance of the industry and lead to job losses.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Australia 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.
If you're in the Sports Nutrition industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sports Nutrition research and analysis database.
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