After having been cooped up at home, fairly inactive, many consumers used the end of lockdown to increase physical activity levels, spending more time outdoors or at least working out at home (either to lose the weight gained during home seclusion or simply as a response to their previous inactivity). Products designed to support their endeavours – ones that help the user improve their body or simply provide them with more energy – have therefore been growing in demand and in turn sales of sports nutrition have been recovering speedily in 2021.
As the product selection of sports nutrition in easily accessible retail channels such as supermarkets and hypermarkets keeps increasing, consumers’ awareness and interest continues to rise, too. In 2021, Austrians have still preferred to limit their shopping trips to only essential stores (ie mainly grocery retailers).
In the case of some sports nutrition products, leading players such as Aktivkost and Natural Power have started focusing more on regular consumers rather than solely targeting athletes and professionals or semi-professionals. Since competitions and professional sports events have still been widely postponed or cancelled in 2021, products targeting professionals have kept declining significantly in sales.
Once gyms fully reopen, herd immunity from the COVID-19 virus widely sets in and consumers become less anxious about being outside/in the presence of others, sports nutrition is expected to regain full momentum similar to before the pandemic. Health and fitness trends – especially in an intensified attempt to strengthen overall health – are set to continue driving demand for sports nutrition strongly.
Similarly to weight management and wellbeing, sports nutrition benefits from media channels including social media due to promotions through athletes and other brand ambassadors/influencers. Sports nutrition is positioned as suitable for the masses, not just athletes, with consumers wanting to portray their best, fittest, healthiest selves.
With consumers leading increasingly busy lives, products that are ready for consumption are likely to prove especially popular. As such, protein/energy bars should continue to see steady albeit modest gains, while sports protein RTD is expected to register above-average volume sales growth.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Austria 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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This report originates from Passport, our Sports Nutrition research and analysis database.
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