Sports nutrition continued to record strong retail value growth in 2019, with consumer-awareness of the products rising and consumption frequency increasing. Thanks to information on the internet in general and social media in particular, consumers better understand the difference among sports nutrition products (eg gainers, L-carnitine and branched chain amino acids), with this leading to growth in sales of sports non-protein products.
Healthy lifestyles were pursued more keenly in 2019. Healthy lifestyles and wellbeing are attractive to young and middle-aged Belarusians, boosting interest in gyms and sports nutrition.
Sports nutrition became increasingly available in modern grocery retailers in 2019, with hypermarkets and supermarkets offering greater shelf space for these products. Modern grocery retailers mainly stock inexpensive products and smaller pack sizes than non-grocery specialists.
Optimum Nutrition continued to lead sports nutrition in 2019 due to its popularity, availability and social media promotion. It was followed by San Corp and Bio-Engineered Supplements & Nutrition Inc.
As unit prices of sports nutrition remain high, an increasing number of consumers are looking for better prices whenever possible, and competition based on price therefore remains intense. While some consumers purchase sports nutrition during sales and promotions, others are switching to less expensive brands.
Sports non-protein products increased in popularity in 2019, stimulated by growing awareness of the variety of sports nutrition products, their functions and health benefits. In addition, outlets enriched the product variety and expanded the availability of non-protein sports nutrition.
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This industry report originates from Passport, our Consumer Health market research database.