Gymnasiums in Belarus did not close completely during the multiple lockdowns in 2020 and the first half of 2021, and some also started offering online training sessions to its members. Therefore, there is no notable decline in sales in sports nutrition caused by COVID-19 restrictions.
Sports nutrition has also been seeking a more modern image in recent years. Consumer awareness rises, but there is still a somewhat negative perception from many Belarusians, who see it as a product for bodybuilders.
Competition is strong in sports nutrition, with Optimum Nutrition Inc in the lead with its namesake brand, followed by Bio-Engineered Supplements & Nutrition Inc with BSN. Scitec Nutrition also gained shares after Scitec Nutrition Inc was taken over by BioTech USA, moving it into third place in brand terms.
The ongoing modernisation of image is important in sports nutrition to keep driving sales forward. Players have already started educating consumers about the benefits of sport nutrition above and beyond being used only by bodybuilders and sportspeople.
In addition to the more significant modernisation of image, there are also opportunities for players to produce new lines in their sports nutrition products, which come in smaller quantities and are cheaper to purchase. For example, protein/energy bars is showing extremely strong growth in 2021.
Consumer price sensitivity is high in sports nutrition, as products are typically expensive to start with. Additionally, it is easy for consumers to cease purchasing sports nutrition products and replace them with healthier diets instead.
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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 Definitions
This report originates from Passport, our Sports Nutrition research and analysis database.
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