2020 had been forecast as another promising year for sports nutrition. It had been one the fastest-growing categories of consumer health in Belgium due to a widening consumer base, as more Belgians participated in sports and exercise, especially in gyms.
The first consequence of the COVID-19 lockdown on sports nutrition was a ban on key forms of activity and the closure of major distribution channels: gyms and fitness clubs like Basic-Fit; health food shops; specialised outlets aimed at cyclists; drugstores like Di, Kruidvat and, especially, Medi-Market; and sports goods stores like Decathlon. Before June 2020, the available channels were e-commerce, which emerged as the “big winner” in terms of distribution during COVID-19, pharmacists (although sales of sports nutrition remained underdeveloped in comparison with France, for instance), and supermarkets, hypermarkets and discounters.
Most of the leading players are projected to see a drop in retail value sales over 2020 as a whole. Having been affected by Basic-Fit’s de-listing of its brands, the leader QNT recovered in 2019 and early 2020 by strengthening its presence in Decathlon, Medi-Market and Di outlets, more particularly in Flanders.
Before COVID-19, sports nutrition had been well placed to see an acceleration in retail value growth over the forecast period, compared with the review period. However, in the wake of the global pandemic, such a performance will be heavily influenced by the pace and extent of a return to “normality”.
In the shorter term, protein/energy bars is predicted to continue to register the fastest retail volume and value (at constant 2020 prices) growth. However, in the second half of the forecast period, with economic conditions expected to improve, sports non-protein products is projected to see the fastest retail volume and value (at constant 2020 prices) growth rates, despite relatively high unit prices in a still tough economic climate.
The closure of many channels during the COVID-19 lockdown suggests that players will need to further diversify their distribution strategies, even though sports nutrition is one of the categories with the strongest and most visible omnichannel infrastructures in consumer health. This infrastructure features automated vending machines in gyms and fitness clubs; a strong presence of e-commerce specialists (supported by social media networks and YouTuber endorsements); and e-commerce arms of sports goods stores and modern grocery retailers.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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.
If you're in the Sports Nutrition industry in Belgium, 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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page