As a result of the onset of COVID-19, a wide number of fitness centres and gyms were forced to close in order to help limit the spread of the virus, damaging sales of sports nutrition products in 2020. In recent years, sports centres have been an important channel for purchasing sports nutrition products, with an explosion in the number of major chains of health and fitness clubs throughout Bulgaria.
Sports nutrition is expected to become increasingly holistic, overlapping with other products such as meal replacements, soft drinks and dietary supplements. In 2020, sports nutrition companies accelerated expansion in high potential vitamins, dietary supplements and weight management products, particularly in immune support supplements and joint health, along with mental and emotional health products.
Sports nutrition specialist retailer Sila.bg has expanded its online presence in 2020.
The impact of COVID-19 into the near forecast period is expected to encourage consumers to switch to home workouts, as people continue to avoid spending time in gyms and fitness centres due to fear of infection. Home exercising and fitness will therefore become increasingly important into the future, with companies needing to target this new trend.
Consistently strong sales growth is expected to be seen in sports nutrition into the forecast period. This trend will likely be attributed mainly to the increasing importance of sport and fitness culture among the Bulgarian population, with younger consumers, notably millennials, increasingly engaging in sport, fitness training and other intense physical activity as an integral part of their busy urban lifestyles.
The importance of digital marketing and social media engagement will be increasingly important into the forecast period following the disruptive effect of COVID-19. It is likely to be vital for sports nutrition brands and retailers to develop a strong presence and visibility online, in order to engage with their consumer base.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sports Nutrition research and analysis database.
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