Brand owners shifted their focus from intense fitness and body building supplementing to immune support and heart health, female/male health. Meanwhile, retailers experienced a strong challenge due to the closure of non-essential stores and restrictive social measures, and those with the infrastructure and capacity to quickly switch to e-commerce recorded a better performance.
The closure of retailers in 2020 due to COVID-19 and the drop in demand led to expiry date issues for many products. To overcome this challenge, retailers launched attractive discounts and promotional campaigns in 2021 with discounts of up to 50-60%, sustaining flat unit prices in the current period.
Lockdown and other restrictive measures during the COVID-19 pandemic had a negative impact on sales of products with a shorter expiry date, such as sports RTD shakes and protein meal replacement products. On-the-go consumption was seriously hit due to Bulgarian’s fear of catching the virus, the closure of fitness clubs, sports clubs and home seclusion.
Growth in the sports nutrition in Bulgaria is expected to be driven by the young active urban consumers over the forecast period. They increasingly perceive supplementing as a long-term practice and tend to look beyond functionality and efficacy to other factors such as taste, variety in delivery formats and clean formulas.
The growing sports culture among Bulgarians is a lasting trend, especially among the urban younger generation. COVID-19 slowed down this trend in 2020 and 2021; however, it is expected that in the forecast period interest in sport will increase even more following greater health awareness and an enhanced focus on physical activities to prevent illness.
One of the key lessons learnt from the pandemic is that e-commerce’s development is a must to sustain growth in uncertain times. During lockdown and the closure of gyms and sports centres, sports nutrition retailers, distributors and brand owners managed to sustain sales thanks to internet retailing.
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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.
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 Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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