Sports and exercise will see a dramatic transformation because of COVID-19, which will in turn impact sports nutrition. Familiar routines for exercising and the closure of gyms during the lockdown and re-opening with enhanced health and safety measures will see changes in exercise norms, which will also impact sports nutrition.
In line with rising health-consciousness, the number of Canadians who regularly play sports or partake in other types of physical exercise is increasing. Moreover, many casual fitness enthusiasts are moving away from traditional forms of exercise such as weight lifting and running in favour of more intense activities like CrossFit, MMA training and indoor climbing walls.
Sports nutrition remains highly fragmented, with only category leader Nestlé claiming a double-digit value share. Nestlé’s overall lead can be attributed to its strength in protein/energy bars, where its PowerBar remains by far the most successful brand in value terms.
Sports protein powder struggled in 2019 as the category is becoming increasingly commoditised, with multiple players, including private label products such as Walmart’s Equate Whey Protein Powder, competing on price and facing strong competition from sports non-protein products. Quality has improved to where there is little to differentiate products in the view of the average buyer.
Sports nutrition products made with plant-based proteins are becoming more widely available in Canada as manufacturers move to capitalise on the growing popularity of vegan diets. For example, the Kaizen range includes Kaizen Naturals Vegan Protein, which contains 25g of non-GMO multisource plant-based protein per serving, while the Vega brand offers Vega Sport Natural Plant-Based Performance Protein.
While grocery retailers account for the largest share of sports nutrition current value sales, non-grocery specialists continue to play a central role in distribution. Independent specialist stores are particularly important, as they tend to stock the latest products and employ knowledgeable staff who can provide expert advice to consumers.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Canada 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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