Sports nutrition continued to face disruption in 2021 as provincial governments and regional health authorities in Canada implemented lockdowns and restrictions on gyms opening in Q1 and Q2 in order to contain the third wave of COVID-19. Many gyms also closed voluntarily at this time, such as in the province of Ontario, while British Colombia saw only partial closures.
General Nutrition Centers Inc faced bankruptcy in 2020 and subsequently closed stores in Canada, which benefited other players in sports nutrition as consumers switched to new suppliers. 29 stores closed permanently, and the company announced a further closure of 726 stores throughout the United States and Canada in 2021.
Sports nutrition is expected to remain highly fragmented in Canada in 2021, with only category leader Nestlé and second-ranking Sports Supplements LLC 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.
Industry players expect collagen to trend as a sports nutrition ingredient across the forecast period, including collagen combined with other ingredients to promote, support and hasten post-workout recovery. BioSteel’s Sport Collagen blends marine and bovine collagen to support connective tissue health and reduce inflammation, and is expected to perform well in the coming years.
Innovation is the lifeblood of sports nutrition, and the ongoing trend for variations in protein powder flavour beyond the traditional vanilla and chocolate is expected to continue. For example, flavours such as Ghost’s Whey Protein Marshmallow Cereal Milk and Alani Nu Pre-Workout Carnival Candy Grape make product consumption more enjoyable for sports enthusiasts and alleviate the monotony of standard flavours for consumers who use these products on a regular basis.
Although store-based retailing is expected to continue to dominate sales in sports nutrition across the forecast period, e-commerce is set to gain further ground and build on its robust 2021 performance. This is because consumers can often find a wider variety of products online that are tailored to their individual specialist needs.
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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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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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