Executive Summary

Oct 2019
PROSPECTS
National Fitness Plan supports growth in demand for sports nutrition

The 2016-2020 National Fitness Plan approved by China’s State Council set ambitious targets to improve the fitness of Chinese citizens and increase participation in sport. President of the People’s Republic of China, Xi Jinping, has pointed to public health as a fundamental requirement of a successful and well-off society.

Internet retailing becoming ever more dominant

Internet retailing reinforced its position as the dominant distribution channel in sports nutrition between 2014 and 2019, gaining value share annually throughout the review period. The strength of e-commerce is founded on its extensive reach across both urban and rural areas; competitive pricing, including aggressive discounting during events such as the 618 shopping festival on JD.

Potential for diversification and segmentation

Sports protein powder remains the dominant product in sports nutrition, embraced as it is by core users such as body-builders and athletes, as well as benefiting from increasing interest from more casual exercisers. However, the trend towards participation in sports and regular exercise amongst the general population is generating opportunities for the diversification of sports nutrition, both within sports protein powder and beyond.

COMPETITIVE LANDSCAPE
MuscleTech brand maintains a strong lead

Xiwang Foodstuffs Co Ltd maintained a strong lead in sports nutrition in 2019. The company’s MuscleTech brand benefits from having made an early market entrance and establishing a relatively large base of local consumers.

Multinational brands have established a strong presence

Multinational brands, including MuscleTech, Myprotein, Optimum Nutrition, Nutrend, MET-Rx and GNC, have gained strong positions in the sports nutrition category in China. In many cases, these brands benefit from early market entry and recommendations from fitness trainers in gyms, which have enabled them to build strong reputations amongst local consumers.

Domestic brands continue to build presence

While multinational brands are strong in sports nutrition, domestic brands have also established a significant presence and are working to take advantage of the growing opportunities deriving from the boom in interest in physical fitness in the market. By-health Co Ltd’s GymMax brand gained share annually following its launch in 2015.

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Sports Nutrition in China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Nutrition industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports Nutrition industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Nutrition in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Nutrition in China?
  • What are the major brands in China?
  • What is the market size of Sports Nutrition in China?
  • What are the major brands in China?
  • Do consumers prefer powders, tablets, or RTD?
  • Do consumers prefer protein, amino acid, whey, or creatine products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Sports Nutrition in China - Category analysis

HEADLINES

PROSPECTS

National Fitness Plan supports growth in demand for sports nutrition
Internet retailing becoming ever more dominant
Potential for diversification and segmentation

COMPETITIVE LANDSCAPE

MuscleTech brand maintains a strong lead
Multinational brands have established a strong presence
Domestic brands continue to build presence

CATEGORY DATA

Table 1 Sales of Sports Nutrition by Category: Value 2014-2019
Table 2 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 4 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 5 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 6 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Consumer Health in China - Industry Overview

EXECUTIVE SUMMARY

Healthy living, self-medication and government strategy boosting demand
Government policies playing an important role in market development
M&A activity and alliances changing competitive landscape
Government cracks down on direct sellers
Favourable environment for ongoing growth

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources