With price sensitivity coming out of lockdown and a hesitancy amongst Colombians to return to gyms as soon as they reopened, value sales of sports nutrition are set to record further decline in 2021. Decline is, however, expected to be softened as consumers return to their health and fitness goals after an unstable year during the pandemic, focusing on outdoor activities and online classes.
E-commerce continues to build on its growth momentum. Sales were supported by an increasing number of consumers heading online due to the closure of non-essential stores during the lockdown.
The direct selling company Omnilife retained its leadership of sports nutrition, marginally ahead of second-ranked Newlab Nutrition. Although Omnilife has developed a huge network of selling associates in the country, the difficult circumstances arising from the pandemic have limited face-to-face consultations, forcing the player to redesign its website and support the greater move towards digital sales.
Sports nutrition is expected to continue growing over the forecast period, driven by the focus on sport and fitness as part of a healthy lifestyle. However, a challenge to future growth is that COVID-19 has placed a greater focus on achieving a balanced diet through home cooked meals.
Convenience is likely to be a key factor driving growth over the forecast period, with consumers leading increasingly busy lives. Protein/energy bars should see an improved performance going forward in comparison to the review period as soon as certain social and work normality returns, although they appeal to a much narrower audience.
In terms of innovation and development over the forecast period, plant-based protein is set to play a greater role. In line with the vegan trend, new developments were seen during the review period.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Colombia 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 Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Sports Nutrition research and analysis database.
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