While widely embraced by the sporting community, outside of these groups concerns remain around the potential hazards of sports nutrition products, with many Croatians linking this type of product with steroid and doping scandals from the past. This is one of the main hurdles and reasons for the ongoing relatively humble performances of sports nutrition, while raising awareness of these products is unfortunately limited to internet forums used by those already consuming such products.
There are five basic forms of sports nutrition in Croatia: whey-based protein, CAA amino acids, L-carnitine fat burners, creatine monohydrates and isotonic drinks; however, demand remains quite traditional, which is shown through the strong position of protein products, in particular sports protein powder. This shows that the main consumers of sports nutrition in Croatia are people active within sports or fitness, in particular body builders.
However, sports non-protein products recorded the strongest retail value growth over the review period and into 2019, with this expected to remain the case over the forecast period. While sports protein products are popular among sports enthusiasts seeking to gain body mass and support muscle growth, sports non-protein products attract those seeking to improve endurance and performance.
Despite the fact that the target group for sports nutrition tends to be quite informed and educated about these products, there is still a need for a constant push towards sales. Products and their benefits need to be promoted.
Multinationals dominate sports nutrition, with The Hut Group in the clear lead with its Myprotein brand. The brand encompasses a variety of sports nutrition products, including whey protein and protein/energy bars.
While successful in weight management and wellbeing, private label does not have a significant reach in sports nutrition. The obvious reason for this is the lack of a salesforce and of channels to deliver information and education for consumers.
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This industry report originates from Passport, our Consumer Health market research database.