Sports nutrition will register very healthy constant value and volume growth over the forecast period, as Danish consumers seek to look after their physical health and keep active. Sports protein powder will continue to be the largest product area in terms of value sales, followed by protein/energy bars, though protein/energy bars is becoming saturated and there is little room for further growth.
COVID-19 accelerated the shift to e-commerce of sports nutrition products and over the forecast period, it will be even more important for players to focus on online sales and customer service. With the channel already being the most important channel and only set to grow further, competition for online customers will continue to increase and it is likely that existing players will focus more resources on being competitive online.
As the number of vegans/vegetarians continues to grow, there will be growing demand for suitable products, not only by vegans/vegetarians, but also by other consumers who associate vegan products with being healthier. In addition, vegans in particular need to supplement their diet in order to ensure that they are taking enough nutrients that can be missing or in lower concentrations in a plant-based diet.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Denmark 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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