Sports nutrition products are gaining penetration, especially among adults between the age of 18 and 40 that practise sports on a weekly or daily basis. Health and wellness trends are thus strongly impacting this area, with consumers looking to improve their nutrition with special products in order to boost performance.
Direct selling and health and beauty specialist retailers are the main channels for sports nutrition. However, demand for these products remains low compared to other countries in the region, mainly due to limited familiarity with products and a lack of mass communication aimed at educating consumers.
Sports nutrition in Ecuador remains an underdeveloped category. Sales are concentrated in powder formats, while bars, RTD and non-protein products are unavailable.
Omnilife del Ecuador continues to dominate sports nutrition, focusing on the direct selling channel and owning a large nationwide distribution network. The company offers a variety of products in the category with Magnus and Power Maker being its two main brands.
The remainder of the competitive landscape remains highly fragmented given the widespread availability of small brands in speciality sports nutrition stores, which are usually located in shopping centres and gyms. Imported products such as Universal, Isopure, Nitrotech, Muscletech, Optimun, Progrow, Actimass, and Ultimate Nutrition are available at these types of stores.
Sports nutrition products continue to gain shelf space in pharmacy chains and supermarkets, with consumers demanding these products with a higher frequency and adding them to their usual periodic purchases. This trend is also in line with the fact that local brands are increasing their offer of sports nutrition products, which are more affordable than competing imported brands.
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This industry report originates from Passport, our Consumer Health market research database.