Sports Nutrition in Finland

PROSPECTS

Sports nutrition has become mainstream, and is now saturating

The review period saw volume sales in all sports nutrition categories increase strongly. There were two key reasons for this.

Less mature categories will generate the most growth

Volume growth in sports nutrition over 2017-2022 will be stagnant. This will especially be the case for sports protein bars and sports protein RTD.

Opportunities in sports protein powder

Sports protein powder is a category growing faster than the average sports nutrition category. There are strong local brands that offer organic products for reasonable prices.

COMPETITIVE LANDSCAPE

Grocery retailers has become a key sales channel for sports nutrition

The value share of grocery retailers in this category has doubled since 2007, and the channel now generates the most sales. Its increased selection has boosted overall sales of sports nutrition.

An opportunity for grocery retailers

The value share of grocery retailers was already high in 2017, and it is not expected that sales via this channel will grow significantly over the forecast period. Products such as sports protein powder are easily purchased in hypermarkets, for example, while smaller outlets remain good places for impulse products such as sports protein bars and sports protein RTD.

Amid tight competition, sponsorships and engaging campaigns have become key

With sports nutrition saturating, new product launches are no longer enough. To keep consumers loyal to their brands, manufacturers are keen to engage consumers as well as sponsor both consumers and sportspeople, to remain visible and credible.

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