Sports nutrition is expected to recover strongly from the slump experienced in 2020, when with gyms closed for parts of the year, value sales fell. As pandemic restrictions ease, consumers are going back to the gym and fuelled by social media influencers and peer pressure, will look to get fit.
The fragmented competitive landscape of sports nutrition continues to be led by local players Func Food Finland and Leader Foods, which offer the brands Fast and Leader, respectively. Both these players are nearly neck and neck and originally benefited from being the first in sports nutrition to enter the largest distribution channel of grocery retailers, whose value share has consistently risen over the review period prior to COVID-19 disruption.
With protein/energy Bars less closely related to gyms or physical training facilities, demand for the product area continued to grow during 2020, and will keep doing so in 2021. Protein/energy bars are also a popular consumable in relation to outdoor sports – such as hiking, trekking, or camping, all of which have seen growing consumer attention as Finns spend more time at summer cabins, in the countryside, or outdoors, as the pandemic forces consumers to stay away from regular workplaces and to avoid indoor training.
Sports nutrition will register moderate constant value growth over the forecast period. Protein/energy bars will remain the leading product and will also registers the highest growth of all protein-related products.
Despite the strong recovery in 2021, the strong growth will not continue over the forecast period. The product area was approaching saturation point well before the pandemic, with growth rates declining later in the review period.
Growth throughout the forecast period will be supported by an increased interest in health and wellness. This has been heightened by COVID-19 as consumers look to keep their bodies healthy and their immune systems robust.
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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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