Active lifestyles and sportive hobbies are growing in popularity in Georgia with the trend being supported by municipalities, as evidenced by the construction of four sport centres in the capital since 2020. Young members of the local population as well as people migrating from neighbouring countries represent a more notable group of consumers of sports nutrition products.
The competitive landscape of sports nutrition market currently consists of foreign brands, many of which are imported from the USA or Europe. As such, local retailers can be less flexible in absorbing price fluctuations.
Demand for sports nutrition is expected to grow as products are positioned as more mainstream and targeted to a broader range of consumers with different wellness goals. Such products are now mostly available via specialised online retailers, although expansion via grocery store chains, drug stores and online third party pharmacies present further opportunities for category growth.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Sports Nutrition
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 DefinitionsThis report originates from Passport, our Sports Nutrition research and analysis database.
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