Sports Nutrition in Georgia

PROSPECTS

Healthier lifestyles and increasing number of gyms support growth

By 2018, sports nutrition was the most dynamic category in overall consumer health in Georgia. This trend was supported by significant growth in the number of gyms in the country – both in urban areas and the capital Tbilisi as demand for a healthier lifestyle grew.

Sports nutrition sees growth via other distribution channels too

The increasing number of gyms significantly boosted growth in awareness of various types of sports nutrition and also directly supported growth in value sales. Distribution in terms of sales of sports nutrition was led by chemists/pharmacies which benefited from strong consumer trust about the quality of products they bought here over other channels.

Sports protein bars also appeals to consumers not involved in sporting activity

Sports protein bars went from a negligible performance in 2016 to double-digit growth rates. Despite the absence of advertising or any other type of promotion such as discounts or sales in bundles, the popularity of sports protein bars increased dramatically.

COMPETITIVE LANDSCAPE

Trec Nutrition Sp zoo leads sales but share decreases

Trec Nutrition Sp Zoo was represented by its major brand Trec Nutrition in sports protein powder. The player undertook no mass promotion through TV or outdoor advertising for the brand, but its presence in gyms supported sales.

Fragmentation in sports nutrition increases

Sports nutrition faced hardly any regulation in Georgia. Sales can take place through any channel including the dynamic internet retailing.

Emerging sports protein bars might change player positioning

Sports protein bars showed the fastest value growth in 2018. The category is expected to remain the most dynamic in the forecast period as well.

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