Sports Nutrition in Georgia

PROSPECTS

Healthier lifestyles and wider product availability support further dynamic growth in 2019

2019 was another year of dynamic growth of sports nutrition in Georgia, albeit from a low base. Growth was supported by an increasing number of regularly active people and significant growth in the number of gyms in the country as demand for a healthier lifestyle grew.

Convenient internet retailing the leading distribution channel in 2019

In 2019, internet retailing took over as the leading distribution channel of sports nutrition products in Georgia, accounting for around half of value sales. A major share of consumers of sports nutrition are younger, internet-savvy people, who appreciate the convenience of online shopping.

Further strong growth of healthy and affordable protein/energy bars

Protein/energy bars recorded further strong double-digit growth in 2019. Despite the absence of advertising or any other type of promotion, such as discounts or sales in bundles, the popularity of protein/energy bars has increased dramatically as they are perceived to be both healthy and affordable.

COMPETITIVE LANDSCAPE

Trec Nutrition Sp zoo leads with a declining share due to increased competition

Trec Nutrition Sp Zoo, represented by its major brand Trec Nutrition in sports protein powder, continued to lead sports nutrition in Georgia in 2019. The player undertook no mass promotion through TV or outdoor advertising for the brand, but its presence in gyms and online supported sales.

Fragmentation in sports nutrition increases

As awareness and demand grew over the review period, more products with minor sales appeared and, as a result, fragmentation in sales share has become stronger. Although many of the new launches were intermittent, they took sales away from bigger, more established players.

Price and brand loyalty influence consumers’ purchasing decisions

MuscleTech by the Chinese manufacturer Xiwang Foodstuffs is enjoying success in Georgia thanks to its low prices; however, supply issues could impact the company’s share. However, price is not the not the only factor influencing purchasing decisions.

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