Pre-pandemic, sports nutrition had continued to experience increasing demand in Germany. A good market environment and favourable consumer behaviour had led to these products becoming increasingly accepted as mainstream beyond sport enthusiasts had fuelled further growth.
E-commerce was already the most popular distribution channel for sports nutrition prior to 2020, due to a high number of brands that sports enthusiasts favour being imported, and therefore offering greater availability online. Physical store offerings tend to be quite limited, and consumers typically struggle to find the brands they want.
With e-commerce now dominating distribution of sports nutrition in 2020, it allowed smaller brands which struggled to gain shelf space in physical stores the opportunity to gain consumers’ attention, resulting in greater fragmentation in the competitive landscape and notable value share gain for “others”.
2020 was a bleak year for sports nutrition following years of strong growth. Nevertheless, recovery is expected over the forecast period with stronger value growth momentum at constant 2020 prices.
Sports nutrition is likely to bounce back in 2021 with all areas of the category set to record positive volume growth, driven by a ‘’reborn’’ fitness trend as gyms tend to be comprised of members and athletes using sports protein products to help maintain muscle and aid recovery. This trend is predicted to support the strongest volume performances of sports protein RTD and sports protein powder, while protein/energy bars will continue to appeal to both sports and non-sports practicing consumers who appreciate the convenience of a small nutritious snack that can be eaten on-the-go and is therefore moving the product into the mainstream.
Sports nutrition is expected to be strongly influenced by the convenience trend over the forecast period. With a likely return to increasingly busy lifestyles, demand for products which can be consumed on the go is anticipated to remain strong.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Germany 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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This report originates from Passport, our Sports Nutrition research and analysis database.
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