COVID-19 caused disruption in the demand for sports nutrition in 2020. Before the pandemic struck, sports nutrition was growing impressively due to the increasing interest in fitness and wellness among Irish consumers, with more consumers seeking to tone their bodies and achieve a more athletic appearance in keeping with trends on social media.
As lockdown measures eased in the summer months and gyms and sporting facilities re-opened, demand for sports nutrition saw recovery. With ongoing pressures of social media and the increasingly prevalent fitness, wellness and self-optimisation trends, many people resumed their consumption of protein-enriched products such as sports protein bars and sports protein powder as they felt that their fitness regimes were thrown off course by the restrictions and wanted to get back on track for the remaining summer period.
While the health and wellness trends such as natural- and vegan-labelled products have been growing in popularity over the last few years in Ireland, the COVID-19 pandemic has made consumers even more concerned about protecting their health and boosting their immunity. During the pandemic, there has been a spike in interest in health products linked to improved immunity and a suppression of products such as gym-focused products such as pre-workout shakes.
Given that many consumers buy protein bars to facilitate their fitness goals on the go while they maintain busy lifestyles, it is logical that protein bars, which can serve as a quick and healthy snack or meal replacement, has continued to see stronger growth in 2020, though at a slower rate than might have been expected, due to the COVID-19 outbreak. The disruption caused by the pandemic which led to consumers being restricted to their homes negatively affected sports nutrition bars as consumers did not see the need to consume these products at home.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sports Nutrition research and analysis database.
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