Sports nutrition is expected to see slower current value growth in 2020 than was seen in 2019, while it is set to see the fastest growth within consumer health. Active lifestyles is increasing amongst the Israeli population, and there is a general focus in Israeli society on remaining fit and active into middle age, and in many cases into old age.
Previously, sports nutrition had been largely restricted to professional sports people who understood the need for excellent nutrition before and after participating in their chosen sports. However, as more consumers understand the benefits of staying healthy and increasingly participate in sports activities, sports nutrition is becoming a mainstream product and is no longer sold in only fitness stores or gyms, but in other channels as well, including healthfood shops and other non-grocery specialists.
Meditrend Ltd took over from Setty Sport Ltd as leader of sports nutrition in 2019 and continues to grow its value share in 2020. The company leads the category with its Allin brand, a sports protein product, and GU Energy, which are widely available, well-known brands and have an assortment of flavours and formats.
After a slower performance is expected in 2020, sports nutrition is likely to see stronger constant value growth in 2021 and 2022 and slower retail value growth is expected from 2023 for the rest of the forecast period. Indeed, the forecast period is expected to see a slower current value CAGR than that seen in the review period, and the most dynamic growth within consumer health.
Sports nutrition is still unavailable in modern grocery retailers at the end of the review period, which is likely a hangover from the time when these products were largely purchased by professional sports people. However, availability is set to grow as awareness of these products continues to increase and they become mainstream.
While the above factors certainly drive growth, strict local regulation hampers it. Many ingredients that are commonly found in sports nutrition products and approved in other countries are banned locally, dramatically decreasing the variety of products that can be imported.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Israel 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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