Executive Summary

Oct 2019
PROSPECTS
Wider potential consumer base spurs interest in sports nutrition

The category is benefiting from the rising interest in sport and exercise regimes among consumers. As more and more consumers participate in sport, the number of registered athletes is reaching record highs.

Endurance positioning and wider offer boosts sports non-protein products

Sports nutrition consumers are increasingly knowledgeable about the types of products available and their attributes. Initially focused on building muscle, consumers tended to choose sports protein products, but they are increasingly aware of the efficacy of products positioned for energy, endurance, recovery and strength.

Wide offer at lower prices drives online sales of sports nutrition

The category has prospered from the liberalisation of distribution and general expansion of internet retailing, the main channel for sports nutrition in Italy. Online consumers are attracted by a wider selection of products and lower prices, compared with brick-and-mortar stores.

COMPETITIVE LANDSCAPE
Enervit benefits from a comprehensive offer and wide distribution

Enervit is the leading player in sports nutrition with a comprehensive and widely distributed product offer under brands like Enervit Sport (the leader in sports non-protein products) and Gymline Muscle. In 2018, Enervit launched Enervitene Sport Gel One Hand (sports non-protein products).

Named raises profile through advertising and sponsorships

Named continues to see the fastest value share and sales growth in 2019. The company’s strong performance is underpinned by the fast growth of Named in sports protein products and Namedsport in sports non-protein products.

More plant-based protein products anticipated in the forecast period

Players are expected to focus more of their investment in sports nutrition on products with plant-based protein. For example, Enervit has launched Gymline Vegetal Protein, a sports nutrition line based on 100% vegetable proteins.

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Sports Nutrition in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Nutrition industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports Nutrition industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Nutrition in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Nutrition in Italy?
  • What are the major brands in Italy?
  • What is the market size of Sports Nutrition in Italy?
  • What are the major brands in Italy?
  • Do consumers prefer powders, tablets, or RTD?
  • Do consumers prefer protein, amino acid, whey, or creatine products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Sports Nutrition in Italy - Category analysis

HEADLINES

PROSPECTS

Wider potential consumer base spurs interest in sports nutrition
Endurance positioning and wider offer boosts sports non-protein products
Wide offer at lower prices drives online sales of sports nutrition

COMPETITIVE LANDSCAPE

Enervit benefits from a comprehensive offer and wide distribution
Named raises profile through advertising and sponsorships
More plant-based protein products anticipated in the forecast period

CATEGORY DATA

Table 1 Sales of Sports Nutrition by Category: Value 2014-2019
Table 2 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 4 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 5 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 6 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Consumer Health in Italy - Industry Overview

EXECUTIVE SUMMARY

Healthier, more proactive approach stimulates value growth in consumer health
Lifestyle, demographic and self-medication shifts inform demand trends
Joint venture helps GSK Consumer Healthcare gain the leading position in 2019
Liberalisation fosters growing presence of “pharmacy corners”
Positive outlook due to focus on self-medication, segmentation and long-term wellbeing

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources