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