COVID-19 has taken a heavy toll on sports nutrition in Kazakhstan. The prolonged closure of gyms during lockdown periods has had a particularly negative impact, as these products are primarily used by regular gym goers who favour strength and conditioning exercises.
Historically, demand for sports nutrition products in Kazakhstan was confined to a niche audience that mainly comprised bodybuilders, while among the wider public they had a negative reputation for being high in chemical ingredients that could be hazardous to health. However, this perception has diminished over recent years as more players have entered the category and invested in marketing activities to educate consumers about the properties and benefits of their brands.
Glanbia will remain the clear leader in sports nutrition in 2021 thanks to the strength of its Optimum Nutrition and BSN lines, followed by GTI USA with its Maxler brand. While these companies are poised to stay well ahead of the rest of the field thanks to early mover advantages, trusted brand reputations and wide distribution networks, it is expected both will continue to see their value shares decline as economic uncertainty and weakened purchasing power drive more consumers to trade down to cheaper brands.
Volume sales in all sports nutrition categories are expected to return to positive territory in 2022, and then grow at robust rates over the rest of the forecast period. Initially, overall demand will continue to pick up as the threat from COVID-19 recedes, which should see more Kazakhstanis revert to their usual fitness routines and begin regularly visiting gyms again.
Rising social media use in Kazakhstan will continue to play a key role in driving the development of sports nutrition over the forecast period. Constant exposure to health, fitness and beauty trends via platforms like Instagram and Facebook will make people – especially young adults – more inclined to try to improve their physical appearance by taking regular exercise and joining gyms, expanding the potential consumer base for this category.
E-commerce has long been the most important distribution channel for sports nutrition in Kazakhstan. While it lost ground to other channels for much of the review period, this trend was reversed over 2020-2021, with its value share increasing due to the fallout of the COVID-19 pandemic.
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These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.See All of Our Definitions
This report originates from Passport, our Sports Nutrition research and analysis database.
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