Sports nutrition registered a decline in value sales in 2020, as gyms were closed and people did less physical activity due to lockdowns. Sports nutrition is also considered non-essential and with COVID-19 being a major concern in 2020, consumers were spending their disposable income on products such as vitamins in order to boost their immune systems.
Weirder Global Nutrition continues to lead in 2021 on the back of the strong success of brand leader Weider. Weider’s success is thanks to high level of brand recognition that the brand enjoys in Morocco as well as the increased availability of the brand in the country.
E-commerce already represented a significant proportion of value shares over the review period, with the channel accounting for over a quarter of all value shares since 2007. The pandemic then gave it a further boost, as consumers were not able to shop in brick-and-mortar outlets and therefore a new cohort of consumers purchased sports nutrition products for the first time during lockdown.
Sports nutrition will register healthy constant value growth over the forecast period. As the impact of the pandemic diminishes and lives return to a new normal, sports nutrition will benefit.
Sports nutrition sales are being driven by the fact that increasing numbers of Moroccans are becoming more physically active. The number of gyms operating in the country continues to rise and, according to Euromonitor International data, more than 20% of Moroccans take a group fitness class once or twice a week.
International brands will continue to dominate sports nutrition over the forecast period. Their dominance is down to their capacity for continued advanced product development research and the production of increasingly innovative products, which can prove an obstacle for smaller players entering the product area.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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