Rising prices due to high inflation did not limit the growth in demand for sports nutrition in New Zealand in 2022, with consumers keen to look after their health and wellbeing. Statistics from Sport New Zealand indicate that adult participation in sports saw a slight improvement in 2021 compared with 2019, with a further increase in participation expected in 2022 due to restrictions being lifted.
Vitaco remains the leading player in sports nutrition in 2022, offering its brands Balance Sports Nutrition, Aussie Bodies and Musashi. The company offers a range of protein/energy bars, sports protein powder and RTD, as well as sports non-protein products, with these products being available through supermarkets, pharmacies, gyms and health shops.
When it comes to sports nutrition companies continue to innovate with plant-based protein products as they look to respond to the growing demand from consumers who want to follow vegan, vegetarian and flexitarian diets. Blends of proteins such as pea, rice, hemp, and Lean Bean, continue to emerge with local companies such as Horleys, Nothing Naughty, NZ Muscle and No Brand providing a growing range of options in this area.
Protein/energy bars remains a highly competitive and saturated area of sports nutrition with these products appreciated for their convenience when going to the gym or when taking part in sport. With demand for these products continuing to grow companies are looking to differentiate their offer by opting for different formats and/or flavours, with many opting for cookies, including MUSASHI, Max and Maxine’s.
Sports nutrition is expected to continue recording healthy growth throughout the forecast period, spurred on by the increased interest in health and wellness and concerns over the high obesity rate in New Zealand. Therefore, ongoing demand will be driven by consumers taking up new exercise routines to remain fit and healthy.
Many consumers are no longer using sports nutrition products just for muscle gain but instead are using them to support their health and fitness routines. Products are now available to support pre-workout, training and post-workout routines, with different formulations to suit each task.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in New Zealand 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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