Sports nutrition remains a niche category in Nigeria, generating negligible sales in the market. However, the general health and wellness trend and rising body-consciousness are leading consumers to become more aware of the benefits of regular physical exercise and participation in sport.
Nigerian sports nutrition is dominated by international companies, with no notable native players. Vitabiotics, GNC, Mason Amino Acid, Muscle Blast, Casilan 90, Phenom Health, Jointace, Collagen, Ultra L-Carnitine & Ala are some of the top brands.
Sports nutrition, more than any other consumer health product, sees a substantial amount of marketing activity and selling conducted online and through e-commerce. Though, traditionally, distribution was done through pharmacies, drugstores, gyms, and health food stores, e-commerce has grown in popularity in recent years.
As the situation normalises in the wake of the COVID-19 pandemic, consumers' increasing health-awareness is likely to fuel growing sales in the sports nutrition category. Nigerian consumers are becoming more interested in living healthy lifestyles and engaging in regular physical exercise, at the same time as adopting more balanced and nutritionally valuable diets.
For sports nutrition to break out from its niche status it needs to generate much greater awareness beyond its core consumer base. In Nigeria, the majority of consumers are under-informed about nutrition generally, and, therefore, do not see the need for sports nutrition.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Sports Nutrition
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 DefinitionsThis report originates from Passport, our Sports Nutrition research and analysis database.
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