In 2019, sports nutrition posted the strongest current value growth rate within consumer health. A rising number of people are taking care of their looks and health and wellbeing.
Sports non-protein products only appeared in the country in 2015, but by 2019 the category managed to account for a notable value share within overall sports nutrition, with the growth rate only marginally behind sports protein powder. These products mostly attract people who have concerns about the health impact of the regular intake of protein products.
The North Macedonian market is small, but the growing number of sports enthusiasts has contributed to the widening distribution of sports nutrition. More small shops which specialise in sports nutrition have been opened, whilst training and fitness centres are increasingly adding sports nutrition to their offering.
Ultimate Nutrition remained the leading player in sports nutrition in North Macedonia in 2019, and continued to see an increase in its value share. The company owes its position to the strength of its eponymous brand, which is globally renowned for its consistent good quality amongst sports and body-building enthusiasts.
Sports nutrition is highly concentrated in North Macedonia, with only three players accounting for more than two thirds of value sales in 2019. Other than Ultimate Nutrition, the only other major players in 2019 were IRONMAXX Nutrition and domestic player Vitalia Nikola.
Marketing activities for sports nutrition products were highly limited in 2019. These products are usually advertised only in specialised press or in gyms.
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This industry report originates from Passport, our Consumer Health market research database.