Historically, sport nutrition has targeted the niche of bodybuilders and athletes. However, a growing number of consumers are now following healthy lifestyle trends.
A growing number of consumers are looking more towards protein/energy bars, which are more convenient to eat during a long hike or bicycle ride, for example. Sales of sports non-protein products are also being encouraged by this trend, with these two areas expected to see an increase in sales over the forecast period.
Due to the changing profile of sports nutrition consumers there was also a shift in the distribution of these products over the review period. While health food shops and non-grocery specialists traditionally held a strong position, these channels continued to lose share in 2019 as grocery retailers and internet retailing continued to win share.
Gold Nutrition from EcoNutraceuticos continued to lead sports nutrition in 2019. This is a Portuguese brand that benefits from very strong recognition and consumer loyalty.
US brands such as MuscleTech and Twinlab had almost disappeared from sports nutrition in Portugal by 2019. It has become increasingly difficult to import these brands into Europe because of rising transportation costs, making it very difficult for them to compete.
SPDAD Lda’s Aptonia brand continued to perform well in 2019 with it offering both sports protein and sports non-protein products. Aptonia has benefited from Decathlon (the brand’s GBO) prioritising the brand on the shelves of its chain of sports good stores (other non-grocery specialists).
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This industry report originates from Passport, our Consumer Health market research database.