During the first lockdown in 2020, gyms, swimming pools and sports clubs were closed, while professional and amateur competitions stopped earlier. After the lockdown, demand for most sports nutrition products continued to decline for two main reasons.
Consumers searching for convenience increasingly opt for ready-to-eat products such as protein/energy bars, with the latter also supported by a wider target audience as they are not perceived to be exclusive to exercise. The category therefore continues to hold the highest value share within sports nutrition in addition to maintaining positive growth rates, even during 2020.
A number of international brands, including Myprotein from The Hut Group, with strong financial support entered sports nutrition over the review period. They have been constantly gaining ground due to offering competitively-priced products.
Sports nutrition is well placed to see a rebound in sales on the coat-tails of pre-pandemic healthy lifestyles, which included regular sport and exercise regimes in Portugal. Positive sales growth is anticipated as the desire to keep fit and follow healthy lifestyles gains momentum, influenced by the benefits of physical activity and wanting to present a “healthy-looking” body as consumers spend longer periods of time outside of the home.
As the country emerges from the pandemic, players are likely to introduce more diverse and perhaps specifically targeted products, as sports nutrition still offers significant growth potential in a tough economic climate. As noted during the review period, players are predicted to regularly, if not constantly, expand their product ranges and address an expanding target audience.
The distribution of sports nutrition is divided amongst many different channels, with direct selling, modern grocery retailers and healthfood shops for instance, stronger than in many other consumer health categories. E-commerce already accounted for significant share of value sales due to offering the convenience of home delivery, competitive prices and a wide range of sports nutrition products offered by specialist websites.
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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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