Sports nutrition continues to see healthy current value growth in 2019. Growth is supported by a wider wellness trend that sees consumers taking more care of their health and appearance.
Increasing health concerns over sports protein products are leading to a shift to sports non-protein products. Many consumers in Serbia believe that sports protein products have a number of negative effects on human health, ranging from heart disease to sexual dysfunction.
Sports non-protein products continues to see by far the strongest current value growth in sports nutrition in 2019, albeit from a relatively low base. Nevertheless, the category is benefiting as consumers start to consider the potential harmful effects of sports protein products on human health, such as a weakening of both the cardiovascular system and sexual performance.
The competitive landscape remains highly fragmented in 2019. Numerous brands by many producers are available in Serbia, and “others” accounts for significantly more than one half of value sales.
There is a visible shift in terms of the marketing of sports nutrition. Traditionally, these products have been aimed at bodybuilders and men via specialist publications.
Lenic Laboratories continues to see the fastest increase in current value sales in 2019. The company’s Natural Twist Protein brand benefits from its indicative name and repeated claims that are very much in line with the nascent health and wellness trend in the country.
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Discover the latest market trends and uncover sources of future market growth for the Sports Nutrition industry in Serbia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Health market research database.