Sports Nutrition in Serbia

PROSPECTS

Sports protein powder loses share in sports protein products but continues to dominate sales

Over the course of the review period sports protein powder saw its value share decline in sports protein products. However, it remained the dominant category, commanding much stronger value sales than sports protein bars and sports protein RTD, which are not as widely available.

Sports non-protein products records the strongest growth

Sports non-protein products recorded by far the strongest current value growth in sports nutrition in Serbia in 2018, albeit from a low base. Nevertheless, the category is benefiting from the fact that consumers have started to doubt the effects of protein products on certain aspects of human health, such as the cardiovascular system and sexual performance.

Number of people who visit gyms and use sports nutrition continuing to rise

Serbian consumers, as part of the wider health and wellness trend that is growing in the country, are increasingly taking care of their health. One important part of this is regularly going to the gym, with the number of consumers doing this undoubtedly increasing.

COMPETITIVE LANDSCAPE

Sports nutrition in Serbia remains highly fragmented

Many small companies have a low value share in sports nutrition in Serbia, with this having been the case for many years. This is because there are many small domestic producers but is also due to the fact that the availability of these products is fairly erratic.

Leading players all record an increase in value sales in 2018

All of the leading five manufacturers in sports nutrition in Serbia registered positive value sales growth in 2018. However, the best performer was third-ranked Lenic Laboratories, whose Natural Twist Protein brand benefited from its indicative brand name and repeated claims that are very much in line with the nascent health and wellness trend.

Manufacturers move from a focus on specialist publications to mass-media channels to market their products

Sports nutrition products have traditionally been marketed via specialist publications targeted at bodybuilders and men. However, this is slowly changing.

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