After seeing strong current value growth prior to the outbreak of COVID-19, sports nutrition has since seen a significant decline in 2020 and 2021. Restrictions on the use of gyms and fitness centres has negatively impacted demand, while fewer people are also participating in outdoor exercise and team sports due to social distancing measures.
The competitive landscape within sports nutrition remains highly fragmented with only a few percentage points separating the leading players. In order to stand out from the competition leading players such as SSUP Total Wellness Co Ltd and Optimum Nutrition Inc use social media platforms such as Facebook, Instagram and YouTube, as well as health and fitness magazines to promote their products.
E-commerce accounts for a much stronger share of sales within sports nutrition than in most other consumer health categories, with online sales thriving since the outbreak of COVID-19. The closure of shopping centres and gyms due to COVID-19 pushed more brands to establish e-commerce sites, whilst some players also provided an order system via the Line mobile messenger application.
Sports nutrition is expected to return to growth in 2022 providing COVID-19 restrictions are not reimposed, with many consumers keen to pursue more active lifestyles once again. The return of team sports should boost sales, while there are many people who are keen to work off the excess weight built up during home seclusion.
Sports nutrition is expected to become more competitive, particularly in terms of product offerings. In addition to large players such as Herbalife expanding their presence in the country with new launches, private importers will likely be interested in providing imported brands in the marketplace to compete with aggressive price offerings.
The blurring of the boundaries between sports nutrition and other products in consumer health and also in food and beverages could potentially undermine the category’s development. Recognising the growing interest in protein and its associated health benefits there is a growing range of packaged food and beverage products appearing in the market that are being promoted as high protein products such as Meiji High Protein Milk, Giffarine Whey Marine Yoghurt Powder, Dutch Mill High Protein Whey Plus.
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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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