Executive Summary

Oct 2019
PROSPECTS
Sports nutrition expands appeal to wider audience

Sports nutrition continued to record a strong performance in 2019, mostly driven by the ongoing health and wellness trend in the country, leading to a greater uptake of sports and fitness, particularly as national healthcare institutions encouraged the Dutch population to exercise more regularly in a bid to combat rising overweight and obesity levels. Consumers who follow such a lifestyle are more likely to purchase sports protein powder to prepare shakes for during or after a workout, such as lifting weights or running or protein/energy bars for on-the-go consumption such as during cycling.

Sports non-protein products remains a strongly-performing niche

Although a much smaller category compared to sports protein products in value terms, sports non-protein products continued to record a stronger performance in both current value and retail volume terms in 2019. This category offers supplements that contain caffeine, creatine or beta-alanine are usually purchased by the most committed of sports hobbyists with any regularity.

Internet retailing strengthens leadership of distribution to dominate sales

Sports nutrition is a consumer health category with an unusually high share of distribution through internet retailing, with the channel continuing to gain ground to dominate sales in 2019. This is due to the convenience that internet retailing offers consumers who order large products such as sports protein powder in bulk and can have it delivered to their homes.

COMPETITIVE LANDSCAPE
Body & Fit consolidates leadership of fragmented category

Sports nutrition continued to be led by major online brands such as Body & Fit and XXL Nutrition in 2019, continuing to record dynamic performances and gaining value share from the likes of Optimum Nutrition, PowerBar, USN and MuscleTech. Body & Fit’s leadership is due to its presence in the largest category of sports protein powder, although it is also present in the niche of sports non-protein products that recorded such as a strong performance in 2019.

Private label continues to make gains in sports nutrition

An increasing number of retailers are promoting their own private label ranges of sports nutrition in the Netherlands. This is leading to the continual share gain and strong performance by private label lines such as Kruidvat, which continued to move its way up the rankings in 2019.

High-profile imported brands continue to lose share, dependant on distribution from major local online retailers

Apart from the leading Body & Fit, which continued to consolidate its leadership in the category, the competitive landscape of sports nutrition remained fairly fragmented in 2019, with many leading brands such as PowerBar and Isostar depending on distribution through major internet retailers such as the leading Body & Fit and Bol.com.

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Sports Nutrition in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Nutrition industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports Nutrition industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Nutrition in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Nutrition in Netherlands?
  • What are the major brands in Netherlands?
  • What is the market size of Sports Nutrition in Netherlands?
  • What are the major brands in Netherlands?
  • Do consumers prefer powders, tablets, or RTD?
  • Do consumers prefer protein, amino acid, whey, or creatine products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Sports Nutrition in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Sports nutrition expands appeal to wider audience
Sports non-protein products remains a strongly-performing niche
Internet retailing strengthens leadership of distribution to dominate sales

COMPETITIVE LANDSCAPE

Body & Fit consolidates leadership of fragmented category
Private label continues to make gains in sports nutrition
High-profile imported brands continue to lose share, dependant on distribution from major local online retailers

CATEGORY DATA

Table 1 Sales of Sports Nutrition by Category: Value 2014-2019
Table 2 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 4 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 5 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 6 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Consumer Health in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Rising disposable incomes and higher VAT leads to stable current value growth for consumer health
Some products removed from basic health insurance as government encourages self-care amongst local population
GSK Consumer Healthcare takes over leadership of consumer health, now representing former Pfizer brands
Internet retailing continues to rapidly gain share supported by increasing popularity of online players
Marginally stronger value performance predicted for consumer health

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources

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