Sports Nutrition in the Netherlands

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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