The sports nutrition category dropped into negative growth territory in 2020, as gym closures and restrictions on outdoor exercise constrained demand. Sports nutrition in the Philippines is dominated by products categorised under sports protein powder and sports non-protein products.
By contrast to other categories, sports protein powder saw significant negative impact in 2020 due to the closure of gyms and other sporting venues. In this category, Total Nutrition Corp’s GNC accounted for the greatest proportion of sales.
Enervon from United Laboratories Inc consolidated its leading position in the category in 2020, extending its lead over second-placed GNC. In sports non-protein products, Enervon Activ led sales given consumers’ familiarity with the brand following the advertising support it received in previous years.
The sports nutrition category is expected to recover in Q4 2020, due to plans to open up sporting activities. This is expected to continue over the forecast period, with the category recovering most of the demand lost as a result of the COVID-19 pandemic.
As demand for sports non-protein products is expected to continue increasing in coming years, players may benefit by launching sports nutrition products that are more sophisticated in terms of their benefits, or targeting those engaged in specific sports. Products promoted as offering added-value benefits, such as fortification with vitamins and minerals, and thus offering to improve immune system functionality, for example, may appeal to increasingly health conscious Filipino consumers.
The development of wider retail channels for sports nutrition, such as grocery retailers, direct selling, drugstores/parapharmacies and e-commerce, will enable brands to test new launches among a broad consumer base in coming years. However, the e-commerce channel offers particular potential.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sports Nutrition research and analysis database.
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