Sports Nutrition in the Philippines

2021 DEVELOPMENTS

Rising interest in physical exercise boosts demand for sports nutrition

One of the major changes seen in the behaviour of Philippine consumers in response to the COVID-19 pandemic and, in particular, the imposition of quarantine lockdowns and social distancing protocols, has been the increased interest in physical exercise. For much of 2020 and during early 2021 however, all gymnasiums, sports clubs and fitness centres in the Philippines were required to remain closed due to social distancing regulations.

E-commerce remains an important channel for sales of sports nutrition

It is important to note that sports nutrition is the category of consumer health in the Philippines that has by far the highest proportion of category sales accounted for by e-commerce. Indeed, the value share of e-commerce in sports nutrition is already well into double figures, having doubled over the course of 2020, while no other category of consumer health has more than 2% of overall value sales generated online.

Consumers become more interested in products that offer immune function support

One interesting trend in sports nutrition that has emerged from the COVID-19 pandemic is the increased consumer interest in products that, in addition to providing crucial nutrition for fitness enthusiasts, committed athletes and serious bodybuilders, also offer immune system support. This is a reflection of the stronger focus on general health and wellbeing and, in particular, immune system function that has been seen among the population of the Philippines since the onset of the COVID-19 pandemic.

PROSPECTS AND OPPORTUNITIES

Sports nutrition marketing to focus on wellness and overall health

As mentioned above, the forecast period presents strong opportunities for sports nutrition players to generate higher sales due to the stronger interest in their products that has flowed from the spreading interest in exercise and fitness as part of a healthy lifestyle in the wake of the COVID-19 pandemic. With this in mind, it is expected that holistic wellness themes will become common in sports nutrition marketing during the forecast period as it becomes increasingly important for sports nutrition brands to appeal to a wider consumer audience.

Sports nutrition to increasingly be positioned as lifestyle products

As mentioned above, traditionally sports nutrition has been a category with a fairly narrow consumer base, specifically those who are very committed to achieving their fitness goals. However, as demand spreads to a wider consumer group who are perhaps less obsessed with constantly improving their athletic performance at all costs, it is likely that the role that sports nutrition plays in the lives of consumers will also change.

The key role of nutrition in overall health and fitness set to become more known

Another factor that is expected to spur category sales during the forecast period is the spreading understanding that maintaining a healthy diet is at least as important as taking regular exercise for staying healthy and maintaining an attractive physique. The typical Philippine diet tends to be heavy in fat and starch and local food culture is very strong, forming an important aspect of Philippine society.