Sports Nutrition in Tunisia

PROSPECTS

Sports nutrition benefits from a more active population

Having grown from a small base, sports nutrition saw tremendous growth in 2019, benefiting from a rise in consumer interest in sports and muscle gain. Consumers of sports nutrition are traditionally members of gyms or health clubs, and the number of people with fitness club membership is set to grow – positive news for future growth and value sales.

Sports protein powder holds the lead as Tunisians bulk up

Sports protein powder is set to hold the lead in sports nutrition over the forecast period, viewed as the most economical and effective way to increase muscle mass by Tunisians. These items are based on milk protein, soy protein, whey protein or casein, and are increasingly used in smoothies mixed with other ingredients.

Fitness trends will drive growth of sports nutrition sales

Over the forecast period, sports nutrition should continue to benefit from the increasing number of participants in active leisure and body training. Rather than lose weight, many consumers are more interested in building lean muscle and gaining strength to maintain their health and wellbeing – with protein being a key aspect in doing so.

COMPETITIVE LANDSCAPE

Due to its global reputation Aecor Nutrition remains in the lead

In 2019, sports nutrition was imported as domestic players struggled to get active. Aecor Nutrition continued to lead distribution with well-known items Optimum Nutrition and Scitec Nutrition – both leading sports protein products on a global scale.

Black market represents a threat to sports nutrition

Sport nutrition sales in Tunisia remained threatened by the black market, with stock imported illegally from Algeria, Libya and Europe. Due to the growing demand of sports nutrition, black market sales grew rapidly over the review period benefiting from competitive prices – particularly when compared to global players.

Social media advertising is a win for sports nutrition

The advertising of sports nutrition is mainly through internet websites, as well as a growing presence across social media - sports nutrition taps into and benefits from the sporting communities that already exist across spaces such as Facebook and Instagram. As well as the internet, advertising and promotions is heave in store-based retailing.

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