Sports Nutrition in Tunisia

PROSPECTS

Sports nutrition attracts a new audience, in line with rise of franchised health clubs

Consumers of sports nutrition products traditionally tended to be members of gyms or health clubs. The number of people with fitness club membership will continue to grow as a result of the rising number of franchised health clubs, at the expense of independents.

Sports protein powder remains key category in Tunisia

Sports protein powder is set to remain the dominant category in sports nutrition over the forecast period, as it is viewed as the most economical and effective way to increase muscle mass by Tunisians. These products 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

Sports nutrition looks likely to benefit further from the increasing number of consumers participating in active leisure or body training. Rather than lose weight, many consumers are more interested in building lean muscle and gaining strength to maintain their health and wellbeing.

COMPETITIVE LANDSCAPE

Aecor Nutrition remains the dominant player in Tunisia

Aecor Nutrition continued to dominate the distribution of multinational brands of sports nutrition in Tunisia. This company has an important distribution network in legal distribution channels in Tunisia.

Black market still represents a threat to sports nutrition

Sport nutrition sales in Tunisia remained threatened by the black market as of the end of the review period, with different types of products typically imported illegally from Algeria, Libya and Europe. Black market sales still grew rapidly due to demand for sports nutrition in addition to the high prices of the products in sports stores.

Sports nutrition sees a rise in marketing and advertising over the internet

The marketing and advertising of sports nutrition in Tunisia is conducted mainly over the internet, principally through company websites, or advertising and promotions in store-based retail outlets. Another important marketing channel is social media.

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