2020 was a disastrous year for sports nutrition, with a steep fall in current value sales. With a significant portion of value sales sold through gyms and with gyms closed for much of 2020, it led to a severe slump.
As sports nutrition reaches more consumers through widening distribution, such products are attracting more people. Publicity about the usefulness of sports nutrition ingredients, protein in particular, is also stimulating interest.
In what is a relatively small product area in terms of value sales, sports nutrition also continues to be one of the most fragmented consumer health product areas. Distribution is not as reliable as for other consumer health products.
The growth outlook for sports nutrition is very healthy over the forecast period, though from a small base. In fact, sports nutrition is expected to be the fastest growing consumer health products in terms of value sales over the forecast period.
More international players are expected to enter the product area over the forecast period. While there was little movement in either 2020 or 2021, as many players just looked to survive the COVID-19 pandemic, once society opens up again, new players will be looking to benefit from the untapped potential in sports nutrition in Ukraine.
Although sports nutrition has been moving towards legalisation, there is still a problem with counterfeiting, especially of multinational brands, and this is expected to remain an issue over the forecast period. Manufacturers will have to make extra efforts to track supplies of their products, as well as introduce unique protection for their product packaging in order to maintain their brand image.
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These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.See All of Our Definitions
This report originates from Passport, our Sports Nutrition research and analysis database.
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