In line with global trends, Ukrainian consumers, especially the young and middle-aged, are increasingly striving for more active lifestyles and fitness. Whilst wellness and long-term prevention are strong motives, the culture of having a fit body, which is much covered in the media and via online resources such as Instagram, also motivates people to become sports enthusiasts.
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 20202, sports nutrition continued to be one of the most fragmented consumer health categories, due to the issue of minor and private supplies. The distribution patterns in this category are not as organised as those seen in other consumer health categories, and many small companies deal with supplies of brands and products of their choice.
Over the forecast period, sports nutrition is likely to continue attracting more people – not only body-builders and professional sportspersons, but also casual fitness enthusiasts. If more international manufacturers of sports nutrition establish their own representative offices or work through exclusive distributors in Ukraine, they will have a better chance of increasing the consumer base through targeted marketing campaigns to capture different consumer groups, including women.
Consumer knowledge of sports nutrition is rapidly improving, thanks to diverse publications and more trainers giving professional advice on the type of sports nutrition to use to achieve specific aims. This is expected to drive demand for a wider range of sports nutrition by type and lead to continued strong growth in the forecast period.
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 in the category in 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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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Ukraine 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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