Sports nutrition was negatively affected by the pandemic in 2020, with sales declining against a backdrop of gym closures and lockdowns. A recovery is expected as vaccination programmes are rolled out in Western Europe, but a return to more dynamic growth is not expected until 2022. All areas of the market will record healthy CAGRs over the forecast period, with the outlook for sports nutrition currently a positive one in Western Europe.
All the major countries in the region were recording positive growth prior to the pandemic hitting the region, with particularly dynamic sales increases for some. However, most countries were experiencing declining sales in 2020, as measures to try and contain the spread of the COVID-19 virus, such as lockdowns, retail closures and the shutting down of gyms, badly impacted sports nutrition.
Sales have been back on a positive growth trend in 2021, with further annual sales increases on the way over the forecast period. Demand for sports nutrition in Germany is still in its early stages, for example, and therefore still offers plenty of room to grow, as an increasing number of consumers adopt healthy lifestyles, and perceive sports nutrition as increasingly useful to support their efforts.
In Germany it is common for vegans or vegetarians to supplement their diets with a plant-based protein shake due to the fact that they may have lower protein intake overall. As plant-based diets gain momentum in Germany, plant-based protein shakes could benefit. As the interest in vegan/vegetarian lifestyles continues to increase in Germany, sports nutrition players could expand their portfolios to target this demand.
E-commerce was already performing strongly prior to the pandemic, but the peculiar circumstances prevailing across the region due to the virus provided further impetus for online sales. E-commerce is also proving to be “sticky” for sports nutrition – once consumers have a positive experience shopping online and become accustomed to its convenience, competitive pricing and the wide range of products on offer, they often persist with it.
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