Sports nutrition products that were earlier intended for athletes and body builders
increasingly attracting the non-athlete consumer group, especially the younger
profile. The market is gaining further grounds, which is mainly led by increase in
health-consciousness among population, increasing urbanization, new product
growth in number of sales outlets, fitness centers, gyms and health clubs.
Traditional users can
be core-performance or regular users, similarly new users could be occasional or
The developed countries, mainly the U.S. and countries in Europe, still remain major
sports nutrition products, whereas the emerging nations are expected to be major growth
for the market. The low awareness in the eastern countries, compared to western markets
main reason for less market share of eastern countries, in the global sports nutrition
Also, low disposable income and use of products only by athletes and bodybuilders
restricted the use of sport nutrition products in the eastern countries. Currently, the
developing countries across the world represent major growth potential for sports
products, which is led by increasing disposable income, rapid urbanization, and higher
percentage of young population.
Companies are using different mediums, such as seminars and
events, to spread awareness about their products. The Australian Sports Nutrition
announced the launch a 10-week ‘Body Transformation Challenge’ at Toowoomba,
February 2015, to help residents achieve their health and fitness goals. ASN’s
program is aimed
at increasing awareness about fitness, in the community.
The number of health clubs and fitness centers has witnessed a gradual increase in
across the globe. The increase is attributed to growing health awareness and
demographic factors in some countries with increased proportion of young population.
of such establishments is expected to provide further opportunities to the producers
nutrition products. Some producers are focused to reinvent the sports nutrition
embedding health, wellness and overall fitness in the products, and are targeting