Women’s health lifecycle positioning represents an opportunity for industry players, according to Euromonitor International’s “The Rise of Women’s Health: Innovation and Inspiration in Consumer Health”. Published in June 2024, the briefing identifies that apart from pregnancy/maternal care (30% of active marketing claims for consumer health products with women’s health positioning) and menopause (8%), there are few SKUs globally with additional life stage orientation.
Protein water, generally a low-calorie fortified beverage format containing 15-20g of protein per serving in either RTD or powder form, has been a feature of sports nutrition in Australia over the review period, often as a sideline, but increasingly emerging as a valuable asset in 2024 due to a range of new product development and marketing initiatives. Given the prominent inclusion of collagen in many SKUs, to assist in hair, skin, nail, joint, bone, tendon, ligament and cartilage regeneration, protein water is anticipated to increase its market presence over the forecast period.
The effect of glucagon-like peptide-1 (GLP-1) medications, such as off-label use of Ozempic or prescription use of Wegovy, is unlikely to be restricted to weight management and wellbeing over the forecast period, as sports nutrition could also be impacted to an extent. As mentioned in Euromonitor International’s “Weight Loss Drugs and the Future of Weight Management and Wellbeing” briefing (November 2023), Australia represents a perfect near-term market for weight loss drugs, with the sixth highest median disposable income globally and high obesity rates.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Nutrition industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sports Nutrition
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 definitionsThis report originates from Passport, our Sports Nutrition research and analysis database.
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