With consumers’ lives getting busier and more stressful, more consumers are expected to try and balance their time spent in a sedentary position for work by being more physically active in their free time, such as working out in the gym or engaging in sports. As consumers become more active, they are likely to pay more attention to achieving proper nutrition, with the convenience of sports nutrition likely to have a growing appeal.
The growing selection of products and new innovations targeting regular consumers - not just athletes and sports or nutrition specialists/enthusiasts - is set to be among the main growth drivers, with these new products helping to raise awareness and interest among a wider target group. As demand grows, more products are likely to find a place in grocery retailers, thereby making them even more visible and potentially supporting further growth.
In the competitive landscape, further fragmentation is expected over the forecast period, with more versatile players from food and non-alcoholic drinks joining the landscape. Food or drinks enhanced with proteins or health and fitness-boosting additives are already growing in presence and relevance, set to gain even more momentum over the next five years.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Austria 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 Austria, 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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