Sports nutrition has been the fastest-growing consumer healthcare category in the CEE region for some time. The projections show it will grow much faster than the other CHC categories in the coming years. Due to a mindset shift, which happened during the pandemic, the sports nutrition category has become mainstream. Consumers are increasingly turning to these products to address their overall wellbeing.
We have collected market data on this trend.
Key points:
- from 2019-2024 sports nutrition has grown at a CAGR of 4,7% in the CEE region and it is projected to grow even more in the next 5 years – at a CAGR of 7,8% (Euromonitor)
- 59% of global consumers measure their health by how fit and active they are (FMCG Gurus, 2024)
- 64% of US consumers in 2023 stated they are turning to sports nutrition products to improve their general health, as opposed to 39% who only use these products to enhance their sports performance (NBJ)
- the category is blending with other dietary supplement categories, such as weight management, energy, and hydration
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