Germany Sports Nutrition Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

Germany Sports Nutrition Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

The German sports nutrition market is expected to witness a CAGR of 5.3% during the forecast period.

For sports protein products, plant-based continue to grow, but brands formulating to achieve a complete protein will have an edge. In addition, functional benefits not typically associated with sports nutrition products can be included to meet consumers' pressing needs, such as immune support or mental focus. Post-pandemic, there was a change in the behavior of consumers. Consumers prefer healthy products that will boost their immune systems. Due to the closure of several retail stores, shopping malls, hypermarkets/supermarkets, etc., the consumers preferred e-commerce websites for purchasing these products. Glanbia, one of the major players in this segment, witnessed an organic growth in sales by 34% during 2021.

The government's involvement in various sports events is also encouraging the millennials to participate in sports activities, eventually dragging the per capita spending towards the market. The rising demand for a healthier lifestyle among consumers is one of the major reasons that is elevating the growth of the sports nutrition market in the country.

Nutrition and diet are essential for maximum performance. Sports nutrition products offer benefits, such as optimal gains from training, increased recovery between workouts and events, maintenance and achievement of ideal body weight, reduced injury risk, and performance consistency. Furthermore, manufacturers' increasing use of social media platforms such as YouTube and Instagram to promote their products is anticipated to propel the demand for sports nutrition products.

The increasing number of health clubs, fitness centers, and gyms and the growing adoption of different exercise programs in these centers, wherein dietitians guide the consumption of sports nutrition, are driving the market for sports nutrition. Germany ranked second in membership at 11.7 million in 2020. With the rising number of health-conscious consumers in the country, the demand for fitness activities is also rising because fitness activities can help reduce stress and promote good blood circulation in the body, which will keep the individual safe from several diseases. Sports activities break down tissue and energy. Thus, consumers prefer sports nutrition to boost their energy and fulfill the nutrition the body requires. There is a growing demand for sports nutrition products in the country. The German sports nutrition market has been driven by the widespread penetration of sports nutrition products in the past few years. With the increase in shelf space of health-promoting products, the demand for sports and dietary supplements has gained retail space in the market. Nutraceutical products are gaining prominence among millennials, with rising demand for more targeted health solutions. High/added protein is the top claim in performance nutrition product launches in Europe and whey continues to dominate in sports nutrition products, the interest in plant-based proteins is growing. Some sports nutrition brands have begun incorporating functional ingredients into their products, particularly those from natural botanical sources. All these factors are driving the market.

Consumption of sports drinks helps athletes and sportspeople maintain the body's nutritional balance and improves performance. The main role of a sports beverage is to stimulate rapid fluid absorption, supply carbohydrates as a substrate for use during exercise, speed rehydration, and promote overall recovery after exercise. Sports drinks dominate the market because of their convenience. The demand for sports drinks is also rising as consumers these days prefer healthier products rather than sugary and carbonated drinks. Thus, sports drinks are gaining popularity mainly among young athletes and individuals involved in various physical activities. The sports drink market is getting exponential benefits from the millennial generation, owing to their inclination toward fitness sports, more buying capacity, and willingness to pay for health products. A rising number of working professionals also consume these drinks, mainly to exclude the use of non-healthy drinks. These sports drinks help them sustain energy during working hours. Therefore, the demand for sports drinks is increasing rapidly, which is elevating the market significantly.

Germany's sports nutrition market is fragmented with the presence of several players. The prominent players include Glanbia PLC, Pepsico Inc., Clif Bar Company, nu3 GmbH, and Squeezy Sports Nutrition GmbH. Key players are focusing on product development and innovation to meet the consumer's needs by offering a variety of tastes and product quality to maintain premiumization. Some of the major players use mergers and acquisitions as their key strategy to sustain and secure a leading position in the industry. It will enable the companies to maintain dominance over other players.

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