Sports nutrition has become a significant category within the health and wellbeing industry. Pharmacy has seen a substantial demand for sports and nutrition products to cater for a growing demand from consumers. People are looking for a holistic approach to health, which includes striving to become fitter and to take the appropriate nutritional supplements. Pharmacies are in a unique position within retail, as they provide a trusted source for consumers who are looking to get fit and healthy. Consumers trust that a pharmacy will stock reputable sports nutritional products.
Is the category growing, declining or emerging?
Worldwide, the market is estimated at $22billion and is expected to grow to $37billion by 2027. Sports nutrition is the fastest growing consumer health category since the COVID-19 pandemic. Established consumers (consumers taking nutritional supplements for more than 12 months) have increased their spend on nutritional supplements over a 12-month period by 47% and the average spend per month in this category is ¤52.86.
Consumer Behaviours and Shopper Trends
It is essential for pharmacies to understand consumer behaviour to be able to benefit from this growing category. The average age of consumers in this category are aged between 18-35, mostly male but there is an increasing trend in women seeking benefits from sports nutrition products. Sports nutritional supplements offer many health benefits for active individuals such as muscle recovery, enhanced athletic performance and overall wellbeing. It is reported that one third of adults in Ireland are currently taking or considering taking performance nutrition products. This is a significant proportion of population that could potentially be sourcing these products from the pharmacy.
The most common products available in this category are protein products such as powder, bars and ready to drink servings. Shopper trends are showing that the most convenient options for a protein supplement are more popular.
It is not only serious athletes looking for sports nutritional supplements but also ‘active lifestyle consumers’ also. This has opened up this category for potential growth, as a greater variety of consumers are now looking for these products. The demand is also rising for nonprotein products to aid post workout recovery.
Technological Changes
Technological advances are reshaping the sports industry.
Many consumers are using wearable technology or mobile apps to track their fitness goals and eating habits. 31% of wearable technology users have stated that it has a ‘major influence on their activity. It is also reported that women are more likely to be motivated by targets, whilst men prefer to use the wearable technology to track their performance and progress.
Since the COVID-19 pandemic, many people are opting to exercise using online platforms. Social media influencers in the fitness industry, use social media to post short workout snippets for people to do at home with little or no exercise equipment needed. These strides in online fitness have made exercise more accessible for people who may not want to join a gym, attend fitness classes or struggle to fit exercise into their busy schedule.
Overall category value, price changes and major cost changes
The sports nutrition industry in Ireland is growing exponentially, giving pharmacies an opportunity to capitalise on this. The growth is driven by a greater emphasis on healthy lifestyles, increased exercise and social media influencers.
Prices in this category are increasing due to high inflation and a surge in raw material price for certain products. The sports nutrition industry seems to perform well with online sales. E-commerce sales for sports nutrition products are performing better than other categories such as OTC products and vitamins. This gives pharmacies an opportunity to grow this category in their own e-commerce site.
Innovations in the category, such as product improvements or extensions
More sports nutrition companies are developing plant-based products due to an increased demand due to increased veganism and environmental consciousness. There is also a demand for clean label products which are free from artificial additives or preservatives. Many brands are opting for more eco-friendly packaging including biodegradable or recyclable materials to reduce the environmental footprint. When sourcing products it is important to take these factors into consideration.
Risks to the Category
There are many risks to the category such as regulatory challenges, saturation in the market and any changes to the economy. Within the sports industry, there are lots of regulations for product labelling and health claims. Any changes could impact the products in this category. With an ever-growing market, this can then also lead to market saturation and increased competition with brands competing leading to reduced profit margins. If there are any negative changes to the economy, this category could be impacted as it would be considered as nonessential items.
Key influencers in the category
Social media influencers, fitness trainers and professional athletes are playing a considerable role in promoting sports nutrition. Many brands are using these influencers to promote their products on social media.
Sponsorships and collaborations are also another key factor that can influence consumers to buy specific products. Healthcare professionals such as pharmacists can recommend specific products personalised to each customer.
Strategies to improve revenue in the category
To improve revenue in this category, there are multiple strategies that can be implemented. Social media influencers are paving the way for growth in this industry and it is imperative that pharmacies use social media platforms to advertise the products that are trending. Market expansion within the category and knowing the target audience can also help to maximise sales. It is important to understand what health trends are shaping the industry and use that knowledge to grow this category. Brand awareness is also essential to help drive sales. Extensive training for new sports nutritional brands should help to sell and promote the products.
Benefits of Sports Nutrition within the Pharmacy
The sports and nutrition category is on an upward growth trajectory, which gives the pharmacy sector a huge opportunity to grow this category by increasing the choice of functional, sustainable and personalised products for the consumer.
It is essential to understand consumer behaviours and shopper trends to ensure the right products are being stocked within the pharmacy. Pharmacies need to stay attuned to any changes within the sports and nutrition industry to ensure they can effectively cater to the evolving needs of consumers within this category.
Social media and social media influencers are paving the way for marketing in this category. Understanding what products are trending online can then be used to increase social media engagement and to generate sales. This can therefore benefit the pharmacies growth and capitalise in this area. It is important to understand the audience and engagement on each of the businesses social media platforms as they can attract different age demographics. Whilst Instagram and Tik Tok attract a younger demographic, Facebook offers the best opportunity to reach a middle-aged audience. Two thirds of users on Facebook report that they visit a local business Facebook page at least once per week.
Consumers who are using sports nutritional products are also potential customers for other pharmacy-based products such as pain relief, first aid and vitamins. When buying these products within a pharmacy setting, the consumer is also benefiting from the knowledge of the pharmacy staff. Pharmacy staff can advise on how to treat any sports related injuries and can advise on pain relief, appropriate first aid and any recovery supplements. Health care professionals such as a pharmacist, are trusted sources of advice within the community and can guide consumers towards the right products.
Examples of Sports Nutritional Products within the pharmacy:
• Protein Powder
• Protein Balls
• Protein Gels
• Protein Ready to Drink
• Creatine products
Opportunities for Link Selling
• Electrolytes will help to replace electrolytes lost during exercise
• Magnesium products for post workout recovery
• Pain relief for any injuries
• First aid products such as strapping, kinesiology tape, strapping, freeze gels
• Glucosamine and MSM products can be taken for joint pain
• Digestive enzymes will help breakdown protein
• Iron supplementation will help to give energy
• L-Glutamine – Amino acid protein building blocks which are good for a busy lifestyle and to take alongside protein products
• Omega 3 products will help aching or stiff muscles and help to lubricate joints
• CoQ10 can be taken for energy
• L arginine is good for heart health
References
BordBiaPerformance Nutrition
Communications Hub
Euromonitor International
Sports IrelandIrish Sports Monitor Statista.com
Written by Laura Gilmartin, Pharmacist, North Road Pharmacy, North Sports
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