Nutritional Outlook

Nutritional Outlook, April 2018

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NUTRITIONAL OUTLOOK ■ 13 APRIL 2018 sports nutrition in general among women in Japan. T is movement is also supported by social media inf uencers who promote their exercise routines on social platforms. And as Tokyo gets ready to host the 2020 Olympic Games, more Japanese consumers are devel- oping an interest in dif erent sports activi- ties, which will also support further sports nutrition growth. In China, the second largest sports nutri- tion market in Asia Pacif c after Japan, value sales reached $206 million in 2017. In this market, demand is supported by the Chi- nese government which, in 2016, launched the National Fitness Program, encouraging consumers to participate in sports activities. Additionally, leading sports nutrition f rms continue to educate and captivate a broader range of consumers beyond professional athletes, with companies also targeting— through strong social media marketing cam- paigns and at gyms—consumers who engage in recreational running, climbing, hiking, and ball sports. Even though Japan was the top regional sports nutrition market in 2017, China is projected to surpass Japan's sports nutrition sales and become the number one sports nutrition market in Asia by the end of 2018. Besides the drivers mentioned above, other factors pushing a rising China sports nutri- tion forecast include the growth of the mid- dle class and an increase in particular in the number of Chinese women developing an interest in f tness. Finally, cross-border e-commerce has generally benef tted the vitamin and dietary supplements space. Many Chinese consum- ers have been found to be more trusting of vitamin and dietary supplement brands that come from developed markets, favor- ing labels like "Product of the U.S.A." and "Product of Australia." T is type of cross- border e-commerce is projected to develop further in the sports nutrition sector as well. E-commerce is also enabling this trend as distributors make it easier for sports nutri- tion consumers to access foreign products online by providing simple (and af ordable) international shipping prices. Furthermore, Tmall, the main Chinese online retailer op- erated by Alibaba, continues to expand its cross-border e-commerce platform, enabling international brands to sell online directly to Chinese consumers. While the core of sports nutrition value sales will continue to be in the U.S., Asia Pa- cif c, specif cally China and Japan, shows the most optimistic future scenario for sports nutrition growth. Fitness trends, social me- dia campaigns, and government ef orts will be key drivers of the industries there, and companies should look to take advantage of both the broader consumer base for sports nutrition and rising demand via cross-border e-commerce in China, especially targeting fe- male consumers with rising incomes. *All prices listed in USD 0% 2% 4% 6% 8% 10% 12% 0 2,000 4,000 6,000 8,000 10,000 CAGR USD million RSP (at constant 2017 prices) Sports Nutrition Value Sales by Region 2007 2012 2017 CAGR 2017-2022 SOURCE: EUROMONITOR INTERNATIONAL Factors pushing a rising China sports nutrition forecast include growth of the middle class and an increase in Chinese women developing an interest in f tness. Carolina Ordonez is a senior consumer health analyst at Euromonitor Interna- tional. She brings several years of work experience as a researcher, consultant, and speaker, having helped f rms with strategy planning and business expansion throughout the Americas. In her current role, she provides insights on the latest trends in consumer health, including over- the-counter drugs (OTC), vitamins, dietary supplements, sports nutrition, and weight- management and wellbeing products. Ordonez also provides global expertise on wellness trends and the impact that digital consumer health is having on the indus- try and on the consumer experience. She holds a Master's degree in International Management from University of Exeter in the UK.

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