PMR report: COVID-19 shaken up the sports nutrition market
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polski
Last year was a productive period for the market of nutritional products for athletes in Poland. The market is thought to have been worth PLN 325m (€76m) in 2019, according to PMR’s latest report, “Sports nutrition market in Poland 2020. Market analysis and development prospects”. The ongoing COVID-19 pandemic, and related restrictions in the form of gym and fitness club closures and other restrictions, will have a negative impact on the market, and the internet channel will be the only arena in which there will be an increase in value in 2020.
The year 2019 was, in general, a healthy period in economic terms, and this stimulated demand for nutrients among active people. At the same time, the group of those people who are potential buyers of such products expanded. PMR estimates suggest that the market of nutritional products for athletes in 2019 was worth PLN 325 m (€76m).
In 2020, because of the coronavirus pandemic, there were significant changes in consumer behaviour associated with sporting activities, along with a reduction in purchasing power in the wake of the economic crisis, and changes in shopping habits related to the choice of sales channel. In addition, many people have reined in their activities because of fear of infection, and there has been an increase in the number of people in quarantine and isolation, with the cancellation of many sports competitions, and temporary closure of gyms and swimming pools, following as a result.
Most severe COVID-19 lockdown affects felt by brick-and-mortar stores
These factors lead us to estimate that the market for active people will witness a 5% year-on-year reduction in sales value in 2020. Because of the scale of the restrictions introduced, the severely most affected channel will be brick-and-mortar stores, including specialist and sports establishments.
At the same time, the only channel for which there will be an increase in the value of sales in 2020 will be e-commerce (online stores and online platforms), and the proportion of market value accounted for by this will increase. This is, in part, because customers who have, in the past, bought nutrients at stationary stores or gyms have moved their purchases online. Equally, some have abandoned such products or have limited their purchases.
Methodological notes:
The value of the market presented in the PMR report is understood to represent the value of sales of products presented as nutrition for physically active people of varying legal status: e.g., dietary supplements or other foodstuffs, including products previously referred to as dietary foods for special nutritional purposes. Market value refers to retail sales via online channels (stores, online pharmacies and sales platforms) and physical establishments (specialist nutrition shops, sports establishments, stores in shopping centres, grocery stores and pharmacies).
