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SPORTS NUTRITION IN INDIA

Euromonitor International
June 2015

SPORTS NUTRITION IN INDIA

LIST OF CONTENTS AND TABLES


Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 1
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 2
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6

Sales of Sports Nutrition by Category: Value 2009-2014 ............................. 2


Sales of Sports Nutrition by Category: % Value Growth 2009-2014 ............ 2
NBO Company Shares of Sports Nutrition: % Value 2010-2014 .................. 2
LBN Brand Shares of Sports Nutrition: % Value 2011-2014 ........................ 3
Forecast Sales of Sports Nutrition by Category: Value 2014-2019 .............. 3
Forecast Sales of Sports Nutrition by Category: % Value Growth
2014-2019 .................................................................................................... 3

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SPORTS NUTRITION IN INDIA

SPORTS NUTRITION IN INDIA


HEADLINES
Sports nutrition grows by 19% in current value terms to reach Rs5 billion in 2014
Sports nutrition continues to have its primary consumer base amongst body builders
Powder continues to be the only type of sports nutrition in India
Neulife Nutrition Systems maintains its leadership with 46% value share in 2014
Sports nutrition is expected to grow by a value CAGR of 10% at constant 2014 prices over the
forecast period.

TRENDS
Sports nutrition in India continued to be present only in the form of sports protein powder in
2014. This was consumed by people who were heavily into body building and primarily
worked towards weight lifting. Due to this, the primary consumer base continued to be men,
as women in India were still not very open to the idea of body building. The consumption of
protein powder in India was advised mostly by personal trainers in gyms, as a result of which
it was viewed as one of the products which was consumed purely for weight lifters only.
2014s growth rate was higher than the average current value growth over the review period
at 17%. The increased growth rate in 2014 was due to consumers becoming extremely
conscious of their overall looks and health, which led them to work out more regularly and
vigorously. As more people started to go to the gym, more of them started to gain knowledge
about these products, and hence awareness started to increase, which helped growth during
2014.
The attitude towards sports nutrition in India continued to be the same, which meant that most
of the consumers viewed it as a product to be consumed when someone is trying to build their
body in an extremely muscular manner. Both men and women who did not want that sort of
physique continued to stay from these products.
The only sports nutrition available in India was protein powder which was the only product to
have a strong retail distribution network and was easily available. The concept of sports
nutrition continued to be associated only with serious workouts, which was not for weight loss,
but for muscle building.

COMPETITIVE LANDSCAPE
Neulife Nutrition Systems maintained its leadership position with 46% value share in 2014.
The company with its flagship brand Optimum Nutrition was one of the first brands to enter
India, and introduce the concept of whey protein to Indian body builders. As a result of which
the brand enjoyed strong brand recall value, and its continued high quality made it a favourite
amongst all consumers.
International companies continued to dominate sports nutrition in 2014. This was observed as
the product was introduced to the Indian masses by international companies, as a result of
which, international brands continued to have a stronger brand recall value and sense of trust
amongst consumers.

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PROSPECTS
Sports nutrition is expected to grow by a value CAGR of 10% at constant 2014 prices over the
forecast period. This will be driven by increasing consciousness amongst consumers
regarding both looks and health. This will continue into the forecast period, which will
encourage more consumers to start going to gyms and be introduced to the concept of protein
powder.
As sports nutrition continued to be viewed as something which is consumed only by weight
lifters, its consumer base was extremely limited in 2014. If manufacturers do not promote and
create awareness regarding powder, this will act detrimentally towards its true growth
potential.
Companies will start to expand into more retail channels in order to reach out to a bigger
consumer base over the forecast period. In addition, manufacturers will most likely start
promoting their brands through campaigns apart from those running in gyms, in order to reach
out to the non-gym going consumer base as well.

CATEGORY DATA
Table 1

Sales of Sports Nutrition by Category: Value 2009-2014

INR million

Protein Products
- Protein Bars
- Powder
- RTD
- Other Protein
Non-Protein Products
Sports Nutrition
Source:
Note:

Table 2

2009

2010

2011

2012

2013

2014

2,316.4
2,316.4
2,316.4

2,530.0
2,530.0
2,530.0

2,927.2
2,927.2
2,927.2

3,483.2
3,483.2
3,483.2

4,200.5
4,200.5
4,200.5

5,000.0
5,000.0
5,000.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
2014 data is provisional and based on part-year estimates.

Sales of Sports Nutrition by Category: % Value Growth 2009-2014

% current value growth

Protein Products
- Protein Bars
- Powder
- RTD
- Other Protein
Non-Protein Products
Sports Nutrition
Source:
Note:

Table 3

2013/14

2009-14 CAGR

2009/14 Total

19.0
19.0
19.0

16.6
16.6
16.6

115.9
115.9
115.9

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
2014 data is provisional and based on part-year estimates.

NBO Company Shares of Sports Nutrition: % Value 2010-2014

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SPORTS NUTRITION IN INDIA

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% retail value rsp


Company
Neulife Nutrition Systems
Plethico
Pharmaceuticals Ltd
Guardian Lifecare Pvt Ltd
Paradise Nutrition Inc
Others
Total
Source:

2010

2011

2012

2013

2014

44.2
36.6

45.4
21.3

45.8
20.9

46.2
20.2

46.1
20.0

14.2
5.0
100.0

13.8
3.5
16.0
100.0

13.4
4.2
15.7
100.0

12.9
4.7
16.0
100.0

12.8
5.0
16.1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

LBN Brand Shares of Sports Nutrition: % Value 2011-2014

% retail value rsp


Brand
Optimum Nutrition
Prolab
GNC Whey Protein
Ultimate Nutrition
MRI
Serious Mass
Coach's Formula

Company

2011

2012

2013

2014

Neulife Nutrition Systems


Plethico
Pharmaceuticals Ltd
Guardian Lifecare Pvt Ltd
Paradise Nutrition Inc
Plethico
Pharmaceuticals Ltd
Neulife Nutrition Systems
Plethico
Pharmaceuticals Ltd

42.2
15.3

42.7
14.9

43.2
14.2

43.3
14.0

13.8
3.5
3.2

13.4
4.2
3.2

12.9
4.7
3.2

12.8
5.0
3.2

3.2
2.8

3.1
2.8

2.9
2.8

2.8
2.8

16.0
100.0

15.7
100.0

16.0
100.0

16.1
100.0

Others
Total
Source:

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

Forecast Sales of Sports Nutrition by Category: Value 2014-2019

INR million

Protein Products
- Protein Bars
- Powder
- RTD
- Other Protein
Non-Protein Products
Sports Nutrition
Source:
Note:

2014

2015

2016

2017

2018

2019

5,000.0
5,000.0
5,000.0

5,550.0
5,550.0
5,550.0

6,127.2
6,127.2
6,127.2

6,746.0
6,746.0
6,746.0

7,400.5
7,400.5
7,400.5

8,081.3
8,081.3
8,081.3

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
2014 data is provisional and based on part-year estimates.

Table 6

Forecast Sales of Sports Nutrition by Category: % Value Growth 2014-2019

% constant value growth

Protein Products

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2014/2015

2014-19 CAGR

2014/19 TOTAL

9.2

10.1

61.6

SPORTS NUTRITION IN INDIA

- Protein Bars
- Powder
- RTD
- Other Protein
Non-Protein Products
Sports Nutrition
Source:
Note:

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9.2
9.2

10.1
10.1

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
2014 data is provisional and based on part-year estimates.

Euromonitor International

61.6
61.6