New Market Report: Sports Nutrition in Norway

The lifestyle trend "strong/fit is the new skinny" was more apparent than ever among women in 2013. This not only led to a bigger group of women using equipment to build muscles, but also changed the way women eat, drank and obviously consume sports nutrition. According to new numbers from Statistics Norway 2013, more women are now lifting free weights than men; about 41% of women and 38% of the men tried this at least once in 2012. Of those lifting weights more than 25 times a year, 31% of the women and 29% of the men answered yes, showing that women also do this more regularly. Other exercises such as Crossfit or Fitness-training are becoming more popular. Influential celebrities, blogs, media and picture sharing social media sites such as Instagram have influenced this trend showing that women can be sexy with muscles as well as men. This trend caught the eye of sports nutrition manufacturers and retailers, who often have customised women's products or have greater focus on women on their webpages.

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Competitive Landscape

The Swedish company Gymgrossisten led sports nutrition in 2013 closely followed by the Norwegian company Proteinfabrikken. With combined value share of 51%, they are the category drivers and big competitors. Both players are primarily internet retailers, where factors such as price, delivery time, taste, effects and customer service have a big impact on consumers' decisions. Due to the strong presence in social media, both have successfully marketed their relatively cheap products in an impressive way during the review period. A example is bedretrent.no which is a blog with articles related to training, diets and dietary supplements, which is owned by Proteinfabrikken.

Industry Prospects

Women's impact on sports nutrition will contribute to bigger volumes being sold. Customisation of different brands to women's and men's needs as well as the difference between endurance and pure muscle building. Higher price competition of products is also expected as well as more private label.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Nutrition industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports Nutrition industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Nutrition in Norway market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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