Market Report, "Sports Nutrition in Denmark", published

From: Fast Market Research, Inc.
Published: Wed Jun 18 2014

A healthy lifestyle including regular sports activities is becoming increasingly common in Denmark. This trend underpins sales of sports nutrition, which witnessed stable growth over the review period. While the category is thus developing positively, it is clear that there is massive potential for further growth if the consumer base for sports nutrition could be expanded from the most ambitious amateur athletes to encompass a larger part of all the average joggers and fitness practitioners. Manufacturers in sports nutrition are actively aiming at such an increase in penetration by widening distribution to include mainstream channels such as supermarkets and convenience stores. Product development is pointing in the same direction as products are increasingly positioned not just as performance boosters and muscle builders for serious athletes, but simply as healthy snacks for everyday consumption by health-oriented Danes.

Full Report Details at

Competitive Landscape

Axellus led sales of sports nutrition with a value share of 30% in 2013, due to its Maxim brand which includes products such as protein powder, protein bars, energy gel protein drink and bar and creatine. Maxim benefits from broad distribution channels to fitness centres, hypermarkets, supermarkets, convenience stores and drugstores/parapharmacies. Through this broad distribution, the Maxim brand is given more exposure to a greater number of consumers.

Industry Prospects

Sports nutrition is set to increase by a value CAGR of 1% in constant 2013 prices over the forecast period, a performance, which is similar to the review period CAGR. This reflects how health trends and the increasing popularity of sport, especially running and fitness, will continue stimulating sales at the same time as the penetration of sports nutrition in segments beyond the most serious amateur athletes will slowly increase.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Nutrition industry in Denmark 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 Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Nutrition in Denmark market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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