New Market Research Report: Sports Nutrition in Ireland

From: Fast Market Research, Inc.
Published: Tue Aug 04 2015

In Ireland, the products categorised under sports nutrition have long been considered the exclusive domain of bodybuilders and professional athletes. However, in recent years, the category has made significant strides in terms of broadening its appeal to a wider consumer base. While dubious products and outlandish claims remain an unfortunate reality in the category, more measured and muted product presentation and new product development in order to offer superior convenience have combined with wider availability as the distribution of these products expands it from gymnasiums and online retailers into the high street. These trends have helped to expand the category’s convenience and consumer appeal. GlaxoSmithKline (Ireland) Ltd has grasped this revised positioning with both hands, overall in its Maximuscle brand, streamlining the Maximuscle range to be more concise and targeted and shifting its positioning away from muscle building towards a more generalised sports nutrition positioning, dropping the Maximuscle name altogether in favour of MaxiNutrition.

Full Report Details at

Competitive Landscape

GlaxoSmithKline (Ireland) Ltd remained the leading player in sports nutrition 2014 with a 25% value share. The company’s MaxiNutrition brand has been rebranded and revitalised since its takeover of Maximuscle Ltd. Packaging has been modernised and updated, while the range itself has been pared back and realigned to appeal to a wider consumer base. With intense competition surrounding products positioned towards serious body builders, the company sought to maximise mass market potential, making the products more attractive and appealing to those engaging with products on a more casual and specialised basis.

Industry Prospects

Sports nutrition is expected to increase in value at a CAGR 9% in constant 2014 terms over the forecast period as many of the products in the category continue to generate wider mass appeal. Increased consumer awareness of products and the growing acceptance of them as a tool to help people achieve improved fitness results among the wider general public with less focus on the specialist body building community is likely to drive the performance of the category during the forecast period. The wider availability of sports nutrition products is also likely to widen the appeal of the category, with products historically available through gymnasiums, internet retailing and health food stores increasingly available in grocery retailers channels, including discounters. The retail distribution of sports nutrition products is likely to continue to diversifying, during the forecast period with greater high street visibility deriving from the more prominent positioning of these products on the shelves of chemists/pharmacies and grocery retailers channels such as supermarkets.

Report Overview

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