Dutch consumers are increasingly interested in leading healthy lifestyles consisting of healthier diets and more physical activity. As interest in living healthier increases, more consumers are becoming engaged in endurance sports such as cycling and running. Sports events such as The Color Run, The Electric Run and The Mud Run are contributing to the popularity of running and jogging, while the Tour de France remains one of the most important sporting events fuelling the popularity of cycling in the country.
EAS Inc remained the leading player in sports nutrition in value terms in 2015. The company is part of Abbott Laboratories Inc and is present in sports protein products and sports non-protein products. EAS Inc has stated that it sells science-based sports nutrition and performance products. The product range of EAS is quite diverse, with products offered for the occasional fitness enthusiast as well as products for professional sportspeople. EAS Inc was the first sports nutrition company to receive a 100% certification for banned substance testing on its products and the wide variety of products offered by the company and the scientific basis of its products have led consumers to place their trust in EAS Inc, resulting in a high value share for the company.
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It is expected that value growth in sports nutrition will slow down over the forecast period in comparison with the review period. The maturity of the category will most likely stabilise growth rates and lead to value growth slowing down. Demand for sports nutrition is set to come mainly from new users who are becoming more engaged in sports as part of a healthier lifestyle. Sports protein bars and sports protein RTD are most likely to benefit from the emergence of this new consumer base as these products are sold in small quantities and are convenient to use on an occasional basis.
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The Sports Nutrition in Netherlands market research report includes:
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