Good year expected for Russian sports nutrition market

After the political and macroeconomic challenges in recent times, there was a little uncertainty regarding the sports nutrition market but CeSports has now quashed all rumours by predicting growth in the 2017-18 period.

Currently, the leading product within the market is powder and this can account for three-quarters of all protein sales for value. Up to 2018, protein powder sales are expected to increase by a whopping 40%. However, this isn't the biggest mover because a 73% growth is expected for the ready-to-drink protein products. Because this is a more convenient solution, it is becoming more popular in St Petersburg, Moscow, Ekaterinburg, and many other busy cities.

In terms of the channel for sales, individual stores are the most popular but we have also seen an increase in the amount of ‘pop-up’ stores in shopping malls. In the coming years, the wider distribution will be encouraged by the change of perception as we look from chemical products to naturally-sourced high-quality protein. Utkonos, a leading grocery store in Moscow, has recently introduced a range of protein products and this has been a big step for the company and for the industry. Furthermore, it should also be noted that 2015 welcomed many GPN-branded stores all across Russia. Found in shopping centres, GPN locations have become an appealing option for consumers.

Overall, the amount of export opportunities is constantly increasing which is great news for sports nutrition manufacturers. This being said, many experts believe the key to success will be the correct product and channel strategy.