PROSPECTS AND OPPORTUNITIES
Robust outlook in a maturing category
Growth prospects for the sports nutrition category in Italy remains robust, but a slowdown is anticipated over the forecast period. Sports nutrition is showing inevitable signs of saturation, with the consumer base having expanded significantly in recent years as products are sought for general wellness.
Women present a key target audience due to diverse needs
The expansion and diversification of the consumer base, particularly among middle-aged people, women, and beginner/amateur athletes, could lead to more specialist targeting in the sports nutrition sector over the coming years. For middle-aged people, for example, products could be formulated to support muscle mass maintenance, joint health, and recovery, with functional ingredients such as highly digestible proteins, collagen, vitamins, and minerals targeted at bone and muscle well-being.
Limitations prevail given poor access to sports among some demographics and regions
The growth potential of sports nutrition in Italy is closely linked to future developments that enable better access to sport, which represents a limitation to future demand. Despite growing attention to healthy lifestyles and the wider uptake of sports, significant barriers to access persist among certain demographic groups and geographical areas.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Nutrition industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sports Nutrition in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sports Nutrition in Italy?
- Which are the leading brands in Sports Nutrition in Italy?
- How are products distributed in Sports Nutrition in Italy?
- How has the regulatory and operating environment for Sports Nutrition changed in Italy?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Sports Nutrition
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Sports Nutrition in Italy - Category analysis
KEY DATA FINDINGS
Strong growth momentum continues in sports nutrition
Enervit SpA extends lead in highly competitive landscape
E-commerce channel extends its lead in sports nutrition
Robust outlook in a maturing category
Women present a key target audience due to diverse needs
Limitations prevail given poor access to sports among some demographics and regions
Consumer Health in Italy - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Sports Nutrition
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
Sports Nutrition
These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sports Nutrition research and analysis database.
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