The Nordic Market for Sports Nutrition Products

A Market Analysis Using Norway as Case

image of The Nordic Market for Sports Nutrition Products

This report examines how the market has developed the last years, which sports nutrition products are offered the organisation of market participants, and analyzed how the market can be expected to develop in the future. The market has expanded in total sales, in product groups, products within each product group and in the number of suppliers. The increased availability makes the products more visible and can therefore attract user groups that have not traditionally been familiar with these products. The market has expanded reaching more consumer segments at the same times as sports nutrition products have become more specialised. For example one can find specialized products for different sports, and more products especially designed for women. Also the number of brands in the market has increased.



The development of the Norwegian market

As shown in the previous chapters; there have been many changes in the Norwegian market for sports nutrition products over the last years. Both the demand and the supply side have changed, leading to an increase in sales. There is also a wider range of products offered to more consumer segments, and there has been a big increase in marketing and publicity surrounding these products. In this chapter we attempt to dig deeper and analyse these changes by looking at wider societal trends. This analysis is partly based on the five interviews we have conducted with major actors in the Norwegian market for sports nutrition products. Therefore this chapter in many ways present the market as seen from the suppliers’ point of view. Towards the end of the chapter we present scenarios representing alternative future developments for the sports nutrition market.


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