A compound growth rate of 40%! China's sports nutrition market has tremendous potential

In 2018, the overall size of China's sports nutrition market is 329 million us dollars. In the past five years, the compound annual growth rate of industrial retail sales was as high as 40%. In the next five years, in China this figure is expected to be around 24%, much higher than the figure in global sports nutrition industry (11%).

The main driving force behind the market growth comes from the continuous deepening of China's national fitness policy, and the rapid expansion of the sports and fitness groups, providing an inexhaustible source of energy for the market prosperity.

Sports nutrition market is changing from "specialization" to "popularization"

China's sports nutrition market has gradually realized the transformation from "specialization" to "popularization". When Chinese sports nutrition gradually moves to the public from competitive sports and other professional fields, enterprises will face more segmented user groups and market demands, which will pose unprecedented challenges to the products, R&D and marketing innovation.

The sports nutrition market in China has the following characteristics: 84% of sales revenue comes from online channels

Different from the U.K. and the U.S., the sales of sports nutrition products in China are mainly from online channels. According to Euromonitor, retail sale generated by e-commerce in China's sports nutrition market have grown at a compound annual rate of 57% over the past five years, much higher than that in developed countries. In China, 84% of sports nutrition food is purchased through the Internet, less than 30% is purchased through offline shopping malls and less than 20% is contributed by recommendations by gyms, fitness coaches or direct sellers.