Sports Nutrition in Taiwan
Euromonitor International
October 2024
SPORTS NUTRITION IN TAIWAN Passport i
LIST OF CONTENTS AND TABLES
KEY DATA FINDINGS.................................................................................................................. 1
2024 DEVELOPMENTS ............................................................................................................... 1
Positive growth for sports nutrition, supported by growing health awareness and increasing
interest in exercise .................................................................................................................... 1
Gym attendance continues to recover post-pandemic .............................................................. 1
Mars inc maintains overall lead in intensely competitive landscape ......................................... 1
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Continued expansion for sports nutrition, in line with rising gym attendance ............................ 2
Protein products will diversify to meet the needs of different consumer segments ................... 2
Nutrition vending machines could help brands increase penetration ........................................ 2
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Sports Nutrition by Category: Value 2019-2024 ............................. 3
Table 2 Sales of Sports Nutrition by Category: % Value Growth 2019-2024 ............ 3
Table 3 NBO Company Shares of Sports Nutrition: % Value 2020-2024 .................. 3
Table 4 LBN Brand Shares of Sports Nutrition: % Value 2021-2024 ........................ 4
Table 5 Forecast Sales of Sports Nutrition by Category: Value 2024-2029 .............. 4
Table 6 Forecast Sales of Sports Nutrition by Category: % Value Growth
2024-2029 .................................................................................................... 4
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SPORTS NUTRITION IN TAIWAN Passport 1
SPORTS NUTRITION IN TAIWAN
KEY DATA FINDINGS
▪ Retail value sales grow by 4% in current terms in 2024 to TWD2.0 billion
▪ Sports protein products is the best performing category in 2024, with retail value sales
growing by 5% in current terms to TWD1.6 billion
▪ Mars Inc is the leading player in 2024, with a retail value share of 13%
▪ Retail sales are set to rise at a current value CAGR of 4% (2024 constant value CAGR of 3%)
over the forecast period to TWD2.4 billion
2024 DEVELOPMENTS
Positive growth for sports nutrition, supported by growing health
awareness and increasing interest in exercise
Sports nutrition in Taiwan is set to continue its positive trajectory in 2024, driven by increased
participation in fitness activities and heightened health awareness post-pandemic. As individuals
prioritise their wellbeing, there is a growing recognition of the benefits of sports nutrition
products, not only for athletes but also for casual fitness enthusiasts seeking improved
performance and recovery.
The rise of fitness devices, such as smartwatches and fitness trackers, is enhancing this trend
by enabling users to monitor their activity and nutrition, leading to more informed dietary
choices. Personal trainers are also increasingly integrating nutrition advice into their coaching,
helping clients understand the importance of proper fuelling and boosting consumer trust in
sports nutrition products.
At the same time, favourable market conditions are attracting new entrants and prompting
existing brands to invest in innovation and promotions. This competitive environment, combined
with evolving marketing strategies that leverage social media and influencer partnerships, is
creating a dynamic landscape that captures consumer attention.
Gym attendance continues to recover post-pandemic
The post-COVID recovery of gym attendance and workout routines is progressing positively,
though it requires time. Many individuals abandoned their gym habits during the pandemic,
which stunted the growth of the fitness and bodybuilding trends that had surged prior to this
event. This growth was fuelled by the influence of social media, where content about workout
products, reviews, and protein recipes went viral. However, enthusiasm waned as restrictions
and social distancing measures took hold, leading some trainers to pivot to other careers. With
borders reopening in 2022, consumer behaviours shifted towards activities like "revenge
outings," travel, and dining, diverting attention from fitness. With challenges remaining, such as
lingering flu waves, it will take time to rekindle consumer passion for fitness after such an
extended break.
Mars inc maintains overall lead in intensely competitive landscape
Mars, Inc. maintains its position as the leading company in sports nutrition, driven by the
success of its eponymous brand, which is tailored to Taiwanese preferences. The brand
features a variety of locally-sourced flavours and elements that resonate with Taiwanese
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SPORTS NUTRITION IN TAIWAN Passport 2
consumers, while its portable sachet packaging and combo options add convenience for users.
Also within the top five are Optimum Nutrition and Myprotein, both of which have established
strong word-of-mouth (WOM) presence and penetration within the workout community.
Optimum Nutrition is focused on expanding its distribution coverage, making it easy for
consumers to purchase products from various e-commerce platforms and Costco. Similarly,
Myprotein is readily available online and at Costco, and it is enhancing its own e-commerce,
customer relationship management (CRM), and subscription programmes by offering special
deals.
PROSPECTS AND OPPORTUNITIES
Continued expansion for sports nutrition, in line with rising gym
attendance
Sports nutrition in Taiwan is expected to perform strongly in the coming years, driven by a
growing number of individuals engaging in sports and fitness activities. Gym attendance
continues to rise annually, with leading chains like World Gym and Power Wind Health
expanding their locations. As gym-goers are the primary consumers of sports nutrition, this trend
bodes well for the category. The market is also set to remain dynamic in terms of new product
development. A key trend will be segmentation, as companies increasingly introduce products
tailored to specific demographics based on age, gender, exercise type, and fitness goals, such
as muscle building or endurance. Additionally, the launch of clean label products made from
sustainably sourced ingredients and eco-friendly packaging is anticipated across all
subcategories
Protein products will diversify to meet the needs of different consumer
segments
With a growing number of Taiwanese consumers adopting vegan and vegetarian diets for
health, environmental, and ethical reasons, leading manufacturers like Mars, Myprotein, Tryall,
and Optimum Nutrition are expanding their respective ranges with plant-based protein offerings.
In addition, popular brand The Vegan has effectively captured the interest of both the vegan
community and fitness enthusiasts by offering a wide range of high-quality plant-based
products. Known for its commitment to sustainability and health, The Vegan ‘s range of offerings
includes protein powders, snacks, and meal replacements that cater to various dietary needs.
As demand for plant-based products continues to rise, more brands are entering the market
with diverse positionings. For instance, companies like IMEI, KGCHECK, and Vilson are
expanding their offerings with whey protein products that prioritise taste, quality, and additive-
free formulations, emphasising health benefits over energy boosts or muscle building. This
strategy effectively attracts casual exercisers and female consumers alike.
Nutrition vending machines could help brands increase penetration
An increasing number of gyms are introducing vending machines that offer a variety of sports
nutrition products, including whey protein, snacks, and energy drinks. These machines provide
added convenience, making it easier for regular users to replenish their protein intake, while
lowering the entry barriers for occasional or new users.
Smart vending machines feature diverse options, including seasonal flavours, energy-
boosting products, low-fat formulations, and creatine, catering to personalised preferences.
Local company Jumkick is expanding its presence in private gyms and public sports centres,
recently launching its machines at the National Sports Training Centre.
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SPORTS NUTRITION IN TAIWAN Passport 3
Mars meanwhile, has introduced new products at Watsons, featuring protein formulas with
trendy ingredients like collagen, probiotics, fibre, and GABA. With increased distribution,
ongoing promotions and increased brand penetration, consumers will continue to learn about
the benefits of protein for sports performance, leading to significant growth in the market in the
coming years.
CATEGORY DATA
Table 1 Sales of Sports Nutrition by Category: Value 2019-2024
TWD million
2019 2020 2021 2022 2023 2024
Sports Nutrition 1,347.2 1,442.5 1,560.0 1,634.1 1,885.3 1,967.8
Sports Protein Products 1,075.4 1,160.0 1,272.4 1,328.1 1,562.1 1,634.1
- Protein/Energy Bars 85.2 113.1 155.4 159.3 171.0 181.7
- Sports Protein Powder 990.2 1,046.9 1,117.0 1,168.8 1,391.1 1,452.4
- Sports Protein RTD - - - - - -
Sports Non-Protein 271.8 282.5 287.6 306.0 323.2 333.7
Products
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2024 data is provisional and based on part-year estimates
Table 2 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
% current value growth
2023/24 2019-24 CAGR 2019/24 Total
Sports Nutrition 4.4 7.9 46.1
Sports Protein Products 4.6 8.7 51.9
- Protein/Energy Bars 6.3 16.4 113.2
- Sports Protein Powder 4.4 8.0 46.7
- Sports Protein RTD - - -
Sports Non-Protein Products 3.3 4.2 22.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: 2024 data is provisional and based on part-year estimates
Table 3 NBO Company Shares of Sports Nutrition: % Value 2020-2024
% retail value rsp
Company 2020 2021 2022 2023 2024
Mars Inc 9.8 12.7 15.3 12.9 13.2
PVL Fit Foods Ltd 14.0 13.4 12.6 10.9 10.3
Hut.com Ltd, The 7.5 9.8 11.0 10.3 9.9
Post Holdings Inc 8.2 8.1 7.9 6.8 6.5
Glanbia Plc 13.5 14.1 9.0 7.8 5.8
Herbalife Taiwan Inc 6.0 5.7 5.2 4.5 4.7
IA Nutrition Inc 4.4 4.3 4.3 3.7 3.4
King Car Otsuka Co Ltd 2.8 3.1 3.3 2.9 3.2
Ultimate Nutrition Inc 1.7 1.7 1.7 1.5 1.4
Abbott Laboratories - - - - -
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SPORTS NUTRITION IN TAIWAN Passport 4
Taiwan Ltd
Others 32.0 27.0 29.8 38.6 41.5
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 4 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
% retail value rsp
Brand (GBO) Company (NBO) 2021 2022 2023 2024
Mars Mars Inc 11.9 14.4 12.5 13.2
PVL PVL Fit Foods Ltd 12.7 12.2 10.5 10.0
Myprotein (Hut Group Hut.com Ltd, The 9.8 11.0 10.3 9.9
Ltd, The)
Dymatize (BellRing Post Holdings Inc 8.1 7.9 6.8 6.5
Brands Inc)
Optimum Nutrition Glanbia Plc 14.1 9.0 7.8 5.8
Herbalife Nutrition Herbalife Taiwan Inc 5.7 5.2 4.5 4.7
(Herbalife Nutrition
Ltd)
Inner Armour IA Nutrition Inc 4.3 4.3 3.7 3.4
Soy Joy (Otsuka King Car Otsuka Co Ltd 3.1 3.3 2.9 3.2
Holdings Co Ltd)
Ultimate Nutrition Ultimate Nutrition Inc 1.7 1.7 1.5 1.4
Mutant (Fit Foods Inc) PVL Fit Foods Ltd 0.7 0.4 0.4 0.3
BE-KIND Mars Inc 0.8 0.9 0.4 0.0
EAS (Abbott Abbott Laboratories - - - -
Laboratories Inc) Taiwan Ltd
Herbalife Nutrition Herbalife Taiwan Inc - - - -
(Herbalife Ltd)
Dymatize Post Holdings Inc - - - -
Others Others 27.0 29.8 38.6 41.5
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 5 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
TWD million
2024 2025 2026 2027 2028 2029
Sports Nutrition 1,967.8 2,020.4 2,072.6 2,122.6 2,176.6 2,241.8
Sports Protein Products 1,634.1 1,677.6 1,721.9 1,762.9 1,807.0 1,861.4
- Protein/Energy Bars 181.7 190.0 197.4 203.7 212.3 224.2
- Sports Protein Powder 1,452.4 1,487.6 1,524.5 1,559.2 1,594.7 1,637.2
- Sports Protein RTD - - - - - -
Sports Non-Protein 333.7 342.8 350.7 359.7 369.7 380.4
Products
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2024 data is provisional and based on part-year estimates
Table 6 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029
© Euromonitor International
SPORTS NUTRITION IN TAIWAN Passport 5
% constant value growth
2024/2025 2024-29 CAGR 2024/29 Total
Sports Nutrition 2.7 2.6 13.9
Sports Protein Products 2.7 2.6 13.9
- Protein/Energy Bars 4.6 4.3 23.4
- Sports Protein Powder 2.4 2.4 12.7
- Sports Protein RTD - - -
Sports Non-Protein Products 2.7 2.7 14.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: 2024 data is provisional and based on part-year estimates
© Euromonitor International
