What products are Australians consuming?
While pre-workout, mass-gainers, and amino acid supplements are consumed by Australians, protein-based products are the most commonly purchased nutritional product. Around two thirds of protein supplement consumers purchased it in powder form in 2019. Chocolate was the leading flavor of protein products in the country, followed by vanilla, strawberry, and banana. Brands commonly purchased by consumers included: Australian-owned Bulk Nutrients; Optimum Nutrition; Aussie Bodies and Musashi.
Fitness industry trends
Complementing the sports nutrition market, the fitness industry in the country looks set to continue growing. Health consciousness among Australians and the rise of budget 24/7 gyms seem to be a driver for this growth. Supporting this growth, the number of fitness instructors in the country has been increasing annually over the past decade.
In an increasingly digital world, fitness devices are currently one of the biggest trends in the industry globally. This is no different in Australia. The share of consumers using wearable health devices in the country has increased dramatically from 2014, reaching a penetration rate of almost 30 percent in 2018.