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Sports Nutrition in Austria

Austria sports nutrition market: Natural Power leads industry with 22% value share

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2014-04-18 15:51:02 - Sports Nutrition in Austria - a new market research report on

Natural Power led the Austria sports nutrition market in 2012, holding a 22% value share, generated with the help of its brands Natural Power, Maxim and Centella Asiatica Natufarma. The company benefits from its domestic image and its regional brands, leading both protein bars and protein powder.

Due to the general health and wellness trend, as well as due to higher health awareness amongst Austrians, the demand for healthier lifestyles is growing. Consumers are constantly looking for healthy and natural ways of managing their weight, and thus focus on healthy and balanced nutrition, but even more so on engaging in sports activities and exercising on a regular basis. The growing number of people who engaged in sport on a regular basis



or joined a gym on the back of the growing fitness trend had a positive impact on the consumption of sports nutrition products.

Sports nutrition is expected to be influenced by the growing demand for healthy lifestyles over the forecast period. As health awareness rises amongst Austrian consumers, and attitudes towards beauty and personal appearance further evolve, the number of people who regularly engage in sport and exercise is also expected to increase. This is predicted to positively influence sales of sports nutrition in the future.

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Mike King
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