Allen Nutrition Market Analysis

Colombia Market Analysis - Sports Supplements and Trends

Situation

Allen Nutrition, a sports supplement brand under Allen Pharma (Colombia pharmaceutical company), required a comprehensive analysis of the Colombian market to understand consumer behaviors, fitness trends, and competitive dynamics. The goal was to identify growth opportunities in this rapidly expanding sector and align products with market needs.

Task

  • Analyze demographic and geographic consumer data to define the target audience.

  • Map fitness trends and identify growth areas in the sports nutrition sector.

  • Evaluate product demand and competitive positioning to uncover market gaps.

Action

1. Landscape Analysis

  • Gathered market data from reliable sources such as Euromonitor International, El País, and Expert Market Research to evaluate market size and growth trends.

  • Examined sports nutrition trends, focusing on demand for protein powders, energy bars, and collagen peptides.

  • Conducted a 2,000-person questionnaire study across 7 major cities in Colombia (Bogotá, Medellín, Cali, Barranquilla, Bucaramanga, Cartagena, and Manizales) to gain detailed insights into consumer behavior and preferences.

    Participants were exclusively active members of sports or gym communities, ensuring relevance to the sports supplement market.

2. Consumer Demographics Research

  • Studied age, gender, income levels, and geographic distribution to understand consumer behaviors.

  • Focused on urban centers like Bogotá, Medellín, Cali, and Barranquilla due to high consumer activity.

3. Fitness Trends Exploration

  • Identified popular fitness activities.

  • Investigated emerging sports.

4. Competitive Landscape Evaluation

  • Benchmarked local and international competitors, analyzing product offerings, certifications, and pricing strategies.

  • Assessed the regulatory environment to ensure product compliance with health standards.

RESULTS

The analysis provided key insights into the Colombian sports nutrition market:


1. Market Growth

  • The market is projected to grow 33% between 2022 and 2024, driven by demand for whey proteins, collagen peptides, and pre-workouts.

2. Consumer Profiles

  • Primary Audience:

    • Men aged 20–40 account for 60% of demand, primarily for performance-oriented products.

    • Women aged 25–35 contribute 30%, particularly for wellness-focused products.

  • Geographic Focus: Urban centers such as Bogotá, Medellín, Cali, and Barranquilla represent 75% of total demand, with consumers in medium-to-high income brackets driving purchasing behavior.

3. Fitness Trends

  • Dominant Activities: Calisthenics (85%), functional training (75%), and HIIT (70%) lead fitness participation.

  • Emerging Sports: Padel (65%) has seen rapid growth in Bogotá and Medellín, creating opportunities for niche product offerings.

4. Product Demand

  • Top Products: Whey proteins (90%), collagen peptides (75%), and pre-workouts (65%) dominate consumer preferences.

  • Influences from nutritionists and fitness influencers drive purchasing decisions, particularly on platforms like YouTube (50%) and TikTok (30%).

  • Colombians prefer National Brands or South American, over USA or European sport supplement brands.

5. Competitive Positioning

  • Allen Nutrition’s strengths include affordability and certifications, but opportunities exist in improving online presence and product differentiation.