Gyms provide main distribution channel
According to trade sources, the number of gyms and fitness centres being opened in Morocco continued to increase due to rising health and appearance awareness amongst male consumers. Chained gyms and fitness centres such as Lady Fitness and Fast Moving, along with a growing number of independent gyms and fitness centres continued to open branches in many first and second tier cities in Morocco in 2013. Given the fact that gyms and fitness centres are the main distribution channel for sports nutrition products, their rapid development helped to boost category sales in 2013.
Weider Global Nutrition LLC remained the indisputable leader of sports nutrition as it consolidated its dominion with a 37% value share in 2013. The company is popular with its well-established brands Super Mega Mass 2000 and Weider Crash Weight Gain. These two brands enjoy extensive distribution either through the internet or in major chained fitness centres.
The category will continue to grow, recording a value CAGR of 5% at constant 2013 prices over the forecast period. The prices of the products will remain stable, at MAD380 in unit price. Non-protein products will remain strongest on the market.