Taiwan’s burgeoning fitness scene is making waves, driven by a burgeoning demand for sports nutrition products that cater to local tastes and needs. The rise of this niche market is closely linked to the island’s expanding personal fitness culture.
In January, the high-profile initial public offering (IPO) of Taiwanese gym chain World Gym underscored the rapid success of Taiwan’s fitness sector. Between 2013 and 2020, gym revenues in Taiwan surged more than fourfold. Globally, the health and fitness industry was valued at $78 billion in 2021, with forecasts suggesting a growth to $125 billion by 2030, according to Statista.
Yet, while the spotlight often shines on fitness facilities, the sports nutrition sector—which includes pre-, intra-, and post-exercise supplements—has been a significant contributor to this trend. Astute Analytica projects a remarkable revenue increase for the global sports nutrition market, expecting it to hit $23.8 billion by 2030 with a compound annual growth rate of 4.8% from 2022 to 2030.
The United States, known for its robust sports culture and advanced research capabilities, dominates the sports nutrition market. Major American brands such as Abbott, Cliff Bar, Coca-Cola, PepsiCo, and Quest Nutrition lead the industry. Despite this dominance, the Asia-Pacific region, which includes Taiwan, accounted for nearly 40% of sports nutrition revenue last year, according to Grand View Research.
Kuo Chia-hua, President of the Asia Nutrition Society for Sports and Health (ANSSH), notes that while general dietary supplements in Taiwan have grown at a steady rate of 4% annually over the past five years, sports nutrition supplements have seen a more substantial increase of 7% per year. He anticipates continued growth in Taiwan’s demand for sports nutrition products.
Taiwanese consumers of sports nutrition are described as sophisticated, health-conscious, and affluent. Fitness is not only a means of staying healthy but also a status symbol, with trends like CrossFit, MMA, and Pilates gaining traction. “Fitness is increasingly seen as a mark of success and sophistication,” observes Chiang Ying, Professor of the Sociology of Sports at Chihlee University of Technology. “In Taiwan, a fit lifestyle is a prestigious accomplishment.”
Market expert Matthew Ryan concurs, noting that fitness and health have become indicators of success within the Taiwanese business class. “Achieving a specific body type and engaging in fitness consumption are now associated with status and accomplishment,” he explains. This association has driven consumers to invest more in high-quality products.
In Taiwan, as in the U.S., protein supplements remain a major focus within the sports nutrition sector. However, both markets are witnessing a shift towards plant-based protein products, a trend that is expected to grow in the coming years.
Taiwanese dietary habits present unique challenges and opportunities for international sports nutrition brands. Jane Chao, Professor of Nutrition and Health Sciences at Taipei Medical University, points out that while Western diets typically include higher amounts of red meat, processed foods, and sugary beverages, East Asian diets are rich in fruits and vegetables. Taiwanese consumers, though increasingly adopting Western dietary patterns, retain distinct preferences that could impact market strategies for foreign brands.
Domestic startups have seized the opportunity to cater to these unique preferences. Spark Protein, a Taiwanese sports supplement brand established in 2018, exemplifies this trend. Co-founder Davie Yeh notes that Taiwanese consumers prioritize taste and serving size. Spark Protein’s products are designed to be less sweet and smaller in size compared to international standards, aligning with local preferences. For instance, the company offers 20-gram protein bites, which are more manageable for Taiwanese consumers compared to the standard 60-gram bars.
Taiwanese consumers also prefer to sample products before committing, making smaller sizes and trial opportunities crucial. Spark Protein introduces new flavors regularly and focuses on convenience, with protein-rich snacks like microwavable chicken breasts available in supermarkets and convenience stores.
The demand for convenience reflects broader trends, as convenience foods can counteract the appeal of fast food, which has contributed to rising obesity rates in Taiwan. According to the Health Promotion Administration, the percentage of overweight Taiwanese has risen significantly over the past decades, with the latest figures showing 45.4% of the population classified as overweight.
Chao emphasizes the importance of addressing these trends with effective exercise and nutrition strategies. “Both adults and children need to adopt healthier dietary patterns and increase physical activity to counteract the rise in obesity,” she stresses.
As Spark Protein continues to cater to both younger and middle-aged consumers, it recognizes the potential to target an older demographic through family-oriented marketing. “Middle-aged consumers, who have more disposable income, are increasingly engaging in fitness,” Yeh notes. “Advertising to their children can effectively reach this group and promote healthier choices.”
Taiwan’s sports nutrition market is poised for significant growth, fueled by local tastes and the increasing importance of fitness in personal and professional life.
