Analysis of the consumer market for sports nutrition in the Oryol region

An analytical review of existing studies has shown that a significant number of athletes experience a deficiency of macro- and micronutrients. The most common deficiencies are vitamins D, C, B1, B2, folate, A, E, and minerals such as magnesium, calcium, and zinc. In recent years, the popularity of sports nutrition has been growing, which is associated with a growing interest in a healthy lifestyle and proper nutrition. The purpose of this study is to study the range of sports nutrition products and consumer preferences in the Oryol region. An analysis of the range of sports nutrition in stores in the city of Oryol showed that many stores have high rates of product range, but face a low coefficient of novelty and stability. This indicates the need to improve the range of new products and increase the stability of product offerings. A study of consumer preferences in the Oryol region shows that sports nutrition is mainly used to improve health (41%) and enhance immunity (38.5%). Most respondents do not attach much importance to the country of manufacture, preferring domestic brands only slightly more foreign. The most popular are vitamin and mineral complexes (43.6%) and proteins (41%), while meal replacements and pre-workout complexes are of less interest. When choosing products, the most important characteristics are taste, price, composition and reviews of other consumers. Brand and ease of use are of the least importance. More than 70% of respondents are ready to change the brand if there is a similar product with an improved composition. More than 50% trust the recommendations of other athletes, and 33.3% - the advice of a trainer or nutritionist. The presented data on the deficiency of vitamins and minerals, as well as the existing consumer demand, demonstrate the need to develop such types of sports nutrition as proteins, vitamin and mineral complexes, amino acids and thermogenetics.