Supermarkets are also selling more and more shakes and protein bars

• Julius Moorman

  economics editor

Until recently, avid athletes looking for specific sports nutrition and nutritional supplements often had to order their products online. But these products can increasingly also be found in supermarkets.

Supermarket chains such as Albert Heijn, Jumbo, Lidl and Dirk van den Broek have filled meters of shelves in their stores with protein-rich food. There are also sports supplements such as creatine and pre-workouts. In addition, supermarkets are developing their own private brands, such as AH protein bars, Jumbo protein shakes and Lidl creatine.

The market for sports nutrition and supplements has experienced strong growth. Companies in this sector, such as XXL Nutrition, Body & Fit and Muscle Meat, have seen their turnover increase significantly in recent years, mainly due to online sales.

And now supermarkets are also interested. Albert Heijn, Jumbo and Lidl started selling some dairy products that contain a lot of protein. That went so well that supermarkets are constantly expanding the range.

Jumbo now has its own private label that contains nine sports nutrition products. Lidl also jumped on the trend two weeks ago: the supermarket chain has its own line of shakes, bars, desserts, creatine and pre-workouts.

“As we added more sports products, there was more turnover. There seemed to be no limit,” says Richard Blok, who is responsible for the development of these new products at Lidl. “We have a kitchen in the office, where we test all products ourselves,” says Blok. “So I’ve had quite a few shakes now.”

According to retail expert Paul Moers, health is playing an increasingly important role in supermarkets. “Jumbo is stopping with kilo bangers, the supermarkets are switching to more plant-based products and are taking away cigarettes. So sports nutrition products certainly belong in the supermarket, where you go two to three times a week.”

These types of products often have high margins. “We have money to spare for health, especially when it has to do with sports. Just think of the expensive sports shoes and gym memberships that we buy. The fact that supermarkets are now also developing private labels shows that this category has matured.”

Experts do question the growing popularity. Many recreational athletes already get enough with a healthy and varied diet. “For example, you have protein-enriched peanut butter and oatmeal,” says sports nutritionist Josette van Toor. “But why is that necessary? There really isn’t much more to it. So it is important to read the labels carefully.”

She also warns about the risks of supplements with a high caffeine content, such as pre-workouts. “That can do something to your blood pressure and you can even suffer from heart problems,” says Van Toor.

Olivier Richters is also known as The Dutch Giant because of his imposing figure (2 meters 18 and 160 kilos). With his company Muscle Meat he sells complete sports meals.

Until recently, he only sold those meals online. “Eleven years ago, PostNL looked at me strangely when I asked if I could send food by post,” says Richters. “Now that’s very normal.”

His products have recently also become available in supermarkets. “We started a year ago with six Jumbo franchisees. It took quite a lot of convincing at the head office, but because of the great success we will have 700 branches from May.”

Because supermarkets are now also developing private labels, competition on the shelves is a lot greater. “I see it as something positive,” says Richters. “This way people can more easily try something out and become familiar with the different products.”

René van der Zel of to.”