Sports nutrition is becoming mainstream: the category is claiming an increasingly large place in supermarkets. Pioneer XXL Nutrition sees this happening with approval, even though the protein hype is getting a little out of hand, according to founder René van der Zel.
Choices made
A few weeks ago, XXL Nutrition, the market leader in sports nutrition and supplements in the Benelux, proudly announced that its turnover will exceed 100 million euros this year, following substantial growth of 25 to 30%. The brand, which started online, now generates an increasing share of its sales through physical retail partners. The largest share still comes from the Netherlands, with Belgium accounting for 15 to 20% and Germany rapidly gaining ground.
