2021, Volume 24, Paper 5
ISSN: 2209-6612

Value Chain Analysis of Protein Powder in the Chinese Sports Nutrition Market

Yue Chen – Postgraduate student, School of Agriculture and Food, University of Melbourne.


Sports nutrition is a growing market in China, and the market players are mainly foreign brands. Although the key ingredients used in both domestic and foreign brands are equal in quality, Chinese consumers prefer foreign brands. These foreign brands use special channels to sell their products to Chinese consumers at a high price compared to local manufacturers and they can also avoid the government’s monitoring and supervision. The overall performance of the Chinese sports nutrition market is analysed. A certification system is raised to solve the problem of inadequate market education on the understanding of sports nutrition, lack of knowledge of domestic quality and unregulated foreign brands.

Key words: value chain, dairy, sports nutrition, protein powder

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