Theoretical research of the market potential of sports nutrition in the Republic of Belarus

The article describes the current trends in the development of the high-margin sports nutrition market in the Republic of Belarus. The parameters of its identification are substantiated, which allow to successfully substantiate the marketing target audience for the consumption of sports nutrition, taking into account the formulated key features of its origin and prospective development. The authors carried out investment and marketing diagnostics of the evolution of the formation of the potential of the sports nutrition market. They argued the key socio-economic structure features, its current and future state, including: institutional characteristics of sports nutrition manufacturers, consumer preferences of the target audience and trends in the further development of their industry.