Market Size and Growth Rate

The global sports nutrition market size was valued at USD 55.90 billion in 2024. The market is projected to grow from USD 59.13 billion in 2025 to USD 96.54 billion by 2032, exhibiting a CAGR of 7.25% during the forecast period. Asia Pacific dominated the sports nutrition market with a market share of 38.12% in 2024.

The global sports nutrition market is undergoing a major transformation, driven by growing health awareness, rising fitness culture, and the increasing popularity of protein-rich diets. Once focused primarily on professional athletes, the sports nutrition space now serves a broad audience — from gym-goers and weekend warriors to aging populations and wellness-focused consumers. As of 2025, the market is experiencing accelerated growth due to the convergence of lifestyle trends, e-commerce expansion, and scientific innovation.

Key Players in the Sports Nutrition Industry

Some leading companies in this space include:

• Glanbia, Plc (Ireland)
• MusclePharm  (U.S.)
• Clif Bar & Company (U.S.)
• PepsiCo, Inc. (U.S.)
• The Coca-Cola Company (U.S.)
• Nestle SA (Switzerland)
• Optimum Nutrition (U.K.)
• Abbott Laboratories (U.S.)
• MYPROTEIN (U.K.)
• Quest Nutrition LLC (U.S.)

These companies are consistently investing in R&D, product line expansion, and strategic partnerships to strengthen their global reach.

What is Sports Nutrition?

Sports nutrition refers to a category of products designed to improve athletic performance, recovery, and general physical wellness. It includes protein powders, energy bars, hydration drinks, amino acids, creatine supplements, and recovery-focused products. These products are engineered to support muscle development, fat loss, endurance, and post-exercise recovery.

Source: https://www.fortunebusinessinsights.com/sports-nutrition-market-111359

Key Market Drivers

1. Mainstream Fitness and Wellness Boom

With fitness influencers dominating social media and gym memberships increasing, fitness has evolved into a lifestyle. Consumers are prioritizing performance enhancement and recovery, pushing demand for convenient and effective nutritional solutions.

2. E-commerce and Digital Marketing

The rise of online platforms like Amazon, Bodybuilding.com, and DTC (direct-to-consumer) brands has reshaped how consumers access sports nutrition. Personalized recommendations, subscription models, and influencer marketing have made these products more discoverable and appealing.

3. Clean Label and Plant-Based Shift

There is a growing demand for vegan, non-GMO, gluten-free, and organic sports nutrition products. Brands such as Orgain, Vega, and Garden of Life have successfully tapped into this space by offering plant-based protein powders and bars with minimal ingredients.

4. Scientific Advancements

Improved research on the bioavailability and efficacy of nutrients is leading to more effective formulations. Ingredients like BCAAs (branched-chain amino acids), creatine monohydrate, beta-alanine, and collagen peptides are increasingly being studied and adopted in mainstream products.

Regional Insights

• North America remains the largest market due to a strong fitness culture, advanced retail channels, and high disposable incomes.
• Asia-Pacific is the fastest-growing region, especially in countries like India, China, and Japan, where a younger population and increasing health awareness are driving product adoption.
• Europe is focusing on regulatory compliance and clean-label demand, particularly in markets like Germany, UK, and France.

Current Trends Shaping the Market

1. Personalized Nutrition: AI and DNA-based nutrition platforms are offering tailored supplement solutions.
2. On-the-Go Formats: Ready-to-drink (RTD) shakes and snackable protein bars are replacing bulky tubs and powders.
3. Collagen and Gut-Health Supplements: Rising among both fitness and beauty-conscious consumers.
4. Sports Nutrition for Women: Products targeting hormonal balance, iron levels, and weight management are seeing growth.

Challenges in the Market

Despite positive trends, the market faces certain challenges:

• Regulatory Hurdles: Differences in rules across regions regarding supplement safety, marketing claims, and labeling.
• Misinformation and Overclaims: Some brands have faced criticism or legal issues due to exaggerated performance claims.
• Price Sensitivity: Premium products often come at a high cost, limiting access in price-sensitive markets.

Future Outlook

The sports nutrition industry is expected to integrate more functional ingredients, biohacking products, and AI-based personalization. As consumers become more educated and demanding, brands that prioritize transparency, innovation, and inclusivity will be best positioned to thrive. Sustainability — both in packaging and ingredient sourcing — will also become a major differentiator in the coming years.

KEY INDUSTRY DEVELOPMENTS

• October 2024: Sportswear brand Reebok partnered with Generation Joy and announced its plans to launch sports nutrition and supplement products in the U.S. and Canadian markets. The product line includes protein and collagen, vitamins, pre- and post-workout supplements, and hydration supplements.
• October 2024: Keurig Dr Pepper acquired sports nutrition brand GHOST for USD 990 million. In the initial investment, the company acquired a 60% stake in GHOST, and the remaining 40% will be acquired in 2028.