China Sports Nutrition Market Size (2025-2030)

The China Sports Nutrition Market was valued at USD 5.65 billion in 2024 and is projected to reach a market size of USD 8.45 billion by the end of 2030. Over the forecast period of 2025-2030, the market is projected to grow at a CAGR of 8.38%.      

The China Sports Nutrition Market is set for lucrative growth, as health-consciousness amongst the public grows, an increased take-up of recreational and fitness sports becomes more common, and the rapid rise of urban youth and social media influence goes hand in hand. With the consumers gradually realising the benefits of using protein supplements, energy boosters, and functional recovery products, the scope of the market is wider than the traditional gym-goer. It would now include lifestyle users, a diverse group of amateur and even professional sports practitioners, and the elderly. With the speed of China's urbanisation and digitalisation, along with the boom of e-commerce, sports nutrition would be closer than ever before to the consumers. Trends, such as plant-based formulations, personalised nutrition, and functional drinks, would also shape the market environment, making China an important player in the world sports nutrition arena.

Key Market Insights:

Over 80% of sports nutrition products are sold online in China, with platforms like JD.com, Tmall, and Alibaba leading the charge. The online segment grew over 40% year-over-year, driven by influencer marketing, mobile fitness apps, and personalised product recommendations.

Consumers aged 18–35 make up more than 65% of total buyers. This age group is drawn to trendy formats like ready-to-drink (RTD) beverages, energy gels, and gummy supplements, fueling the growth of innovative delivery systems.

Functional sports foods and supplements that combine collagen, adaptogens, and vitamins are gaining rapid traction. The functional beverage segment alone is projected to grow at over 12% CAGR between 2024 and 2030.

China Sports Nutrition Market Drivers:

In China, the surge in health consciousness, particularly among younger generations, is significantly driving demand for sports nutrition products.

The major demand for sports nutrition products has been realised among the younger generations-celebrating a healthy trend in China. Apart from these factors, the Millennials and Gen-Z populace is embracing an active lifestyle because of various social media influences, celebrity fitness fans, and gym cultures in populous cities like Beijing, Shanghai, and Guangzhou. With the enthusiastic people attaching themselves to courses such as CrossFit, HIIT, marathon running, and yoga, it puts into perspective the large demand for protein powders, energy drinks, and recovery-support nutrition supplements. The "Healthy China 2030" blueprint has also stirred up the physical well-being and fitness from the government's side. With consumers now an informed lot regarding dietary supplements and personalised nutrition, there is wiser buying. The practicality of e-commerce models like JD.com and Tmall also gives way to many local and international sports nutrition brands. Mindset transition from reactive health management to proactive wellness-such an aspect will characterise the trend shaping this industry.

Traditionally targeted at athletes and bodybuilders, sports nutrition products in China are now gaining traction among a broader audience, including working professionals, students, and even older adults.

There are broadening markets for sports nutrition products in China, which now include even non-sporting working professionals, students, and the elderly among targeted consumers, which has been their focus since beginning with athletes and bodybuilders. It has spurred an accelerating market expansion. While many sports nutrition products are now marketed as general wellness products or fitness-style functional foods and beverages, others have found appeal, such as high-protein snacks and low-carbohydrate meal replacements, among busy office-goers who wish to achieve balanced diets. Other reasons for the increased use of dietary supplements were the emergent conditions dependent on lifestyle, such as obesity, diabetes, and fatigue, which led a population to weigh nutritional intervention as a preventive health strategy. Therefore, brands launched innovative, localised product lines designed to attract both regional tastes and cultural dietary habits. In combination-increased aggressive mass marketing plus their education campaigns open up previously untapped revenue streams and provide growth for sports nutrition in China.

China Sports Nutrition Market Restraints and Challenges:

One of the key challenges in the China Sports Nutrition Market is the complex regulatory environment coupled with ongoing concerns over product quality and safety.

The market of sports nutrition in China suffers from multiple challenges, which may include the confusing environment as far as the laws are concerned and the persistent issues regarding the safety and quality of products. For instance, the National Medical Products Administration (NMPA) is the agency that governs the regulation of nutritional supplements in China. Thus, navigating this complex regulatory landscape does not prove a very easy task for the local and international brands. The stringent requirements for product registrations, ingredient approvals, and labels are often time-consuming, thus slowing new products' launches. Also, since most previous instances were those of pilfered or deficient supplements, the general public is wary of bribing by unscrupulous marketers, especially when it comes to lesser-known or foreign brands. The lack of trust, thus, acts as a barrier to entry in the market, and this could also decrease overall sales growth. In addition, since there is no universal standard for functional claims on packaging, customers face added confusion when comparing the products. Brands must invest significantly in compliance with these laws by undergoing tests and being transparent with their marketing to get around these hurdles and gain validity in an increasingly health-focused but often sceptical Chinese market.

China Sports Nutrition Market Opportunities:

Ever-changing consumer preferences driven by urbanisation and increasing disposable income numbers have made the China Sports Nutrition Market the ideal place to be for opportunities. Personalisation in nutrition is perhaps the greatest opportunity for brands to personalise their supplements according to their consumers' individual fitness goals, body types, and dietary needs using AI, health tracking apps, and biometric data. With the development of the female fitness segment, the potential mostly remains untapped; women are gradually adopting strength training, marathons, and wellness routines, which create a demand for gender-specific products. Now, that can almost be found within Tier 2 and Tier 3 cities, where there is still a growing awareness of health that is going beyond the major metros. The integration of Traditional Chinese Medicine and sports nutrition in developing this segment is another unique opportunity, as consumers tend to look for modern science while also depending on traditional practices of health. Finally, with the growth of online distribution channels and social commerce (like livestreaming on platforms such as Douyin and Xiaohongshu), brands will be able to communicate directly with consumers while creating awareness and education, leading to higher conversions and loyalty.

CHINA SPORTS NUTRITION MARKET REPORT COVERAGE:

China Sports Nutrition Market Segmentation:

China Sports Nutrition Market Segmentation: By Product Type

• Protein Supplements
• Amino Acids & Derivatives
• Energy & Weight Management Products
• Recovery Products
• Meal Replacements

The preferences for various types of products in the sports nutrition market in China vary greatly. Protein supplements top the list, especially whey and plant proteins, as these are often sought after by gym-goers and sportspeople for muscle building and recovery. With even more advanced fitness users focusing on endurance and reducing muscle fatigue, amino acids and derivatives, such as BCAAs, glutamine, and creatine, are coming into vogue. Urban youth who are trying to cope with work-life stress and fitness are much enamoured by energy and weight management products, like fat-burners, energy bars, and pre-workout drinks. Recovery products- Electrolyte-infused drinks and protein recovery shakes- are getting boosted by enhancing awareness of post-workout care. Meal replacements high in protein and low in calories are in high demand by busy professionals and weight-conscious consumers alike due to their convenience and nutritional balance. Another factor driving growth across all of these segments is the innovation in products pertaining to taste, texture, and functional benefits.

China Sports Nutrition Market Segmentation: By Consumer Group

• Athletes & Bodybuilders
• Fitness Enthusiasts
• General Consumers
• Elderly Consumers

The sports nutrition market is not only for serious athletes; it is also for common people engaged in fitness exercises. The condition that identifies a performance-driven sports nutrition brand has been consigned over-the-counter for fitness enthusiasts who have a trend in regular workouts at gyms, yoga studios, or as weekend athletes in any endurance sport. They look for performance balanced with energy and body hydration, all of which lead to lean muscle development. More people buy supplements to improve their overall health, as most consumers consider a general category of increased health consciousness following the COVID-19 pandemic. Products relating to older consumers, on the other hand, are beginning to grow and concentrate on keeping muscle tone, joint health, and general vigour in the increasingly urbanised ageing populace. Thus, creating innovations from brands that present tailored, easily digestible formats, such as Buds, incite demand across age categories for widening demographics.

China Sports Nutrition Market Segmentation: Regional Analysis:

Regionally, Tier 1 cities, such as Shanghai, Beijing, Guangzhou, and Shenzhen, set the pace for consumption set by higher disposable income, gym culture, and exposure to global brands. These cosmopolitan cities are also forerunners in accepting premium and specialised sports nutrition products. Conversely, Tier 2 and Tier 3 cities come alive as emerging markets to a small but growing segment of the middle-class population, which is becoming increasingly aware of fitness and wellness. Modern gyms, health clubs, and e-commerce platforms would further pave the way for accessibility to sports nutrition in the emerging markets. Gradual developments are now transpiring into rural and semi-urban pockets as awareness is building through digital penetration and health campaigns, even when these are yet in the sub-cradle of development. This geographical widening provides an insight into various scaling opportunities, and more importantly, local and global brands would start focusing on regional marketing, language localisation, and production of an affordable line of products to serve divergent consumer needs across the breadth of China.

COVID-19 Impact Analysis on the China Sports Nutrition Market:

The COVID-19 pandemic did a dual transformation for the China Sports Nutrition Market. In the early days of lockdown, the market temporarily decreased due to the closure of gyms, fitness centres, and retail points, which blocked the usual sales lines. This decline, however, was only temporary, as consumers switched back to working out rather quickly from home and using virtual exercise courses, bringing a renewed focus on health and immunity. The pandemic served as a wake-up call and led many individuals to prioritise fitness and preventive wellness, which saw direct increases in demand for protein supplements, immune-supporting nutrition, and functional foods. E-commerce became the backbone of such platforms as JD Health and Tmall Global, where spikes in the sale of supplements were visible. Other brands, too, took advantage of this development by establishing platforms for home delivery, live streaming promotions, and products promising to boost immunity. In general, the impact of COVID-19 has been most keenly felt in the short term, but has indeed catalysed long-term growth and wider consumer acceptance of the sports nutrition segment throughout China.

Latest Trends/ Developments:

The background on China's sports nutrition is evolving at a rapid pace under the forces of various converging trends. Rise of the plant-based and alternative proteins: Consumers are more frequently opting for pea, soy, and rice proteins that are perceived as healthier and environmentally friendly alternatives to whey. Innovations in functional beverages: RTD shakes and electrolyte-infused waters with probiotics, vitamins, and natural sweeteners are becoming the beverages of choice for active consumers. Infusion of TCM with supplements: Increasingly, brands are marrying the world of sports nutrition with TCM ingredients, such as goji berries, ginseng, and astragalus, in order to appease cultural preferences and wellness seekers. Digital platforms for personalised nutrition: AI-driven apps and DNA-based analysis are providing tailored recommendations for supplements, which fit into personal fitness and health goals. Product development targeting women: The growing female fitness community is giving rise to supplement lines that specifically address women's needs concerning bone health, hormonal balance, and beauty. Penetration in lower-tier cities: Key growth areas are coming to light in Tier 2 and 3 cities, where rising disposable incomes and penetration of gyms promote uptake.

 Key Players:

1. Herbalife Nutrition Ltd.
2. Glanbia plc
3. Abbott Laboratories
4. MuscleTech
5. Myprotein
6. PepsiCo Inc.
7. Nestlé Health Science
8. Danone
9. By-Health Co., Ltd.
10. Fitness Labs
11. Amway Nutrilite
12. Scitec Nutrition