Sports Nutrition Market Research Report – Segmented By Product Type (Protein Powder, Sports Drinks, Sports Supplements, Energy Bars, and Others), By End User (Athletes, Lifestyle Users, Bodybuilders, and Others), By Distribution Channel (Supermarkets and Hypermarkets, Drugs and Specialty Stores, Fitness Centers, Online Channels, and Others), and Region - Size, Share, Growth Analysis | Forecast (2023 – 2030)


The Global Sports Nutrition Market was valued at USD 41 Billion in 2022 and is projected to reach a market size of USD 77.02 Billion by the end of 2030. Over the forecast period of 2023-2030, the market is projected to grow at a CAGR of 8.02%.


Industry Overview: 

Sports nutrition includes the consumption of nutrient-dense foods. Sports nutrition goods include sports drinks, nutritional supplements, protein powders, and protein bars. Athletes and active people use these goods in conjunction with a structured program to attain various fitness goals, such as increasing lean mass and improving body composition. These items also try to mitigate the negative effects of physical exhaustion, injury, and delayed recovery on an athlete's performance. Maximum performance necessitates proper nutrition and diet. The use of sports nutrition products is fast expanding among fitness enthusiasts and active lifestyle customers. These items are being used by consumers to help them boost energy and muscle mass while also aiding in weight loss. Lifestyle disorders like obesity are becoming more prevalent which is likely to increase the consumption of sports nutrition products. According to a study published in the New England Journal of Medicine obesity is likely to affect around half of the US population by 2030. Eurostat estimates that 52.7% of European Union citizens are overweight. If the obesity rate rises, so will the demand for sports nutrition solutions for weight loss. Furthermore, the market is anticipated to be driven by the availability of a variety of formulations, including ready-to-drink, bars, gels, and powders. Manufacturers are improving the nutritional value of their products by adding new flavors and useful components. Natural additives, low sugar content, and caffeine are being added to ready-to-drink goods. To increase product adoption and drive sales, manufacturers and retailers in the market engage in new product development, collaborations, and partnerships.

COVID-19 pandemic impact on Sports Nutrition Market

Sports supplement sales dropped during the COVID-19 epidemic as consumers preferred purchasing essential commodities. Between 2019 and 2020, the worldwide sports nutrition market shrank by 33.5%. Furthermore, sales of sports nutrition items were significantly impacted by the temporary closure of gyms, health clubs, sports institutes, and fitness centers. The outbreak disrupted the athletic calendar and impacted most important sports events in 2020, which in turn impaired large-scale sales of sports nutrition products at such events. The Tokyo Olympics and Paralympics, as well as the UEFA Football event, are among the main international sporting events that have been postponed owing to the epidemic. As a result, events enhance the usage of sports nutrition products while also providing a promotional forum. The online sales of sports nutrition products increased in 2020 as more customers turned to e-commerce for purchasing. Rising awareness of a healthy lifestyle is likely to fuel demand for sports nutrition products. Consumers have become hyper-aware of the food they consume since the COVID-19 outbreak. Key manufacturers are increasing the production of organic and natural sports nutrition beverages and protein powder in response to this trend's potential for expansion.


Rising consumer engagement in fitness clubs, as well as an increase in the number of health clubs, are propelling the sports nutrition market forward

Sports nutrition products are becoming increasingly popular, particularly among athletes and anyone who engages in strenuous physical activity. The need for sports nutrition products has been accelerated by the growing number of health clubs, gyms, and fitness centers. Increased engagement in sports,  increasing emphasis on remaining healthy, the trend for maintaining a fit physique, and rising urbanization are some factors predicted to drive the sector. The rising incidence of numerous ailments has increased consumer awareness of healthy eating and lifestyle. The prevalence of chronic diseases and lifestyle disorders can be minimized by eating a protein-rich diet regularly.

The high demand for flavored healthy drinks is driving sales in the sports nutrition market

With the increase in consumer desire for ready-made products, manufacturers have begun to produce more flavored sports nutrition food items. According to FMI, approximately 60% of consumers prefer flavored sports nutrition products to normal protein powders as they save time, taste better, and are healthier. Furthermore, to compete in the industry, market competitors are developing tastier items. Energy bars and ready-to-drink (RTD) sports beverages are now available in a variety of flavors, including chocolate, vanilla, and others, giving normal chocolate bars and soft drinks a run for their money. These flavorful healthy drinks are preferred by urban customers over energy drinks with artificial preservatives. Flavored RTD sports nutrition beverages are in higher demand owing to customers' hectic lifestyles. Sports beverages, which include electrolytes and additional nutrients, not only relieve fatigue but also help people with hypoglycemia.


The market for sports nutrition is predicted to grow slowly owing to a negative reputation among consumers regarding adulterated products

The negative image of adulterated products that are produced by using banned ingredients including prohormones, anabolic steroids, and stimulants is likely to restrict the adoption of sports nutrition. This, in turn, can hamper the market growth during the forecast period. Companies have also been prosecuted by the FDA for marketing supplements laced with steroids or steroid precursors. The federal government, through the FDA and the FTC, can remove contaminated products from the market and the dietary supplement business of corporations who put adulterated products and false health claims on the market.

The lack of knowledge among people about the benefits of using sports nutritional products could be a barrier for the major companies in the sports nutrition industry

Many athletes do not follow proper nutritional guidelines to improve their athletic performance. Poor nutrition knowledge, poor practical skills in meal selection and preparation, dietary extremism, and limited access to food with the hectic lifestyle and frequent travel are all factors that can limit the adoption of sports nutrition. Nutritional education must be practical, including eating strategies as well as crucial food and fluid choices to aid in achieving sound nutrition goals.




Market Size Available

2022 - 2030

Base Year


Forecast Period

2023 - 2030



Segments Covered

By Product type, End User, Distribution Channel, Formulation,  and Region

Various Analyses Covered

Global, Regional & Country Level Analysis, Segment-Level Analysis, DROC, PESTLE Analysis, Porter’s Five Forces Analysis, Competitive Landscape, Analyst Overview on Investment Opportunities

Regional Scope

North America, Europe, APAC, Latin America, Middle East & Africa

Key Companies Profiled

Iovate Health Sciences, Post Holdings, Quest Nutrition, PepsiCo, Glanbia PLC, The Coca-Cola Company, Cliff Bar, The Bountiful Company, The Coca-Cola Company, MusclePharm, BA Sports Nutrition, and Cardiff Sports Nutrition

Sports Nutrition Market – By Product Type

  • Protein Powder

  • Sports Drinks

  • Sports Supplements

  • Energy Bars

  • Others

Based on Product Type, the Sports Nutrition Market is categorized into Protein Powder, Sports Drinks, Sports Supplements, Energy Bars, and Others. The Sports Supplements segment accounted for a substantial revenue share of over 50.0% in 2021. The increased consumption of protein supplements such as whey protein and the availability of diverse plant proteins such as soy, spirulina, hemp, rice, pumpkin seed, and pea, are driving the growth of sports supplements.

Protein powder has a sizable market share owing to its widespread use in sports nutrition products, followed by sports drinks, which are the most well-known form of sports nutritional goods on the market. Furthermore, the market is anticipated to rise as sportsmen and gym-goers consume more proteins for muscle building. Protein Powder segment growth is likely to be aided by the availability of a wide range of protein supplements at Amazon, Walmart, and Vitamin Shoppe.

The Energy Bars segment is likely to be driven by the rising demand for healthy snacking for weight loss owing to the rising prevalence of obesity. Energy bars are becoming more popular as on-the-go snacks. Also, businesses are investing in innovating sports foods, such as gels. Consumers are increasingly interested in products such as energy bars and sports nutrition that come in a variety of flavors such as fruit, chocolate, vanilla, and others. Key players are releasing new combinations of flavored drinks to entice the audience, such as chocolate-vanilla sports nutrition drinks and energy bars.

Sports Nutrition Market – By End User

  • Athletes

  • Lifestyle Users

  • Bodybuilders

  • Others

Based on End-User, the Sports Nutrition Market is categorized into Athletes, Lifestyle Users, Bodybuilders, and Others. The Lifestyle Users category accounted for the largest share of the market. Lifestyle users are the biggest buyers of sports nutrition products, and they include those who either casually exercise to stay in shape or wish to eat healthy foods and snacks. The demand in the lifestyle segment has increased as a result of consumer knowledge, and this segment has witnessed a rise in plant-based sports nutrition as a result of consumer awareness of the benefits of these products.

Sports Nutrition Market – By Distribution Channel

  • Supermarkets and Hypermarkets

  • Drugs and Specialty Stores

  • Fitness Centers

  • Online Channels

  • Others

Based on the distribution channel, the global Sports Nutrition Market is categorized into Supermarkets/Hypermarkets, Drugs and Specialty Stores, Online Channels, Fitness Centers, and Others. Supermarkets and Hypermarkets are the most popular places to buy sports nutrition products as they are the most convenient locations and have a wide variety of products to pick from. In brick and mortar establishments, such as specialty stores, fitness centers, grocery stores, small retail stores, and general discount stores, a wide range of products are readily available. Customer loyalty and membership incentives available in brick-and-mortar establishments contribute to the significant revenue share.

Based on distribution channels, the online channels segment is anticipated to grow at the highest CAGR in the global sports nutrition market during the forecast period. The COVID-19 -imposed lockdowns helped in boosting online commerce. In addition, e-commerce giants such as Amazon are diversifying in sports nutrition to capitalize on the industry's growth. The discounts offered on a variety of supplements are one of the major drivers pushing the use of online channels for the purchase of sports nutrition goods.

Sports Nutrition Market – By Formulation:

  • Tablets

  • Capsules

  • Powder

  • Soft gels

  • Liquid

Sports Nutrition Market - By Region:

  • North America

  • Europe

  • Asia-Pacific

  • Rest of the World

Geographically, the North American Sports Nutrition Market accounted for the largest revenue share of over 45.0% in 2021. This can be attributed to the high adoption of supplements, the growing number of health clubs, and fitness centers, and growing awareness regarding health and well-being. The growing trend of veganism in the region has resulted in a major increase in demand for plant-derived components in sports nutrition. Increased aversion to animal protein is encouraging fitness aficionados to use plant-derived components in energy beverages and protein powders. The benefits of soy protein and pea protein are becoming more widely recognized, which is having a favorable impact on the sports nutrition sector. Furthermore, the market's expansion is likely to be fueled by the presence of a large number of companies and the diverse strategies employed by these firms.

The European Sports Nutrition Market is anticipated to exhibit a significant growth rate during the forecast period. Increasing sports participation, rising health consciousness among people, increased spending on fitness and wellbeing, and rising initiatives by the public and private bodies are fueling the market growth. Consumers are increasingly spending on sports nutrition healthy beverages and protein-energy snacks as the country's obesity rates have risen. High consumer uptake in Germany, the United Kingdom, and France is likely to boost the market growth. The United Kingdom is one of the top five producers of sports nutrition in the world, and it dominates the European market. With renowned athletes in the United Kingdom now influencing millennials, the country's youth are becoming more fitness-conscious. As a result, the country's need for energizing products and weight control sports nutrition is increasing.

During the projected period, the Asia Pacific Sports Nutrition Market is estimated to develop at the fastest rate. Consumer demand for sports nutrition is likely to be fueled by increased awareness of the need for a balanced diet in addition to achieving a specific degree of physical fitness. Increased expenditure on fitness and well-being is boosting the market's profitability. Sports nutrition food is becoming more popular in the Asia-Pacific region, especially in countries like India and China.

Major Key Players in the Market

  1. Iovate Health Sciences

  2. Post Holdings

  3. Quest Nutrition

  4. PepsiCo

  5. Glanbia PLC

  6. The Coca-Cola Company

  7. Cliff Bar

  8. The Bountiful Company

  9. The Coca-Cola Company

  10. MusclePharm

  11. BA Sports Nutrition

  12. aCardiff Sports Nutrition 

Notable happenings in the Global Sports Nutrition Market in the recent past:

  • Product Launch- In January 2022, Hydroxycut, a sports nutrition brand owned by Lovate Health Sciences, released "Cut," an energy drink that will aid consumers in lowering their body fat percentage.

  • Product Launch- In February 2021, Ready, a sports nutrition company, introduced a sports drink with superfruits in various flavors like blue raspberry, peach mango, fruit punch, orange passion, mixed berry, berry lemonade, strawberry banana, and black cherry.

  • Acquisition- In April 2021, Unilever bought Onnit, a sports nutrition company, to broaden its wellness and lifestyle portfolio.

  • Product Launch- In June 2021, Otsuka Pharmaceutical Factory introduced HINEX E-Gel and HINEX E-gel LC which are concentrated liquid diet foods with collagen and soybean peptides.

  • Collaboration - In June 2021, elite athletes, Mathieu Flamini and Mesut Ozil, and the University of Westminster partnered to launch UNITY brand supplements. The products include Energy Sport Pro for peak performance, Mind for improved performance under pressure, Immunity for improved immunity, and Recovery for faster recovery.

  • Acquisition- In June 2021, GenTech Holdings Inc., a rising leader in the high-end premium coffee and functional foods markets acquired NXTBAR LLC, a premier natural sports nutrition brand.

  • Product Launch- In September 2021, Element Nutritional Sciences Inc. introduced JAKTRX Pro Amino, a plant-based amino acid compound that boosts muscle protein synthesis by 76%. 

  • Product Launch- In May 2020, Uelzena eG launched nutrineo food health solutions in collaboration with BioHealth International GmbH (BHI) to develop and create sports nutrition supplements and dietary foods. Both corporations pooled their knowledge and increased their private label in healthcare through this cooperation.

Chapter 1. SPORTS NUTRITION MARKET – Scope & Methodology

1.1. Market Segmentation

1.2. Assumptions

1.3. Research Methodology

1.4. Primary Sources

1.5. Secondary Sources

Chapter 2. SPORTS NUTRITION MARKET – Executive Summary

2.1. Market Size & Forecast – (2023 – 2030) ($M/$Bn)

2.2. Key Trends & Insights

2.3. COVID-19 Impact Analysis

                2.3.1. Impact during 2023 – 2030

                2.3.2. Impact on Supply – Demand

Chapter 3. SPORTS NUTRITION MARKET – Competition Scenario

3.1. Market Share Analysis

3.2. Product Benchmarking

3.3. Competitive Strategy & Development Scenario

3.4. Competitive Pricing Analysis

3.5. Supplier - Distributor Analysis

Chapter 4. SPORTS NUTRITION MARKET - Entry Scenario

4.1. Case Studies – Start-up/Thriving Companies

4.2. Regulatory Scenario - By Region

4.3 Customer Analysis

4.4. Porter's Five Force Model

       4.4.1. Bargaining Power of Suppliers

       4.4.2. Bargaining Powers of Customers

       4.4.3. Threat of New Entrants

       4.4.4. Rivalry among Existing Players

       4.4.5. Threat of Substitutes

Chapter 5. SPORTS NUTRITION MARKET -  Landscape

5.1. Value Chain Analysis – Key Stakeholders Impact Analysis

5.2. Market Drivers

5.3. Market Restraints/Challenges

5.4. Market Opportunities


6.1.  Protein Powder

6.2. Sports Drinks

6.3. Sports Supplements

6.4. Energy Bars

6.5. Others


7.1. Athletes

7.2. Lifestyle Users

7.3. Bodybuilders

7.4. Others

Chapter 8. SPORTS NUTRITION MARKET – By Distribution Channel

8.1. Supermarkets and Hypermarkets

8.2. Drugs and Speciality stores

8.3. Fitness Stores

8.4. Online Channels

8.5. Others

Chapter 9. SPORTS NUTRITION MARKET - By Formulation:

9.1. Tablets

9.2. Capsules

9.3. Powder

9.4. Soft gels

9.5. Liquid


10.1. North America

10.2. Europe

10.3. Asia-P2acific

10.4. Latin America

10.5. The Middle East

10.6. Africa

Chapter 11. SPORTS NUTRITION MARKET – By Companies

11.1. Iovate Health Sciences

11.2. Post Holdings

11.3. Quest Nutrition

11.4. PepsiCo

11.5. Glanbia PLC

11.6. The Coca-Cola Company

11.7. Cliff Bar

11.8. The Bountiful Company

11.9. The Coca-Cola Company

11.10. MusclePharm

11.11. BA Sports Nutrition

11.12. Cardiff Sports Nutrition


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