Overview of Sports Nutrition Market

The Global Sports Nutrition Market is valued at USD 48.62 Billion in 2024 and is projected to reach a value of USD 108.1 Billion by 2035 at a CAGR (Compound Annual Growth Rate) of 7.55% between 2025 and 2035, the sports nutrition market has witnessed remarkable growth in recent years, driven by a combination of rising health consciousness, increased participation in fitness activities, and the growing popularity of athletic lifestyles. Sports nutrition products ranging from protein powders and energy drinks to recovery supplements and functional foods are no longer confined to elite athletes but are now embraced by a broader demographic including fitness enthusiasts, casual gym-goers, and even the aging population seeking active lifestyles. A shift toward preventive health and performance enhancement, coupled with aggressive marketing and digital influence, continues to propel the market forward. Increasing disposable income, urbanization, and the expansion of e-commerce platforms also play a pivotal role in fueling demand. These underlying factors create a dynamic and competitive environment for brands aiming to meet evolving consumer expectations in the global sports nutrition industry.

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Dynamics of the Sports Nutrition Market

The sports nutrition market is undergoing a dynamic transformation, influenced by a convergence of health trends, lifestyle changes, and advancements in product development. One of the most critical drivers is the widespread adoption of fitness regimes and wellness routines among consumers of all age groups. From professional athletes to corporate employees engaging in weekend workouts, the demand for energy boosters, protein-based supplements, and post-exercise recovery formulas is growing steadily. This evolution in consumer behavior has prompted manufacturers to diversify their portfolios with clean-label products, plant-based alternatives, and gender-specific formulations tailored to unique physiological needs.

Another key dynamic is the rapid digitalization of sales channels. With the growth of online fitness communities and health influencers, product discovery and consumer education have shifted to digital platforms. This has empowered consumers to make informed purchasing decisions while allowing brands to establish direct-to-consumer (DTC) relationships through e-commerce. Moreover, collaborations between nutrition companies and fitness centers, along with endorsements from professional athletes and fitness influencers, further boost market penetration and brand credibility.

Regulatory frameworks, especially those governing labeling, ingredients, and health claims, also significantly influence the market landscape. In regions like North America and Europe, compliance with food safety standards and health certifications remains a top priority for brands to establish trust and transparency. Meanwhile, emerging economies are showing a rapid uptrend due to increasing disposable income and awareness about physical health. Altogether, these factors are fostering a highly competitive and fast-paced market environment, where innovation and agility determine long-term success.

Top Trends in the Sports Nutrition Market

Several notable trends are reshaping the sports nutrition market, reflecting the evolving preferences of a health-conscious and digitally savvy consumer base. One of the most prominent trends is the surge in demand for plant-based and vegan sports nutrition products. With the rise of ethical consumption and dietary restrictions, consumers are shifting away from traditional whey proteins toward plant-derived options such as pea, rice, and hemp proteins. These products appeal not only to vegans but also to those seeking allergen-free and easily digestible alternatives.

Another significant trend is the development of personalized nutrition plans, which combine supplements with customized fitness and dietary recommendations. Brands are increasingly utilizing data from wearable devices, DNA testing, and mobile apps to offer tailored solutions that align with individual goals, metabolic needs, and performance metrics. This hyper-personalized approach enhances user engagement and promotes long-term brand loyalty.

The rise of clean-label formulations is also making waves, with consumers gravitating toward products free of artificial flavors, colors, preservatives, and genetically modified organisms (GMOs). Transparency in ingredient sourcing and sustainability are no longer optional—they are expected. Packaging innovation, especially eco-friendly and recyclable materials, is gaining traction alongside this shift.

Additionally, multifunctional products that combine hydration, energy, and muscle recovery benefits into one formula are becoming increasingly popular. This is particularly relevant in the post-pandemic era, where convenience and immune support are highly valued. Finally, digital fitness influencers and virtual workout platforms are significantly shaping consumer buying patterns, bridging the gap between product awareness and conversion.

List of Leading Players in Sports Nutrition Market

• Iovate Health Sciences
• Abbott
• Quest Nutrition
• PepsiCo
• Cliff Bar
• The Coca-Cola Company
• MusclePharm
• The Bountiful Company
• Post Holdings
• BA Sports Nutrition
• Cardiff Sports Nutrition

Top Report Findings

• The global sports nutrition market is projected to surpass USD 108.1 billion by 2035, growing at a CAGR of 7.55%.
• Protein powders dominate the product segment, accounting for over 40% of the market share.
• Plant-based and vegan products are witnessing the highest growth rate in the supplement category.
• North America holds the largest regional share due to a high concentration of fitness-conscious consumers and professional sports infrastructure.
• Online retail channels are growing faster than offline, with more than 60% of purchases influenced by digital reviews and influencers.
• Post-workout recovery supplements are emerging as a lucrative niche segment, especially among aging consumers.
• Sports nutrition brands are increasingly focusing on sustainability, including eco-friendly packaging and ethical ingredient sourcing.
• Strategic partnerships with gyms, fitness influencers, and sports organizations are becoming essential for market penetration and customer engagement.

Market Segmentation

The Sports Nutrition Market can be segmented based on,

By Product Type

• Sports Supplements
• Sports Drinks
• Sports Foods
• Meal Replacement Products
• Weight Loss Products

By Application

• Pre-Workout
• Post-Workout
• Weight Loss
• Others

By Formulation

• Tablets
• Capsules
• Powder
• Soft Gels
• Liquid
• Gummies

By Consumer Group

By Consumer Group by Activity

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Challenges in the Sports Nutrition Market

Despite strong growth indicators, the sports nutrition market faces a range of challenges that can hinder its long-term sustainability. One of the key issues is regulatory inconsistency across regions. Differences in labeling requirements, permissible ingredients, and marketing claims can complicate international expansion for brands. Navigating these frameworks while maintaining product consistency is both time-consuming and costly.

Consumer skepticism regarding exaggerated claims and the presence of banned or unverified substances in some products also affects brand credibility. This concern is particularly acute in competitive sports where anti-doping regulations are stringent. Additionally, counterfeit products and adulterated supplements entering the market through unregulated online channels pose serious health risks and damage consumer trust.

Price sensitivity among certain demographics, particularly in emerging economies, can limit market penetration. While premium products may dominate headlines, affordability remains a crucial factor for mass adoption. The reliance on specific raw materials such as whey or collagen, which are subject to supply chain disruptions, also creates vulnerability in product availability and pricing. All these factors present hurdles that industry players must navigate carefully to ensure sustainable growth.

Opportunities in the Sports Nutrition Market

Amid the challenges, the sports nutrition market presents a wealth of opportunities, particularly in terms of innovation and market diversification. One of the most promising areas is the expansion into non-traditional consumer segments. Women, older adults, and adolescents are increasingly seeking performance-enhancing or wellness-oriented supplements, creating scope for specialized products that cater to their specific nutritional needs.

Another key opportunity lies in the synergy between technology and nutrition. The integration of AI and data analytics into health monitoring apps enables brands to deliver highly personalized nutrition plans, fostering deeper engagement and improved health outcomes. Subscription-based models that combine products with fitness coaching and meal planning are gaining traction, offering a holistic approach to health.

Geographical expansion into untapped markets such as Southeast Asia, Latin America, and the Middle East presents vast growth potential. As disposable incomes rise and awareness about fitness increases, these regions are expected to become hotspots for sports nutrition product consumption. Lastly, sustainability-driven innovations ranging from plant-based packaging to upcycled ingredients—offer brands a competitive edge while aligning with global environmental goals.

Soaring Demand for Market Information: Uncover Detailed Trends and Insights in Our Report! https://www.vantagemarketresearch.com/industry-report/sports-nutrition-market-1532

Key Questions Answered in the Sports Nutrition Market Report

1. What is the current market size of the global sports nutrition industry?
2. Which product segments are leading the sports nutrition market growth?
3. How are plant-based and clean-label products influencing consumer buying behavior?
4. What role does digital marketing and influencer endorsement play in the market?
5. Which regulatory challenges do manufacturers face across different regions?
6. How are technological innovations shaping personalized sports nutrition offerings?
7. Who are the key players in the market and what strategies are they adopting?
8. What is the growth potential of the sports nutrition market in North America?

Regional Analysis: North America

North America stands as the most mature and dominant region in the sports nutrition market, accounting for the largest share of global revenue. The U.S., in particular, serves as the epicenter of innovation, consumption, and marketing for sports nutrition products. This leadership position is fueled by a well-established fitness culture, extensive presence of health clubs, and a growing population that values preventive healthcare and performance enhancement.

Consumer awareness in North America is exceptionally high, thanks in part to widespread access to information, healthcare professionals, and fitness influencers who drive nutritional education and trends. The region’s regulatory framework, led by organizations such as the FDA, ensures high product quality and safety standards, thereby increasing consumer trust in supplements and performance foods.

E-commerce plays a vital role in this regional market, with many consumers preferring to purchase sports nutrition products through online platforms offering reviews, discounts, and subscription options. The popularity of endurance sports, CrossFit, HIIT, and professional bodybuilding has also created a consistent demand for products that support energy, stamina, muscle growth, and recovery.

Moreover, major players like Abbott, Glanbia, and PepsiCo-owned Gatorade continue to innovate and expand their offerings to suit the evolving needs of the market. From sports drinks with added electrolytes and immune support to gender-specific protein blends, the product ecosystem is vast and diverse. With an increasingly health-oriented population and continued product evolution, North America is set to maintain its leadership position in the global sports nutrition market in the years ahead.

By Clare Duffy and Christopher Lamb, CNN

Pope Leo XIV says tech companies developing artificial intelligence should abide by an “ethical criterion” that respects human dignity.

AI must take “into account the well-being of the human person not only materially, but also intellectually and spiritually,” the pope said in a message sent Friday to a gathering on AI attended by Vatican officials and Silicon Valley executives.

For many, fitness trackers have become indispensable tools for monitoring how many calories they’ve burned in a day. But for those living with obesity, who are known to exhibit differences in walking gait, speed, energy burned and more, these devices often inaccurately measure activity — until now.

Scientists at Northwestern University have developed a new algorithm that enables smartwatches to more accurately monitor the calories burned by people with obesity during various physical activities.

The technology bridges a critical gap in fitness technology, said Nabil Alshurafa, whose Northwestern lab, HABits Lab, created and tested the open-source, dominant-wrist algorithm specifically tuned for people with obesity. It is transparent, rigorously testable and ready for other researchers to build upon. Their next step is to deploy an activity-monitoring app later this year that will be available for both iOS and Android use.

“People with obesity could gain major health insights from activity trackers, but most current devices miss the mark,” said Alshurafa, associate professor of behavioral medicine at Northwestern University Feinberg School of Medicine.

Current activity-monitoring algorithms that fitness trackers use were built for people without obesity. Hip-worn trackers often misread energy burn because of gait changes and device tilt in people with higher body weight, Alshurafa said. And lastly, wrist-worn models promise better comfort, adherence and accuracy across body types, but no one has rigorously tested or calibrated them for this group, he said.

“Without a validated algorithm for wrist devices, we’re still in the dark about exactly how much activity and energy people with obesity really get each day — slowing our ability to tailor interventions and improve health outcomes,” said Alshurafa, whose team tested his lab’s algorithm against 11 state-of-the-art algorithms designed by researchers using research-grade devices and used wearable cameras to catch every moment when wrist sensors missed the mark on calorie burn.

The findings will be published on June 19 in Nature Scientific Reports.

The exercise class that motivated the research

Alshurafa was motivated to create the algorithm after attending an exercise class with his mother-in-law who has obesity.

“She worked harder than anyone else, yet when we glanced at the leaderboard, her numbers barely registered,” Alshurafa said. “That moment hit me: fitness shouldn’t feel like a trap for the people who need it most.”

Algorithm rivals gold-standard methods

By using data from commercial fitness trackers, the new model rivals gold-standard methods of measuring energy burn and can estimate how much energy someone with obesity is using every minute, achieving over 95% accuracy in real-world situations. This advancement makes it easier for more people with obesity to track their daily activities and energy use, Alshurafa said.

How the study measured energy burn

In one group, 27 study participants wore a fitness tracker and metabolic cart — a mask that measures the volume of oxygen the wearer inhales and the volume of carbon dioxide the wearer exhales to calculate their energy burn (in kilocalories/kCals) and resting metabolic rate. The study participants went through a set of physical activities to measure their energy burn during each task. The scientists then looked at the fitness tracker results to see how they compared to the metabolic cart results.

In another group, 25 study participants wore a fitness tracker and body camera while just living their lives. The body camera allowed the scientists to visually confirm when the algorithm over- or under-estimated kCals.

At times, Alshurafa said he would challenge study participants to do as many pushups as they could in five minutes.

“Many couldn’t drop to the floor, but each one crushed wall-pushups, their arms shaking with effort,” he said, “We celebrate ‘standard’ workouts as the ultimate test, but those standards leave out so many people. These experiences showed me we must rethink how gyms, trackers and exercise programs measure success — so no one’s hard work goes unseen.”

The study is titled, “Developing and comparing a new BMI inclusive energy burn algorithm on wrist-worn wearables.”

Other Northwestern authors include lead author Boyang Wei, and Christopher Romano and Bonnie Nolan. This work also was done in collaboration with Mahdi Pedram and Whitney A. Morelli, formerly of Northwestern.

Funding for the study was provided by the National Institute of Diabetes and Digestive and Kidney Diseases (grants K25DK113242-01A1 and R01DK129843-01), the National Science Foundation (grant 1915847), the National Institute of Biomedical Imaging and Bioengineering (grant R21EB030305-01) and the National Institutes of Health’s National Center for Advancing Translational Sciences (grant UL1TR001422).

Mumbai: Asian Paints has unveiled a revolutionary innovation in interior finishes — Apcolite All Protek, powered by Lotus Effect Technology. Designed to meet the evolving needs of modern Indian homes, the new emulsion offers best-in-class stain repellence, flame-retardant properties, and a sophisticated aesthetic — all with a refreshing fragrance and a six-year performance warranty.

In a dynamic campaign featuring brand ambassador Virat Kohli, the product’s breakthrough technology takes centre stage. Conceptualised by McCann Worldgroup, the new ad captures the unpredictability of everyday family life — children with juice boxes, milkshakes, and crayons — and how Apcolite All Protek protects interiors with ease, repelling stains before they even settle.

Amit Syngle, MD & CEO, Asian Paints Ltd., said, “At Asian Paints, we spend a lot of time understanding how homes are evolving, and our innovations reflect what today’s consumers truly need from their spaces. Today’s households are dynamic—full of celebrations, children, pets and everyday activities that leave their mark. With Apcolite All Protek and its Lotus Effect Technology, we’ve created a solution that responds to this reality. It takes the stress out of keeping walls clean with best-in-class stain repellency. It’s a step towards smarter, more seamless living, where homes reflect elegance and endure daily wear with ease.”

The Lotus Effect Technology is inspired by the natural self-cleaning ability of lotus leaves. This advanced formulation forms a protective shield that prevents common household stains — from sauces and crayons to coffee and milk — from adhering to surfaces. Available in Matt and Shyne finishes, the paint also offers flame-retardant safety for peace of mind in active homes.

Prasoon Joshi, Chief Creative Officer & CEO, McCann Worldgroup India, added, “Innovation and performance define Asian Paints, and Apcolite All Protek exemplifies that spirit. With its revolutionary ‘Lotus Effect Technology,’ it prevents stains before they even stick, which is a true shift in the stain ‘removal’ category. Bringing this innovative feature to life visually needed a fresh approach, and with Virat Kohli leading the charge, this campaign delivers both charm and impact.”

Meta META said on Friday it has teamed up with Oakley to release AI-powered smart glasses, expanding its push into wearable tech after the success of Ray-Ban Meta glasses.

The social media company is expanding its partnership with Oakley and Ray-Ban-parent EssilorLuxottica EL amid growing consumer interest in AI-powered wearable devices.

Meta has sold millions of Ray-Ban Meta glasses since their launch and said its “Oakley Meta HSTN” will feature a hands-free high-resolution camera, open-ear speakers, water resistance and Meta AI capabilities.

The limited-edition product will be available for preorder starting July 11 at $499, with additional products starting at $399 launching later this summer.

Meta said the product line would roll out in North America, Australia and several European countries, with plans to expand to Mexico, India and the United Arab Emirates by the year-end.

The Oakley Meta HSTN will debut this month at several major sporting events including Fanatics Fest and UFC International Fight Week.

Smaller rival Snap SNAP said earlier this month it would launch its smart glasses, called Specs, for consumers next year. Companies such as Google are also exploring similar investments.

The scorching hot sun is setting on advertising’s annual shindig in the south of France, Cannes Lions, for another year.

At the sprawling event, there was a level of thematic whiplash. In the span of an hour on the main stage in the Palais you go from hearing about the creation of the iconic Snickers “You’re only you when you’re hungry” campaign to hearing a speech from human-rights activist Sonita Alizadeh on the humanitarian crisis of child brides in Iran and Afghanistan.

There was also a whole lot of partying. Spotify’s beach concert stage hosted rapper Cardi B and indie rockers Royel Otis. Diplo was spinning the decks for Yahoo. Talent agency UTA’s annual VIP “dinner” at the luxury Hôtel du Cap-Eden-Roc had no sit-down meal but instead a punchy set from comedian Sebastian Maniscalco.

Business Insider was on the ground — and occasionally the yachts — to get the inside look on the big topics that are top of mind in an industry undergoing seismic changes. Here were the key themes.

The AI of it all

If the advertising industry is losing people to artificial intelligence, it certainly didn’t look like it at Cannes this week. The streets were bursting with lanyard-wearing, hungover Lions attendees trying to figure out which opulent branded beach setup their next meeting was located. Still, AI was the talk of the town.

With AI spinning up thousands of ads cheaply and in seconds, the business model of billing clients for time is under threat. Meta CEO Mark Zuckerberg ruffled feathers ahead of Cannes when he said AI will essentially automate the ad business.

“​​You tell us what your objective is, you connect to your bank account, you don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out,” he said in a May interview with the tech newsletter Stratechery. (Is that the sound of Don Draper dropping his glass of rosé, we hear in the distance?!)

In an interview with BI, Meta’s chief marketing officer, Alex Schultz, said his boss was talking about small businesses, not Fortune 500 brands.

“I don’t see myself fully automating my ad campaigns and not using my agency at any point,” Schultz said.

(Donny D! Come back, you’re safe!)

For all the promises of AI, advertising still appears to be a people business. Cannes showed people in the ad industry believe that relationships matter. It’s how attendees convince the finance department back home that the $5,000 festival pass, flights, Airbnb, meals, and a 2 a.m. expense receipt for a Jéroboam of Rosé at the Carlton Hotel was all worth it.

Marketers are racing to sports

If you haven’t got an F1 sponsorship deal, are you even a CMO in 2025?

Sports was a pervasive theme at Cannes Lions this year, and athletes were out in force. Take a stroll down the famous — and exceptionally hot — Croisette promenade, and you had a good chance of bumping into tennis champ Serena Williams, McLaren Racing driver Oscar Piastri, or Kansas City Chiefs tight end — and Taylor Swift beau — Travis Kelce. Advertising company Stagwell’s “Sport Beach” had some of the longest lines in town, some for the star-studded panels, others for the bragging rights of trouncing a colleague at pickleball. (Disclosure: BI hosted an event on Sport Beach, too.)

With traditional, or linear, TV viewing in decline, sports is one of the last destinations where marketers can guarantee getting their brands in front of large audiences.

“It’s a way of being involved right in the moment, live,” Michael Lacorazza, CMO US Bank, told BI. US Bank is involved in numerous teams and recently announced its partnership with the Premier Lacrosse League.

It’s not just about placing 30-second spots or slapping logos on jerseys. Marketers talked up how they’re enhancing the live experience in stadiums while people are in a joyful mood. Uber Advertising was pitching clients using a case study from beauty brand La Mer, which sponsored rides to and from the Miami F1 Grand Prix, stuffed with skincare goodies.

F1 is having a moment. According to the research firm Ampere Analysis, sponsorship spending on F1 and its teams is expected to reach $2.9 billion this year, up 10% on 2024. With viewership boosted in part by the popular Netflix series “Drive to Survive,” brands and media partnerships are helping extend its reach beyond the race track.

“Seeing the new fans come into the sport, we needed to show up in their worlds and be meaningful in their worlds,” Louise McEwan, chief marketing officer of the McLaren Racing F1 team, told BI. “Only one percent of fans ever go to the track in their lifetime.”

Putting consumers in charge

The power of the consumer is stronger than ever.

At the Tubi cabana at Cannes, we spoke with its chief marketing officer, Nicole Parlapiano, who shared how the streaming platform is super-flexible in how it’s marketing its titles. Streamers like Tubi can’t easily test shows and movies before they acquire them, so they relentlessly monitor social chatter to determine how much and where to market a show, Parlapiano said.

Daniel Lawrence Taylor’s hit show “Boarders” got a billboard in New York City’s Times Square. And that’s down to Parlapiano’s team being flexible, pouring extra marketing dollars into “Boarders” after seeing the social media reaction, she said.

Laurie Lam, chief brand officer of E.l.f Beauty, said at a BI event that its product pipeline is often driven by what consumers are saying on social media.

“They’re telling us exactly what they want and we’re then putting it into the market for them,” Lam said.

“And they’re not polite about it, by the way,” she added. “It used to be like, ‘Hey, I would really love it if you can make this primer.’ Now it’s like, ‘Make that primer now. Where is my primer?'”

Brand safety becomes a brand risk

Amid all the talk of AI supercharging creativity, and humanity being the ad industry’s “super power,” there was a big topic execs on the Croisette went super out of their way to avoid.

People noticeably squirmed as we asked questions about the current debate around brand safety — a catch-all industry term to describe how advertisers avoid platforms and media that don’t align with their brand. A few years ago, you couldn’t move for panels on the topic at Cannes, with speakers calling on big platforms to do more to protect brands. This year, with the US government questioning the propriety of those decisions? Crickets.

Barely anyone at Cannes wanted to discuss this enormous elephant in the room. Even the term “brand safety” has become a kind of Voldemort, “He who should not be named” word. One exec told us that the industry is more comfortable talking about “brand assurance” instead, whatever that really means in practice.

Perhaps nobody wants a target on their back. The turnabout shows how Cannes Lions holds a telling mirror into the industry, where sometimes what’s not being talked about can also speak volumes.