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Sports nutrition in Asia Pacific is evolving to meet the demands of busy lifestyles, offering energy boosts, weight management solutions, and innovative protein options. Explore the opportunities in this expanding market.
From the busy professional who has an energy drink before a big meeting to the college student who grabs a protein shake for a quick breakfast before leaving for school, more consumers are using sports nutrition products to meet their needs.
Here, we examine the importance of convenient formats and how energy, weight management, and innovative protein solutions can address the new opportunities in sports nutrition in Asia Pacific.
Asia Pacific’s $9.2 billion sports nutrition market is forecast to grow at a 5.8% CAGR to reach $11.6 billion in 2027.1 Future growth in the region’s sports nutrition market is expected to be driven by market leaders China (6.6% CAGR) and Japan (6.3%).2
Ready-to-mix (RTM) protein powders are the largest product segment, comprising 40% of the market, with healthy growth ahead (7.0% CAGR).3 Ready-to-eat (RTE) and ready-to-drink (RTD) segments are experiencing even greater growth, highlighting the increasing demand for these convenient formats, which can be more practical options for busy consumers.
| Product Segment | Sales (billions) | Forecast CAGR (2023-2027) |
|---|---|---|
| Protein powder | $3.7 | 7.0% |
| Meal replacement | $3.0 | 3.0% |
| Non-protein | $1.2 | 6.6% |
| Protein bars | $0.6 | 7.9% |
| Protein RTD | $0.4 | 7.2% |
| Other protein RTE | $0.3 | 8.9% |
For RTD high protein drinks, sports drinks, energy/sport gels, protein-fortified baked goods, and RTM powders, there has been a net increase in consumption among current users over the prior six months.4 Research also shows how widespread sports nutrition products have become, indicating their use beyond exercise occasions.
| Product | % Consumers |
|---|---|
| Sports drinks | 70% |
| Energy drinks | 66% |
| Protein-fortified snacks | 56% |
| Protein bars (below 15 g protein) | 49% |
| Milk protein drinks | 47% |
| High protein yogurts | 45% |
| Protein-fortified baked goods | 44% |
| RTD high protein drinks | 44% |
| Protein bars (above 15 g protein) | 42% |
Consumers in Asia Pacific are increasingly proactive about their wellbeing, seeking foods and beverages with health-boosting properties, as well as nutrition to support their active lifestyles. Besides ingredients and benefits, format can influence their perceptions of value when making a purchase decision.
RTD and RTE formats stand out as they provide on-the-go convenience and make it easier to consume a healthy diet. 71% of Asian Pacific consumers would like to see RTD beverages positioned around supporting a healthy lifestyle (up 30 pp from 2021), while 60% would like to see on-the-go snack products for healthy lifestyles.5 RTD protein beverages, protein bars, and savory protein snacks like chips all address this need.
Energy and weight management products also have widespread appeal, with the top two most appealing claims on sports nutrition products being “helps boost energy” (73%) and “helps you lose weight” (70%).6
Caffeine is a key ingredient in formulating energy products, providing a quick burst of energy, while creatine and BCAAs (valine, isoleucine, and leucine) help sustain energy for high-intensity workouts. For sustained daily energy, products with B vitamins, iron, and magnesium help replenish consumers’ essential micronutrient levels.
Products for weight management should center on effective ingredients—such as Prolibra®, a whey protein derived ingredient that functions to help increase fat loss and maintain lean muscle for healthy body composition, backed by clinical studies. For consumers using the keto diet for weight loss, KetoSure® MCT provides a coconut whey protein solution that is Ketogenic Certified.
Protein plays a crucial role in sports nutrition, aiding muscle building, strength, and recovery while also offering significant satiety benefits. Protein’s effectiveness in promoting satiation is scientifically supported by its ability to influence hunger-regulating hormones, such as increasing peptide YY and GLP-1 levels, while reducing ghrelin, the hunger hormone.
Protein supports muscle building and strengthening by supplying essential amino acids, with whey protein being particularly effective due to its high leucine content and rapid absorption. (Dairy proteins like whey are positively perceived in Asia, where dairy milk consumption has increased among current users in China and South Korea over the prior year.)7
RTD protein shakes are popular for both muscle support and satiety. While RTD protein shakes have a strong role in sports and fitness, consumers also use them as a breakfast replacement, with 32% of users surveyed saying the last time they had one, it was for “morning energy and nutrition to fuel the day.”8 Notably, RTD protein shake use has increased from the year before among current users in Japan.9
The strong interest in health and wellbeing, along with consumers’ willingness to buy health-beneficial foods and beverages to support their goals, makes this an exciting time for sports nutrition in Asia Pacific. The broad appeal of energy, weight management, and protein create an opportunity to bring sports nutrition products to a wider audience.
Expect RTD and RTE formats to grow in importance since they meet a real consumer need by providing on-the-go solutions that support a healthy diet. Innovation in formats, including snacks, will help attract new consumers, while emphasizing the lesser-known benefits of protein—like satiety for weight management and meal replacement—will increase the mainstream appeal of sports nutrition products.
Contact Glanbia Nutritionals to learn more about how you can innovate in sports nutrition in the region.