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Here’s a look at recent growth in the sports nutrition market and the shifting consumer behaviors driving the 2025 sports nutrition trends.
With the world’s highest per capita consumption of sports nutrition products,1 the US has seen incredible growth and development in the sports nutrition category over the past decade. Now these products are also appealing to mainstream consumers, with significant opportunity for brands in protein and hydration products.
With $22.3 billion in retail sales, North America leads the $39.6 billion global sports and active nutrition market, which is forecast to reach $48.4 billion in 2027, growing at a CAGR of 5.1% (2023-2027).2 Europe is expected to see the fastest growth (+6.6%), followed by Asia Pacific (+5.8%).3
| Region | Retail Sales (in billions) | Est. CAGR (2023-2027) |
|---|---|---|
| North America | $22.3 | 4.6% |
| Asia Pacific | $9.2 | 5.8% |
| Europe | $5.0 | 6.6% |
| Latin America | $2.5 | 4.3% |
| Middle East/Africa | $0.5 | 4.4% |
Protein powders comprise the largest segment of the sports nutrition category, accounting for 53% of sales.4 The segments leading growth are all protein-based: ready-to-eat protein products (excluding bars) with an estimated CAGR of 6.5%, protein powders (+5.9%), ready-to-drink protein beverages (+5.0%), and protein bars (+4.8%).5
| Product Segment | Retail Sales (in billions) | Est. CAGR (2023-2027) |
|---|---|---|
| Protein powder | $21.1 | 5.9% |
| Meal replacements | $6.8 | 3.3% |
| Non-protein | $4.4 | 4.6% |
| Protein bars | $3.8 | 4.8% |
| Protein ready-to-drink | $2.8 | 5.0% |
| Other protein ready-to-eat | $0.8 | 6.5% |
Protein, which has captured the interest of even mainstream consumers, is ranked as the #1 or #2 most important nutrient by consumers in every global region (and takes the top spot for Millennials and Gen Z across regions.)6 This interest in convenient protein formats is drawing new users to the category.
At the same time, current sports nutrition users are consuming more. Compared to the prior year, about one in three sports nutrition consumers globally have increased their use of these products, mainly because they think it’s healthy (46%) or are exercising more (43%).7 A protein claim is the most influential attribute for consumers buying a sports or functional nutrition product.8
As consumers continue to shift toward active and healthier lifestyles and become increasingly nutrition savvy, more sports nutrition products will hold mainstream appeal. This includes sports protein products (especially whey protein-based, which offers high concentrations of essential amino acids) and also hydration products.
Nearly one-quarter of consumers globally desire a hydrating or rehydrating benefit, while over half always or often use hydration products when they exercise.9 The rise of sports hydration products fulfilling everyday needs is driven by the notion that being healthy is essential to performing at one’s best, which resonates across diverse consumer segments.
The sports nutrition trends of increasing product use to support health and exercise, plus growing mainstream appeal (focused on protein and hydration), indicate a strong future for the category with many opportunities for innovation.
Developing products that support healthy, active lifestyles and everyday performance requires smart formulations with the right ingredients. To get your sports nutrition portfolio in tip-top shape, explore our sports performance solutions for the ingredients you need to take your brand into the future.
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