November 12, 2025 – Post-pandemic, many consumers have become more self-sufficient in their own health care and increasing levels of exercise and at-home fitness activities are expanding opportunities for sports nutrition products, including supplements.

In line with this ongoing evolution, the market continues to see changes in the ingredients targeted through innovation, with creatine very much on trend at present. Delivery formats are also progressing as the market offers more quick-use products like chewable gummies as alternatives to fiddly powders that need measuring and mixing.

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