November 26, 2025 – Post-pandemic, many Europeans 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. Innova Market Insights research looks at consumer drivers, product trends, and opportunities for sports supplements in Europe.
Evolving Demographics in Sports Supplement Consumption
Sports supplements in Europe now attract a wide range of health-focused consumers. Brands used to target mainly young consumers, but they are now recognizing that older consumers require different products. Younger consumers in Europe, Millennials and Gen Z, tend to seek sports supplements that boost performance and appearance, while older consumers are more concerned with bone and joint health, especially Boomers.
Gen Z is over twice as likely as Boomers to incorporate sports nutrition into their routines, whether for gentle activities like yoga or more intense sports. As more European consumers take control of their health, the sports supplements market offers support alongside exercise, which remains the leading strategy for improving physical health.
Health Drivers and Consumer Preferences
Sports supplements trends show that health is the leading driver for European consumer choices in sports and functional nutrition. There is a strong consumer interest in high-protein, low-sugar options. Almost 20% of European consumers look for F&B products that have added functional ingredients. This is an important aspect of sports supplements.
Investing in Health in Uncertain Times
With the cost of living rising across Europe because of the pandemic and global conflicts, many people have become more aware of their spending. Still, after meeting their basic needs, most European consumers consider health and wellbeing a priority, second only to vacations. Even though sports supplements can increase costs, many are ready to pay for what they see as a personal investment in their health.
Everyday Use Beyond Workouts
Sports supplements are no longer just for athletes or fitness enthusiasts. Across Europe, more consumers are adding them to their daily health routines. Many start their day with a supplement to support overall health. While these products remain popular for bodybuilding and training, they have become common as general fitness gains attention. Energy-boosting products for gamers are becoming common. Additionally, many sports supplements promote better focus during workouts.
Sports Supplements Claims in Europe
While energy and stamina remain the top claims in the sports supplements market in Europe, there’s a growing focus on supporting both mental and physical performance, including brain and mood health. Scientific proof of effectiveness is critical for new ingredients to gain traction, which is why innovators highlight this in their messaging. Products are also leveraging certification, using recognizable logos and endorsements on packaging to give consumers added confidence.
Sports supplements trends reveal that European consumers are primarily interested in sports supplements for hydration and energy. Additional interests include bone and joint health, performance, muscle building, detox, and physical appearance. Notably, Europeans have a more focused approach compared to the global average, often seeking fewer benefits per product.
Market Trends and Product Innovation
The UK and Germany lead the European sports supplements market. Sweden and Austria are also seeing significant growth. Gummies have become popular because they offer extra convenience. In fact, the market share for flavored supplements has more than doubled in the past five years. Creatine gummies, in particular, showcase this trend. They transform a supplement that was usually just available as a powder into a quick, chewable format that doesn’t require measuring or mixing.
Gummies Boost the Use of Added Flavors
The popularity of gummy supplements in the sports market has brought a surge in new flavors. While orange once led the category, pineapple now claims the top spot as chewable gummies have become more common. A great example of a flavored gummies launch is Germany’s Energybears creatine monohydrate gummies, which are available in Pineapple, Watermelon, Peach, and Blueberry. Each serving delivers 8g of creatine with benefits including increased energy, endurance, strength, muscle growth, and immune support.
Creatine and Ashwagandha Newly Popular Ingredients
Creatine has become a leading ingredient in the sports supplements market in Europe, joining long-time ingredients like magnesium and B vitamins at the top of sports supplement trends. Ashwagandha is also rising in popularity among European consumers. UK-based HR Labs recently launched KSM-66 Ashwagandha capsules. KSM-66 is a clinically researched form of ashwagandha with a higher concentration for optimal results. The supplement claims to reduce stress, improve sleep, boost libido, and enhance both immune and cognitive function.
The Role of Technology in Sports Supplements Use
Sports supplements trends highlight that new ingredients are emerging quickly in Europe due to progress in science and technology. On the consumer side, fitness trackers and online shopping are changing how people choose and use sports supplements. Direct-to-consumer online sales are especially important in this market. About 30% of sports nutrition consumers in Europe buy online, compared to only 10% of consumers who buy food and beverages online generally. Plus, technology is helping consumers personalize their sports nutrition. Fitness trackers give real-time data, and AI services provide tailored advice based on exercise and metabolic information.
What’s Next in the Sports Supplements Market in Europe?
The sports supplements market in Europe is set to evolve in the next few years. Gummy supplements, especially those with creatine, are likely to become more popular. Brands will also introduce more products for older consumers, including Generation X and Boomers, to meet their specific needs. Innovations in hydration, which have recently become popular in the US, will likely spread to Europe, providing options beyond regular sports drinks. There is also an increasing focus on creating supplements that cater to women’s unique energy and hormonal needs, especially during their menstrual cycle. Finally, the growth of AI-driven personalization will enable companies to tailor nutrition recommendations and find new active ingredients, marking a new phase in the development of sports supplements.
This article is based on Innova’s Sports Supplements in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.