November 12, 2025 – Post-pandemic, more consumers are taking charge of their health and paying attention to fitness. This change is increasing the demand for sports supplements. The category now reaches a wider audience, including older generations and gamers. Innova Market Insights examines global sports supplement trends for 2025, considering key themes, consumer motivations, brand strategies, and product development.
Consumer Self-Sufficiency in Health and Fitness
Aging populations, rising obesity rates, and concerns about mental health are putting pressure on healthcare systems worldwide. In response, self-care practices are becoming more common, with 3 out of 4 consumers making efforts to live healthier lives. Sports supplements are becoming popular as more people take control of their health and become more active. The pandemic accelerated this trend.
Sports supplements trends reveal that the most common action consumers take to improve their health is to exercise more. Using supplements ranks fourth on the list. Sports supplements are appealing to consumers because they support two goals: better health and improved fitness. Although sports supplements were traditionally used for bodybuilding or sports, they have become popular as more people seek general fitness. Health remains the main reason for people using sports supplements. About 47% of users mention health benefits.
Age-Targeted Sports Nutrition
Sports nutrition is still primarily targeted at younger consumers and their needs. The desired results of sports products can differ for older consumers, though, so age-specific choices are important. Younger consumers are far more likely than older generations to use sports nutrition to support even lighter physical exercise. Demands from sports nutrition products can also vary widely by age group: younger consumers over-index in their focus on performance and effects on appearance, but hydration and bone or joint health becomes more important with age, peaking among Boomers.
Everyday Use of Sports Supplements Beyond Workouts
Although sports supplements have traditionally been linked to workouts, more are now used daily by active consumers to support overall health, typically taken at the start of the day. The leading claim in sports supplement innovation is energy and stamina, but manufacturers are increasingly creating products that also support mental energy. For instance, the market now includes energizing supplements for gamers who seek both concentration and stamina for extended sessions. NOW Foods has launched E-sport Reaction, a chocolate-flavored milkshake powder aimed at e-sports gamers, which claims to provide blue light protection and enhance alertness, focus, and energy during long gaming periods. Active ingredients include enXtraAlpinia galanga for alertness, MaquiBright berry to help maintain eye moisture, and Xtenergy for a sustained caffeine boost that avoids crashes.
NPD Growth Surpassing the Sports Nutrition Category
NPD in sports supplements has been outpacing the wider sports nutrition category. West Europe is the most active market, but growth is stronger in North America. Among those who buy sports and functional nutrition, supplements users are more likely to consume their supplements daily. Sports supplements trends show that more than 1 in 3 purchasers take supplements every day vs. just 1 in 10 for sports bars, drinks or powders. This is also reflected in the occasions on which supplements and sports nutrition are consumed, with supplements more important for starting or ending the day, whereas traditional sports nutrition is still most often used to accompany exercise.
Popularity of Gummies and Chewable Formats in Sports Supplements
Chewable formats, like gummies, are performing particularly well within NPD, driven mainly by North America and Australasia. Over the past five years, flavored supplements have seen triple the penetration in NPD. Though capsules and tablets still lead in consumer preference, gummies and chews are gaining traction. For example, gummies grew from 2% to 17% penetration in sports supplement launches between 2020-2021 and 2024-2025, surpassing tablets as the #2 format. Their rise is largely due to their convenience, especially with products like creatine gummies. The expansion of chewables has fueled increased use of added flavors; while orange was once dominant, strawberry now leads. The top ten now also includes flavors such as blue raspberry and sour, as well as a broad range of fruit flavors from berries and citrus to watermelon and pineapple.
Trending Ingredients: Creatine Surges in Popularity
Creatine is trending in the sports supplement market. It has traditionally been sold as a powder but is now also available in easy-to-use chewable forms. While B vitamins and magnesium remain the most popular ingredients in sports supplements, creatine is now in third place. Vow Nutrition in the UK has recently launched Creatine Chews in apple, mango, and lime flavors. Each chew has only four calories and is aimed at adults engaging in high-intensity workouts that require optimal performance.
The Role of Technology and Online Retail in Sports Supplements
Technology is increasingly important in sports supplements. With fitness trackers helping with health planning and online sales becoming essential to retail, the sports nutrition industry leverages these innovations for added convenience. Notably, 29% of sports nutrition consumers now purchase online, versus 15% for other food and beverage categories. Technology also supports the personalization of sports nutrition, as fitness trackers provide up-to-date insights, and AI offers customized exercise and metabolic guidance.
Endorsement from Professional Sport
Sports supplements trends show that many sports nutrition brands work with sports professionals to build trust in their products and boost brand value. They often do this through event sponsorships, partnerships with athletic teams, or ads featuring popular sports figures. For instance, the Team Picnic PostNL professional cycling team teamed up with DSM-Firmenich to create the Up4 range of sports nutrition products. Designed for elite athletes, Up4 was introduced to a wider market in 2025. The product line includes supplements like vitamin D and omega-3, along with bars and sports drinks.
Proven Efficacy is Important in Sports Supplements
Scientific evidence is a key factor for establishing new ingredients in the sports nutrition market, so innovators highlight this in their marketing. Certifications, such as on-pack logos and endorsements, further strengthen credibility. For professional athletes, the assurance that products do not cause adverse drug test results is also essential. Since sports nutrition can be costly, value for money is critical. Approximately 25% of consumers who participate in sports do not use nutrition products, and about 1/3 of these say cost is the main deterrent. Therefore, sports supplements must convincingly showcase their benefits, especially as household budgets tighten.
What’s Next in Sports Supplements Trends Globally?
To remain competitive in sports supplements, brands should expand the market of gummy and chewable formats to include other consumers. They should focus on older consumers by offering targeted health solutions. Closing the gap in women’s sports nutrition is also important, addressing hormonal and energy needs. Additionally, using AI to provide personalized supplement advice and encourage innovation will be vital for future growth in the global sports supplements market.
This article is based on Innova’s Sports Supplements – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.