May 30, 2025 – Sports nutrition is growing in prominence, preferred for its variety and novelty in China. Sports and functional nutrition products with diverse flavor blends also enhance appeal. Innova’s 360 research highlights the latest sports nutrition category launches, sales insights, innovations, and flavor trends. It also reveals sports nutrition market future directions that brands can leverage to stay relevant.
Sports Nutrition Sales Trends
China is the second largest country in sports nutrition sales value over the past year. 22% of consumers are influenced by low/no/reduced sugar claims when buying sports and functional nutrition products. As a result, zero-sugar and low-sugar product launches are gaining attention, catering to calorie-conscious consumers. The preparations with sugar alternatives like stevia and sugar alcohols support product development in the region.
Sports Nutrition Product Launch Trends
The sports nutrition category displays a fluctuating launch rate over the past two years. A proactive approach to health among consumers in China is driving diverse sports nutrition options. Energy-boosting products with caffeine and taurine, weight-gain-supporting whey protein, immunity-enhancing vitamin C, and gut-health-promoting probiotics are all contributing to the category’s growth and aligning with consumer priorities. This health approach reflects ‘Prioritizing Prevention,’ a trend revealing that consumers are taking proactive measures to avert health issues and increasingly turning to products that cater to their individual wellbeing demands.
Leading Subcategories
Sports nutrition trends reveal that 26% of consumers in China prefer supplements in powder form. In line with this, the sports powder subcategory stays ahead in the category and shows an average of 59% launches over the past year. The range of options, including whey protein, BCAA, EAA, electrolytes, and creatine monohydrate in powdered formats, caters to consumer demand and helps sports powders stay at the top of the sports nutrition market.
Sports Nutrition Market
Brands have dominated the sports nutrition market in the past two years. Nutrend is the top company for sports nutrition launches in China. Consumers in China believe that products tailored to their individual health needs are worth paying more for. Nutrend is responding by offering a range of products that are customized to varied consumer goals, from building muscles, improving energy and endurance, increasing strength and performance, and losing weight, to supporting immunity and staying focused. This approach positions Nutrend as a brand that understands and meets the diverse wellness needs of health-conscious consumers.
The top 5 companies account for a total of 17% of sports nutrition launches in China. Other notable companies include Iovate Health Sciences International, The Protein Works, Jingdong, and Decathlon.
Leading Sports Nutrition Claims
Source of protein is the top positioning, appearing in 36% of sports nutrition product launches. Sports nutrition trends show that 38% of consumers in China consider protein an important ingredient. Additionally, they also look at on-pack labels for the ingredients. This preference is reflected in the significant launches featuring protein in their pack labels. This aligns with ‘Ingredients: Taking the Spotlight,’ a trend highlighting that brands are enhancing positive consumer perceptions of key ingredients by spotlighting a product’s standout component.
Sports Nutrition Flavor Preferences
Mango, milk chocolate, strawberry, vanilla, and orange are top flavors in the market. Fruit-flavored ranges like peach, grapefruit, mango, coconut, citrus, and berries are appealing to consumers while providing a refreshing experience. Additionally, indulgent options with flavors like milk/dark chocolate, honey, caramel, and vanilla create a satisfying experience for those seeking a sweet treat.
Apart from the top 5 flavors, honey, coconut, grapefruit, lime, and blood orange are gaining prominence in the market.
What’s Next in the Sports Nutrition Trends?
The sports nutrition market in China is evolving and responding to consumers’ demands. Sports nutrition trends show that consumers are using electrolyte products as part of their sports nutrition. Brands are focused on launching products with electrolyte formulations like potassium, calcium, magnesium, sodium, and choline, helping to support consumers’ hydration needs.
Consumers in China are increasing their intake of sports and functional nutrition due to variety and novelty. Brands can focus on expanding beverage-inspired ranges like Hong Kong-style black tea, matcha tea, raw coconut latte/oolong tea, iced coffee, lemon iced tea, mojito, and dessert-themed flavors to add exciting appeal for consumers seeking new taste experiences. Furthermore, multiple flavor blends like cocoa and hazelnut, jasmine and matcha, and citrus fruits and honey can engage consumers by elevating the experience of sports and functional nutrition.
Energy, low/no/reduced fat, indulgent and premium, and gluten-free claims are growing in launches. Brands can highlight these health-related claims while incorporating milk protein in various forms, including whey protein concentrate and whey protein. Brands that focus on these emerging opportunities are likely to lead in the sports nutrition market.
This article is based on Innova’s Overview in Sports Nutrition in China report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
