1 September, 2025 – Sports nutrition has become a massive presence in the average consumer’s diet, largely due to changes in lifestyles that lead them to exercise more and feel the need for food and beverages that aid their health and wellbeing. To meet consumers’ specific needs, tailored to niche segments and different demographics. Brands that tap into proven efficacy aligned with innovative health solutions will stand out. This report by Innova Market Insights summarizes the innovation opportunities based on observations and insights to come from the category.
Is the Market for Sports Nutrition Growing Globally?
The United States and Japan are the first and second sports when it comes to value holders in the nutrition market. The largest consumption is led by the US, yet it is Poland leading the charge with growth of more than 16% in the category over the past four years. The sports industry is highly fragmented, supporting a diverse range of businesses, from multinationals to start-ups. Examples of these include Unilever, who entered the sports nutrition market with its Liquid I.V. brand. While Glanbia is present in North America, Western Europe and Asia Pacific (APAC) regions with its own brand.
The sports nutrition market is growing globally, with a third of consumers increasing the consumption of such products compared to a mere 7% who have stepped away from consuming any. The modern consumer takes sports nutrition due to perceived healthiness, and sports drinks have the highest penetration among sports nutrition categories. Younger generations are beginning to lead the consumption of products in the category, except for sports supplements, where Boomers’ acceptance is higher.
When and Where Are Consumers Most Likely to Take Sports Nutrition?
Post-workout is the most common moment for consumers to consume sports nutrition. Further proven by the rate of consumption directly at the gym, which has higher penetration among younger generations. Manufacturers may create targeted promotions, partnerships and sales commissions for trainers and gym chains that have access to the trust of these consumers.
Globally, there is renewed focus on health and wellbeing as the cost of healthcare is creating a more proactive approach to both health and wellbeing. The integration of technology is shaping how the markets develop, leading to further shifts in demographic and social settings.
Is Technology Aiding This Transformative Shift?
With the pursuit of a healthier lifestyle, consumers are focusing on what they want from their food and beverages. Aiming to gain the edge and be at their mental and physical best. Whereas products that target brain health and mood boosting properties are sought after, especially in the areas of emotional, hormonal, and gut health.
Each generation has a different driving force behind its choices and lifestyle; therefore, sports products targeting specific demographics can offer opportunities for brands to better support their needs and help them to make informed decisions on their own. Personalized and convenient health and nutrition solutions are gaining traction and with that opens a world of opportunities for innovation and connection with consumers. Particularly given that digitally empowered consumers are increasingly willing and able to find self-support on aspects such as health, finance, fitness, and cooking at home.
How Can Lifestyles Present Opportunities in Sports Nutrition?
There is a greater appreciation of nature, close connections, and real experiences as consumers seek the genuine, tangible, and secure moments in their lives. Driving this trend of a better quality of life is a healthier lifestyle, and to do so, they expect greater honesty and transparency from brands. Reassurance is important to them in knowing that what they buy is worth it and aligns with their values.
Can the Sports Nutrition Market Grow Faster?
The rate at which the global market volume is likely to increase in the coming years. This is evident by the data suggesting that the value share which the United States holds is almost half of the sport nutrition value overall. As mentioned earlier, Poland’s category growth is on the rise and Brazil is not too far behind in that regard. At a rate of ten times the global average, the United States is consuming more sports nutrition than anyone else.
Penetration among sports nutrition categories is led by sports drinks, largely due to the majority of consumers purchasing either sports or functional drinks consistently in the past twelve months. With Millennials and Gen Z being the more likely age groups to purchase them, although sports and functional drinks have a higher penetration, especially among younger generations, the frequency of consumption is lower. Supplements are used more frequently, with more than a third of consumers globally using them daily.
Regarding country consumption, respondents from Japan said that they consume sports bars, drinks, powders, and supplements a few times a month or less, while Egyptians reported a higher consumption frequency of sports drinks and powders. In general, it would appear that supplements are consumed more frequently among sports nutrition categories. Interestingly, a third of consumers globally increased their consumption of sports nutrition, with health and exercise being the top reason for doing so. With budget change being the primary reason for decreased consumption, especially for Argentinians.
Who Is the Target for Sports Nutrition?
Sports nutrition, it is clear, is cementing itself into the lifestyles of various ages and budgets. There are options and formats to career for different people and their incomes too. This has helped increase the level of purchasing that is evident in this report. While the economic factors may be more open, it is clear that consumers are consuming sports nutrition products post-workout. As growing demand for personalized solutions for the active gym user are available, many are then rethinking their workout routines with smarter and cleaner nutrition plans.
Innova Market Insights observed a 4% growth in post-workout claims for sports nutrition from April 2020 to March 2025. As Boomers were noted as searching for health and functionality, while those of Generation Z looked for convenience in their purchases. It has become apparent that this is no longer just another anti-aging combination, but a powerful, scientifically crafted solution designed to optimize health, restore vitality, and enhance mental and physical performance. In fact, Innova Market Insights noted that nearly one in four consumers globally have purchased age-specific nutrition as targeted nutrition.
What’s Shaping the Category?
Sports nutrition has regained growth after the pandemic, as trends in sports nutrition suffered a decline in launch activity during those years, but later experienced a revival in 2023 and 2024. In terms of new product developments, sports powders are the top innovation that is sought after, while the ready-to-drink sub-category has increased its share in the space alongside supplements. Surprisingly, ready-to-drink products containing protein have fallen within the new product launches as the opportunity to develop drinks without it has become more diversified towards functional beverages. Fruit flavors are growing in prominence throughout, representing nearly half of the new products in sports nutrition.
What’s Next in Sports Nutrition Globally?
What we are likely to see in the category on a global front is that products will continue to be consumed at the gym due to their high penetration amongst Millennials and Generation Z. This is despite the results that supermarkets currently lead purchasing across all generations. Functional ingredients are the most influential in sports nutrition, and this will continue also.
Sports nutrition products are no longer exclusive to athletes, as consumers search for products supporting performance, wellness and active lifestyles. Therefore, targeting specific demographics, especially seniors, can offer opportunities. More diverse formats from powders to ready-to-drink products will increase, with bars and gummies ensuring accessibility, catering to evolving consumer needs.
Protein remains a top priority in sports nutrition, being the most influential claim for nearly a third of consumers globally. So brands willing to diversify protein sources and shift to products with functional ingredient pairings will gain attention. Elsewhere, the ability to tap into mood and mental health is huge among consumer preferences right now and meeting this growing demand for drinks and products that aid cognitive abilities will be popular.
This article is based on Innova’s Sports Nutrition – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more