September 18, 2025 – Sports nutrition is witnessing a rise with actively fit and casually athletic consumers more ready than ever to add something extra to their workout regimes and performance capabilities. Hydration, fitness, and functional nutrition are being bolstered by an extensive range of products that aim to boost recovery and help athletes of all levels get over the line in the best shape possible. Taking a closer look at the extensive reach of sports nutrition, Innova Market Insights has composed a report detailing the trends within the sports nutrition category.
Is the Use of Sports Nutrition Increasing Among Consumers?
A key factor driving the rise in sports nutrition consumption is the variety of product formats available. Research indicates a significant increase in the popularity of ready-to-drink (RTD) and functional beverages over the past year, with one-sixth of all researched consumers reporting that they have purchased at least one. Additionally, one in nine respondents indicated they have bought sports-specific bars, and one in ten have purchased powders, highlighting the growing prevalence of these products.
After the pandemic, more and more people became health-conscious. This had a knock-on effect even among those who already buy sports nutrition though, with statistics showing that one-third say they have been increasing their use. To be healthier and exercise more are contributory factors relevant to both the new and old customer base. Functionality has a lot to do with the overall sports nutriton trend and the rise in category consumption uptake, with the top three functional reasons being energy boosting, hydration, and improving performance or recovery in a sports-related setting.
As with these growing opportunities in the market there comes an increasing number of customers, and that has seen more brands arrive front and center in the shops and supermarkets. Whether it is expansion into new markets or acquisition of brands that already have a firm following in the category, there is growing interest in brands targeting a wider audience, doubling distribution, and reaching new markets worldwide.
Has There Been Further Focus on Hydration and Joint Lubrication?
Brands are focused on the issue of hydration, and this is a growing consideration for consumers too, ranking as the second most popular benefit of functional nutrition after energy boosts. Within global new product development (NPD) in sports nutrition, Innova Market Insights found that powders remain the top target for innovators, featuring in more than half of all launches last year. While the fastest area of growth was RTD sports drinks, many of which are positioned on hydration platforms. The exponential penetration of hydration claims across sports nutrition has more than doubled by 10% since 2020. This increased recognition of hydration benefits has seen products for this purpose become mainstream and more common instead of being solely for boosting energy or building muscle.
For those keen on aiding their muscle recovery, collagen-based ingredients have also become a key area of development. Out of all the protein ingredients taking on increased importance, the rise of collagen has been notable. Performing the best of new products in this space over the past five years, collagen claims are linked to other benefits such as support and lubrication of joints and connective tissues. Joint health claims in the sports nutrition arena have increased alongside collagen use, even though they are generally promoted as a secondary benefit.
Some innovation on the scene at the moment from one brand includes an expanded range of clear whey protein powders across Europe to include two varieties with added collagen. As well as the muscle support claimed by the brand’s existing whey protein powders. This product reflects another ongoing sports nutrition trend, which is the pairing of ingredients for multiple results, particularly protein plus something else.
How Are Companies Approaching This Extended Reach?
Approaches taken by brands are varied, with a diversity of products being an area of interest. From a marketing standpoint, some brands seek recognized names from the sports world to promote their products. Others have looked to the format of their products, and this is particularly true for protein and nutrition in the form of sports bars rather than powders. On-the-go friendly products have extra appeal due to their format and it is likely that brands will experiment further with diversification going forward.
A broader appeal to sports nutrition is the development of more easily digestible options. Many brands, mainly whey protein products, now contain added digestive enzymes to help improve absorption and reduce the risk of digestive discomfort after consumption, opening dairy-based solutions up to a wider audience. Gut health claims as a whole have gained share in recent NPD, and go beyond simple digestibility claims, with some protein powders also containing added probiotics, prebiotics, or other fibers.
Are Positive Taste Experiences Having an Impact?
While efficacy remains the primary focus for innovators, the taste experience has a huge impact on the possibility of widening the consumer base. Overall, consumers in this market tend to prefer flavor blends and intense tastes, so popular brands use flavor to deliver fresh and novel products into their portfolios.
Between 2020 and 2024, the fastest-growing flavors within the market included the likes of yuzu and lychee to give a tropical feel. For example, one German brand created an Electrolyte Shot drink that has a base of apple juice with added guava, yuzu, and lychee purées. While many flavor choices are designed to support the health image of the product, several indulgent flavors, such as toffee and birthday cake, are also on-trend.
What’s Next for Sports Nutrition Globally?
Ingredients are becoming an emerging area for sports nutrition brands to look at, One of these ingredients is colostrum, which is the first form of milk mothers produce following a newborn’s delivery. It contains vital antibodies to protect the baby against disease and infection and bioactive components important for overall health, growth, and vitality. More specifically, the use of bovine colostrum is bringing value to sports nutrition, delivering immune benefits, and helping protein synthesis and soft tissue repair after exercise. Some products, most notably in the United States, are positioning these as “real food” options with no artificial additives.
Another emerging sports nutrition trend is the GLP-1 movement, which is capturing the attention of sports nutrition suppliers by addressing the unique needs of various customers. The rise of drugs such as semaglutide, a GLP-1 receptor agonists used for weight management, signifies a significant trend in the United States, and the influence of it is starting to spread internationally.
Personalization will remain a strong focus for the industry going forward, and suppliers will continue to seek new ways to get the right products into the right hands. The digital space can be a useful platform for this, as seen with one brand that introduced an artificial intelligence-powered virtual coach to support their products. The coach gives personalized nutrition and physical activity recommendations to meet the individual’s required goals.
This article is based on Innova’s Sports Nutrition Extends Its Reach – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more