September 28, 2026 – The sports nutrition market in Latin America is currently one of the most dynamic areas within the Latin American food and beverage landscape. Launch activity is steadily growing, and the category is broadening beyond solely performance-driven motivations. As consumers seek to maintain active lifestyles and holistic wellness, a shift is visible in what consumers expect, what companies are launching, and how consumers describe their own behaviors. Innova’s Sports Nutrition in Latin America report reflects on where the momentum currently sits and the trends brands can expect to drive the category.
Which Positioning Claims Are Consumers Interested In?
The clearest rise is demonstrated by protein claims, acceleration of sugar reduction and energy positionings, as well as growth in plant-based credentials. Hydration is also another trend in sports nutrition innovation that brands are leveraging, though it has experienced a decline in new launches, despite sustained usage. This could signal opportunities for brands in the future. When it comes to the fastest growing, protein and sugar reduction are advancing and strengthening together, suggesting the progression of better-for-you protein rather than just protein alone.
How Are Flavors Driving The Sports Nutrition Category In Latin America?
Sports nutrition trends 2026 in Latin America show that indulgent and fruit flavors anchor innovation, alongside familiar profiles. According to Innova’s research on sports nutrition trends in 2026, milk chocolate is the single most common flavor among flavored launches, followed by strawberry and vanilla. Fruit in general accounts for the largest share of flavors in the category. Although consumers still demand novelty, the core of the category is rooted in offering the familiar.
At the same time, each country has its own cultural nuances, highlighting an opportunity for brands to lean into local preferences. For example, in Brazil, brands can use acai and guarana, which are native to the country. Similarly, passionfruit can be incorporated into Colombian launches. This offers moments for differentiation without abandoning the familiar options that consumers prefer.
Which Functional Ingredients Are Driving The Category In Latin America?
Regarding the presence of functional ingredients in the Latin American sports nutrition market, electrolytes lead, making up 49.7% of functional ingredient groups in sports nutrition launches. High-intensity sweeteners follow behind, reflecting the hydration and sugar-reduction agendas. Whey is also a dominant source of protein, while B-vitamins and amino acids are driving launches.
Which Formats Resonate wWith Latin American Consumers?
Across markets in the Latin American region, sports and functional drinks lead the category, accounting for over 50% of launches in Argentina, Brazil, Chile, Colombia, Mexico, and Peru. Bars and powders make up a strong second tier, and supplement formats hold a substantial base. This highlights how sports nutrition has evolved into a mainstream multi-format category, rather than a specialist one.
What Do Consumer Insights Reveal About Sports Nutrition Trends?
Sports nutrition consumption is habitual for a large percentage of consumers in the category. For example, 28.8% consume sports nutrition products 2 to 3 times a week, while a meaningful minority does so daily. Therefore, designing formats and products for repeat and low-friction consumption will be key. While pre-workout remains the most-cited occasion for consuming sports nutrition products, outdoor, on-the-go, and morning moments are also prominently cited.
Innova’s consumer insights research also highlights how consumers seek benefits outside of performance in Brazil and Mexico, encompassing a wider wellness frame. Energy and alertness lead, but brain, heart, immunity, and digestive health benefits are also sought after. This widens the opportunity for brands within active nutrition formats for holistic wellness, beyond performance alone.
What’s Next For Sports Nutrition Trends In Latin America?
Brands can expect that the trajectory of the Latin American sports nutrition market to align with the demand for every day, active-lifestyle wellness. Sports nutrition will continue to move into daily life, with hydration, energy, and protein extending into mainstream beverage, dairy, and snack aisles. Reduced sugar formulations will become more of a baseline, and plant-based protein will play a greater role, especially for brands who are able to close the taste and cost gaps. Combined propositions, such as hydration plus functional additives or protein and reduced sugar, will also become the norm.
This article is based on Innova’s Sports Nutrition in Latin America report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.