December 12, 2025 – In the Asian Pacific, consumers are becoming more self-sufficient in their own healthcare, increasing their exercise levels and at-home fitness activities. As a result, this evolution is expanding opportunities for sports nutrition products in the market, including sports supplements. Younger consumers remain an important demographic, but brands are also targeting the needs of older generations, who seek different benefits. Innova’s “Sports Supplements in Asia Pacific” report delves deeper into these sports supplement trends and their drivers, examining current innovations and highlighting potential opportunities in the category.
Macro Context and Lifestyle Drivers of Sports Supplement Trends
Aging populations, rising obesity levels, and mental health concerns are impacting consumers globally. Health is the leading driver of sports supplements, from holistic health needs to specific athletic needs. Although cost of living challenges strain consumers around the globe, Asian consumers make health and well-being their second highest spending priority, with many considering personal wellness a priority. Post-pandemic, consumers are also taking a more active role regarding their own health, with 76% of Asian consumers saying they are self-sufficient in their healthcare. Increased exercise and supplements are examples of action consumers are taking to improve their health.
Generational Perspectives on Sports Supplements
Across all ages, consumers in the Asia Pacific market demonstrate high interest in sports nutrition, compared to other markets, with Millennials paving the way. For both light and sports activities, over 90% of Millennials consume sports nutrition. For Gen X and Boomers, this percentage ranges from 74-83%, demonstrating the importance of catering to all age-related needs. For instance, Gen X and Boomers prioritize bone and joint health benefits. In contrast, younger generations favor sports performance products or those that improve their appearance.
Health Motives and Consumer Preferences
1 in 8 consumers in the Asia Pacific market purchases sports and functional supplements, integrating them into their daily routines. Compared to traditional sports nutrition, supplements are viewed as an important way to start or end the day, rather than a companion to exercise routines alone. However, the number one usage occasion for sports and functional nutrition overall remains post-workout. Health is also the main driver for sports supplement trends and the reason consumers are increasing their overall intake of sports nutrition.
In Asia Pacific, energy is the number one demand from sports nutrition, with energy and stamina being the top claims in new product development for sports supplements. Caffeine, B vitamins, shilajit, and L-theanine are a few examples of ingredient blends that brands are launching to address focus, energy, endurance, and vitality. In addition, several subsidiary benefits are on the rise, with increased attention being paid to sleep and bone or joint health in the Indian market.
Ingredients & Claims Consumers Seek in Sports Supplements
Supplements trends indicate that across the Asian sports supplements market, consumers demonstrate widespread interest in a variety of active ingredients. Vitamins and minerals rank highest within sports nutrition purchases, but electrolyte minerals and omega 3-fatty acids follow closely behind. 33% of consumers value product safety the most when purchasing sports and functional nutrition products. After this, health benefits like high protein and functional ingredients are also significant, with the latter being particularly important in supplements.
The Rise of Gummy Formats
Although traditional tablets and capsules lead consumer purchases, gummy formats are increasingly gaining share in the Asian Pacific sports supplements market, from zero launches in 2020- 2021 to 23% in 2024-2025. As a result, the use of added flavors has tripled penetration over the last five years, in line with the rise of gummies. In recent years, more than 25% of launches have been flavored. Strawberry has been leading the charge, with cranberry, blueberry, and green apple flavors following closely behind. Beyond fruit flavors, gummies are also expanding to include botanicals like ashwagandha for mental clarity. Other active ingredient blends are also being explored by brands to boost energy, stamina, and muscle performance.
Creatine as a Leading Ingredient
In the Asian Pacific sports supplement market, creatine is becoming a key ingredient, joining the ranks of other popular ingredients, such as magnesium and zinc. In fact, it is now the second-most popular ingredient for new product development behind only B vitamins. Brands are also capitalizing on the popularity of gummy formats, with creatine gummies offering consumers a convenient and portable solution.
What’s Next in Sports Supplement Trends?
As gummy formats have gained significant ground in the Asian Pacific sports supplements market, brands can diversify their portfolios and expand gummies beyond creatine supplements. In addition, hydration assistance is a potential area for innovation. In the US, there has been some new product development with hydration supplements to help consumers build their electrolyte levels, and this trend also presents an opportunity for brands in Asia Pacific, as hydration benefits are currently limited to sports nutrition drinks. Furthermore, there is a significant knowledge gap regarding women’s sports nutrition needs, so the development of tailored products for women’s needs is also an avenue for exploration.
This article is based on Innova’s Sports Supplements in Asia Pacific report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more