Sports Nutrition Category Breakdown
While there are many players in the $13.8 billion U.S. sports nutrition category, nearly a third of the market is made up of just five brands, reports Euromonitor in its “Sports Nutrition in the US” report.1 These are Clif at 7.8 percent, Optimum Nutrition at 7.5 percent, BSN at 5.1 percent, and Cellucor and Muscle Milk, each at 4.5 percent.
Protein remains the top in-demand nutrient for sports nutrition products and is prominently featured in ready-to-drink (RTD) beverages, beverage powders, and bars for sports nutrition. Euromonitor breaks down the category sales for 2019 as follows:
- Sports protein powders (53 percent)
- Protein and energy bars (30 percent)
- Sports non-protein products (9 percent)
- Sports protein RTD beverages (8 percent)