three women working out

US Sports Nutrition Outlook for 2025

Here’s a look at recent growth in the sports nutrition market and the shifting consumer behaviors driving the 2025 sports nutrition trends. 

Highlights

  • North America is the largest sports nutrition market, while Europe is the fastest growing.
  • Consumers globally are prioritizing protein—particularly Millennials and Gen Z.
  • Key sports nutrition trends include mainstream consumers’ interests in protein and hydration.
  • Demand is strong for products that support healthier, more active lifestyles and everyday performance.

With the world’s highest per capita consumption of sports nutrition products,1 the US has seen incredible growth and development in the sports nutrition category over the past decade. Now these products are also appealing to mainstream consumers, with significant opportunity for brands in protein and hydration products.

Sports Nutrition Market Overview

With $22.3 billion in retail sales, North America leads the $39.6 billion global sports and active nutrition market, which is forecast to reach $48.4 billion in 2027, growing at a CAGR of 5.1% (2023-2027).2 Europe is expected to see the fastest growth (+6.6%), followed by Asia Pacific (+5.8%).3

Global Sports and Active Nutrition Market

RegionRetail Sales (in billions)Est. CAGR (2023-2027)
North America$22.34.6%
Asia Pacific$9.25.8%
Europe$5.06.6%
Latin America$2.54.3%
Middle East/Africa$0.54.4%
Source: GlobalData, Global Sports Nutrition + Meal Replacement & Protein Powder Supplements, May 2024

Protein powders comprise the largest segment of the sports nutrition category, accounting for 53% of sales.4 The segments leading growth are all protein-based: ready-to-eat protein products (excluding bars) with an estimated CAGR of 6.5%, protein powders (+5.9%), ready-to-drink protein beverages (+5.0%), and protein bars (+4.8%).5

Global Sports Nutrition and Active Nutrition Product Segments

Product SegmentRetail Sales (in billions)Est. CAGR (2023-2027)
Protein powder$21.15.9%
Meal replacements$6.83.3%
Non-protein$4.44.6%
Protein bars$3.84.8%
Protein ready-to-drink$2.85.0%
Other protein ready-to-eat$0.86.5%
Source: GlobalData, Global Sports Nutrition + Meal Replacement & Protein Powder Supplements, May 2024
man drinking shake

Shifting Consumer Behavior Drives Sports Nutrition Trends

Protein, which has captured the interest of even mainstream consumers, is ranked as the #1 or #2 most important nutrient by consumers in every global region (and takes the top spot for Millennials and Gen Z across regions.)6 This interest in convenient protein formats is drawing new users to the category.

At the same time, current sports nutrition users are consuming more. Compared to the prior year, about one in three sports nutrition consumers globally have increased their use of these products, mainly because they think it’s healthy (46%) or are exercising more (43%).7 A protein claim is the most influential attribute for consumers buying a sports or functional nutrition product.8

Benefits Moving from Sports Nutrition to Mainstream

As consumers continue to shift toward active and healthier lifestyles and become increasingly nutrition savvy, more sports nutrition products will hold mainstream appeal. This includes sports protein products (especially whey protein-based, which offers high concentrations of essential amino acids) and also hydration products.

two people running

Nearly one-quarter of consumers globally desire a hydrating or rehydrating benefit, while over half always or often use hydration products when they exercise.9 The rise of sports hydration products fulfilling everyday needs is driven by the notion that being healthy is essential to performing at one’s best, which resonates across diverse consumer segments.

Get Your Portfolio in Shape

The sports nutrition trends of increasing product use to support health and exercise, plus growing mainstream appeal (focused on protein and hydration), indicate a strong future for the category with many opportunities for innovation.

Developing products that support healthy, active lifestyles and everyday performance requires smart formulations with the right ingredients. To get your sports nutrition portfolio in tip-top shape, explore our sports performance solutions for the ingredients you need to take your brand into the future.

Partner with Glanbia Nutritionals to co-create the next winning sports nutrition product.

Frequently Asked Questions

Athletes require all the essential macronutrients and micronutrients but often have higher demands for certain nutrients. These include high-quality protein for muscle building and recovery and any nutrients that are readily lost through perspiration, which include iron and electrolytes like potassium

B vitamins can also be very important due to their role in energy production in the body, while sufficient calcium and vitamin D are essential for athletes to maintain strong and healthy bones. Adequate hydration is also a must for athletes to support all of the body’s systems, making water another key nutrient.

Protein contains essential amino acids that our bodies need to support a variety of functions—from muscle building to energy production to immune response. While most people get the bulk of their protein from a healthy diet, some groups of people are interested in the benefits of higher protein intakes—and protein powder helps them achieve this.

A protein powder offers a quick and easy way to take in more protein than one can usually get from foods. This is because a protein powder has been processed from the original food into a concentrated source of protein. Athletesactive lifestyle consumers, and seniors are just a few examples of people looking for extra protein for muscle support, satiety, weight management, and more.

The Recommended Dietary Allowance (RDA) for an adult with minimum physical activity is 0.8 grams per kilogram of body weight. This means that someone with a low activity level who weighs 150 lbs. should be sure to consume at least 55 grams of protein each day to prevent a protein deficiency. This can be calculated by dividing your weight in lbs by 2.2 (to convert to kg) and multiplying by 0.8 grams: 150/2.2 x 0.8 = 55 grams).

However, certain groups of people have higher protein needs. For example, starting in their 40s to 50s, people need to increase their protein to 1-1.2 grams per kilogram to prevent age-related muscle loss (sarcopenia). People with very high activity levels (especially those who regularly lift weights or engage in endurance sports) may require 1.1-1.7 grams per kilogram. The USDA’s Dietary Guidelines for Americans suggest that 10%-35% of our calories should come from protein.

Protein is an essential nutrient for workout recovery to repair and rebuild muscle after resistance or endurance exercise. The best type of protein for workout recovery is one that contains all of the essential amino acids in the proportion needed by the body. This ensures no amino acid is in short supply, which would hinder the protein synthesis process.

Protein quality is measured by its Protein Digestibility Corrected Amino Acid Score (PDCAAS), with a score of 1.00 indicating a complete protein. Whey protein’s PDCAAS of 1.00 makes it a top choice for workout recovery, which is why it’s so often used in sports nutrition products. Casein, egg white, and soy protein are also very high in quality. 

Even among whey protein ingredients, however, there are some differences that can impact exercise recovery. For example, whey protein isolate (WPI) has benefits over whey protein concentrate (WPC) that include more protein, higher branched chain amino acid (BCAA) content, and less fat and lactose.

Protein from any source can support weight loss and weight management by providing satiety. This occurs because protein triggers the release of appetite-suppressing hormones in the gut. The best type of protein for weight loss, however, is something researchers continue to investigate. Certain bioactive peptides in milk have shown benefits in increasing fat loss while maintaining lean muscle.

The best protein for muscle gain is a high-quality protein with a Protein Digestibility Corrected Amino Acid Score (PDCAAS) of 1.00. This shows it contains all the amino acids the body needs and is in the right proportion to build muscle. Dairy-based proteins have a PDCAAS of 1.00, with whey protein the best choice for right before or after a workout due to its fast absorption and casein, which is useful as an overnight slow-release protein.

Many different nutrients support sports performance due to their roles in muscle building, endurance, or exercise recovery. High-quality protein is the most important nutrient for building, repairing, and maintaining muscle since it contains all the essential amino acids. One amino acid in particular, the branched-chain amino acid leucine, is known for activating the protein synthesis process.

Endurance athletes also need to consume adequate water and replenish their electrolytes, including potassium and magnesium, to prevent muscle cramps and fatigue. Like electrolytes, iron—which plays key roles in oxygen transport and energy metabolism—is also lost through perspiration. Iron requirements are often much higher for endurance athletes and those engaging in high-intensity exercise, making iron another important nutrient for optimal performance.


References

1-4. GlobalData, Global Sports & Active Nutrition + Meal Replacement & Protein Powder Supplements, May 2024.
5. Innova Market Insights, Trends Insider: Top 10 Trends 2024: Ingredients: Taking the Spotlight – Global, January 2024.
6-8. Innova Market Insights, Category Insider: Revitalizing the Game: Navigating the Global Future Trends of Sports & Energy Beverages, December 2023.

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