The global sports nutrition market, valued at 54.8 billion USD in 2023, is projected to nearly double to 103.3 billion USD by 2032¹. Once the domain of elite athletes, sports nutrition has evolved into a mainstream category, appealing to a wide range of consumers, including gym-goers, lifestyle enthusiasts, and healthy agers. This shift highlights a significant trend: sports nutrition products are no longer solely associated with exercise. In fact, 15% of global consumers who purchase these products do so not as part of a fitness routine but to support their overall health and wellness². 

While staples like protein powders, hydration solutions, and creatine continue to dominate, the market is witnessing rapid innovation in areas such as plant-based performance products, gut health solutions, and personalised nutrition driven by wearables and genetic testing. Growing consumer awareness around sustainability and clean-label demands is shaping the next generation of product development. Trust in the category remains strong, with 60% of global consumers expressing confidence in the claims made on sports nutrition products. 

Join the Vitafoods Insights Webinar to delve into the latest strategies and innovations driving growth across this diverse and competitive category. 

References:

1. BusinessWire. Sports Nutrition Market Report 2024. 

  https://www.businesswire.com/news/home/20240403631291/en

2. FMCG Gurus Sports Nutrition global survey conducted in 2025. 

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