The increasing popularity of sports nutrition
The sports nutrition market is constantly evolving. This is due to the emergence of multiple trends, in particular the growing interest in active lifestyles among consumers as well as healthy aging. Consumers are becoming increasingly aware of the role their lifestyle plays in their state of health, and want to take care of themselves, eat better and be more active in order to improve their physical and mental well-being. In addition to physical activity, consumers are choosing to adapt their diet to meet their individual needs, in line with their level of exercise, and are increasingly turning to sports nutrition products.
The changing target market for sports nutrition
The expansion of the consumer target
A number of years ago, sports nutrition emerged to meet the specific needs of athletes and bodybuilders. Indeed, their bodies, subjected to recurrent intense effort, required a wide variety of elements (energy, proteins, carbohydrates, micronutrients, hydration) before, during and after physical exercise.
Nevertheless, formerly reserved for top-level athletes, these products are now attracting the interest of new populations. This niche market is becoming more open and dynamic, and its target is expanding as consumer profiles diversify.
How can we explain this phenomenon? The active lifestyle trend reflects a way of living in which diet and physical activity are central to overall health. Initially practiced to improve physical skills and sporting performance, physical activity is now embraced by a wide range of people who want to keep fit and feel good. In Europe, 54% of the population engage in physical activity to improve their health, 43% to improve their physical condition, 39% to relax and 27% to improve their physical performance.[1]
Furthermore, 59% of consumers perceive their health in terms of their level of physical activity, while 41% measure it in terms of their eating habits.[2]
These individuals are looking to maximize the effects of sport through nutrition, so they are turning to sports nutrition products, which have a positive health connotation in the minds of today’s consumers.
New consumers with new expectations
The evolution and broadening of the target market is also leading to changes in consumer expectations. Consumers are increasingly demanding when it comes to their well-being and the quality of what they eat. According to one study, 70% of consumers want to eat more healthily, and 50% make healthy eating a priority.[3]
Thus, the challenge for agri-food players in the sports nutrition market is to meet demand by offering products with health benefits without compromising on organoleptic qualities. Natural and clean-label products also enjoy good press, as they illustrate the product’s degree of naturalness, a differentiating criterion in this market (62% of consumers consider that naturalness claims give snacks an impression of better quality).]2]
Market players are also focusing on maintaining the loyalty of existing sports consumers and winning over a wider target audience.
A phenomenon that is transforming the sports nutrition market
Figures that illustrate the diversification and rapid growth of sports nutrition
The sports nutrition market has been growing exponentially for many years. Between 2006 and 2020, the market grew by 217%, with a CAGR of 8.5%.[4] In 2023, the market size was estimated at 45.24 billion USD, and is set to continue growing at an estimated CAGR of 7.5% between 2024 and 2030, reaching 75 billion USD.[5] North America remains the market leader, generating 45% of worldwide revenues.[6]
Range diversification
This market evolution is due to the broadening of the sports nutrition target but also, in parallel, to the increase in the number of players and brands. To gain a foothold in a saturated market, many brands are creating a sports range based on products they already offer. This is the case for Danone, which is launching a HiPro+ range for athletes in early 2024, in addition to Nestlé with its Lindahl’s range. Private labels are also following the trend: for example, Marque Repère’s sports range will be launched in 2024, as well as Carrefour’s “Sensation High Protein” products.
To stand out in this market, players are innovating in terms of shapes and tastes, with the main aim of breaking away from products such as sports powders, which made up almost the entire offering, and which lacked the all-important aspect of providing eating pleasure. Consumers are looking for products that are both tasty and healthy. To make themselves more attractive, certain players are participating in the foodification of sports nutrition, offering tasty products in practical, on-the-go formats, such as shots and individual sachets. We’re also seeing a diversity of promises: improving physical performance, increasing strength and vitality, boosting endurance, facilitating recovery, and so on.
What’s more, the diversification of this market is facilitated by the growing availability of products, with more accessible prices and less specific distribution channels.
A market dominated by protein products
According to a Xerfi study, sports nutrition products can be divided into two specific key categories:
– Specialty products (proteins, energy bars, isotonic drinks) for amateur or professional athletes, available through specialized distribution channels.
– Ultra-fresh protein products (hyper-protein yogurts, skyr, etc.) available via supermarket distribution channels. They currently represent 2/3 of the market.[7]
In addition to these two main categories are products often associated with active nutrition, such as snacks, spreads, etc.
The place of protein products in sports nutrition
When it comes to sports nutrition, protein products are the first to come to mind, and rightly so, since they account for 85% of the market. Not only is protein recognized for its positive effects on muscle development and recovery, it’s also a nutrient that consumers perceive as a health nutrient. For this reason, protein products are highly sought-after by consumers, despite the fact that worldwide protein consumption is higher than recommended by health authorities (Europeans consume 82 g per day, compared with 58 g recommended by EFSA for an adult weighing 70 kg).[8]
In addition, 26% of consumers are looking for dairy proteins, particularly for their amino acid composition and organoleptic properties.[9]
Dairy ingredients for sports nutrition
Dairy ingredients are especially important in sports nutrition due to their high-quality amino acid profiles. These amino acids play an important role in muscle building and recovery from physical exertion. These proteins therefore represent a choice alternative for enriching sports products.
At Lactalis Ingredients, we have developed high-quality dairy proteins. Our Pronativ® Native Whey Protein, rich in essential amino acids, has a nutritional profile close to its original form in milk. It is rich in leucine, a key amino acid in muscle synthesis. What’s more, it is rapidly absorbed, ensuring optimal muscle preparation prior to exercise. Pronativ® Native Micellar Casein, with its slow digestion, ensures a gradual release of amino acids, providing prolonged nutrition for muscles during training. Finally, our 110 mesh acid casein, ideal for protein bars, stands out for its ideal particle size, guaranteeing a smooth, grain-free texture and prolonged protein release, while containing little or no lactose.
The sports nutrition market is booming, and a rich source of innovation in terms of promises, formats and tastes. Paradoxically, inactivity rates among the world’s population are rising: 31% are totally inactive, and only 3 out of 4 active people are sufficiently so.) [10],[11], while the number of overweight and obese people is on the rise. Whether this is an emerging trend or a passing fad, the challenge of balancing nutrition with healthy lifestyles is a highly important issue for market players to address.
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Sources:
[1] INEJP, Groupe BPCE, European Commission, CREDOC, U.S. Bureau of Labor Statistics, SFIA
[2] FMCG Gurus, Top Trends for 2025, 2024
[3] McKinsey & Company, Hungry and Confused: The Winding Road to Conscious Eating, 2022
[4] Euromonitor International, Nutrition sportive dans le monde, 2021
[5] GVR, Sports Nutrition Market Size, 2024
[6] Alcimed, Un marché dynamique dominé par les Etats-Unis, 2024
[7] Xerfi, Marché de la nutrition sportive : les géants de l’agroalimentaire à l’offensive, 2023
[8] W.J.Simon, Circular food system approaches can support current European protein intake levels while reducing land use and greenhouse gas emissions, 2024
[9] Nutrition Insight, Exploring new horizons: How sports nutrition is evolving to meet broader needs, 2024
[10] OMS, Activité physique, 2024
[11] The Lancet, National, regional, and global trends in insufficient physical activity among adults from 2000 to 2022: a pooled analysis of 507 population-based surveys with 5.7 million participants, 2024