US Sports Nutrition Ourtlook for 2025
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
| Region | Retail Sales (in billions) | Est. CAGR (2023-2027) |
|---|---|---|
| North America | $22.3 | 4.6% |
| Asia Pacific | $9.2 | 5.8% |
| Europe | $5.0 | 6.6% |
| Latin America | $2.5 | 4.3% |
| Middle East/Africa | $0.5 | 4.4% |
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 Segment | Retail Sales (in billions) | Est. CAGR (2023-2027) |
|---|---|---|
| Protein powder | $21.1 | 5.9% |
| Meal replacements | $6.8 | 3.3% |
| Non-protein | $4.4 | 4.6% |
| Protein bars | $3.8 | 4.8% |
| Protein ready-to-drink | $2.8 | 5.0% |
| Other protein ready-to-eat | $0.8 | 6.5% |
Source: GlobalData, Global Sports Nutrition + Meal Replacement & Protein Powder Supplements, May 2024
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.
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.
