What are the major trends shaping the sports nutrition market?

The sports nutrition market is evolving rapidly, driven by changing consumer expectations and continuous product innovation. The main trends shaping the market today include: - The development of products with simpler, healthier formulations, driven by the rise of clean label products, increasing demand for more transparent ingredient lists, the growing use of plant-based proteins (particularly soy, pea, and rice proteins), and the reduction of controversial additives. - The growing adoption of plant-based and vegan alternatives, fueled by evolving consumer preferences and popularized by elite athletes such as Lewis Hamilton and Serena Williams. - The expansion of the market beyond performance athletes, with increasing demand from consumers seeking products that support overall health, well-being, and an active lifestyle. - Rising interest in personalized nutrition, with products tailored to individual goals, dietary habits, and specific nutritional needs. - The diversification of product formats, including ready-to-drink beverages, high-protein snacks, and dietary supplements designed for different moments throughout the day.

What are the main challenges facing sports nutrition manufacturers?

To stand out in a fast-growing market, sports nutrition companies must address several strategic challenges: - Demonstrating product efficacy through robust scientific evidence. - Developing simple, healthy formulations while eliminating controversial additives. - Reducing environmental impact through sustainable packaging and responsible agricultural practices. - Meeting evolving consumer expectations, particularly regarding vegetarian and vegan diets. - Ensuring regulatory compliance and anti-doping transparency across all target markets.

Agrifood

Trends and challenges in the sports nutrition market

Published on 13 May 2024 Read 25 min

sports nutrition market agency consulting consultancy experts

In recent years, sports nutrition, at the intersection of the nutrition and sports sectors, has experienced strong growth, driven by the general public’s ever-increasing interest in staying fit and more generally in good health. Beyond health and well-being, sports nutrition aims to supply the nutrients needed to optimize physical performance, recovery, and the achievement of specific goals. In this article, Alcimed looks at trends in the global and French sports nutrition markets, the competitive landscape, and the challenges manufacturers face in this thriving sector.

A fast-growing global sports nutrition market

Aimed at both amateur and professional athletes, sports nutrition encompasses a variety of products designed to support physical performance, muscle recovery, and the overall health of active consumers.

The global sports nutrition market is booming. Fortune Business Insights estimates it at $59 billion in 2025 and expects a compound annual growth rate (CAGR) of 8% between 2026 and 2034¹.

In Europe, the sports nutrition market is dominated by countries such as the United Kingdom and Germany, but France is not far behind. Ranking in the European top 5, the French market is currently estimated at €1 billion.

Protein powders derived from milk, notably whey protein and casein, have long dominated the sports nutrition market for recovery and muscle mass support. However, growing consumer demand for plant-based alternatives is driving the emergence of a more diverse range of proteins, such as those derived from soy, rice, or peas. A clinical study published in 2024 showed that a blend of pea, brown rice, and canola protein could stimulate post-exercise muscle protein synthesis to a degree comparable to whey. These results support the value of well-formulated plant-based blends, though this effect cannot be generalized to all plant proteins.²

Discover how we can support you in your plant-based protein projects >

Finally, sports drinks rich in minerals and electrolytes, originally intended for athletes, are gaining popularity among urban consumers who care about their lifestyle. According to Innova Market Insights, nearly one in five European consumers seeks for sports or functional nutrition products for hydration³. Electrolytes now come in powders, tablets, gels, gummies, and ready-to-drink beverages.

A diverse and increasingly omnichannel competitive landscape

The main players in the sports nutrition market fall into two groups: manufacturers (B2B), which supply ingredients and formulations, and brands offering finished products to consumers (B2C).

Key players include food and beverage giants such as PepsiCo, Coca-Cola, BEL, which has launched its own sports range, and Mars, which recently acquired Foodspring. Dairy groups also hold a special place in the sports nutrition market, with some present in both B2B, as ingredient suppliers, and B2C, with their own ranges of high-protein foods and dietary supplements. Arla, for example, markets whey concentrates and isolates, hydrolysates, and beta-lactoglobulin to sports nutrition manufacturers through Arla Foods Ingredients, while also selling its Arla Protein range of protein yogurts, drinks, and desserts directly to consumers. Lactalis follows a similar model: the group supplies milk proteins through Lactalis Ingredients and is also developing its B2C offering with Lindahls and, since 2026, Protein Works, a specialist in shakes, snacks, and active nutrition supplements.

Among B2C players, MyProtein, a subsidiary of THG (The Hut Group), is a global leader in online sales of sports nutrition supplements. The company offers a wide range of products, such as protein powders, dietary supplements, and protein snacks. The group also now states that it is developing offline distribution partnerships, which shows that sports nutrition is no longer an “online only” market⁴.

In the French market, specialized players such as Bulk Powders and Nutrimuscle are also strongly present, standing out for their commitment to high-quality ingredients and scientifically tested formulations. Innovative players such as 1337 Pharma are also worth noting. They specialize in e-sports nutrition, with a full range developed specifically for gamers and sold online.

Finally, Decathlon, through its Aptonia brand, is also a major player, placing particular emphasis on healthy composition and a reduced number of ingredients.

These evolutions materialize how sport nutrition has become mainstream reaching a wider audience than just bodybuilders or elite athletes. Innova noted in 2026 that functional expectations differ by generation, with sports performance a priority for Gen Z and hydration for Millennials⁵.

Many challenges for manufacturers and brands

Sports nutrition players face many challenges, including:

Challenge 1: Guaranteeing product efficacy

Consumers are looking for products that deliver tangible results in terms of athletic performance and health. Manufacturers must strive to develop effective products backed by solid scientific evidence.

Challenge 2: A simple, healthy composition

With growing awareness of the importance of a healthy diet, consumers are paying ever closer attention to the composition of sports nutrition products and to “clean label.” It is increasingly imperative for manufacturers to use high-quality ingredients and avoid controversial additives, while maintaining stability, taste, and efficacy, especially when products combine proteins, amino acids, electrolytes, vitamins, or plant extracts.

Challenge 3: An environmentally friendly product

Consumers are increasingly taking the environmental impact of sports nutrition products into account. Manufacturers need to commit to reducing their carbon footprint, using sustainable packaging, and supporting responsible farming practices.

In addition, packaging and environmental communication are becoming major regulatory topics in Europe:

The European Packaging and Packaging Waste Regulation (PPWR) has applied since August 12, 2026⁶.
European Directive 2024/825 on combating misleading environmental claims will apply from September 27, 2026⁷.
Brands will therefore need to substantiate their environmental messages precisely and avoid generic claims that cannot be demonstrated.

Challenge 4: A product suited to consumers’ current needs

The world of sports and the way people use products are evolving. Innovation plays a crucial role in differentiation in the market, with growing demand for personalized products and innovative formulations. For example, a growing number of elite athletes have adopted a vegetarian or vegan diet (Lewis Hamilton, Serena Williams, Novak Djokovic, Kyrie Irving…), pushing manufacturers to develop vegan alternatives to the products in their original catalog.

Challenge 5: Regulatory and anti-doping aspects

Manufacturers must be aware of the regulations in force in the countries where they operate. In sports nutrition, regulations can vary from one country to another, with specific standards for food safety and product quality. Compliance requires rigorous monitoring and testing throughout the production process. In addition, the distinction between sports nutrition products and doping products is essential, requiring full transparency from manufacturers.

In conclusion, the sports nutrition market offers significant opportunities today. Players need to pay constant attention to market trends, product quality, and regulatory compliance to succeed in this competitive sector. Alcimed can support you in your projects related to the sports nutrition market. Don’t hesitate to contact our team.

About the authors,

Pierre, Business Development Manager in Alcimed’s Agri-Food team in France

Antoine, Senior Consultant in Alcimed’s Agri-Food team in France

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