GVR Report cover Europe, Middle East And Africa Sports Nutrition Market Size, Share, & Trends Report

Europe, Middle East And Africa Sports Nutrition Market Size, Share, & Trends Analysis Report By Type, By Functionality, By Formulation, By Distribution Channel, By Region, And Segment Forecasts, 2022 - 2030

  • Report ID: GVR-4-68039-923-2
  • Number of Pages: 150
  • Format: Electronic (PDF)
  • Historical Range: 2016 - 2020
  • Industry: Healthcare

Report Overview

The Europe, Middle East, and Africa sports nutrition market size was valued at USD 3.1 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 7.9% from 2022 to 2030. As opposed to earlier, when sports nutrition was targeted towards athletes, it has now become an everyday product for a wider consumer base across populations. Increasing awareness of overall health and well-being and an increase in diversification of products to cater to a wider consumer base by key players are key factors driving the market growth.

 CIS sports nutrition market size, by product type, 2020 - 2030 (USD Billion)

The increasing prevalence of lifestyle diseases such as obesity and diabetes can be managed through health and nutrition products. Currently, available products in the market cater to consumers with a myriad of health needs such as cardiovascular diseases. In the post-pandemic period, the general awareness and concern towards health has increased. The market was affected adversely during the pandemic due to disruption in supply chain logistics all over the world, but the market is expected to pick up rapidly during the forecast years.

The population’s shift toward a more sedentary and unhealthier lifestyle has increased the susceptibility toward chronic diseases such as cardiovascular diseases, diabetes, obesity, and cancer. The awareness of the population about the need to stay healthy and maintain an overall sense of well-being has been on the rise since the pandemic.

Fitness has now become a major part of the population’s lifestyle; health and fitness products are not just for professional athletes but for the general population as well, as a measure to maintain health and prevent diseases. This has been a key factor responsible for the growth of this market. According to SNE, about 45% of Europeans indulge in intense sports activities, once a week.

A sense of physical and mental fitness has become more important than ever, in light of events faced by the consumers during the pandemic. To achieve their fitness goals, consumers are continually looking for healthy and effective fitness products. Players in the market are continuing to meet demands by expanding their product portfolios as per the public’s taste and preferences, which is resulting in the growth of the sports nutrition market.

Sports nutrition earlier was a niche market but has exploded in recent years, as fitness has become the focus for consumers. Products catering to vegan consumers have been increasing as there has been a paradigm shift in the demand for the same. Consumers prefer halal-certified products, which have also been catered to, as a lot of current products in the sports nutrition market are certified as such.

With the increase in the number of consumers adopting a healthy lifestyle, preferences have been varied; for e.g., many consumers prefer sports drinks and protein shakes with no added sugar, while some prefer natural sweeteners. Many sports nutrition companies collaborate with fitness enthusiasts and fitness influencers as a means to increase their reach, which acts as a growth factor for the market.

COVID-19 Europe, Middle East & Africa Sports Nutrition Market: 34.4% increase in revenue from 2020 to 2021

Pandemic Impact

Post COVID Outlook

Europe, Middle East & Africa Sports Nutrition market grew by 34.4% from 2020 to 2021.

The market is expected to grow at a CAGR of 7.9% from 2022 to 2030.

COVID-19 pandemic adversely affected the sports nutrition market over the globe, with interrupted supply chain logistics. Shutting down retail stores, gyms, and fitness centers further decelerated the growth of the sports nutrition market.

As the lockdown restrictions were removed, the selective opening of retail stores and gyms has been a spur to the growth of this market. The market is expected to grow significantly post 2022. As the industry is backed by increasing consumer awareness, it is bound to grow well after the forecast period as well.

Lonza launched TWK10, a probiotic product in 2020. It improves athletic performance by improving energy absorption and muscle endurance.

Continuous improvement in the product portfolios of various companies is acting as a catalyst for the growth of the sports nutrition market. The adoption of online sales channels has also increased the overall market growth.


Europe’s sports nutrition industry has been under the regulation of the European Specialist Sports Nutrition Alliance (ESSNA) since 2003, which acts as a conclave for law and enforcement agencies overseeing proper buying, selling, and ease of availability of products in the market. In the APAC region, the regulatory authorities are going to announce new regulations regarding the dietary supplement industry, which may have a positive impact on the market. 

Product Type Insights

The other dietary supplements category in the product type segment had the largest revenue share of 72.8% in 2021. The growing demand for sports drinks, meal replacement smoothies, and energy bars is the key factor driving the segment growth. The market has an abundance of such products, catering to different tastes and preferences.

Accordingly, expansion in the product portfolios by companies has been a primary source of the growth of this market. The rising awareness of the need to supplement the diet with additional nutrients is also a key factor for growth in the segment. Products like energy bars and electrolytes are not limited to sports enthusiasts, as people are generally incorporating these products to attain a healthy lifestyle.

The protein and amino acids category was the fastest-growing sub-segment in the product type segment with a CAGR of 9.1%. The companies in the market are also focusing on the protein and amino acids segment and have huge growth potential. Growing demand for alternate protein sources such as plant-based and vegan protein has catalyzed the growth of this segment.

With a surge in the number of people adopting a healthy lifestyle, protein and amino acid supplements for gym enthusiasts and for people who are generally looking to adopt a form of diet have been key factors boosting growth for this product type.

Functionality Insights

In the functionality segment, the other functionalities sub-segment had the largest revenue share of 61.9% in 2021. The growth in this segment can be attributed to the skyrocketing demand for detox drinks, as well as pre-and post-recovery and workout drinks. Weight management has also been a major sector due to an overall increase in awareness around healthy lifestyle and fitness. People all over the globe have been keen on adopting a healthy lifestyle.

As a consequence, the number of fitness centers and gyms has increased the memberships and people across the globe have tried adopting some form of a healthy lifestyle. They are doing so with the help of supplements like protein supplements, muscle building, weight management supplements, etc., thus sales for the same have gained momentum.

The digestive and immune health sub-segment is poised to be the fastest-growing area with a CAGR of 8.9% during the forecast period. The current lifestyle practices and dietary habits have been a cause of major concern with respect to the increasing prevalence of chronic conditions such as diabetes and cardiovascular diseases. This has created a demand for products pertaining to digestive and immune health and is a key propellant for growth in this sub-segment.

The increase in demand for these supplement types has also been due to the fact that people are adopting them in their daily life as a prophylactic measure, rather than as a way to manage disease symptoms.

Formulation Insights

With regards to formulations, the powder formulations segment dominated the market, with a revenue share of 41.0% in 2021. The majority of products such as proteins, meal replacement, and smoothie mixtures, are readily available in powder formulations. This is due to longer shelf-life and ease of consumption, ease of reconstitution, and easy transportation.

The large market share is representative of the increase in the number of people opting for supplements in powder form. Due to its easily absorbable nature, it gives better results than capsules or any other form of nutrient supplementation. A shift in focus towards physical fitness and strength has resulted in athletes and non-athletes alike opting for protein powder formulations to complete their nutritional requirements, as well as for muscle building and overall strength training.

The fastest-growing sub-segment is gummies and soft chews, with a CAGR of 9.3%. The growth in this segment can be attributed to the increasing young consumer base. The younger generation as well as adults prefer supplements with flavors that are easily achievable in the form of soft chews and gummies. The traditional supplement form which tasted like medicine is not palatable to most of the population.

Key industry players were driven to expand their product offerings with this in mind to incorporate different flavors and pack maximum nutrients in the form of gummies and soft chews. This has been one of the main factors driving the growth of this formulation type. The ease of use and higher nutrient availability have also been key driving factors for this segment’s growth.

Distribution Channel Insights

The top-grossing sub-segment in the distribution channel was the other distribution channels section, with a 47.0% revenue share in 2021. The presence of specialty stores selling fitness products has increased in recent years. The preference for purchasing branded products from specialty stores rather than pharmacies or supermarkets has been a key factor driving growth in this segment.

 Europe, Middle East and Africa sports nutrition market share, by distribution channel, 2021 (%)

The presence of fake products being sold at grocery marts and supermarkets creates distrust in consumers and hence they prefer purchasing from specialty stores. Many consumers visiting gyms have loyalty programs and purchase their fitness products on the gym trainer’s recommendation; this is also a factor responsible for the growth of the sub-segment.

The online retail channel is estimated to grow at a CAGR of 8.4% during the forecast period. The pandemic forced fitness centers and gyms to close down along with retail shops, resulting in a drop in retail sales. The online sales however gained momentum due to the fact that they were operational during the pandemic, and this channel has now become a much easier way to purchase certified products directly from the company’s website. The shift in preferences and initiatives by companies for opening online retail stores have been key drivers for the fast growth in the segment.

Regional Insights

CIS had the largest revenue share of 47.0% in 2021 in the regional segment. An increase in awareness regarding health and overall well-being is driving growth in this market. Growing GDP and advancements in the region have improved the decline of food supplies and nutritional supplements as per the Global Information and Early Warning System (GIEWS). The region is fast developing and emerging from the effects of the pandemic by adopting innovative strategies to manage the trade of food supplies and nutrition supplements.

The fastest growth has been registered in Africa, with a CAGR of 11.4%. The growth in the sports nutrition market in the region has been due to a paradigm shift in lifestyle and an increase in the disposable income of the population across the region. An increase in the number of fitness centers and gyms in the region is also boosting the overall market for sports nutrition. The major companies currently dealing in the beverage industry are expanding their portfolio by diving into the sports drinks sector. Companies such as PepsiCo., and Coca-Cola have been the forerunners in this regard.

Key Companies & Market Share Insights

The substantial growth in the sports nutrition industry has been due to key advancements in products, and developments like mergers and acquisitions, portfolio take-overs, expansion in existing portfolios, etc. The last few years have seen significant changes in the landscape, with many large companies acquiring small players in the market, as a strategy to diversify their product offering and expand their geographical coverage. Key players in Europe, Middle East and Africa sports nutrition market include:

  • Herbalife International of America, Inc.

  • Biovea

  • Clif Bar

  • Glanbia PLC

  • Abbott Nutrition

  • GNC Holdings, Inc.

  • Ultimate Nutrition, Inc.

  • NOW Foods

  • Sporter.com


Europe, Middle East And Africa Sports Nutrition Market Report Scope

Report Attribute


Market size value in 2022

USD 3.3 billion

Revenue forecast in 2030

USD 6.0 billion

Growth rate

CAGR of 7.9% from 2022 to 2030

Base year for estimation


Historical data

2016 - 2020

Forecast period

2022 - 2030

Quantitative units

Revenue in USD million, and CAGR from 2022 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product type, functionality, formulation, distribution channel, region

Regional scope

Europe; Middle East; Africa

Country scope

Russia; Kazakhstan; Uzbekistan; Belarus; Rest of CIS; UAE; Saudi Arabia; Qatar; Jordan; Rest of ME; Romania; Czech Republic; Poland; Hungary; Rest of Eastern Europe; Kenya; Uganda; Ethiopia; Senegal; Rest of Africa

Key companies profiled

Herbalife; Clif Bar; Glanbia PLC; Abbott Nutrition; GNC Holdings, Inc.; Ultimate Nutrition, Inc.; NOW Foods; BIOVEA; Sporter.com; SPORT MAX

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


Segments Covered in the report

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2030. For the purpose of this study, Grand View Research has segmented Europe, Middle East and Africa sports nutrition market report on the basis of product type, functionality, formulation, distribution channel, and region:

  • Product Type Outlook (Revenue, USD Million, 2016 - 2030)

    • Vitamins

      • Vitamin E

      • Vitamin D

      • Vitamin B Complex

      • Vitamin C

      • Multivitamins

      • Other Vitamins

    • Minerals

      • Calcium

      • Zinc

      • Magnesium

      • Iron

      • Other Minerals

    • Enzymes

      • Coenzyme Q10

      • Other Enzymes

    • Fatty-acids

      • Omega 3

      • Other Fatty-acids

    • Protein & Amino Acids

      • BCAA

      • Whey Protein

      • Other Proteins and Amino-acids

    • Botanicals

      • Ashwagandha

      • Aloe Vera

      • Turmeric

      • Other botanicals

      • Nitrous Oxide Boosters

      • Other Sports Supplements

  • Functionality Outlook (Revenue, USD Million, 2016 - 2030)

    • Digestive & Immune Health

    • Bone and Joint Health

    • Heart Health

    • General Wellness

    • Others

  • Formulation Outlook (Revenue, USD Million, 2016 - 2030)

    • Tablets & Capsules

    • Powders

    • Gummies and Soft Chews

    • Others

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2030)

    • Supermarkets/ Hypermarkets

    • Drug Stores/ Pharmacies

    • Online Retail

    • Others

  • Regional Outlook (Revenue, USD Million, 2016 - 2030)

    • Commonwealth of Independent States (CIS)

      • Russia

      • Kazakhstan

      • Uzbekistan

      • Belarus

      • ROCIS

    • Middle-east

      • United Arab Emirates

      • Saudi Arabia

      • Qatar

      • Jordan

      • RO Middle East

    • Eastern Europe

      • Romania

      • Czech Republic

      • Poland

      • Hungary

      • RO Eastern Europe

    • Africa

      • Kenya

      • Uganda

      • Ethiopia

      • Senegal

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