GVR Report cover Sports Nutrition Market Size, Share & Trends Report

Sports Nutrition Market Size, Share & Trends Analysis Report By Product Type (Sports Drink, Sports Supplements, Sports Food), By Distribution Channel (E-commerce, Brick and Mortar), By Region, And Segment Forecasts, 2021 - 2028

  • Published Date: May, 2021
  • Base Year for Estimate: 2020
  • Report ID: GVR-2-68038-721-6
  • Format: Electronic (PDF)
  • Historical Data: 2016 - 2019
  • Number of Pages: 150

Report Overview

The global sports nutrition market size was valued at USD 10.7 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 10.9% from 2021 to 2028. There is a rise in the number of consumers focused on self-care and preventive medication and fitness. Moreover, awareness of the increased risk of serious illness in COVID-19 patients suffering from obesity, diabetes, and heart diseases is growing. In addition, the number of consumers with lifestyle diseases such as diabetes, and obesity is growing rapidly. According to International Diabetes Federation, 463 million adults between 20 and 79 years suffered from diabetes in 2019, which is estimated to increase to 700 million by 2045. All these factors are estimated to increase participation in fitness activities and drive the consumption of different supplements including sports nutrition products during the forecast period.

U.S. sports nutrition market size, by product type, 2016 - 2028 (USD Billion)

Awareness of the availability of sports nutrition products is growing rapidly, thereby driving the market. Moreover, consumers are educating themselves on the benefits of different ingredients and supplements from different sources. According to a study published by Friesland Campina Ingredients, in 2020, apart from medical professionals, 45% of the consumers are seeking nutritional information from gyms and personal trainers while 53% from friends and family. Moreover, consumer demand for nutritional products with plant-based ingredients and immunity-enhancing benefits is growing rapidly. Key players are launching new products to cater to consumer demand. For instance, in May 2020, Orgain introduced plant-based organic protein powders including Organic Sport Protein Powder, Organic Sports Recovery Powder, and Organic Sport Energy Powder.

The growing number of people following an active lifestyle is driving the market for sports nutrition. According to International Health, Racquet and Sportsclub Association (IHRSA), a Boston-based, commercial health clubs trade association, the number of health club consumers in 2010 was 58 million, which increased to 73.6 million in 2019. Moreover, athletes are focusing on meeting nutritional requirements along with a physical activity to enhance their performance. This in turn is estimated to drive the nutritional supplements market.

Key stakeholders in the market are introducing new flavors, ingredients, and technology. In September 2020, Lonza launched TWK10, a probiotic for sports nutrition products. TWK10 is a Lactobacillus Plantarum strain that is isolated from the Taiwanese Kimchi strain, which helps in improving athletic performance by enhancing energy harvesting and muscle endurance. In October 2020, Synergy launched a range of new flavors for plant-based protein products including vanilla, strawberry, and chocolate along with other coffee-based and dessert-inspired flavors.

COVID19 sports nutrition market impact: 32.1% decline in revenue

Pandemic Impact

Post COVID Outlook

The sports nutrition market declined by 32.1% from 2019 to 2020, as per earlier projections the market was expected to be over USD 15.0 billion in 2020.

The sports nutrition market is estimated to witness a y-o-y growth of approximately 10% to 11% between 2022 and 2028.

Temporary closure of gyms and fitness centers due to COVID-19 pandemic-related lockdowns and social distancing norms was the key parameter for the sales decline.

Reopening of gyms and fitness centers; increasing awareness on health and fitness; marketing & promotional activities, collaborations, and partnerships and is estimated to increase sales.

Fitness centers such as Flywheel Sports, Town Sports International, and 24 Hour Fitness filed for bankruptcy due to the COVID-19 pandemic.

Demand for nootropics, personalized formulations, immunity enhancers, and e-commerce is estimated to grow rapidly in near future.


Key manufacturers are undertaking various initiatives and marketing strategies to promote the adoption of their products. For instance, In January 2021, Healthspan Elite, a provider of vitamins and supplements, announced its partnership with British Cycling. Under this partnership, the member of the British cycling association will receive discounts on all Healthspan and Healthspan Elite products. In January 2021, Iovate Health Sciences International, Inc. announced its partnership with 72 and Sunny for its Purely Inspired brand. The partnership launched the company’s rebranding efforts through the release of its campaign, “Do What Makes You Feel Good” for transforming its digital space.

Product Type Insights

The sports supplements segment dominated the market for sports nutrition and held the largest revenue share of 82.2% in 2020. Increasing consumption of supplements by athletes and gym-goers for different applications such as endurance, strength gaining, muscle growth, recovery, energy, weight management, immunity enhancement, and cognitive repairment is driving the segment. Easy accessibility of sports supplements by top retailers, including Bodybuilding.com, Walmart, and Amazon in different flavors and ingredients is driving the segment growth. Moreover, the availability of vegan and plant-based supplements is increasing the adoption of sports supplements.

However, the sports foods segment accounted for the fastest-growing type segment. This is attributed to the growing adoption of protein and energy bars as healthy on-to-go snacks. Moreover, the development of innovative sports foods to gain a competitive advantage is driving the segment growth globally. For instance, in June 2018, Clif Bar expanded its product portfolio with the launch of two new energy bars in the market-Clif Fruit Smoothie Filled Energy Bar and Clif Sweet & Salty Energy Bar. In January 2020, Nutry, a company based in Brazil, launched a post-workout protein bar in vanilla flavor.

Distribution Channel Insights

The brick and mortar segment dominated the market for sports nutrition and accounted for the largest revenue share of 77.5% in 2020. This is attributed to the easy availability of a large number of sports nutrition products in brick-and-mortar stores. Moreover, these stores are adopting various strategies to increase consumer attention and gain a competitive advantage. For instance, in October 2019, The Vitamin Shoppe launched a new store in New Jersey, the U.S., which consists of digital product guides, personalized health assessment, mobile POS checkout, supplement sampling machine and body composition analysis station. Moreover, The Vitamin Shoppe launched its first store in Vietnam in partnership with Kim Lien Group in January 2021.

Global sports nutrition market share, by distribution channel, 2020 (%)

However, the e-commerce segment is expected to witness a significant growth rate over the forecast period owing to rapid technology adoption and growing usage of e-commerce. Moreover, online sales rapidly increased due to the spread of the COVID-19 pandemic and related lockdowns. According to a survey conducted by United Nations Conference on Trade and Development and Netcomm Suisse e-Commerce Association, online purchase of pharmaceutical and health products has increased by 9.0%.

Regional Insights

North America dominated the sports nutrition market and accounted for the largest revenue share of 59.2% in 2020. This is attributed to the increasing health awareness along with the easy availability of sports nutrition products. According to the survey conducted by Optimum Nutrition, a sports nutrition brand conducted in September 2020, 62.0% of Americans are concerned for overall health. Moreover, government initiatives supporting nutrition and fitness are supporting market growth. For instance, President’s Council on Sports, Fitness and Nutrition (PCSFN) is an Advisory Committee in the U.S. promoting physical activity and healthy eating in Americans.

However, in Europe, the market for sports nutrition is expected to witness the fastest growth rate during the forecast period. Key factors such as growing awareness on physical fitness, healthy lifestyle, weight management, healthy eating, and nutrition products are expected to drive the market in Europe. Moreover, various initiatives by the key players to increase the adoption of sports nutrition products are increasing its adoption in Europe. For instance, In January 2021, Westomatic launched a contactless sports nutrition drink dispenser, which, in turn, will aid in reducing the spread of COVID-19.

Key Companies & Market Share Insights

Key players are launching innovative products to gain a competitive advantage. For instance, in January 2020, Nutry, a company based in Brazil, launched a post-workout protein bar in vanilla flavor. In July 2019, Herbalife Nutrition launched its new product, Herbalife 24 - BCAAs (Branched-Chain Amino Acids) powder in its sports product line. The product contains branched-chain amino acids, which provide quick recovery, builds & retains lean muscle, and triggers muscle growth after exercise. The product comes without gluten, caffeine, and artificial flavors or sweeteners, which allows athletes to consume only those ingredients that are required by the body for optimum performance. Some of the prominent players in the sports nutrition market include:

  • PepsiCo.

  • Abbott

  • Clif Bar & Company

  • Science in Sport

  • TheHut.com Ltd.

  • Cardiff Sports Nutrition Limited

  • Iovate Health Sciences International, Inc.

  • Coca-Cola Company

  • Glanbia plc

  • MusclePharm

  • Bountiful Company

  • Post Holdings, Inc.

  • BA Sports Nutrition, LLC

Sports Nutrition Market Report Scope

Report Attribute


Market size value in 2021

USD 16.7 billion

Revenue forecast in 2028

USD 34.5 billion

Growth Rate

CAGR of 10.9% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million and CAGR from 2021 to 2028

Report coverage

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

Segments covered

Product type, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; U.K.; Germany; France; Spain; Italy; Japan; China; Australia;   India; New Zealand; Brazil; Mexico; Argentina; South Africa; UAE; Saudi Arabia

Key companies profiled

PepsiCo.; Abbott; Clif Bar & Company; Science in Sport; TheHut.com Ltd.; Cardiff Sports Nutrition Limited; Iovate Health Sciences International, Inc.; Coca-Cola Company; Glanbia plc; MusclePharm; Bountiful Company; Post Holdings, Inc.; BA Sports Nutrition, LLC

Customization scope

Free report customization (equivalent to up to 8 analyst’s 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 global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research, Inc. has segmented the global sports nutrition market report on the basis of product type, distribution channel, and region:

  • Product Type Outlook (Revenue, USD Million, 2016 - 2028)

    • Sports Drink

      • Isotonic

      • Hypotonic

      • Hypertonic

    • Sports Supplements

      • Probiotics

      • Omega -3

      • Carbohydrates

      • Protein

      • Vitamin

      • Minerals

      • Amino Acids

    • Sports Foods

      • Protein Bars

      • Energy Bars

      • Protein Gels

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

    • E-commerce

    • Brick and mortar

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

      • Canada

    •  Europe

      • U.K.

      • Germany

      • France

      • Italy

      • Spain

    • Asia Pacific

      • Japan

      • China

      • India

      • Australia

      • New Zealand

    • Latin America

      • Mexico

      • Brazil

      • Argentina

    • Middle East & Africa

      • South Africa

      • Saudi Arabia

      • UAE

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