Discover how sports nutrition has evolved from a niche athletic segment into a global food industry growth driver, blending performance, taste and innovation to shape the future of everyday nutrition.
Mixed beans in bowls

Why sports nutrition matters beyond sport?

Across international markets, sports nutrition has moved far beyond its original niche linked solely to athletic performance. It now represents a strategic food category at the crossroads of health, innovation and lifestyle, reshaping how consumers eat, hydrate and snack as part of their long-term wellbeing.

What makes sports nutrition unique is its ability to translate functional benefits into accessible food solutions for everyday physical activity. From protein-enriched snacks to electrolyte drinks, from plant-based formulations to low-sugar functional products, the category mirrors the broader evolution of the global agri-food industry.

Sports nutrition clearly illustrates how consumer expectations, scientific research and product innovation converge to generate high-value growth opportunities for international food players.

A global market driven by lifestyle evolution

Worldwide, sport and physical activity have become central components of modern lifestyles. Whether through fitness, endurance sports, wellness routines or active commuting, movement is increasingly associated with mental balance, prevention and long-term health, as highlighted by global public health organizations.

This evolution has directly influenced food consumption patterns. Nutrition is no longer seen as a support reserved for elite athletes, but as a daily performance lever. As a result, sports nutrition products are now consumed before work, during the day, after training or as functional snacks, well beyond the gym environment.

This shift explains why sports nutrition has entered mainstream retail, convenience stores and e-commerce, becoming a transversal category across food channels.

Falafel balls on green background

Market growth and global dynamics
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The sports nutrition market continues to expand worldwide. In France alone, the category grew from €110 million in 2016 to €152 million in 2021, with projections reaching €191 million in 2024, illustrating steady and resilient growth over the long term.

At a global level, North America and Europe remain leading markets. However, Asia-Pacific is rapidly emerging as a growth engine, driven by urbanization, digital fitness platforms and younger, health-conscious consumers engaging in regular physical activity.

This geographical balance highlights a key opportunity for brands: sports nutrition can scale internationally, provided formulations, claims and formats are adapted to local expectations and regulatory frameworks.

Pink iced grapefruit drink glass

Hydration, energy and micronutrients: a holistic approach

Sports nutrition is no longer limited to protein intake alone. Hydration, energy management and vitamins and minerals have become equally strategic pillars.

During physical effort, fluid and electrolyte losses can be significant. Electrolytes such as sodium, potassium, and magnesium are essential to maintain performance and reduce fatigue, particularly during prolonged physical activity or in warm climates.

One of the most striking evolutions of sports nutrition is the central role of taste and enjoyment. Consumers now expect products to be effective, clean and indulgent.

Sports nutrition has therefore expanded into:


The category increasingly overlaps with mainstream food, blurring boundaries between health, indulgence and convenience. Reduced sugar, shorter ingredient lists and natural formulations have become standard expectations rather than differentiators.

Sports nutrition is no longer about bland powders or compact bars—it’s now tasty, clean, and functional

  • BAOUW Extra Organic Energy Bar (France): gourmet bar with coffee and almond butter, no added sugar
  • GO ACTIVE Pingo Doce (Portugal): salted caramel protein ice cream, low sugar, high protein

Enhanced Hydration

  • PULSE Mizone Electrolytes+ (China): coconut water drink enriched with electrolytes and vitamins
  • Lucozade Sport Zero Sugar (UK): sugar-free drink rich in electrolytes for athletes

BAOUW coffee almond energy barBAOUW Extra Organic Energy Bar
GO Active caramel protein ice creamGO ACTIVE Pingo Doce
PULSE Mizone electrolyte vitamin drinkPULSE Mizone Electrolytes+
Lucozade zero sugar sports drinkLucozade Sport Zero Sugar 

Snack Format

  • Mercado Low Carb Snack Edamame (Chile): crunchy edamame snack high in protein
  • Enka Mania (France): mix of dried fruits and nuts for effort and recovery

Boost Effect

  • Andros Sport (France): citrus and guarana energy gel, source of vitamins B and C
  • Melli Gel Energy Boost (Bulgaria): organic snack with ginger and Himalayan salt

Mercado sea salt edamameMercado Low Carb Snack Edamame
ENKA hazelnut cereal barEnka Mania
Andros Sport citrus gel guaranaAndros Sport 
Melli Gel ginger himalayan salt energy drinkMelli Gel Energy Boost

Muscle Mass Gain

  • Iswari Super Vegan Protein (Portugal): vegan chocolate mix with functional mushrooms
  • Alpura Pro (Mexico): milk enriched with protein and calcium to support muscle mass

Protein Drinks

  • Black Skull Whey Drink Gourmet (Brazil): whey and colostrum drink, no added sugar
  • Nature’s Finest (Slovenia): hydrolyzed whey isolate, low-calorie, lactose-free

Iswari vegan protein powderIswari Super Vegan Protein 
Alpura Pro protein milkAlpura Pro
Black Skull whey protein drinkBlack Skull Whey Drink Gourmet
Nature’s Finest Whey Vanilla whey protein powderNature’s Finest 

No Added Sugar

  • Granarolo G Benessere High Protein Milkshake (Italy): high-protein milkshake, sugar- and lactose-free
  • Stay Strong Pro Creamy Skyr (Denmark): protein-rich skyr for athletes, no added sugar

Vegan and Plant-Based Proteins

  • Nutrisport Vegan Protein Drink (Spain): vegan drink made from pea protein
  • Cecilia’s Farm Protein Bar (South Africa): vegan fruit bar enriched with protein

Granarolo high Protein coffee milkshakeGranarolo G Benessere High Protein Milkshake 
Stay Strong Pro raspberry vanilla protein skyrStay Strong Pro Creamy Skyr
Nutri Sport protein zero sugar protein drinkNutrisport Vegan Protein Drink
Cecilia’s Farm protein fruit barCecilia’s Farm Protein Bar

Superfoods and Adaptogens

  • Amari (USA): adaptogenic herbal drink with CBD for post-workout relaxation
  • Straight Up Energy Drink (Australia): sugar-free drink with notoginseng and rosehip

Insect Proteins

  • Portugal Bugs Protein Crackers (Portugal): insect flour crackers, high in protein and fiber
  • Jimini’s (France): protein bar with fruit and insect powder, palm oil-free
Amari CBD recovery sports drinksAmari 
Straight Up sugar free energy drinkStraight Up Energy Drink
Portugal Bugs basil protein tomato crackersPortugal Bugs Protein Crackers 
Jimini’s insect protein snack barsJimini’s
White eggs on yellow background

Regulation as a lever for credibility 

The expansion of sports nutrition across markets comes with strict regulatory oversight. Standards aim to prevent banned substances, limit health risks and ensure transparent communication. In Europe, frameworks such as AFNOR standards and EFSA guidance define how claims can be used.

Similar approaches exist worldwide, making regulatory compliance a key success factor for international scalability. Ingredients such as caffeine or creatine are widely recognised for their functional benefits when used responsibly, but their usage requires clear dosage control and substantiated claims. For global brands, regulation is not a barrier—it is a trust-building mechanism.

Product innovation: a global showcase of creativity

Sports nutrition has become one of the most dynamic innovation spaces in the food industry. Brands experiment with:

  • gourmet energy bars,
  • low-sugar hydration drinks,
  • vegan protein formulations,
  • adaptogens and functional botanicals,
  • alternative protein sources.

This diversity illustrates how sports nutrition acts as a laboratory for food innovation, influencing adjacent categories such as snacks, beverages and dairy.


A category shaping the future of food

Sports nutrition embodies the future of the global food industry: functional, enjoyable, transparent and innovation-driven. It reflects how food is no longer judged solely on taste or price, but on its ability to support active, balanced and conscious lifestyles. Sports nutrition illustrates how global food ecosystems evolve—connecting science, consumption trends and international trade into a powerful engine for growth.

FAQ

  • How are protein sources diversifying in the market?
    Peas, soya, rice and hemp
  • What are the new strategic pillars of sports nutrition?
    The new strategic pillars are based on a holistic approach that integrates hydration through electrolytes, energy management, micronutrient intake, and a combination of functional effectiveness, taste enjoyment and ingredient transparency.
  • Why has taste become essential for sports products?
    Taste has become essential because sports nutrition now targets the general public, who demand a balance between functional effectiveness and gourmet pleasure on a daily basis.
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