- The global sports nutrition market is expected to hit $44 billion in the next five years, according to a new report from Allied Market Research.
- The report attributed this growth to an "increase in the number of gyms and fitness clubs, rise in trend of online retail, growth in the number of recreational and lifestyle users, and increase in health awareness coupled with rise in disposable income."
- A few market factors could hold back sports nutrition producers, including counterfeit products and the rising cost to produce supplements.
Manufacturers have often targeted sports nutrition products at athletes and bodybuilders, but growth in the industry is due in part to adoption by more recreational and lifestyle users. These active and often on-the-go, consumers also seek better-for-you foods and beverages that can enhance their workout or other activities requiring more energy expenditure. Athletes may be the largest target market for these products, but lifestyle users are the fastest-growing demographic.
While this market could plateau, it's unlikely anytime soon. Sports nutrition products offer a range of functionalities, from high protein to caffeine-based energy, so they appeal to a wide range and growing population of consumers. In addition to protein and caffeine, common functional ingredients in sports nutrition products include creatine, nitrous oxide, beta-alanine and androstenedione.
Product segments in the sports nutrition market tend to section off among powders, beverages and snack bars. But other food types are beginning to add functionalities to qualify for this market, ranging from gummy chews to protein chips. This makes sports nutrition more accessible to a wider audience while also offering more eating occasions.