Sports Food Market Size & Share Analysis - Emerging Trends, Growth Opportunities, Competitive Landscape, and Forecasts (2025 - 2032)

Sports Food Market Growth Factors

Increasing Investment by Companies in Product Innovation Is Key Market Trend

• The demand for sports supplements has been shifting toward products that offer more benefits over the traditional ones.
• Consumers are now searching for products that give genuine results and ample value for their money.
• This has been encouraging health food companies to increase their investment in bringing out products with new ingredients, to cater to their consumers better. Additionally, in order to increase the efficacy of their products, sports supplement manufacturers have been investing in clinical research.
• The consumers in the sports food market tend to move from tastier sports foods to healthier ones.
• During the course of their purchase of sports food, they keenly look out for the ingredients included.
• The manufacturers are trying to bring about products with the best blend of taste and healthy ingredients.
• They have started to concentrate on the sugar content in the products they offer. The demand for bars with organic ingredient has grown significantly, especially in the developed countries.
• With the increasing instances of celiac disease, the manufacturers are choosing including ingredients such as sunflower seeds, quinoa, brown rice flour, pea and rice protein, tapioca syrup, cacao nibs and organic agave, in order to match the consumer needs.

Surging Urbanization Rate Drives Market Expansion

• The surge in the level of urbanization has been propelling consumer demand in all domains. As per the United Nations Department of Economic and Social Affairs (UN-DESA), from the current 55%, the percentage of the global population in cities will increase t0 68% by 2050.
• Moreover, the changing lifestyle is encouraging people to adopt healthy food habits, which is also driving the demand for sports nutrition products, including energy bars, protein bars, and sports gels.
• Further, the shift in consumption trends is encouraging sports food manufacturers to evolve new products that can help people attain their health goals faster.
• Emerging regions, such as Asia and Africa, are witnessing the highest urbanization rate; China and India have the largest urban populations in the world.

Concerns over Chemical-Based Ingredients Hamper Market Growth

• The consumers of sports food are increasingly becoming conscious towards the ingredients used by the manufacturers, owing to their growing health concern.
• According to certain nutrition experts several ingredients used in energy bars and protein bars lead to sugar crashes, stomach problems and weight gain.
• Some of the disputed ingredients include soy protein isolate (SPI), insulin, high-fructose corn syrup (HFCS), agave syrup, soy lecithin, brown rice syrup, sucralose, fractionated and palm kernel oil.
• For instance, soy proteins are known to be high-quality proteins with amino acid content similar to meat; however, the process of isolating the soy protein leaves behind the traces of neurotoxins hexane and aluminum.
• The higher concentrations of trypsin inhibitors can block the digestion of plant protein and can lead to digestive problems.
• Similarly, sports food with insulin content, when consumed in higher amount can lead to an upset stomach, diarrhea, gas, bloating and constipation.
• The sports food consumers, especially in the developed countries are becoming concerned about the use of such ingredients in the products they purchase.
• They have started refraining from products with such ingredients.
• This is compelling the sports food manufacturers to rethink about their product composition, in order to remain sustainable and competitive in the long run.

Sports Food Market Segmentation Analysis

Product Type Analysis

Dietary supplement powders dominated the market in 2024, and they are expected to maintain their lead during the coming decade and beyond. This can be attributed to the growing demand for dietary supplements owing to the improving lifestyles, growing awareness toward fitness, and the rising working population, which needs such products to fulfill their daily nutrient requirements.

Furthermore, energy bars contributed significant revenue in 2024. This was due to the availability of a large number of products, their increasing consumption as a pre-workout snack by bodybuilders and athletes to improve their performance; and growing preference for ready-to-eat supplements.

Moreover, sports drinks will register substantial growth during the forecast period. This will be owing to the rising need for nutritional food before, during, and after exercise; rising inclination toward fitness activities, and increasing demand for such drinks to enhance performance and stamina. Additionally, sports drinks are gaining traction as they keep athletes hydrated before and after exercise.

Protein bars will witness the fastest growth during the forecast period on account of the increasing number of people going to the gym and participating in intensive sports. As per an article, the U.S. hit the highest sports participation rate in 2023, with 242 million people regularly engaging in some form of sports. Therefore, the high protein content in such foods and their easy availability via hypermarkets, retail stores, and online channels drive their consumption.

The current trend in most developed countries is consumers’ switch from cereal and snack bars to energy and protein bars, owing to health benefits imparted by them. One of the key reasons for the increasing demand of sports and nutrition bars is the product repositioning of such products by their manufacturers. The increasing consumer awareness and athletic spirit in them is another reason for the growth of sports bars market.

We studied these product types:

• Dietary Supplements (Largest Category)
• Energy Bars
• Sports Drinks
• Protein Bars (Fastest-Growing Category)
• Sports Gels
• Others

Nutrient Analysis

Proteins accounted for the largest revenue share in 2024, and this category is further expected to witness the highest CAGR during 2025–2032, of 8%. This will be due to the increasing demand for protein powder among athletes, bodybuilders, and youngsters, as it is one of the most-popular nutritional supplements, helping build muscles, repair tissue, and make enzymes and hormones. Moreover, the rising demand for diary-based and plant-based protein supplements, including ready-to-drink beverages, is fueling the category’s revenue.

We studied these nutrients:

• Vitamins
• Minerals
• Proteins (Largest and Fastest-Growing Category)
• Carbohydrates
• Others

Distribution Channel Analysis

Supermarkets & hypermarkets accounted for the largest revenue share in 2024, of 45%, and they are expected to maintain their dominance in the coming years. This is due to the increasing number of such shopping centers in emerging economies, the convenience of shopping and availability of several brands under one roof, often with heavy discounts; evolving lifestyles, and surging consumer income around the globe. In addition, companies launch numerous promotional activities at large shopping centers, and the adoption of advanced equipment and technologies on the shopping floor, such as barcode and RFID readers, POS terminals, and electronic shelf labels, enables sellers to provide consumers with supplements easily.

Moreover, online stores will register the fastest growth during the forecast period. This is due to the growing consumer preference for online shopping, increasing availability of new products, such as sports beverages with appealing packaging, rising consumer spending on health-related items, and more convenience by e-commerce websites than other channels of distribution.

These distribution channels have been analyzed:

• Supermarkets and Hypermarkets (Largest Category)
• Online Stores (Fastest-Growing Category)
• Convenience Stores
• Drug Stores
• Others

Sports Food Market Regional Outlook

North America accounted for the largest revenue share, of 45%, in 2024, and it is further expected to maintain its dominance during the forecast period. This can be attributed to the higher spending capacity of consumers, growing interest in preventive healthcare, and rising number of fitness centers, health clubs, and gyms, coupled with the surging awareness about fitness among youngsters. Furthermore,

The U.S. contributes the majority of the revenue to the regional market, owing to the extensive number of industry giants and a widening consumer base, associated with the rise in the number of health clubs.

APAC will witness the fastest growth during 2025–2032, at 10% CAGR. This will be due to the rapid urbanization, mounting health consciousness among consumers, rising expenditure on health-enhancing products as a result of the growing per capita income, developing healthcare infrastructure, and shifting inclination of youths toward sports and physical activity.

China contributes the majority of the revenue to the regional market, owing to the large athlete base, high count of supplement manufacturers, and growing population, coupled with the rise in its disposable income.

Europe also holds a significant revenue share due to the increasing urban population, growing focus on health education, augmenting health consciousness, and government initiatives supporting healthy living and a decrease in obesity.

Germany, the U.K., and France are the major contributors to the market, owing to the growing trend of on-the-go snacks, due to the busy lifestyles; rising awareness of a healthy diet, and increasing number of sportspersons.

Sports and athletic activities are mostly observed among younger consumers; however, the geriatric population is also getting involved in such activities, in order to maintain its fitness level. This has been driving the demand for nutritional supplements, especially those that have a less negative impact on health.

These regions and countries have been considered:

• North America (Largest Country Market)
  • U.S. (Larger Country Market)
  • Canada (Faster-Growing Country Market)
• Europe
  • Germany (Largest Country Market)
  • France
  • U.K. (Fastest-Growing Country Market)
  • Italy
  • Spain
  • Rest of Europe
• Asia-Pacific (APAC) (Fastest-Growing Regional Market)
  • China (Largest Country Market)
  • Japan
  • Australia
  • South Korea
  • India (Fastest-Growing Country Market)
  • Rest of APAC
• Latin America (LATAM)
  • Brazil (Largest Country Market)
  • Mexico (Fastest-Growing Country Market)
  • Rest of LATAM
• Middle East and Africa (MEA)
  • Saudi Arabia (Largest Country Market)
  • South Africa
  • U.A.E. (Fastest-Growing Country Market)
  • Rest of MEA

Sports Food Market Share Analysis

• The market is severely fragmented as there is no clear definition of ‘sports food’.
• An array of products, including protein bars, cereal bars, energy bars, and dietary supplements, are marketed to sportspersons, gym-goers, and those who engage in intensive exercise.
• Additionally, social media influencers are encouraging an increasing number of regular people to consume such products to maintain their health in the general sense.
• Therefore, since any food product with a high nutritional content can be technically marketed as sports food, a huge number of companies make brisk business.
• Moreover, many of the dietary supplement companies have specific product lines, and many of them have recently come into existence.

Sports Food Market News & Updates

• In January 2025, GNC Holdings LLC launched its first store-within-a-store in Singapore. GNC’s store has been launched within Watson’s store at Ngee Ann City, a premier shopping mall in the island city–state.
• In September 2024, Mondelez International Inc. entered into a partnership with Publicis Groupe and Accenture plc to carry out AI-driven marketing. The partnership will enable the creation of customized images, texts, and videos on Mondelez’s platform, allowing it to stay relevant amidst customers’ changing food preferences.
• In August 2024, Mars Incorporated announced plans to acquire Kellanova for USD 35.9 billion in total cash considerations.
• In April 2024, Glanbia plc announced plans to acquire Flavor Producers LLC from Aroma Holding Company LLC for USD 300 million. Glanbia will incorporate the acquired company, which is focused on organic and natural food & beverage flavoring agents, into its nutritional solutions business.