North America Sports Nutrition Market - 2025-2032

North America Sports Nutrition Market reached US$ 52.16 billion in 2024 and is expected to reach US$ 129.42 billion by 2032, growing with a CAGR of 12.03% during the forecast period 2025-2032.

The North American sports nutrition market is experiencing a major shift that is expanding its consumer demographic to include women and regular active individuals, in addition to conventional male athletes. The shift corresponds with wider consumer interest in comprehensive health outcomes, where nutrients beyond protein for muscle development, including those that promote weight control, joint health and cognitive focus, are becoming increasingly significant.

The market now serves consumers pursuing physical and mental well-being through novel formulations aimed at muscle rehabilitation, energy augmentation and general wellbeing. This transition has facilitated the incorporation of sports nutrition into the mainstream market, influencing its future direction. Primary drivers for market expansion encompass heightened health consciousness, more adoption of healthy lifestyles, the development of fitness facilities and evolving customer preferences for functional and branded ingredients.

High-protein products continue to be a major catalyst for demand, while an increasing emphasis in clean-label and sustainable nutrition also shapes product development. The regulatory framework for sports nutrition in North America is overseen by agencies including the US Food and Drug Administration (FDA) and Health Canada. These authorities implement regulations under frameworks such as the Dietary Supplement Health and Education Act (DSHEA) and the Natural Health Products Regulations, prioritizing safety, quality and precise labeling to safeguard consumers and maintain market integrity.

Dynamics

Driver 1 - Rising awareness of the importance of active aging and muscle preservation

The North American sports nutrition market is witnessing substantial expansion due to increased knowledge of active aging and muscle maintenance within an aging demographic. The CDC projects that by 2030, all baby boomers will exceed 65 years of age, representing 21% of the US population, an increase from the current 16%. By 2060, around 25% of Americans will be aged 65 or older, with the demographic aged 85 and above tripling. This demographic transition underscores the increasing significance of preserving health and mobility in advanced age.

Preserving muscle mass is essential for older persons to sustain independence, avert frailty and enhance overall well-being. The rising educational attainment and workforce engagement among individuals aged 65 and older underscore the busy lifestyles of this population. In 2022, 24% of older men and 15% of older women remained in the job force, with projections indicating an increase by 2032, hence escalating the demand for functional nutrition solutions.

Sports nutrition solutions that enhance muscle health, provide joint support and facilitate recovery are progressively focusing on this demographic. The emphasis on active aging is enhanced by advancements in home care and assistive technologies, allowing older persons to sustain their physical activity and quality of life for extended periods.

Restraint: Alternative products

Consumers consider whole foods, such as vegetables, fruits, cereals and dairy products, as healthier, more economical and more sustainable alternatives to sports supplements. The natural alternatives offer vital nutrients and correspond with the increasing desire for clean-label and less processed products, so presenting a considerable challenge to the sports nutrition sector.

Individualized dietary habits are emerging as a compelling choice. The plans, either created by nutritionists or facilitated by new technologies, are customized to individual objectives, tastes and health requirements. This degree of customisation offers clients a more focused method for attaining their fitness and wellness goals, which many consider to be more efficacious than standard sports nutrition solutions. In October 2023, Ahara introduced a complimentary AI-driven tailored nutrition plan that adjusts to individual preferences, underscoring the trend towards customized nutritional solutions.

The increasing accessibility and acceptance of these alternatives may redirect consumers from conventional sports nutrition products, compelling producers to innovate and distinguish their offers to maintain market dominance. Confronting this competition is essential for the continuous development of the sector.

Segment Analysis

The North America sports nutrition market is segmented based on product, form, end-user, distribution channel, application, consumer group and region.

Increasing awareness amongst not only athletes and but also, fitness enthusiasts

Rising concerns around diabetes and obesity have prompted consumers to place importance on both nutritional quality and flavor in their dietary selections. This has led to an increase in demand for sports nutrition products, bolstered by a varied client demographic, new product development by manufacturers and deliberate cross-marketing efforts by major stakeholders.

Traditionally regarded as a specialized domain for athletes and professional sports individuals, sports nutrition has since diversified to include casual exercisers and ordinary consumers desiring an enhancement in their fitness regimens. In February 2023, the US Food Innovation Lab Chew launched Fastfood, a line of high-performance sports nutrition products. The brand features beverage mixes designed for optimal electrolyte and micronutrient release, alongside premium hydration solutions utilizing food-based ingredients, hence attracting a wider demographic.

The US Bureau of Labor Statistics indicates that a significant proportion of yoga (62%), jogging (56%) and hiking (55%) participants are aged 25-54, underscoring the active lifestyle of the younger group. Moreover, individuals aged 55 and older constitute a significant proportion of those participating in golf and walking, indicating an increasing embrace of fitness-oriented lifestyles among various age demographics.

Geographical Penetration

Flavor innovation drives US Sports nutrition growth

Growing health consciousness, hectic lifestyles and increased awareness of the advantages of sports nutrition are propelling demand for these products in the US. For numerous individuals, especially the youth, the consumption of sports nutrition has evolved into a status symbol. Millennials exhibit a pronounced inclination towards varied flavors, compelling corporations to launch creative products with an array of possibilities.

The heightened emphasis on health & wellness, along with significant research and development by prominent manufacturers, is anticipated to drive product sales over the projection period. Flavor significantly impacts customer purchasing decisions, with more than 70% of consumers swayed by it when choosing sports nutrition products. The increasing need for novelty and creativity in flavors is enabling producers to distinguish themselves in a competitive marketplace.

Regulatory agencies such as the US Food and Drug Administration (FDA) supervise sports nutrition products to ensure adherence to labeling regulations and ingredient safety. The FDA's enforcement of regulations, including the Dietary Supplement Health and Education Act (DSHEA), requires explicit labeling of nutritional advantages and prohibits deceptive assertions. These restrictions safeguard customers, promote transparency, stimulate innovation among firms and ensure product safety and efficacy.

Competitive Landscape

The major North America players in the market include Nestle S.A, Glanbia plc, Abbott Nutrition Inc., Yakult Honsha Co Ltd, The Coca-Cola Company, Reckitt Benckiser Group Plc., GNC Holdings, PepsiCo Inc., Now Foods and Swanson.

Sustainability Analysis

Shift Toward Sustainable Claims: With sustainability claims projected to exceed health claims in new product launches during the 2020s, the sports nutrition market is anticipated to align with this trend. Consumers are increasingly expecting environmentally sustainable items. Companies are incorporating sustainability certifications, such USDA Organic, Rainforest Alliance and Carbon Trust, into their product lines. This transition is additionally reinforced by the use of eco-scoring systems, which are expected to enhance consumer trust and preference for sustainable companies.

Sustainable Packaging and Ingredients: Sustainable packaging and ingredients are becoming pivotal for innovation within the sports nutrition sector. Numerous brands have already shifted to utilizing plastic-free, compostable or recyclable packaging. Furthermore, there is an increasing desire for products composed of natural, non-GMO ingredients. This trend corresponds with the growing customer demand for ecologically sustainable products, compelling businesses to adjust to these expectations and include sustainability as a fundamental aspect of their offerings.

Environmental Impact of Protein Consumption: Emphasis on protein intake, especially among athletes, is paramount in the sports nutrition sector. Although animal-derived proteins are generally favored for muscle rehabilitation, there is a growing trend towards plant-based proteins, motivated by sustainability issues.

Research indicates that a balanced diet with an increased plant-to-animal protein ratio can mitigate environmental effect while maintaining performance, as evidenced by studies analyzing the carbon and water footprints of athlete diets. This suggests a possible market transition towards plant-based, sustainable protein sources, promoting additional sustainable innovation in sports nutrition products.

Consumer Behaviour Analysis

The North American sports nutrition market is experiencing a notable transformation in customer demographics and preferences. The industry, historically dominated by male athletes, is gradually broadening to encompass women and regular active customers. This transition indicates an increasing focus on comprehensive health outcomes, as customers pursue items that enhance not only muscular development but also overall physical and mental wellness.

Customers are progressively prioritizing nutrients beyond proteins, encompassing those for weight control, muscle recovery, joint support and cognitive function. This changing demand signifies a transition from performance-oriented supplements to wellness-centered alternatives.

Furthermore, consumers are seeking innovative strategies, including fresh energy profiles in sports nutrition products. The expanding mainstream demographic for these products now encompasses not only athletes but also individuals participating in regular physical exercise. A 2021 National Institutes of Health survey revealed that 41.7% of US collegiate athletes utilized protein products, whereas 28.6% ingested energy shots and beverages.

Women exhibited a lower propensity to utilize performance-enhancing substances and in 2019, 11% of US high school students ingested sports drinks on a daily basis, further exemplifying the widespread acceptance of sports nutrition. This tendency indicates that the industry is broadening to accommodate a wider, more health-conscious audience beyond specialized consumers.

Early Stage Innovations

Noval protein sources: The development of insect-based proteins (such as cricket protein powder) as a sustainable and high-quality protein source. Investigation of lab-grown proteins to meet clean-label and sustainability standards. Increased use of algae-based proteins (such as spirulina and chlorella) due to their nutritional and environmental benefits.

Personalized nutrition solutions: Artificial intelligence is used to provide personalized nutrition recommendations based on individual health data, exercise goals and dietary preferences. Platforms that use DNA testing to prescribe sports nutrition items for peak performance and recovery.

Emergence of innovative products: Caffeine and protein combine to provide dual energy and recovery advantages. Innovations in flavor characteristics and plant-based compositions to appeal to a wide range of demographics.

Emerging Market Players and Strategic Initiatives

Emerging players in the sports nutrition market are adapting to evolving consumer demands by implementing strategic initiatives that cater to a broader, more diverse audience.

A key focus is on personalized nutrition, with companies including Glanbia plc and Nestle leveraging technology to offer tailored products based on individual needs such as genetics, biomarkers and microbiomes, addressing the growing demand for customized solutions. Sustainability and transparency in sourcing are key differentiators, appealing to eco-conscious consumers.

Convenience is another priority, driven by the rise of e-commerce and the increasing popularity of ready-to-consume products like meal replacement bars and snacks, which offer busy, health-conscious consumers quick and nutritious options.

Transparency and clean-label products are gaining traction, as consumers seek clear, honest messaging about ingredients and health benefits. In addition, brands are localizing offerings to meet regional preferences and dietary habits, while ensuring affordability to expand their market reach.

By Product

• Protein-based Products
  • Whey Protein
  • Casein Protein
  • Plant-based Proteins
• Non-protein Products
  • Amino Acids
  • Creatine
  • Carbohydrates
  • Vitamins
  • Minerals
• Specialized Products
  • Detox Supplements
  • Others

By Form

• Powders
• Ready-to-Drink Beverages
• Capsules and Tablets
• Gummies
• Others

By End-user

• Athletes and Fitness Enthusiasts
• Elderly Population
• Recreational Users
• Others

By Distribution Channel

• Supermarkets/Hypermarkets
• Specialty Stores
• Pharmacies
• Online Retail
• Others

By Application

• Pre-workout
• Post-workout
• General Wellness
• Weight Management
• Medical Nutrition
• Others

By Consumer Group

• Children
• Adults
• Geriatric

By Country

• US
• Canada
• Mexico

Key Developments

• In April 2023, Sirio Europe announced the launch of two new collagen-based candies specifically designed for sports nutrition at the Vitafoods Europe trade exhibition.
• In February 2023, Olly introduced two new products: Post-Game Recovery Gummy Rings and Pre-Game Energize Gummy Rings, aimed at the fitness community.

Why Purchase the Report?

• To visualize the North America sports nutrition market segmentation based on product, form, end-user, distribution channel, application, consumer group and region, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of the sports nutrition market with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The North America sports nutrition market report would provide approximately 48 tables, 49 figures and 192 pages.

Target Audience 2025

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies