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Market Dynamics 

Driver: Expansion of E-commerce Platforms Boosts Accessibility and Sales of Sports Nutrition Products

The sports nutrition market has benefitted tremendously from the growth of e-commerce platforms and the segment is predicted to control over 39% market share. It is estimated that over 500 million buyers purchased sports nutrition products using some digital platforms in 2023. The emergence of mobile commerce is also impressive, as there are approximately 300 million buyers of sports nutrition through mobile applications and mobile websites. Amazon, Alibaba and local companies like Flipkart and JD.com aided in the expansion into emerging markets. In India alone online retailing of sports nutrition has expanded to $1 billion selling to over 1,000 cities and towns. Likewise, Chinese online sports nutrition sales were $1.5 billion with over 100 million fitness fans. On such these portals consumers can find protein powders, energy bars and other such out range of goods at much more considerable range.

Additionally, e-commerce in the sports nutrition market has made it possible for targets marketing and data analytics to be utilized by brands, which resulted in increased involvement from customers. To reach their audiences, 70% of the sports nutrition brands utilize social networks and the internet for advertisement. Model based on subscriptions also started to gain pace, with 10 million people around the world continuously ordering sport nutrition products. The cut in the cost of doing business and increase in profit margins is attributed to the direct selling approach that some firms have employed, which has seen some businesses generating over $500 million in online sales a year.

Trend: Rising Demand for Plant-based and Organic Sports Nutrition Products Among Consumers

There is a growing interest in plant-based and organic food, especially in sports nutrition market. This change is made possible by the growing awareness and ethical issue among consumers. About 250 million people around the world consider themselves vegan or vegetarian, and that’s where the trend starts. The United States is on top in consumption, that is why the sales for plant-based sports nutrition goods globally is estimated to reach $8 billion by 2032.

The shift in consumer preference towards soy, pea, rice, and hemp proteins is worth noting as it could change the dynamics of the protein market. This is substantiated by how the international sales of pea protein supplements now constitute a whopping $2 billion. If anything, the ever-growing shift towards plant proteins is evident in the recent statistics that display the overall sales in Europe, especially Germany and the UK, as they surpass $2 billion. Furthermore, Australian and New Zealander markets continue to expand as sales in the two regions amount to $1 billion. The organic sports nutrition market, on the other hand, seems to be faring well as well as it is said to be worth $4 billion internationally. The momentum in the organic and plant-based nutrition seems to be picking up pace as there were slightly over 1,000 new product roll-outs in 2023 alone. Retailers have also noted $500 million in additional sales from the plant-based sports nutrition products. The positive reception towards plant-based diets by athletes and the attention that social media influencers garner also paints a picture as they are said to have over 100 million followers combined.

Challenge: Regulatory Hurdles and Compliance Issues Across Different International Markets

The sports nutrition market in 2023 has starched to new levels of distress owing to varying laws and rules across nations. Multinational companies are having to spend close to $500 million each year trying to comply with varying laws and standards across different countries Apart from the union, countries like Great Britain also force European nations to comply with stringent rules, for instance, meeting the necessary safety and labelling standards, which forces over 1,600 products to be changed. Over 500 preset sports nutrition items were seized at the Chinese mainland border for failing to comply with the strict regulations these were subjected to. Notably, these regulatory barriers have contributed to a rise in time taken to register a product in the markets with six month turns are common in Russia and Brazil. 

The first of these fierce challenges in the sports nutrition market for appealing for certification across various countries mean that with a not so rich culture of conducting international business, the expenditure on one product could reach $100,000. This situation has demoralized small businesses in making strides in doing business with other nations, with exports largely consisting of over a thousand of startups targeting domestic markets only. Also compliance to rules has seen this problem demonstrate through side effects such as failed practices; in 2023 more than two hundred such incidents were reported worldwide due to incorrect product labeling aspects or failing to follow ingredient specifications.

Segmental Analysis 

By Product Type 

During the forecast period, protein powder continues to hold the most significant share of 24.8% within the sports nutrition market. The growing recognition of the health advantage offered by protein in weight control, tissue hypertrophy, enzyme synthesis and boost of the immune system has driven consumers to scoop protein powders. One study reported the number of adults using protein powder grew by 12 million in 2023 mainly due to change in lifestyle and more fitness lovers. In addition, the development of high-protein drinks is impressive where the protein RTD market is projected to have a valuation of $3.85 billion by the year 2032.

Moreover, the market has been further buoyed by new launches of snack foods high in protein with more than 280 new foods registered across the globe ever since The Center for Consumer Information and Insurance Oversight. Such growth is not restrained to mere powders, but also covers bars, cookies and even chips, indicating the dietary habits of people who need quick but protein rich foods. The trend in sports nutrition market is further reinforced by patronage of such foods as evidenced in a 2023 consumer survey which showed that 68% of respondents who showed preference for snacks added protein due to their dietary advantages. The vegan protein segment is also on the rise. There has been a rise of more people turning to plant based nutrition and in this regard, the vegan protein market grew by a whopping $1.1 billion in just 2023. Such growth is underpinned by the rising concern of the environment and the switch to diet that is more plant based.

However, technological advancement has also spearheaded the growth of sports nutrition market as protein supplements become more effective and smoother in taste. When asked about Research and Development that various organizations engage in a survey conducted in 2023, 75% of sports nutrition companies said they in 2023 made use of it to improve the quality of their products and broaden the range that they manufacture. Such advancements in technology have increased the development of such protein powders that are bioavailable.

By Application 

As of 2023, there has not been any notable change in the dominion of post-workout nutritional supplements in the sports nutrition market. The segment continues to be the most prominent category with a market share of approximately 60.8%. Supplementary to this, the developed popularity of these nutritional products indicates a growing awareness of their different advantages in muscle recovery and development. With the increasing number of sport enthusiasts and sportspersons looking to improve their recovery time so, this business is poised to grow. As per the survey done in 2023, around 72% of the people exercising at the gym tend to make use of the post workout supplements which is a reasonable penetration of this category. The marketing of these products is also sustained by research which has documented that post workout supplements increase muscle recovery rates by as much as 30 percent compared with normal muscle recovery time.

In 2023, a staggering 83% of the workout enthusiasts in the sports nutrition market reported to have experienced improved recovery time and reduced sore muscle post consumption of workout formulation supplements. Such increase in demand can also be attributed to the boosting inclusion of branched-chain amino acids (BCAAs), glutamine, and creatine in supplement formulation which are specifically known for their recovery aspects. In addition to that, there is a visible rise in the demand for vegan post workout support supplements which have increased by 600 million dollars in the year of 2023 which again falls in line with the general vegan trend being experienced in the sports sector. Apart from that, all of these changes have also been supported by the statistics or rather the research conducted which analyzed the trend in plant-based supplements use among fitness lovers which saw a stunning change of 25% increase offering great insights to the current ongoing vegan trend. 

By End Users 

According to the end users, the sports nutrition market continues to be influenced by fitness enthusiasts by capturing almost 40% of the market share. The tier’s growth can be explained by shifting focus towards improvement of sports performance and recovery. In this regard, interest in targeted nutrition products has grown, with the latest market survey indicating a 20% increase in the use of enhancing consumption models. This growth correlates to studies that indicated fitness enthusiasts that use specific dietary strategies improve their performance variables by up to 15% and this pushes more people to use these products.

An emerging trend that Astute Analytica has observed in 2023 is the shift away from protein and carbohydrate as the primary supplements for bodybuilders and fitness enthusiasts. For instance, electrolyte infused drinks accounted for $1.2 billion as the sports nutrition market expanded due to athletes who wanted to improve their hydration and their endurance. This shift is accompanied by findings which show that athletes who maintain their hydration levels within an ideal range can enhance their performance by approximately ten percent. Moreover, the use of sport fragmentation products has also increased, where 40% of fitness enthusiasts now utilize sport specific nutrition products compared to 30% in 2022. The increase is mainly due to the high number of products which are now able to cater for different sports competencies.

Also, the combination of websites and wearable devices have also redefined how fitness enthusiasts view nutrition. The apps, which are used to gauge fitness levels through a defined set of parameters, were downloaded 5 million times in 2023. These tools give detailed instructions about what to consume, enabling athletes to not be confused about what their body requires at a certain point in time. Thus, the athlete category is not only growing in volume but also in complexity.

By Distribution Channel 

The landscape for distribution of sports nutrition market products started in a whole new form in the year 2023 as offline channels were able to maintain a stronghold within the market with over 60.9% market share. The offline market such as specialist stores, gyms and retailers were able to generate a revenue of over $10.32 billion in 2023. Seeing how the world underwent a digital revolution, the physical stores do offer some level of advantages considering the fact that the customers are able to receive tailored customer service and instant purchase which are key elements in order to retain the customers. It was noted in the report of 2023 that 65% percent of the users still prefer to buy sports nutrition products from the shops as they are able to ask for help and touch the products for proper judgment.

According to lettaduals, online sales within the sports nutrition market started forming and in 2023 reached $6.59 billion which is a significantly considerable jump from years preceding it. This expansion is accelerated by the ease brought about by digitization alongside the wide range of products that are offered through the combination of online platforms. A poll conducted in 2023, found that 58% of the consumers buy online products  because of economies of scale and the discount features. Furthermore, they have also got the sense of fulfilment and satisfaction made by such orders with the possibilities of global delivery and thus bringing in many international brands within their reach. 

The online shopping experience has been further enriched by the employment of technology through many tailored suggestions and the growing popularity of subscription policies. Subscriptions models alone contributed $1.5 billion in sales in 2023 showing the tendency of consumers to look for easy access and frequent supply of products they like. 

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Regional Analysis 

North America continues to lead the global sports nutrition market, maintaining its dominant position by contributing over 44.2% of the total market revenues. The dominance is attributed to a high level of fitness culture and health awareness among the consumers in the region. For instance, in the US alone, the sports nutrition market is estimated to be valued at over US$ 6 billion showing a strong demand for performance and general health improvement products. The number of gymnasiums is astonishing, with more than 40,000 health clubs being attended by over 60 million people in the country. Moreover, the sports drinks segment has been growing quite well and is in a manner consistent with the consumer trend towards drinkable and more practical products. This shift in sports nutrition culture has not just focused the market on sports people, but fitness enthusiasts, and general population.

The development of the sports nutrition market in North America can be attributed to manufacturers as they have innovated new products and adopted effective strategies. For instance, companies such as Glanbia Performance Nutrition, MusclePharm, and PepsiCo have launched a wide range of market products with various customizations in line with the different needs of the consumers. The increasing demand for vegan and eco-friendly sources of protein has led to a significant increase in this segment boosting the double digit growth of plant based protein products. With the developments of digital marketing and direct selling strategies, the e-commerce channel has greatly increased sales, with customers increasingly purchasing sports nutrition products online, which has been a trend for some time. Additionally, partnerships between manufacturers and fitness opinion leaders promoted brand awareness and attracted consumers, boosting online sales by over 18% in 2022.

The Asia-Pacific sports nutrition market has a lot of room for growth, making it a key area of focus for companies and investors around the world. The market over this region is expected to grow significantly at a CAGR of 5% in the coming nine years thanks to rapid economic growth and urbanization. In China, there has been a continuous increase in the number of gyms, with an increase in memberships to the gyms crossing 10 million. In India, a 20% growth in the enrolment of health clubs has also been observed, thanks to a rising middle population that is adopting healthy habits. Manufacturers are taking advantage of this by using green tea extract and ashwagandha in their products to meet the needs of the regional markets. The online sports nutrition market in the region saw 30% growth in 2023, which has opened the door for many potential customers.

Top Players in Sports Nutrition Market

• Abbott Laboratories
• BA Sports Nutrition
• BioTech USA Kft.
• Cardiff
• Clif Bar & Company
• Glanbia PLC
• GNC Holdings, LLC
• Iovate Health Sciences International Inc.
• Lonza Capsules & Health Ingredients
• Multipower
• OLIMP LABORATORIES SP. Z O. O.
• Powerbar
• QUEST NUTRITION & ATHLETICS
• THE BOUNTIFUL COMPANY
• Ultimate Nutrition
• Other Prominent Players

Market Segment Overview:

By Product Type

• Protein Powder
• Sport Drinks
• Protein Bars
• Supplements
• Vegan
• Creatine
• Performance Enhancers
• Others

By Application

• Pre-workout
• Post-workout

By End User

• Athletes
• Bodybuilders
• Fitness Enthusiast
• Weightlifters

By Distribution Channel

• Online
  • eMarketplaces
  • Online Brand Stores
• Offline
  • Supermarkets/ Hypermarkets
  • Specialty Stores
  • Fitness Centers

By Region 

• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Poland
  • Russia
• Asia Pacific
  • China
  • Taiwan
  • India
  • Japan
  • Australia & New Zealand
  • ASEAN
  • Rest of Asia Pacific
• Middle East & Africa (MEA)
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA
• South America
  • Brazil
  • Argentina
  • Rest of South America