The sports nutrition market continues to diversify, with brands designing products that offer balanced benefits and integrate into the daily routines of everyday consumers.

An evolution from “sports nutrition” to “active nutrition,” and even “performance nutrition,” reflects a market expansion beyond elite athletes to everyday fitness enthusiasts, weekend warriors, and health-conscious consumers, said Shaheen Majeed, global CEO and managing director of Sabinsa. Consumers now “actively seek targeted solutions rather than one-size-fits-all products.”

According to Scott Dicker, senior director of market insights at SPINS, the performance nutrition category has grown an impressive 18.7% in market value over the 52 weeks ending July 13. “Creatine and hydration are seeing the largest growth, followed by pre-workout,” he said. Soft chews, tinctures, ready-to-drink formats, and chewable tablets have all gained market share in the past year.

Mintel reported that sports nutrition consumers are looking for products that are “inclusive to [a] range of exercise identities.” While younger consumers will use sports and performance drink products during an exercise routine, older adults might be more focused on maintaining their hydration status and controlling blood sugar. Over the next few years, products designed for more casual activities rather than high-intensity workouts will gain momentum, Mintel noted.

Matthew Oster, head of health, beauty, and hygiene insights at Euromonitor International, said the traditional sports nutrition market of pre- and post-workout products has shown signs of maturity in the U.S., but brands can appeal to people with add-on ingredients that benefit sleep, gut health, inflammation, immunity, and more.

“Fitting sports nutrition brands into a wider wellness routine is where category development will go over the near-term,” said Oster.

The growth of protein has been driven in part by interest in weight loss, he noted, with clear, light-flavored proteins especially popular. “Outside protein, creatine and electrolytes are continuing to have a run, with the former benefitting from recognition of a wider benefit structure including cognition and healthy aging, and the latter tied to the near-universal drive for hydration.”

Sébastien Bornet, vice president of global sales and marketing at Horphag Research, noted similar interest. “We’ve seen notable growth in products positioned not just for optimal physical performance, but also for related areas like physical recovery, circulation, and joint and muscle comfort. Pre-workout categories emphasize energy and endurance, while post-workout formulations increasingly highlight faster recovery, muscle oxygenation, and reduced soreness.”

Ryan Wories, senior director of marketing at FutureCeuticals, suggested that growth of the category is driven by increased frequency of usage outside of exercise. “Energy and hydration remain key growth drivers, with consumers seeking products that enhance focus, productivity, and recovery. Hydration supplements now often include added benefits such as electrolytes, immune support, and adaptogens … Format innovation is also playing a major role in this growth.”

Products are being designed with a more holistic view of well-being, he added, expecting more sports/active nutrition products to feature claims related to cognition and stress, digestive support, immune function, and healthy aging, “as consumers look for products that help them stay active, recover faster, and feel their best over the long term.”

As convenient, on-the-go solutions gain market share, demand is spiking for water-soluble, stable ingredients that deliver consistent benefits in supplement, food, and beverage forms, Majeed noted. RTD beverages are growing fast but have a ceiling due to their stability challenges and higher price points; effervescent and powder forms, meanwhile, offer portion control and convenience on top of cost advantages.

Sports nutrition consumers are known to be discerning, and the audience serves as a “proving ground” before adoption into the mainstream, said Maria Stanieich, senior marketing manager at Kyowa Hakko USA. This has been the case for the company’s glutathione ingredient, Setria, and Cognizin Citicoline.

“Protein is the classic example of that evolution, and creatine is following a similar trajectory,” she noted. “Cognizin is now featured in more than 300 consumer products globally, with growing recognition for its role in supporting cognitive performance and mental energy. At the same time, Setria is attracting attention for its connection to nitric oxide production and recovery, while also delivering added benefits in areas such as detoxification, respiratory health, and skin health.”

Consumer experience is also critical to success, she added. “People want to leave a workout feeling strong, energized, and accomplished. Today’s most successful formulations deliver on that emotional payoff by offering precise, efficacious support for specific fitness objectives.”

Personalization and Motivation

Supplements that offer consumers the ability to track results over time — through fitness apps, microbiome testing, DNA kits, and AI-driven recommendations — will have a competitive edge, said Mustafa Hashimi, senior sales account manager at Gnosis by Lesaffre.

Ayan Monpara, executive vice president of commercial operations at Gummi World, said new technologies that can deliver nuanced health data will drive personalization forward. “While traditional randomized, double-blind studies and self-reporting can still be valuable, new technologies have made real-time, objective data possible. Tools like wearable devices, DEXA scans, and continuous glucose monitors allow researchers to track physiological responses, activity levels, and recovery metrics with far better accuracy.”

Products that can be tailored to age, activity levels, and lifestyles continue to gain traction, said Vaughn DuBow, senior director of health and wellness product portfolio marketing at ADM. In that vein, “products with multiple benefits, rather than just a single function” can give shoppers more confidence in their choices, and “may include recovery combined with immune function support, digestive with metabolic health, or energy with hydration,” he said.

“We are seeing more exploration in women’s wellness and innovation in women-specific formulas,” noted Nora Khaldi, founder and CEO of Nuritas. “Post-workout hydration and protein consumption are also on everyone’s minds. People are looking for the next new way to meet their protein needs without compromising on taste and experience.”

Steve Fink, vice president of marketing at PLT Health Solutions, said that sports and active nutrition has been a top growth area, fueled by “multi-component  formulations with a broad range of benefit packages, including energy, strength, endurance enhancement, blood flow, recovery, and cognitive components addressing mood and focus.”

For recreational athletes and beginners, lack of energy and motivation present barriers to working out routinely. A recent 546-person consumer survey conducted by PLT Health Solutions found that consumers were most likely to list inadequate energy or sleep (42%), lack of motivation (40%), time constraints (38%), and stress (31%) as the biggest perceived barriers to exercise. Most (69%) participants said they would be focused on actions to improve mental resilience during periods in which they’re injured and can’t exercise, and nearly everyone (94%) said the idea of a dietary supplement promoting a healthier relationship between the mind and body was appealing.

“Consumers are increasingly looking to improve their holistic well-being beyond just physical health. For a well-rounded approach, mood support and cognitive health are often two complementary health focuses consumers pay attention to,” said Dicker.

Researchers have been studying adaptogens in more direct sports performance contexts. 

For example, Sabinsa has validated its Shagandha ashwagandha extract in the context of exercise performance in clinical studies that “showed the potential to improve athletic performance by reducing stress, promoting restful sleep, and enhancing cognitive function, ultimately leading to more accurate and focused performance in sports,” Majeed said. “Its ability to modulate cortisol levels translates directly into faster recovery times and reduced exercise-induced muscle damage markers.”

Improved reaction time, decision-making accuracy, and sustained attention are all relevant in competitive sports, said Majeed. “This positions ashwagandha uniquely at the intersection of physical performance and cognitive enhancement,” rivaling stalwarts like creatine and beta-alanine with “the added advantage of supporting multiple physiological systems simultaneously. This multi-modal approach aligns with the industry’s shift toward comprehensive performance solutions rather than single-target interventions.”

Adaptogens and botanicals are increasing in demand for performance and recovery, said Hashimi. “Ingredients like ashwagandha, ginseng, and now salidroside are positioned as ‘next-gen’ supplements for physically and mentally active consumers. Cognitive performance is now widely recognized in the athletic equation. Nootropics are finding their way into pre-workouts, hydration formulas, and post-exercise blends.”

Gnosis by Lesaffre recently launched Landkind Pure Salidroside, which is the active compound of the adaptogen Rhodiola produced through fermentation. While this endangered botanical is well-known for its mood and stress support benefits, a 2024 human clinical study (JISSN) on the ingredient supports structure-function claims related to oxygen uptake, exercise performance, and muscle support, Hashimi noted. Salidroside also seemed to maintain stable mood states.

Ingredients that can be included in traditional sports beverages offer added appeal, noted Stanieich. “Cognizin Citicoline has been clinically shown to support mental energy, focus, attention, and accuracy. That’s valuable not only in a performance context but also for consumers looking to stay mentally sharp and productive throughout the day. Cognizin also extends benefits to formulators. Because of its neutral taste, high heat stability, and high water solubility, it can be easily incorporated into new or existing ready-to-drink and ready-to-mix products without added complexity to manufacturing.” 

Recovery and Resilience

Recovery products are a fast-growing segment, as people seek to maximize their body’s response to physical stress and return to exercise sooner.

While Setria Glutathione has a firm footing in pre-workout applications, a 2023 clinical study published in JISSN found that when the ingredient was combined with 2 grams of L-Citrulline, it promoted a prolonged elevation of nitrate and nitric oxide (NO) 30 minutes after exercise, indicating more efficient and sustained NO production for either recovery or endurance benefits, noted Stanieich.

As consumers age, joint health becomes an ever-more-important part of staying active, noted Bornet. Horphag Research has been investing in research to understand the inflammatory-modulating activities of Pycnogenol, such as inhibition of NF-kB, COX-2, and LOX activity, all of which are key drivers of pain and tissue damage.

“Supplementation significantly improved osteoarthritis symptoms assessed by the Western Ontario and McMaster Universities Osteoarthritis Index (WOMAC) … with one study (Journal of Medicinal Food, 2018) reporting reductions of 43%, 35%, and 52%, respectively, after three months.” Pycnogenol has also been shown to lower measures of C-reactive protein, and promote synthesis of hyaluronic acid, supporting joint lubrication and cartilage resistance, Bornet noted.

NutriScience recently launched MalTor, a complex of taurine and malic acid, specifically for recovery. “In a clinical study (Research in Therapeutic Sciences, 2024) MalTor was found to help lower the pain threshold associated with intense exercise, making it beneficial for athletes and active individuals,” said Edward Dosz, PhD, vice president of science and innovation at NutriScience. “The taurine component supports muscle hydration and antioxidant defense, reducing oxidative stress and muscle damage, while the malic acid component promotes energy production and helps to reduce fatigue. This combination may help accelerate recovery, reduce delayed onset muscle soreness (DOMS), and improve exercise tolerance.”

A 2023 clinical study published in the Journal of the American Nutrition Association validated a botanical ingredient marketed by PLT as AprèsFlex for its joint support benefits. Subjects taking the botanical complex “experienced steady improvement in joint comfort, with up to a 70% reduction in pain by the end of the study. Those same subjects experienced 25% less stiffness on day 30 and up to a 72% reduction in stiffness at six months,” Fink said, along with a 71% improvement in measures of overall physical function.

These subjective measures coincided with physical improvements, such as preservation of joint space and cartilage thickness, and significantly reduced biomarkers of inflammation and cartilage degradation. “Maintaining our cartilage is crucial in the sports and active space, because we don’t make any more of it as we age,” he added.

Recovery products emphasize “ingredients that support muscle protein synthesis, reduce exercise-induced inflammation, and accelerate recovery times,” Majeed said. Sabinsa’s Digezyme multi-enzyme complex can support nutrient optimization, and has been validated for DOMS benefits, he noted.

Digestive health ingredients are being included in sports nutrition formulations, as “nutrient absorption and gut health directly impact performance outcomes. The rationale centers on optimizing protein digestion and amino acid absorption during the critical post-exercise window, potentially supporting faster muscle repair and reducing the inflammatory cascade that contributes to DOMS.”

Creatine for Everyone

Demand for creatine is being driven by widespread consumer adoption, incorporation into trending delivery formats like beverages and gummies, and emerging research supporting its role in cognitive support and women’s health.

“Creatine no longer has a ‘gym only’ stereotype, and social media platforms have helped amplify creatine’s broader benefits, sparking interest among new, younger, more diverse, and wellness-focused consumers.”

On the cognitive front, creatine may improve cognition and memory in older adults or during times of metabolic stress, improve recovery from traumatic brain injury, and may exhibit a protective effect against certain neurodegenerative diseases, according to a 2023 review published in Sports Medicine.

Studies have also found that single-dose creatine supplementation was linked to improvements in cognitive tests during sleep deprivation (Scientific Reports, 2024), and moderate improvements in working memory and executive function in patients with Alzheimer’s disease after a two-month treatment protocol of 20 grams per day (Alzheimer’s & Dementia: Translational Research & Clinical Interventions, 2025).

Renewed interest in creatine has also led to the rise of creatine-plus formulations, “where creatine is paired with complementary ingredients that support goals like enhanced cellular energy, improved mental performance, or increased nitric oxide production,” said Wories. “These combinations reflect a shift toward multifunctional, clean-label products that support both physical and mental aspects of an active lifestyle.”

Sophistication in Hydration

Sales of RTD sports nutrition products are doing particularly well, thanks to their ease of use, said Oster.

According to SPINS, growth in hydration products will be driven by innovative new flavors, adjunct benefits like immunity and energy, and the combination of electrolytes and protein in one convenient beverage.

Additionally, natural hydration products are growing rapidly, such as coconut water (+11%), aloe juice/beverages (+30%), and watermelon juice (+28%), SPINS reported.

These natural, fruit-based hydration products have been successful as consumers seek support for everyday experiences, rather than just post-workout. Hydration products are also offering support for energy, focus, gut health, beauty, and more.

Protein and Peptides

Protein supplements have seen healthy growth over the past year, rising in sales from about $9 billion to $9.8 billion at a 9% year-over-year increase, according to SPINS, with whey growing more quickly than all other forms of protein. Penetration of protein supplements is just under 50% of U.S. households.

Oster noted that protein waters are attractive today, offering light and refreshing flavors. “Powders are still holding their own due to strong retention from key users, though they’re seeing some maturity effects in key markets like the U.S.”

Protein bars, meanwhile, have ceded some ground to newer functional food formats. “With protein’s universal and expanding health halo, this is going to lead to greater competition between the formerly disparate categories [of supplements and conventional foods/beverages] and to greater churn and dynamism in the core sports nutrition category.”

According to DuBow, plant-based ingredients like soy and pea offer consumers choice in the marketplace. “On the rise now is a ‘protein plus’ approach. It brings together both plant- and animal-derived proteins, as well as other ingredients like prebiotic dietary fibers, probiotics, and postbiotics, to further support consumers’ lifestyle goals.”

Peptides, the short chains of amino acids that make up proteins, are garnering intrigue across industries. “Nuritas’ research into cell-signaling peptides has identified the ingredient PeptiStrong, which enhances protein’s effects,” said Khaldi. “PeptiStrong primes the body to make the most of the protein we consume, which in turn results in enhanced recovery, strength, and energy. This has great potential to help marketing teams create differentiation in the market, with more effective products emerging from their R&D teams.”

No Gut Health, No Glory

“Gut health support is rising as a support platform for sports nutrition, with prebiotics in particular being marketed for recovery and inflammation, immunity, and boosting performance,” Oster noted. 

“Most consumers are somewhat familiar with probiotics, fiber, or apple cider vinegar, but the world of gut health is largely untapped,” said Monpara. “Several new studies are uncovering the benefits of prebiotics and postbiotics, as well as the connection between the gut and the brain. For athletes, a healthier gut can lead to better absorption, faster muscle repair, and reduced inflammation.”

A healthy gut microbiome supports outcomes such as performance, muscle health, and exercise recovery, while emerging evidence demonstrates the gut’s connections to lean muscle mass and body composition, DuBow noted. ADM offers a multi-strain formulation designed to mitigate post-exercise oxidative stress, featuring Bifidobacterium longum CECT7347 (ES1), Lactobacillus casei CECT9104 (BPL4), and Lactobacillus rhamnosus CECT8361 (BPL15).

Additionally, ADM’s DE111 is evidenced to support measures of both lean muscle mass and recovery. A study published in the Journal of Strength and Conditioning Research (2020) found that female college athletes who supplemented with the strain during offseason training saw decreased body fat percentages compared to placebo, while in men, the probiotic was associated with decreases in circulating TNF-a, an inflammatory marker (Sports, 2018). In a similar realm, ADM’s L. gasseri CP2305 “may support improved recovery from exercise in male athletes and may help support positive mitochondrial function,” DuBow noted (Journal of Functional Foods, 2019).

Weight Management Trends

The millions of adults taking GLP-1 receptor agonists have unique health needs, such as maintaining muscle mass, promoting digestive health, and meeting nutritional gaps, Dicker noted. “Supplements are leaning into their complementary properties to GLP-1s, such as creatine, fiber supplements, multivitamins, and minerals. Brands that ensure they market the complementary benefits of their product will come out on top.”  

Following some aggressive marketing of supplements with GLP-1 claims, Oster said “the initial wave in 2024 of so-called ‘GLP-1 support’ products marketed against the side effects of these drugs has smartly given way to softer positioning around broader weight/satiety and nutritive benefits, which, given the wider acknowledgement of protein’s role in weight management, is sufficient in this era of heightened interest in GLP-1 and weight loss.”

The bar is higher today, said Majeed, both in terms of consumer expectations and regulatory scrutiny. Across market categories, “we’re being extremely cautious about making any claims that could be construed as drug-like or suggesting our ingredients can replace medical supervision. The focus is on supporting overall metabolic health, digestive wellness, and nutritional optimization rather than promising dramatic weight loss outcomes.” 

“Supporting metabolic health and a healthy body mass index can also support sports nutrition goals, both in the short term and long term,” said DuBow.

“Protein is important for those on GLP-1 treatments, with over 60% of U.S. consumers taking GLP-1 treatments noting they now pay much more attention to a product’s protein content, and 41% intentionally increasing their intake of plant-based proteins.”

GLP-1 medication users “are not only focused on weight loss, but also on improving muscle tone, strength, and endurance through fitness,” said Hashimi. “We’re seeing a blurring of segments, where sports nutrition, active lifestyle, and metabolic health converge,” calling for products that address muscle preservation, nutrient replenishment, and mood support.

Because a substantial portion of weight lost while taking GLP-1 medications tends to be lean mass, maintaining an exercise routine is particularly challenging for these consumers. Recovery ingredients like MalTor have a part to play in supplements for this population, Dosz noted. Similarly, the mineral glycerophosphate ingredient NutriGP may help GLP-1 users acclimate by supporting cellular energy production, overall metabolic health, and muscle and nerve function.

“Additionally, glycerophosphates are well-documented to provide advantages in hydration because they provide a good source of glycerol, which helps retain minerals,” Dosz said. 

PLT’s botanical products, RipFactor Muscle Accelerator and Strengthera Muscle Maintenance + Vitality are positioned for this growing base of consumers, Fink said. “Maintaining muscle mass was not near the top of most people’s healthcare concerns. In the GLP-1 era, with muscle loss cited as one of the main drawbacks, maintaining muscle mass and addressing related health issues has become front and center, particularly for women and seniors,” Fink said.

Strengthera has been tested in multiple clinical studies in populations over the age of 55, with fast-acting benefits to lower body and grip strength, and endurance measures observed within four weeks. “Grip strength, in particular, is not only considered an accurate indicator of vitality and overall muscle strength, but also a biomarker of longevity and a strong predictor of future health,” said Fink.

Ingredients like Sabinsa’s Gymnema sylvestre extract GS Plus and chromium compounds are being incorporated into formulations designed to support healthy glucose metabolism and satiety signaling through complementary mechanisms, said Majeed. Berberine also remains a high-profile ingredient today for those considering natural approaches to metabolic health, he noted.

“However, we emphasize the importance of proper dosing and bioavailability enhancement, often recommending co-formulation with our BioPerine to optimize absorption.”

Botanicals for Performance

Clinical studies are taking a closer look at the direct exercise performance benefits of many herbs.

The mechanisms by which Pycnogenol supports heart health translate to exercise performance improvement, Bornet noted, and with adoption of wearable fitness trackers, people are paying closer attention to their cardiovascular and circulatory health.

Studies on Pycnogenol have found that it stimulates nitric oxide production to relax blood vessels and improve blood flow, and benefits measures of microcirculation, oxygen delivery, and oxidative stress during exercise. “In recreational athletes, Pycnogenol improved 2-mile run times by 11% and increased sit-ups (+23%) and push-ups (+12%); in triathletes, it cut overall race time by 10% while reducing post-training pain and fatigue.”

Horphag Research has also supported studies on the sports nutrition applications of Robuvit, a French oak wood extract rich in bioflavonoids that convert into urolithins, which are associated with mitochondrial health and ATP production.

Last year, PLT added cellflo6, a gallate-enhanced oligomer extract sourced from green tea, to its portfolio, to fulfill demand for “non-stim energy, improved endurance, enhanced exercise recovery, and enhanced blood flow/circulation,” Fink said. The ingredient has been included in recovery formulations by tier 1 operators in the military, and several pre-workout, energy, recovery, and men’s health consumer products.

Fink noted that sensory challenges still represent a barrier to entry for botanical ingredients, given commonly bitter, earthy tones. “In the past, functional beverages have included vitamins and minerals as primary components. Today, consumers are demanding more function from their functional beverages … PLT Health Solutions offers a growing portfolio of neutral-tasting, water-dispersible, and beverage-friendly ingredients with gold-standard clinical scientific support.”

Nuherbs has been developing bespoke herbal extracts for novel delivery formats, said Lisa Thomas, chief commercialization officer, noting an opportunity for more “on-the-go solutions, such as herbal protein and energy bars, fast-dissolving, fast-acting oral strips, and even powdered botanical extracts that can be utilized in athlete feed stations. High-potency powdered botanical extracts present an exciting opportunity in a range of products, including protein shake mixes, frozen yogurt machines, or even as a component of baked meals.”

Quality Fundamentals

While lifestyle shoppers who have gravitated toward the sports nutrition segment might not be fully invested in quality benchmarks, “sports nutrition certifications like NSF are an important signifier of quality and transparency for serious users,” Oster noted.

While sports organizations add credibility to certifications such as NSF Certified for Sport or Informed Sport, “the typical active consumer may not be educated enough to understand the value,” said Hashimi.

“Informed Ingredient is internationally recognized for testing products against the WADA prohibited list, ensuring a product’s integrity and suitability for drug-tested athletes.”

Younger generations “are label readers and are looking for logos and icons that help them make simple and quick choices,” said Thomas, who previously oversaw the dietary supplement and sports nutrition programs at NSF International. Savvy consumers also know the difference between a logo (a proper stamp of approval from an independent, third-party testing organization) or an icon, which is chosen to illustrate “self-certification” and in-house testing, she said.

“That independent third-party logo no doubt catches the diligent consumer eye,” especially since GMPs don’t require a full panel of tests for WADA-prohibited substances.

Thomas also noted that, for many brands, “USDA Organic certification is often a must, and ingredient companies like Nuherbs have taken extensive measures to pass this rigorous and volunteer third-party certification program for their finished product manufacturing partners and end consumers.”

As herbs and botanicals become more prevalent in products for athletes, those with little experience in handling these ingredients need to understand the unique adulteration and contamination risks that come with highly-concentrated, valuable plant-based ingredients.

Company legacy, positive reputation, field-to-shelf supply chain transparency including the extraction process, and documents and test results are all must-haves, Thomas said.

For consumers, the industry should do away with labeling ingredients as “proprietary blends” in supplement facts panels, and instead properly identify Latin names and plant parts of all ingredients.

“Consumers see the word ‘proprietary’ on the label as hiding information. Manufacturers also see it as hiding information. This is definitely a soft spot and controversial for all of us, but it is a fact that our consumers are questioning it,” she said.

Amazon’s dietary supplement seller policy, which requires brands to undergo testing or submit ISO-accredited lab results to one of three third-party testing organizations, has made a difference in improving the overall quality of supplements in its inventory, according to Monpara.

However, “it’s up to individual brands to provide accurate documentation and comply with the quality standards. Larger, reputable brands may take on this responsibility, but other sellers may find ways to bypass the system. Seller policies such as Amazon’s are a step in the right direction, but stricter regulatory oversight and widespread third-party testing are needed to keep consumers safe.”

Close relationships with suppliers that have expertise in clinical data and quality assurance, and being transparent to the consumer about those relationships, are highly important indicators of integrity, said Khaldi.

“How companies communicate these benefits will shift from brand to brand and from audience to audience,” she said. “Personally, I’ve found that telling consumers transparently what certifications and validations are in place is key to building trust.”

Contamination with prohibited substances, undeclared stimulants, and heavy metals remains the most serious problems in sports nutrition, creating liabilities for the industry at large, brands, and athletes, said Majeed.

Other glaring issues threatening the credibility of this segment include frequent variances between claimed and actual ingredient quantities, and less reputable brands relying on “borrowed science” in lieu of clinical substantiation.

The sports nutrition industry has more work to do in terms of consistency of best practices, he said, which should include: supplier qualification with third-party verification and audits; finished product testing through accredited laboratories; clinical substantiation that matches exact ingredient forms and dosages as used in products; complete chain of custody documentation; and transparent labeling.

The gap between brands that strive to meet these metrics in finished products and those that don’t “highlights the broader economic issue of affordability and availability,” he said. Complications stemming from tariffs have only exacerbated the issue.