A holistic approach to sports nutrition products

With a value of $40 billion in 2021 and an annual growth rate (CAGR) of 8.5% from 2022 to 2030, the global sports nutrition market is becoming one of the most important FMCG segments nowadays and in the coming years.1

COVID-19 has definitely played a significant role, as people really invest in improving their wellbeing and immune system through a balanced, nutritious diet and physical activity.

There are currently two major consumer segments to consider when designing your products:

Performance Nutrition: People who practice intensive training with very specific goals of increasing performance and endurance. This market segment is very well educated and is consuming products tailored to their body’s needs. Examples are marathon runners, professional athletes, etc.

Active Nutrition: People who try to stay holistically healthy but have no special and strict exercise and nutritional plan. This segment is the largest and prefers to buy products that are marketed as “better-for-you” and not strictly characterized as “sports nutrition”.

In the last two years of the global pandemic, we are seeing a large market shift to plant-based, botanical, and clean label ingredients in sports nutrition.


Organic botanicals, natural sugar-free sweeteners, plant-based energy boosters, and naturally flavored products are being fortified to provide adequate nutritional profiles.

Concluding, the solution to designing an added-value functional product would be to focus on both physical and cognitive health benefits. This way, both consumer segments’ needs will be covered through a more holistic approach to health that fully supports both the body and mind.2


1. https://www.grandviewresearch.com/industry-analysis/sports-nutrition-market

2. Health Ingredients report 2021, Fi Global Insights

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