Sports Supplement Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Global Sports Supplement Market Trends and Insights

Fitness club and gym membership boom

The democratization of fitness culture has widened the use of sports supplements, expanding their appeal from elite athletes to everyday fitness enthusiasts. As gym memberships rise, more individuals are turning to supplements—such as protein powders, pre-workouts, BCAAs, and recovery drinks—to boost physical performance and support muscle growth. In 2024, 77 million Americans, representing 25% of those aged six and older, were members of gyms, studios, or other fitness facilities, according to the Health and Fitness Association (HFA)^{[1]Source: Health and Fitness Association, "One in Four Americans Belonged to a Gym in 2024", www.healthandfitness.org}. Including both members and non-members, the total number of fitness facility users reached nearly 96 million, equating to approximately one in three Americans (31.0%). The increase in fitness club memberships has directly driven the adoption of supplements, as gym environments promote performance nutrition and validate product effectiveness. This trend has particularly benefited the protein powder and pre-workout segments, which align with the resistance training routines increasingly favored by recreational users. Additionally, the growing popularity of functional fitness and high-intensity interval training has heightened demand for recovery-focused supplements, such as branched-chain amino acids and creatine formulations, designed for non-competitive athletes seeking to enhance performance. Regular gym-goers often incorporate sports supplements into their routines, sustaining demand and driving market growth.

Rising plant-based protein popularity

The efficacy of plant-based protein supplements demonstrates that they can achieve muscle protein synthesis rates comparable to whey protein when formulated appropriately. The FDA's GRAS (Generally Recognized as Safe) notifications for innovative plant proteins, including pea, rice, and hemp, have significantly expanded the range of formulation possibilities. In 2024, Americans spent USD 8.1 billion on plant-based foods, with USD 450 million allocated to protein liquids and powders, according to the Good Food Institute^{[2]Source: Good Food Institute, "U.S. retail market insights for the plant-based industry", www.gfi.org}. Additionally, advancements in precision fermentation technologies now allow for the production of complete amino acid profiles, which were previously attainable only through animal-based sources. This growing trend is not limited to vegan consumers but also appeals to flexitarians and environmentally conscious athletes, driving market growth by creating new demand rather than merely replacing existing products. Moreover, regulatory compliance frameworks, such as the ISO 14001 environmental management standards, are increasingly influencing procurement strategies among institutional buyers, including sports teams and corporate wellness programs, further shaping the market landscape.

Influence of social media and fitness influencers

Fitness influencers, through their personal endorsements and visible results, connect with followers more genuinely than traditional advertisements. This connection builds stronger trust and increases the likelihood of followers trying the recommended supplements. However, the impact of these influencers stems from complex factors such as source credibility, physical appeal, and content quality, rather than simple celebrity endorsements. Their content educates large audiences on the benefits of nutrition, exercise, and supplements, encouraging broader participation in physical activities and supplement usage. In 2024, the International Telecommunication Union reported that global internet users reached 5.5 billion^{[3]Source: International Telecommunication Union, "Internet use", www.itu.int}, highlighting the significant internet penetration driving social media engagement. Nevertheless, the transient nature of social media content complicates regulatory oversight, as traditional advertising standards struggle to address platforms like Instagram Stories and TikTok promotions. Recognizing the higher return on investment, companies are increasingly directing their marketing budgets toward creator partnerships, shifting away from conventional advertising methods.

Scientific advances and product innovations

Advancements in nutritional science have led to formulations featuring optimized protein blends, bioavailable ingredients, and targeted amino acid ratios, which significantly enhance muscle recovery, endurance, and performance. Brands are utilizing AI, machine learning, and DNA testing to develop nutrition plans and supplements tailored to individual genetics, metabolism, and fitness goals. This personalized approach strengthens consumer trust and adherence. Precision nutrition is driving innovation in the sports supplement market, with biomarker-driven formulations enabling customized protein and micronutrient recommendations based on unique metabolic profiles. Key developments include FrieslandCampina's fermented gut-muscle axis solution, designed to modulate the microbiome for improved muscle function, and Vitamin Shoppe's NovaQSpheres encapsulation technology, which enhances creatine stability and bioavailability. Additionally, AI applications in supplement personalization analyze genetic polymorphisms to predict individual responses to creatine supplementation. Clinical evidence highlights that genetic profiles significantly influence muscle mass gains and injury prevention outcomes.

Intensifying global regulatory scrutiny

Regulatory authorities across the globe are increasingly intensifying their oversight of sports supplements. The European Food Safety Authority has imposed restrictions on 117 substances and updated its guidance to ensure more rigorous substantiation of health claims. In Canada, Health Canada's supplemented foods regulations now require novel food assessments for innovative ingredients. While these regulations create compliance challenges for emerging formulations, they are expected to enhance product safety and efficacy standards. Similarly, the FDA continues to enforce GRAS (Generally Recognized as Safe) notification requirements for novel proteins and functional ingredients. Although this enforcement increases development costs for manufacturers, it significantly enhances the credibility of products in the market. These evolving regulatory frameworks provide an advantage to established manufacturers with well-developed compliance infrastructures, while simultaneously creating significant barriers for smaller players who may lack the necessary regulatory expertise.

Ultra-processed food backlash

Consumers are becoming increasingly skeptical of ultra-processed foods, and this sentiment is now extending to sports supplements. Concerns about artificial additives, excessive processing, and a shift away from whole food-based nutrition are driving this trend. Ready-to-drink formulations and highly processed protein bars are particularly impacted, creating significant opportunities for minimally processed alternatives and products with clean-label positioning. Health experts are actively challenging the generalized health claims promoted by non-expert influencers, which could lead to a decline in consumer trust toward supplement marketing. In response, companies are implementing measures to enhance transparency, such as obtaining third-party testing certifications, providing detailed ingredient sourcing disclosures, and showcasing their commitment to product integrity and ethical manufacturing practices.

Segment Analysis

By Product Type: Non-Protein Segments Drive Innovation

Protein supplements hold a commanding market share of 72.53% in 2024, highlighting their widespread consumer acceptance and well-documented effectiveness in supporting muscle protein synthesis and recovery. This dominance reflects their established role in fitness and health regimens. However, non-protein categories are experiencing a faster growth trajectory, with a strong compound annual growth rate (CAGR) of 9.80% anticipated through 2030. This growth is primarily driven by the increasing mainstream adoption of creatine, which was previously limited to elite athletic circles. Creatine monohydrate, in particular, has seen significant revenue growth on a global scale. The U.S. market is a key contributor to this trend, as creatine usage expands to include women, older adults, and applications targeting cognitive health. Within the protein segment, whey and casein proteins continue to lead in technical performance for muscle synthesis. However, plant-based protein alternatives, when formulated with complete amino acid profiles, are demonstrating comparable efficacy, making them a viable option for consumers seeking non-animal-based solutions.

BCAA supplements are encountering market saturation as scientific research increasingly supports the use of complete protein sources over isolated amino acids for achieving optimal training adaptations. Creatine, on the other hand, benefits from its FDA GRAS-approved status (GRN No. 931) and an extensive safety record supported by over 680 clinical trials, positioning it for sustained growth in the functional foods and beverages market. The product landscape is evolving with the introduction of diverse formats, including ready-to-drink (RTD) creatine beverages, gummies, and encapsulated beadlets. These innovations address consumer preferences for improved palatability and convenience, which have historically been barriers to broader adoption. This diversification is expected to further drive creatine's market penetration and appeal across various consumer demographics.

By Source: Plant-based Acceleration Challenges Animal Dominance

Animal-based supplements hold a 68.94% market share in 2024, driven by their superior amino acid profiles and consumers' long-standing preference for whey protein. These animal proteins provide essential amino acids and bioactive compounds, offering health benefits such as joint and skin support through collagen. On the other hand, plant-based supplements are experiencing significant growth, with a 9.23% CAGR projected through 2030. This growth is supported by clinical evidence indicating that plant proteins, when formulated with adequate leucine and essential amino acid ratios, can achieve muscle protein synthesis comparable to animal proteins. Additionally, the FDA's GRAS notifications have expanded the range of plant proteins beyond traditional soy and pea to include hemp, rice, and precision-fermented options.

Vegan and vegetarian consumers, due to lower baseline tissue levels from dietary restrictions, show greater performance improvements from creatine supplementation, creating targeted market opportunities. While plant-based proteins require 20-75% higher intake volumes to match the amino acid delivery of animal sources, this challenge also opens opportunities for premium pricing on concentrated formulations. Environmental sustainability concerns are increasingly influencing younger demographics, with ISO 14001 environmental management compliance emerging as a competitive advantage for institutional buyers.

By Form: Liquid RTD Convenience Drives Format Evolution

Powder formulations hold a leading 56.28% market share in 2024, driven by cost efficiency, dosing flexibility, and established consumer habits stemming from traditional protein powder usage. Their adaptability allows seamless incorporation into smoothies, shakes, and various recipes, meeting diverse consumption preferences. Readily available in gyms, specialty stores, supermarkets, and online platforms, powders cater to a wide consumer base. Meanwhile, Liquid RTD products are experiencing a strong growth rate of 8.96% CAGR through 2030, propelled by convenience trends and advancements in formulation stability that address previous taste and texture challenges.

Capsules and tablets fulfill niche demands by delivering concentrated ingredients like creatine and BCAA, particularly where powder palatability limits adoption. The shift of protein bars towards clean-label formulations not only mitigates concerns about ultra-processed foods but also strengthens their appeal for on-the-go consumers. Emerging formats, such as creatine gummies and effervescent tablets, provide alternatives for those moving away from traditional powder mixing. Technologies like NovaQSpheres encapsulation is improving ingredient stability and bioavailability.

Note: Segment shares of all individual segments available upon report purchase

By Distribution Channel: E-commerce Disrupts Traditional Retail

Supermarkets and hypermarkets hold the largest distribution share at 42.71% in 2024, leveraging their wide consumer reach and the appeal of impulse purchases, particularly for mainstream protein and energy products. On the other hand, online retail is experiencing the fastest growth, with a strong 10.18% CAGR projected through 2030. This growth is fueled by subscription models, personalized recommendations, and direct-to-consumer strategies that bypass traditional retail margins. E-commerce platforms are also enabling the discovery of niche products, such as nootropics and customized formulations designed for specific training protocols or dietary requirements.

Specialty stores, while facing competition from online alternatives, remain relevant by offering expert consultations and product education—services that online platforms find difficult to replicate. The market is increasingly adopting an omnichannel approach, with brands maintaining partnerships with specialty retailers while enhancing their direct-to-consumer capabilities, particularly for premium products and subscription services. Additionally, social commerce is gaining traction, with influencer collaborations playing a key role. Platforms like Instagram and TikTok now feature embedded shopping tools that simplify the transition from product discovery to purchase, driving immediate conversion rates.

Geography Analysis

North America holds a significant 38.26% market share in 2024, driven by its deeply ingrained fitness culture, high levels of disposable income, and regulatory frameworks that actively promote product innovation and facilitate market entry. The region benefits from concentrated research and development activities, which allow major ingredient suppliers and product manufacturers to capitalize on their proximity to leading academic and clinical research institutions. Although the FDA's GRAS (Generally Recognized as Safe) notification process increases compliance costs for companies, it simultaneously strengthens the competitive positioning of established players by ensuring product safety and fostering consumer confidence in the market.

Asia-Pacific is anticipated to be the fastest-growing region, with a robust projected CAGR of 9.56% through 2030. This rapid growth is attributed to the expansion of the middle-class population, accelerated urbanization, and the increasing adoption of fitness-oriented lifestyles in major metropolitan areas. The region's high energy drink consumption reflects a strong growth potential for caffeinated performance products, which are gaining popularity among consumers. For instance, THG's strategic partnership with South Korea's CJ Corporation in August 2025 exemplifies efforts to expand internationally by aligning with local market preferences and leveraging established distribution networks. However, while ASEAN's regulatory harmonization efforts simplify the process of regional product registrations, the specific compliance requirements of individual countries continue to add layers of complexity to the overall regulatory landscape.

Europe's growth remains stable, supported by stringent regulatory standards that enhance consumer trust and create significant barriers for low-quality competitors attempting to enter the market. The EFSA's (European Food Safety Authority) regulations on health claims and novel food requirements prioritize scientifically validated formulations, aligning with the growing consumer demand for evidence-based nutritional products. Additionally, Europe's strong focus on environmental sustainability is driving increased demand for plant-based and sustainably sourced ingredients. Compliance with ISO 14001 standards is becoming a critical factor in procurement decisions, particularly among institutional buyers such as professional sports teams and corporate wellness programs, who are increasingly prioritizing environmentally responsible sourcing practices.