The European sports nutrition market is set for significant expansion, driven by increased fitness awareness and product innovations, presenting U.S. fitness and wellness professionals with valuable insights to enhance their services
The European sports nutrition market is set to expand significantly, with an estimated growth of $4.54 billion from 2024 to 2028, according to a recent report by Technavio. The market is projected to accelerate at a compound annual growth rate (CAGR) of 9.6%, driven by increasing fitness awareness and advancements in sports nutrition products.
Key Drivers and Trends
According to the report, the rise in lifestyle-related health conditions has spurred a growing awareness of fitness across Europe. Consumers are increasingly seeking advanced sports nutrition products to enhance performance and support overall health. Innovations such as microencapsulated seaweeds, fortified ingredients like vitamin D, probiotics, and glycerol are gaining popularity. These developments offer improved flavors and additional health benefits, addressing previous concerns over the bland taste of protein-based products.
Natural and plant-based ingredients are also trending, catering to environmentally conscious consumers. The demand for products like protein powders, ISO drink powders, sports drinks, and energy bars is on the rise among athletes, bodybuilders and health-conscious individuals.
Market Segmentation & Challenges
The European sports nutrition landscape is characterized by a diverse array of product types, including non-protein sports nutrition, protein powders, ready-to-drink (RTD) beverages, and protein bars. Distribution channels play a crucial role in market dynamics, with offline outlets such as supermarkets and specialty stores remaining dominant, while online channels are rapidly expanding to reach a broader audience, including fitness enthusiasts and individuals managing specific health conditions.
The market faces significant challenges from counterfeit products, which pose health risks to consumers and undermine established brands. The lack of stringent regulatory frameworks has allowed substandard and non-compliant products to proliferate. Industry bodies like the European Specialist Sports Nutrition Alliance (ESSNA) are advocating for stricter regulations to combat this issue.
The report also touches on how fragmented the competitive landscape is, with major companies investing heavily in research and development to introduce innovative products. Notable players include:
- Abbott Laboratories
- Ajinomoto Co. Inc.
- BellRing Brands Inc.
- Glanbia plc
- Grenade UK Ltd.
- Hormel Foods Corp.
- Iovate Health Sciences International Inc.
- Kruger GmbH and Co. KG
- Lonza Group Ltd.
- Mondelez International Inc.
- MusclePharm
- NUTREND D.S.
- OTE Sports Ltd.
- Post Holdings Inc.
- TORQ Ltd.
- Tripoint GmbH
- Ultimate Nutrition Inc.
- Universal Nutrition
Future Outlook
The market is expected to continue its upward trajectory as fitness and health remain priorities for consumers. Nutritional advancements are offering performance benefits that address issues like muscular fatigue and health problems such as diabetes, cardiovascular diseases, obesity, and cancer. The growth of online sales channels is making sports nutrition products more accessible than ever.
Relevance to Fitness and Wellness Professionals in the U.S.
As the European market changes and grows, U.S. fitness and wellness professionals can gain insights into emerging trends and product innovations that resonate with their clientele. The increasing focus on natural and effective sports nutrition products offers opportunities for trainers and nutritionists to enhance their service offerings and better support their clients’ health and performance goals.
Technavio is a global technology research and advisory company. Their latest report, titled Sports Nutrition Market in Europe 2024-2028, provides comprehensive insights into market trends, drivers, challenges and segmentation.