Europe Sports Nutrition Market Outlook
The Europe sports nutrition market is projected to grow from US$ 5.32 billion in 2023 to US$ 10.79 billion by 2031, registering a compound annual growth rate (CAGR) of 9.3% during the forecast period (2023–2031).
The market growth is driven by a rising prevalence of health conditions such as obesity and diabetes in the region. According to the World Health Organization (WHO), nearly 60% of adults and one in three children in the WHO European Region are affected by overweight or obesity. These conditions have emerged as the fourth most common risk factors for noncommunicable diseases (NCDs), following high blood pressure and dietary risks.
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Amid growing health concerns, there is a notable shift in consumer behavior toward healthier lifestyles and physical fitness. This has resulted in increased participation in fitness activities and a heightened demand for nutritional support to enhance physical performance and overall wellness.
Governments and institutions across Europe are also playing a key role by implementing supportive policies that promote physical activity and improve access to nutritious and affordable food options. Furthermore, the popularity of major sports events like the London Marathon, IAAF World Championships, and the Tour de France continues to inspire youth engagement in sports, further fueling the demand for sports nutrition products.
As a result, there is rising consumption of protein powders, protein bars, and sports supplements among athletes and fitness enthusiasts aiming to optimize performance and recovery during training and competition.
With the growing demand for sports nutrition products, key players are implementing various strategic initiatives to differentiate themselves from competitors. Several manufacturers are launching innovative products to attract a broader customer base. For example, in 2024, UK-based sports nutrition brand SCI-MX introduced a new clear whey protein isolate to its high-protein product lineup, emphasizing innovation and transparency in ingredients.
In addition, many sports nutrition manufacturers are collaborating with professional athletes to expand their reach and boost brand credibility. These partnerships are playing a pivotal role in fueling the growth of the European sports nutrition market. For instance, in August 2023, ahead of the Paris 2024 Olympic Games, VOW Nutrition partnered with Team GB as the Official Nutrition Licensee. Celebrity endorsements such as this significantly influence consumer trust and purchasing decisions, enhancing product visibility and market penetration.
Market Segmentation by Product Type
The Europe sports nutrition market is segmented into supplements, bars, RTD (ready-to-drink) beverages, and others. The supplements category holds a significant market share as of 2023 and is further divided into powders, tablets & capsules, gummies, and others. Sports supplements are formulated to boost energy, improve athletic performance, and support endurance during workouts or sporting activities. These performance-enhancing products are particularly popular among athletes and bodybuilders, driving consistent demand for supplements such as powders, gummies, and capsules.
Market Segmentation by Distribution Channel
By distribution channel, the market is categorized into supermarkets and hypermarkets, specialty stores, online retail, and others. The online retail segment is projected to register the highest compound annual growth rate (CAGR) in the Europe sports nutrition market. Online sales channels offer a significant competitive edge due to their 24/7 availability, wider product reach, and convenience. The COVID-19 pandemic accelerated this trend, as consumers increasingly turned to e-commerce for home-delivered health and wellness products. Moreover, international brands are strengthening their digital presence by launching dedicated European e-commerce platforms to tap into this growing online customer base.
Key Market Players
Leading companies operating in the Europe sports nutrition market include:
- Glanbia plc
- NOW Foods
- Garden of Life
- PepsiCo Inc.
- Quest Nutrition LLC
- Abbott Laboratories
- Amway Corp
- GNC Holdings, LLC
- Worldwide Sport Nutritional Supplements, Inc.
- Herbalife Nutrition Ltd.
These players are actively involved in product development, strategic partnerships, and regional expansion to stay ahead in the competitive landscape.
Research Methodology
The overall market size for Europe’s sports nutrition industry has been derived through both primary and secondary research methods. Extensive secondary research was conducted using both internal databases and external sources to collect qualitative and quantitative insights. Additionally, primary interviews were held with industry stakeholders, including vice presidents, business development managers, market intelligence analysts, national sales managers, and external consultants such as valuation experts, research analysts, and key opinion leaders specializing in the European sports nutrition sector.
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Author’s Bio
Akshay
Senior Market Research Expert at Business Market Insights
