The Europe sports nutrition market size is projected to reach US$ 10.79 billion by 2031 from US$ 5.32 billion in 2023. The market is expected to register a CAGR of 9.3% during 2023-2031.
There is an increase in the prevalence of health conditions such as diabetes and obesity in Europe region. According to the WHO, obesity and overweight affect almost 60% of adults and nearly one in three children in the WHO European Region. Also, recent estimates suggest that obesity and overweight are the fourth most common risk factors for noncommunicable diseases (NCDs) in the Europe region, after high blood pressure and dietary risks. With the rising health awareness and the increasing focus on a better physical appearance, consumers are increasingly shifting toward a healthy lifestyle with engagement in physical fitness activities. In addition, various policies are being implemented to provide opportunities and encourage greater physical activity, and improve the availability, affordability, and accessibility of healthy foods. Several sports events are also taking place across the region, such as the London Marathon, IAAF World Championships, and Tour de France, resulting in increased involvement of youth in sports activities. Thus, the increasing adoption of sports activities leads to a rising demand for sports nutrition products, including protein powders, protein bars, and sports supplements, by athletes to increase their overall performance, especially during games and workouts.
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With the growing demand for sports nutrition products, key players are taking various strategic initiatives to differentiate themselves from their competitors. Several manufacturers are launching innovative products. For instance, in 2024, the UK-based sports nutrition brand SCI-MX added a new clear whey protein isolate to its line-up of high-protein products.
Several manufacturers in the sports nutrition market are forming partnerships with athletes to broaden their consumer reach, which is contributing to the growth of the sports nutrition sector in Europe. For example, in August 2023, VOW Nutrition—a prominent sports nutrition brand—partnered with Team GB as the Official Nutrition Licensee in the lead-up to the Paris 2024 Olympic Games. These types of celebrity endorsements significantly enhance the visibility and sales of sports nutrition products.
Europe Sports Nutrition Market Overview
By Product Type:
The Europe sports nutrition market is segmented into supplements, bars, ready-to-drink (RTD) beverages, and others. Among these, the supplements segment held a significant market share in 2023. Sports supplements, which include powders, tablets & capsules, gummies, and other formats, are specifically formulated to boost energy, enhance performance, and support endurance during workouts and athletic activities. These products are in high demand, particularly among athletes and bodybuilders seeking performance-enhancing benefits.
By Distribution Channel:
The market is segmented into supermarkets and hypermarkets, specialty stores, online retail, and others. The online retail segment is expected to register the highest compound annual growth rate (CAGR) in the Europe sports nutrition market. Online platforms offer convenience, 24/7 availability, and wider accessibility, allowing retailers to scale their operations and profitability more efficiently than traditional outlets. The COVID-19 pandemic further accelerated the shift toward online shopping, with home delivery services becoming increasingly popular. Moreover, international brands are strengthening their presence by launching dedicated e-commerce platforms tailored to European consumers.
Key Market Players:
Prominent 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., and Herbalife Nutrition Ltd. These players focus on innovation, brand partnerships, and regional expansion to strengthen their market position.
Research Methodology:
The market size and insights have been derived using a combination of primary and secondary research methods. Secondary research involved reviewing internal databases, industry reports, and reputable external sources to gather qualitative and quantitative data. Additionally, primary research was conducted through interviews with industry professionals, including VPs, business development managers, market intelligence managers, national sales managers, and external consultants such as valuation experts, research analysts, and key opinion leaders with specialization in the Europe sports nutrition industry.
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Akshay
Senior Market Research Expert at Business Market Insights
