Sports Food Market Size, Share, and Industry Analysis by Product Type (Protein Powders, Energy Bars, Meal Replacement Products, and Others), By Distribution Channel (Mass Merchandisers, Specialty Stores, Convenience Stores, Online Channels, and Others), and Regional Forecast, 2024-2032

The global sports food market is a rapidly growing industry owing to increasing awareness of the importance of nutrition for athletic performance and recovery. According to Aditya Birla Health Insurance's consumer behavior survey, about 84% of people have increased awareness regarding health and wellness issues after the pandemic. Consumers are increasingly adopting better lives and paying attention to what they eat. Consumers use sports nutrition products to assist their overall performance, fitness endeavors, and muscle recovery, and maximize their well-being and health.

The market for sports food is also being driven by the growing participation of consumers in sports and nutrition activities. Many individuals participate in various types of physical activities, raising awareness of nutrition's role in obtaining fitness objectives, and improving sports performance. Moreover, the rise in urbanization and disposable income have further fueled the growth of the sports products market, as consumers can afford and easily access various sports products such as energy bars, protein powders, and others.

The global sports products market is mainly governed by regulatory laws related to labeling specifications, component limitations, and health claims. Several manufacturers may face difficulties in guaranteeing their products fulfill safety and legal requirements owing to the implementation of new standards or regulatory modifications, which could hinder sports food market growth.

Key Insights

The report covers the following key insights:

Overview of the Sports Food Market

• Market Dynamics


• Drivers, Restraints and Opportunities


• Impact of COVID-19 on the Global Sports Food Market


• Key Developments

Sports Food Market Segmentation Analysis

Analysis by Product Type

The protein powder segment is expected to hold a major share of the global sports food market. Protein is an essential nutrient for muscle growth and repair. Athletes and fitness enthusiasts increasingly turn to protein supplements, such as protein powders, to meet their daily protein needs. The products' convenience and ease of use make them a popular choice for consumers on the go or who find it difficult to consume enough proteins through diet alone. The increasing demand for protein products led manufacturers to develop products to meet the rising demand. For instance, in November 2023, Max Protein, one of the leading fitness and nutrition industry brands, launched a range of protein powders, including whey protein, plant protein, and roti mix, through their #MadeForOneMore campaign.

The energy bars segment is expected to grow significantly over the forecast period. Energy bars are convenient and portable ways for athletes and fitness enthusiasts to get the energy they need before, during or after their workouts. Energy bars are easy to store and consume on the go, making them a perfect option for busy lifestyles. Manufacturers are investing in these trends and coming up with innovative products. For instance, in March 2023, Bagrrys India, a New Delhi-based food brand, launched muesli energy bars. The new product contains nuts, fruits & honey, and multi-grains and is available in three varieties, including signature crunch and fruits, nuts & seeds and choco nut delight.

The meal replacement segment is expected to grow steadily over the forecast period. The growing demand for healthy and convenient food options is a major driver for meal replacement products. As consumers become more health-conscious, they are looking for on-the-go options that fit their busy lifestyles without compromising on nutrition.

Analysis by Distribution Channel

The mass merchandisers segment is expected to hold a major share of the global sports food market. Mass merchandisers have a large number of stores across vast geographical regions. Their widespread presence makes them easily accessible to a large consumer base, giving them a significant advantage in terms of sports food industry reach. Consumers find various sports food products under one roof, including protein bars, meal replacement products, and others.

The online channel segment is expected to grow significantly over the forecast period owing to many prominent players selling nutritional products online, such as Nature's Basket, Amazon, and others. Online retailers offer great convenience to consumers as they can browse, compare, and purchase from a vast range of sports food from the comfort of their homes. The growing online segment propelled manufacturers to offer their products online by launching new websites. For instance, in March 2022, Dymatize, one of the most trusted sports nutrition brands, announced the launch of its newly redesigned website. The new website contains product recommendations, macro-friendly recipes, and fitness and nutrition resources.

Analysis by Region

North America is expected to hold a major share of the global sports food market. The increasing number of fitness enthusiasts and a growing number of fitness training centers, gyms, and other regional health clubs are expected to fuel the market growth. Furthermore, the rising popularity of the healthy snacking trend due to increasing health-related concerns such as obesity, high blood sugar, and other factors further fuel the demand for sports food in the region.

Europe is expected to grow significantly over the forecast period. The growing urbanization and rising disposable income in the region have further propelled demand for sports products. Plant-based proteins are increasingly becoming popular owing to the rising veganism trend and consumers believe they are healthier than animal proteins. Manufacturers are coming up with innovative product launches in the market. For instance, in July 2023, Pulsin, a Nutrition Specialist, launched a new vegan protein powder collection range. The new protein blend is available in four flavors, including chocolate hazelnut, vanilla, berry, and chocolate.

Key Market Players

• Amway


• Abbott Laboratories


• Glanbia Plc.


• Herbalife International


• Mars


• Incorporated (Kind LLC)


• NuGo Nutrition Inc.


• Kellogg Company


• General Mills Inc.


• Vitaco Health


• AMCO Proteins

Key Developments

• In April 2023, Nestle S.A. acquired yfood, a Germany-based meal replacement startup. The company invested USD 465.37 million in the acquisition, entering the health and wellness segment.

• In August 2022, Mondelēz International, Inc., an American multinational confectionery, food, holding, beverage, and snack food company, acquired Clif Bar & Company, one of the leading U.S. manufacturers of energy bars with organic ingredients.