The Growing Market for Athletic Nutrition
The sports nutrition market continues to demonstrate impressive growth, as evidenced by recent acquisition activity. The Simply Good Food Co.’s $280 million purchase of plant-based protein shake brand Only What You Need (OWYN) highlights the strategic value companies place on this sector. According to Euromonitor, sports protein ready-to-drink beverages already represent a $1.4 billion market in the United States, with the entire sports nutrition market valued at $14.1 billion in 2022 and projected to grow at a compound annual rate of 7.9% through 2027.
“The active nutrition space is strong and growing,” notes Bret Barhoover, category marketing manager for Specialty Nutrition at Cargill. “In many cases, it’s some of the newer brands that are leading the charge, with double- or even triple-digit volume sales growth.”
Protein Remains King, But Evolution Is Underway
Protein continues to dominate the sports nutrition landscape, with dairy proteins leading the category despite growing interest in plant-based alternatives.
“Consumers are seeking more protein (specifically plant-based) and added functionality of energy, clean label and ‘better-for-you,'” explains Jennifer Tesch, chief marketing officer for Healthy Food Ingredients.
Niki Kennedy, director of insights and content at Glanbia Nutritionals, adds: “There is a lot of buzz about plant protein ingredients. However, the market remains partial to dairy protein due to functionality and flavor. Regardless of region, dairy-based proteins are the most sought-after protein ingredient source.”
The appeal of dairy milk protein stems from its complete amino acid profile. Philip Caputo, marketing and consumer insights manager at Virginia Dare, notes that “A 2022 report from SPINS showed a 17% increase in demand for protein and meal replacement powders containing whey.”
Emerging Trends and Ingredients
While protein remains essential, the sports nutrition market is evolving to incorporate additional functional ingredients and benefits:
Beyond Traditional Energy Sources
“FlavorSum is watching shifts from traditional energy sources like caffeine to ‘cleaner’ energy ingredients like B vitamins and green tea,” says Phil a’Becket, senior consumer insights manager. “Up-and-coming energy ingredients include l-theanine (in 37% more launches last year), guayusa extract (in 27% more launches), and ginseng (with Panax Notoginseng in 50% more innovations).”
Hydration Innovation
In the hydration space, brands are exploring watermelon and coconut as base ingredients alongside traditional electrolytes. Both featured in more beverage innovation last year, according to a’Becket, reflecting growing consumer interest in natural hydration solutions.
Multifunctional Benefits
Shannon Fitzgerald, marketing manager for Balchem, points out that “Consumers are even using sports nutrition products for a myriad of other purposes and health benefits, such as stress relief and energy properties.”
Dietary Compatibility
Jim Kappas, vice president of Specialty Ingredients at ASR Group, notes that manufacturers are adapting formulations to be compatible with specific dietary needs: “For example, they are developing products compatible with the keto diet, which not only appeal to the keto community but can also resonate with consumers monitoring carbohydrate intake or blood sugar levels.”
Creatine Resurgence
Kennedy highlights that “Creatine is not a ‘new’ ingredient but is experiencing a resurgence not only among core sports nutrition consumers. Its use is expanding in formats beyond powders for other needs” and performance goals.
Innovative Ingredient Solutions
Ingredient suppliers are introducing new products to meet evolving consumer demands:
Global Organics offers Organic Agave Inulin, which can be mixed directly into dairy sports nutrition products; organic rice/tapioca Maltodextrin; Organic Fava bean protein powder with a slightly nutty flavor; Organic Coconut Dietary Fiber; and Organic Turmeric & Ginger juice.
Icon Foods provides ThauSweet DRM sweetener blend, introduced last year. “It contains thaumatin, which is derived from the katemfe berry; RebM stevia; and soluble tapioca fiber, from cassava root,” explains Thom King, CEO and chief food scientist.
Healthy Food Ingredients launched milled chia as an expansion of its current ingredient portfolio, which also includes whole chia, whole and milled flax, sorghum flour, quinoa flour, and millet flour.
Cargill manufactures EverSweet stevia sweetener, which offers “clean, sugar-like sweet taste” in dairy beverage applications, enabling significant sugar reductions.
Glanbia Nutritionals offers CreaBev, an innovation that provides superior solubility and stability in water compared to traditional creatine monohydrate, maintaining 70% stability over 12 months versus standard creatine monohydrate that degrades completely.
Future Directions for Sports Nutrition
The sports nutrition market is poised for continued evolution in several key areas:
Personalized Performance
“The approach to major areas of sports nutrition like energy and hydration are bifurcating based on niche needs,” explains Kennedy. “Athletes and active consumers are optimizing their energy, which for some means a boost to achieve peak performance, but for others may mean sustained energy throughout their day.”
In the longer term, “measurement and analysis of personal activity by wearable devices and recommendation of nutrition is already widespread among elite athletes. It’s only a matter of time before that technology is available to the everyday athlete and active consumer.” These insights can help determine optimal hydration strategies for different activity levels.
Increased Fiber Content
“Consumers want nutrient-dense food and beverages to support their lifestyles. That means more protein and more fiber, and less sugar and carbs,” says King, noting a broader shift toward proactive health management.
Mental Performance Support
Matt Hettlinger, technical sales manager at Nelson-Jameson, predicts “continued fortification of sports nutrition with ingredients for focus and mental acuity” and notes that “alternative styles of energy supplement besides caffeine will become more popular” as consumers seek varied sources of performance enhancement.
Gut Health and Emotional Well-being
Jenn Adams, director of ingredient technology and applications at IFPC, suggests that “Products that are more individualized have potential for growth, supporting more niche needs. Gut health, emotional well-being, brain function/health all have potential to gain market share within the sports nutrition industry” as consumers take a more holistic approach to performance.
Precision Fermentation
Barhoover predicts innovation on the protein front: “Up next, watch for dairy proteins made through precision fermentation. This technology offers new possibilities, including lactose-free dairy proteins and the potential for more soluble proteins that enable even higher protein fortification levels.”
Weight Management Connection
FlavorSum’s a’Becket notes that “The global rollout of new weight-loss drugs will not only change how people eat but also how they hydrate, prompting demand for isotonic drinks. Weight-loss medication can cause changes in electrolyte balance, a possibility users need to know,” creating new needs for specialized hydration products.
Hydration: The Essential Performance Component
While much attention in sports nutrition focuses on protein and energy, proper hydration remains fundamental to athletic performance. Optimal hydration enhances endurance, strength, and cognitive function during exercise, while preventing the negative effects of dehydration on performance.
Advanced hydration solutions now extend beyond basic water replacement to include specialized electrolyte formulations, natural ingredients like coconut water, and functional additives that support recovery and performance. Teams and athletic facilities increasingly recognize the importance of comprehensive hydration stations and cooling solutions that ensure athletes maintain proper fluid balance, especially during intense training sessions or competition in challenging environmental conditions.
The Hydration and Cooling Connection
For athletes training and competing at all levels, proper hydration goes hand-in-hand with temperature regulation. Heat stress during exercise significantly increases fluid requirements and can dramatically impact performance when not properly managed.
Hydration and Cooling offers comprehensive solutions designed specifically for team sports and athletic facilities. Their innovative product line includes portable water stations, misting systems, and cooling equipment that help athletes maintain optimal hydration and body temperature during training and competition.
From compact water stations serving individual teams to large-capacity hydration systems for entire athletic departments, Hydration and Cooling provides customized solutions based on specific needs and environmental conditions.
Their natural electrolyte replenishment systems work in tandem with advanced cooling technologies to create a comprehensive approach to athlete care that directly impacts performance outcomes. This integrated approach to hydration and temperature management represents the next evolution in sports nutrition and performance enhancement.
As the sports nutrition market continues to evolve, solutions that address both nutritional needs and environmental factors will play an increasingly important role in optimizing athletic performance at all levels.
For more information on hydration solutions for your team or facility, visit Hydration and Cooling or request a customized quote tailored to your specific requirements.
