U.S. Sports Nutrition Market (2025 - 2033) Size, Share & Trends Analysis Report By Product Type (Sports Supplement, Sports Drinks, Sports Foods), By Formulation (Tablets, Capsules, Powder), By Age Group (Children, Adults), By Distribution Channel (Brick & Mortar, E-Commerce), And Segment Forecasts

U.S. Sports Nutrition Market Summary

The U.S. sports nutrition market size was estimated at USD 29.42 billion in 2024 and is projected to reach USD 55.51 billion in 2033, growing at a CAGR of 7.4% from 2025 to 2033. The market is expanding rapidly, fueled by several key factors that reflect the country's unique consumer preferences, lifestyle trends, and market dynamics.

A primary driver is the growing emphasis on health and fitness, as Americans increasingly adopt active lifestyles and seek performance-enhancing solutions to support their goals. For instance, the popularity of gym memberships, home workouts, and recreational sports has propelled demand for protein powders and recovery supplements from brands like Optimum Nutrition and Dymatize, which are tailored to meet the needs of both amateur fitness enthusiasts and professional athletes.

The U.S. sports nutrition industry also benefits from increasing participation in sports and fitness activities, such as marathons, gym workouts, and cycling. Brands like GU Energy have developed energy gels tailored to endurance athletes, helping them maintain energy during prolonged physical activities. Furthermore, the trend toward personalized nutrition is gaining traction, with companies like Gainful offering bespoke protein blends tailored to individual goals, dietary restrictions, and activity levels.

Products targeting health & mental well-being have prompted the industry to increase R&D initiatives toward product innovation. Despite the uncertainties of existing regulations, outlining the context of a rapidly expanding market in the U.S. The industry is expected to grow on account of the changes in dietary supplement regulations, the growing self-care movement, and overwhelming scientific evidence highlighting the critical link between diet and health.

In July 2024, MyProtein capitalized on the growing demand for specialized sports nutrition by expanding its collaboration with fitness competition Hyrox. This partnership led to the launch of six new products specifically designed for hybrid athletes, including energy gels and re-fuel bars tailored to support different stages of intense workout routines. This strategic move highlights the increasing focus on catering to niche fitness segments, such as hybrid training, and underscores the importance of product innovation in driving growth within the U.S. sports nutrition market.

Consumer Insights for the Sports Nutrition Market

Consumers are increasingly prioritizing overall health, fitness, and well-being, driving demand for products that support immunity, energy, and mental focus. Products that offer functional benefits, such as immunity-boosting and gut health support, are gaining traction.

Men constitute the largest segment of sports nutrition consumers, particularly in the 18-34 age group. Their consumption patterns are often influenced by goals related to muscle building, performance enhancement, and endurance. Male consumers typically prefer products like protein powders, creatine, BCAAs (branched-chain amino acids), and pre-workout supplements. They are more likely to invest in products that promise significant physical gains and improved athletic performance.

The male demographic drives the majority of sales in the sports nutrition market, particularly in segments such as protein supplements and performance enhancers.

According to Glanbia Nutritionals, Performance Nutrition USA Study, 2022, Consumers in the U.S. increasingly turned to sports nutrition products to achieve their fitness goals. Performance consumers primarily used pre-workout products (61%), followed by post-workout (52%) and intra-workout (46%) items. Active lifestyle consumers, accounted for about a quarter of users, were also a significant segment. Recent research reveals emerging trends in their preferences and priorities.

Product Type Insights

Based on product type, sports drinks held the largest share, accounting for 39.11% of the U.S. market in 2024. The growth of the sports drinks industry is driven by a combination of factors that align with the evolving needs of athletes, fitness enthusiasts, and health-conscious consumers. One of the key drivers is the increasing focus on hydration and electrolyte replenishment during physical activity. Sports drinks are formulated to restore fluids and essential minerals lost through sweat, making them indispensable for endurance athletes. For instance, Gatorade Thirst Quencher, a market leader, provides a balanced blend of electrolytes and carbohydrates to help maintain hydration and energy levels during prolonged exercise, catering to both professional and amateur athletes. Products like BODYARMOR Lyte Sports Drink have gained popularity for their blend of coconut water, electrolytes, and natural sweeteners, appealing to health-conscious individuals seeking clean-label options.

The sports foods segment is anticipated to grow at a CAGR of 7.5% from 2025 to 2033. One of the primary drivers is the rising awareness of protein's role in muscle recovery and overall health, leading to a surge in protein-rich sports bars. Products like Clif Builder’s Protein Bar and RXBAR cater to athletes and fitness enthusiasts by offering high protein content alongside clean, simple ingredients, making them a popular choice for post-workout snacks. Additionally, the industry's growth is supported by advancements in flavor profiles and ingredient innovation, which enhance consumer appeal. Companies are incorporating superfoods like chia seeds, quinoa, and nuts to boost the nutritional profile of their products, as seen in bars like Larabar. These ingredients resonate with consumers seeking health benefits alongside taste.

Formulation Insights

The liquids segment led the U.S. sports nutrition market with a 46.32% share in 2024. The rising demand for sports nutrition in liquid form is fueled by its convenience, rapid absorption, and suitability for on-the-go consumption, making it highly appealing to athletes and fitness enthusiasts. Liquid sports nutrition products, such as protein shakes, energy drinks, and recovery solutions, offer immediate nutritional benefits, particularly post-workout when quick nutrient delivery is crucial. For instance, Muscle Milk Ready-to-Drink Protein Shake provides 25 grams of protein in a portable format, ideal for supporting muscle recovery and growth after exercise.

Powdered sports nutrition products are anticipated to grow at a CAGR of 7.3% in the forecast period. They can be easily mixed with water, juice, or smoothies without the need for measuring or weighing. Powders can be manufactured to provide a high concentration of active ingredients, which can make them a more potent option than other forms of supplements. Overall, the customization, convenience, fast absorption, potency, cost-effectiveness, and innovation of dietary supplement powders are all driving their growth in popularity among consumers. The presence of a large number of brands, including Optimum Nutrition, MET-Rx, Quest Nutrition, Bio-Engineered Supplements and Nutrition, Inc., MusclePharm, NOW Foods, Body Fortress, and Pure Protein, is also expected to contribute to the segment growth.

Age Group Insights

The adult segment led the U.S. sports nutrition industry with the largest share of 89.69% in 2024. The growth of adult sports nutrition products is driven by several specific factors, reflecting the increasing awareness of the role nutrition plays in enhancing athletic performance, promoting recovery, and supporting overall health. One key driver is the growing participation in fitness and recreational sports. Adults are increasingly engaging in activities like running, cycling, weightlifting, and CrossFit, all of which require proper fueling and recovery. Products such as Optimum Nutrition’s Whey Protein and Quest Bars are designed to meet the protein and energy needs of active adults, offering convenience and efficacy. These products help enhance muscle growth, endurance, and post-workout recovery.

The geriatric segment is anticipated to grow at a CAGR of 6.2% from 2025 to 2033. The growing trend of "active aging" is a significant factor driving the demand for sports nutrition tailored to the needs of older adults. Older adults are living longer, healthier lives, and many are engaging in low-impact activities such as walking, swimming, yoga, and light strength training. Products like Ensure Active and MuscleTech’s Clear Muscle are specifically designed to support muscle maintenance, joint health, and energy levels in seniors, helping them stay active and independent longer.

Distribution Channel Insights

The sale of sports nutrition products through the brick & mortar channel accounted for a share of over 72.25% of the U.S. market in 2024. The rising sales of sports nutrition products through brick-and-mortar channels are driven by the consumer preference for in-store shopping, where they can physically examine products, seek expert advice, and make immediate purchases. Physical retail stores such as supermarkets, specialty health stores, and gyms provide a hands-on shopping experience that online platforms cannot replicate. For example, retail chains like GNC and Vitamin Shoppe are popular destinations for fitness enthusiasts to explore a wide range of protein powders, supplements, and energy bars while receiving tailored recommendations from knowledgeable staff.

The sale of sports nutrition products through e-commerce is anticipated to grow at a CAGR of 8.6% from 2025 to 2033. The surge in internet users, coupled with the accessibility of numerous brands and the fast-paced lifestyles of consumers, is fueling the demand for sports nutrition products through online distribution channels. The convenience of online shopping, round-the-clock availability of products, and a diverse range of offerings further contribute to the increasing sales of these supplements online.

The benefits to customers, including a price comparison and the availability of multiple brands with customer reviews, are further driving sales of supplements through this channel. Moreover, the presence of various discussion portals, discounts and offers, easy payment options, and multiple promotional strategies is projected to fuel online sales of dietary supplements over the forecast period.

Key U.S. Sports Nutrition Company Insights

Key companies in the U.S. sports nutrition market primarily focus on innovation, formulation diversity, and health-centric offerings. They are investing in product type development, strategic partnerships, and sustainable packaging to cater to evolving consumer preferences, expand their footprint, and strengthen competitiveness across regions.

Recent Developments

• In October 2024, Lionel Messi launched a new sports drink, Mas+. The sports drink is a low-sugar formulation infused with electrolytes and vitamins, available in four variants: Miami Punch, Limón Lime League, Berry Copa Crush, and Orange d'Or.

• In September 2024, PepsiCo brand Gatorade announced the launch of Gatorade Hydration Booster, an electrolyte drink mix designed to support hydration throughout the day. The Gatorade Sports Science Institute supports the new product, which contains essential vitamins, including vitamin A, vitamin B3, B5, B6, and vitamin C, with no artificial flavors, colors, or sweeteners.

• In June 2024, PepsiCo introduced the GATORADE hydration brand in India, offering it in three refreshing flavors: Blue Bolt, Orange, and Lemon. As part of the launch, PepsiCo India is rolling out a campaign in Jammu and Kashmir with the slogan "Sweat Makes You Shine," aimed at inspiring consumers to boost their confidence and believe in their ability to achieve peak performance.

U.S. Sports Nutrition Market Report Scope

U.S. Sports Nutrition Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the U.S. sports nutrition market report based on product type, formulation, age group, distribution channel, and region:

• Product Type Market Outlook (Revenue: USD Billion, 2021 - 2033)

  • Sports Supplement

    • Protein Supplements

      • Egg Protein

      • Soy Protein

      • Pea Protein

      • Lentil Protein

      • Hemp Protein

      • Casein

      • Quinoa Protein

      • Whey Protein

        • Whey Protein Isolate

        • Whey Protein Concentrate

    • Vitamins

    • Minerals

      • Calcium

      • Potassium

      • Magnesium

      • Iron

      • Zinc

    • Amino Acid

      • BCAA

      • Arginine

      • Aspartate

      • Glutamine

      • Beta Alanine

      • Creatine

      • L-carnitine

    • Probiotics

    • Omega-3 Fatty Acids

    • Carbohydrates

      • Maltodextrin

      • Dextrose

      • Waxy Maize

      • Karbolyn

    • Detox Supplements

    • Electrolytes

    • Others

  • Sports Drinks

    • Isotonic

    • Hypotonic

    • Hypertonic

  • Sports Foods

    • Protein Bars

    • Energy Bars

    • Protein Gel

  • Meal Replacement Products

  • Weight Loss Products

• Formulation Market Outlook (Revenue: USD Billion, 2021 - 2033)

  • Tablets

  • Capsules

  • Powder

  • Softgels

  • Liquids

  • Others

• Age Group Market Outlook (Revenue: USD Billion, 2021 - 2033)

  • Children

  • Adult

    • Men

    • Women

  • Geriatric

• Distribution Channel Market Outlook (Revenue: USD Billion, 2021 - 2033)

  • Brick & Mortar

    • Direct Selling

    • Chemist/Pharmacies

    • Health Food Shops

    • Hypermarkets

    • Supermarkets

    • Others

  • E-Commerce