The sports nutrition market is becoming increasingly hard to define. An influx of new ‘active’ and ‘healthy living’ consumers has spurred the industry to diversify its offering to cater for the masses.
This is not to say that the market for performance athletes has diminished, scientific innovation is still driving the market, and we often see ideation trickle down to mass consumers. For example, supplements such as protein are now widely consumed by the public but were originally reserved for performance athletes and body builders looking for more efficient recovery. This ideation remains at the pinnacle of the sports nutrition market and continues to be a key driver for innovation.
The sector has seen considerable yearly growth, with market research data (Grand View Research) suggesting that the global sports nutrition market could be worth up to 31 billion dollars by 2027. This is in part, due to several converging markets coming in to play; nootropics, personalised nutrition, immunity, and healthy ageing.