Performance nutrition gains ground as sports nutrition market grows

CHICAGO — Performance nutrition is entering a new growth phase in the U.S., driven by increased fitness participation, wider use cases beyond traditional sports, and high demand for clean-label, functional products, according to new research from Persistence Market Research.

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The firm forecasts that the global sports nutrition market will grow from $27.3 billion in 2025 to $45.9 billion by 2032, with a compound annual growth rate of 7.7%. North America is expected to account for about 39% of the global market value. The U.S. remains the largest and most influential market, supported by an established retail infrastructure, high consumer spending on supplements, and ongoing innovation in protein, energy, and recovery products.

U.S. Retail and Pharmacy Channels Play a Central Role

In the U.S., growth is increasingly driven by mainstream retail and pharmacy channels, as sports nutrition products expand beyond specialty nutrition stores into mass merchants, drug chains, grocery stores, and online platforms. Protein powders, ready-to-drink (RTD) shakes, energy bars, and functional beverages are gaining popularity among everyday consumers focused on muscle recovery, weight management, and overall wellness, not just athletic performance.

Pharmacies are especially benefiting from increased consumer trust in supplements that emphasize science-backed ingredients, transparent labeling, and preventive health. Products that combine protein with vitamins, minerals, digestive enzymes, or adaptogens are resonating with shoppers seeking multifunctional benefits in a single SKU.

Esports and Cognitive Performance Create New Demand

The report also highlights esports and cognitive performance nutrition as a rapidly growing niche in the U.S. Market demand is shifting toward low-sugar, nootropic-enhanced beverages and supplements designed to improve focus, alertness, and reaction time. These products typically contain moderate caffeine levels, combined with ingredients such as L-theanine, B vitamins, and amino acids, providing sustained energy without the crash associated with traditional energy drinks.

U.S.-based brands with strong digital marketing and influencer strategies are capitalizing on this trend, expanding the definition of “performance nutrition” to include mental endurance alongside physical output.

Regulatory Scrutiny Remains a Key Consideration

Despite favorable demand trends, regulatory complexity continues to influence the U.S. market. Sports nutrition products are primarily regulated as dietary supplements, underscoring the importance of label accuracy, permitted claims, and ingredient safety. Ongoing oversight by regulators and retailers is increasing compliance costs, especially for smaller brands, while benefiting companies that invest in third-party testing and evidence-based formulations.

Outlook

Persistence Market Research states that upcoming U.S. growth will be fueled by plant-based innovation, RTD formats, e-commerce growth, and personalized nutrition platforms, with pharmacies and omnichannel retailers increasingly involved in consumer education and distribution. As performance nutrition becomes more embedded in daily health routines, competition is expected to grow among both established brands and new challengers.