U.S. sports nutrition market expands beyond athletes

The U.S. sports nutrition market is projected to lead global growth in the coming decade, as products once meant mainly for elite athletes continue to appeal to everyday consumers interested in fitness, weight management, and preventive health.

According to new research from Vantage Market Research, the global sports nutrition market is expected to reach $108.1 billion by 2035, more than doubling from $48.62 billion in 2024, with a compound annual growth rate of 7.55% from 2025 to 2035. North America, led by the United States, currently accounts for the largest share of market revenue, supported by high gym participation, strong protein consumption, advanced retail infrastructure, and widespread adoption of functional and personalized nutrition.

In the U.S., sports nutrition products are increasingly marketed as daily wellness solutions rather than niche performance enhancers. Protein powders, ready-to-drink protein beverages, amino acids, sports drinks, and functional snacks are experiencing growing demand from recreational exercisers, aging consumers, and lifestyle users seeking muscle maintenance, recovery support, and metabolic health benefits. This shift is also supported by rising rates of obesity and lifestyle-related health conditions, boosting interest in performance-oriented products with a preventive health focus.

Clean-label and plant-based formulations are emerging as major growth engines in the U.S. market, as consumers place greater emphasis on ingredient transparency, sustainability and allergen-free options. Personalized, goal-based nutrition, supported by digital fitness platforms, wearables, and app-based coaching, is further reshaping the category by enabling brands to tailor products to individual activity levels, dietary preferences, and health objectives.

E-commerce and direct-to-consumer channels are speeding up market growth across the U.S., supporting distribution through mass merchants, drugstores, specialty nutrition sellers, and fitness centers. Subscription models, influencer-powered commerce, and integrated digital engagement strategies are helping brands drive repeat purchases and build long-term loyalty—especially among younger consumers entering the category through functional beverages, gummies, and convenient on-the-go formats.

“Sports nutrition is evolving beyond performance enhancement to become a core component of preventive healthcare and active living. Brands that combine science, transparency, and personalization will lead the next phase of market growth,” said Neha Rathod Godbole, CEO of Vantage Market Research.

Looking ahead, the report highlights ongoing innovation in high-protein and functional ingredients, increased use of probiotics, omega-3s, and adaptogens, and a growing overlap among sports nutrition, lifestyle nutrition, and medical nutrition. In the U.S. market, these trends are likely to further dissolve traditional category boundaries, making sports nutrition a vital part of daily health routines rather than just a specialized supplement segment.