January 31, 2025 – Sports nutrition in Europe is booming, with a growing number of people seeking to enhance their athletic performance and maintain a healthy lifestyle.
The sector is experiencing a surge in demand for innovative products that cater to evolving consumer preferences. Here, we explore the key trends and innovations driving this growth, providing insights into the future of sports nutrition in Europe.
Plant-Based in Sports Nutrition
Plant-based sports nutrition is not only catering to ethical preferences but also appealing to consumers seeking to elevate their nutritional intake with healthier alternatives.
Plant-based diets are becoming increasingly popular in Europe, prompting the sports nutrition industry to offer a wider variety of vegan and vegetarian options. Launches with the claims vegan (24%) and plant-based (5%) are prevalent in this category.
In line with the rising awareness of environmental sustainability and ethical concerns related to animal agriculture, consumers are increasingly looking for plant-based protein sources to enhance their workouts and aid in muscle recovery. Catering to this trend in sports nutrition in Europe, launches incorporate plant protein isolates and concentrates derived from legumes, cereals, and others (hemp, nuts, spirulina) to replace dairy protein and improve the nutritional content of sports nutrition products
Manufacturers are now incorporating plant-based ingredients across a variety of products, such as protein bars, powders, and ready-to-drink beverages. These products are often fortified with essential nutrients, vitamins, and minerals to ensure adequate nutritional intake.
Hydration in Sports Nutrition
Hydration is essential for athletic performance, and the European sports nutrition market is experiencing a rise in products focused on hydration. Nearly 1 in 5 respondents in Europe look for sports or functional nutrition products for hydration.
European consumers are increasingly seeking functional beverages and supplements that provide essential electrolytes, branched-chain amino acids (BCAAs), and B vitamins to boost and sustain energy levels during workouts and competitions.
These formulations aim to replenish fluids and electrolytes lost through sweat, promoting optimal performance and recovery. Sports drinks, powders, and gels are being formulated with ingredients that support hydration and athletic performance.
Brands are also leveraging familiar formats and textures, such as gels, gummies, and chews, to encourage wider adoption of these products.
As consumers adopt healthier and more active lifestyles, the demand for hydration-focused sports nutrition is expected to keep rising in Europe.
Functional Ingredients in Sports Nutrition
European consumers are becoming increasingly selective about the ingredients used in their sports nutrition products. Nearly 1 in 4 consumers prioritze functionality and effectiveness in Europe.
They are seeking formulations with functional ingredients that offer specific benefits beyond just protein and carbohydrates. This trend has led to an increase in products featuring ingredients such as creatine, glutamine, caffeine, and beta-alanine, which support muscle recovery, energy boost, and overall athletic performance. Manufacturers are highlighting the benefits of these functional ingredients in their product packaging and marketing materials, appealing to consumers who are looking for targeted solutions to improve their athletic performance.
This trend is expected to continue driving innovation in the European sports nutrition sector as brands focus on developing products that address specific consumer needs.
Flavor Innovation and Sensory Experiences
European consumers are no longer settling for bland or uninspired sports nutrition products. In Europe, more than 1 in 4 consumers favor indulgent flavors in their food & beverage choices.
They are seeking flavors that are both delicious and indulgent. This has led to a surge in innovative flavor combinations, with brands introducing indulgent options such as caramel, honey, nuts, berries, and bakery-inspired flavors like brownie and cookie. These flavors cater to consumers’ preferences for decadent and enjoyable experiences while still meeting their nutritional needs. Milk chocolate is the leading flavor with 12% of sport nutrition launches in Europe.
The focus on flavor and sensory experiences is extending beyond taste to encompass texture and overall presentation. Brands are experimenting with different formats, including bars, powders, gels, and ready-to-drink beverages, to create products that are appealing to consumers seeking variety and a more pleasurable experience.
Conscious Choices: Vegan-Friendly and Sustainability
Consumers in Europe are becoming increasingly conscious of the ethical and environmental impact of their food choices.
This trend is reflected in the sports nutrition market in Europe, where there is a growing demand for products that are low in added sugar, vegan-friendly, and sustainably produced. Manufacturers are responding by developing formulations that meet these ethical standards while maintaining high quality and functionality.
The focus on ethical considerations is also driving innovation in packaging. Brands are opting for recyclable and compostable packaging materials to reduce their environmental footprint. This commitment to sustainability is attracting consumers who are seeking brands that align with their values.
What is the Future of Sports Nutrition in Europe?
The sports nutrition market in Europe is set for continued growth as consumers focus more on their health and fitness.
The European trends highlighted in this blog demonstrate the industry’s commitment to innovation, catering to evolving consumer preferences for plant-based options, functional ingredients, indulgent flavors, and ethical sourcing.
As the market continues to evolve, we can expect to see even more exciting and innovative products emerge, further enhancing the experience of sports nutrition for consumers in Europe.
This article is based on Innova’s Overview Sports Nutrition Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
