April 24, 2025 – In Europe, sports nutrition products are opted for their various benefits, like muscle growth, managing weight, enhancing athletic performance, and improving overall health and fitness. Innova’s 360 research highlights advanced launches with targeted and holistic health benefits in the sports nutrition market. It also reveals future opportunities that brands and companies can leverage to meet growing fitness-driven demand in the European market.
Sports Nutrition Product Launch Trends
There has been a 16% CAGR growth in sports nutrition launches across the region. The United Kingdom is the leading country for product launches over the past two years. Germany, Spain, the Netherlands, and Italy are notable regions for launches.
Sports nutrition is no longer exclusive to athletes, now supporting performance and recovery, health and wellness, and active lifestyles. In Europe, 33% of consumers have increased consumption, driven by a rise in exercising, health benefits, and lifestyle changes. Sports powders is the top subcategory in Europe. Brands are diversifying formats from powders to RTDs, bars and gummies to ensure accessibility and meet various sporting and lifestyle requirements.
Top Companies and Brands
Fitmart is the leading company with 8% sports nutrition category launches in the region. Myprotein, Bellring Brands, Bulk, and Gymbeam are other notable companies in the sports nutrition market. These top 5 companies account for a total of 21% of sports nutrition category launches in Europe over the past year.
Targeted Nutrition Trends
The active nutrition market is boosted by advanced ingredient research, tech-driven formulation innovations, and a growing consumer interest in AI-based personalized biohacking solutions, as well as products that support targeted health objectives like mental well-being and gut health. This growing interest in gut health is reflected in the 58% CAGR growth of sports nutrition launches with a digestive or gut health claim in the past two years. It aligns with Innova’s another top trend of 2025, ‘Flourish from Within,’ which reveals the growing awareness of gut health, creating space for ingredients like fiber.
Several brands are also focusing on condition-specific nutrition that fits consumers individual needs. This aligns with Innova’s top trend of 2025, ‘Precision Wellness,’ which highlights that information culture is challenging brands to meet targeted nutritional needs at every life stage. For instance, Zott Salted Caramel Protein Drink Plus displays gluten-free and lactose-free claims, whereas Optimum Nutrition Clear Protein Powder with Lime Sorbet Flavor highlights 100% vegan ingredients.
Protein Innovation Trends
High/source of protein is the leading positioning in Europe for sports nutrition launches over the past year. Looking at the sports nutrition trends, it’s not surprising that protein remains a top priority in sports nutrition, but innovation is reshaping the category. From alternative sources to precision fermentation and functional benefits, protein is evolving beyond muscle-building into a versatile powerhouse for diverse consumer needs.
Brands are boosting protein power with functional ingredients for comprehensive health. For example, Covap Proteínas Leche Protein Milk highlights vitamins A, D, and B6, and zinc, for better immune systems, whereas Olimp Sport Nutrition Protein Xplode Bar with Coconut Flavor shows magnesium and vitamin D to support bones.
Claims and Positionings Trends
High/source of protein, energy or alertness, vegan, gluten free and vegetarian are the top 5 positionings for sports nutrition category launches in Europe. Consumers prioritize product quality in sports nutrition products, driving demand for clean-label formulations and trusted certifications. This reflects Innova’s another trend of 2025, ‘Ingredients and Beyond,’ revealing that as the demand for added value becomes standard, elevating quality beyond ingredients is significant.
1 in 5 consumers in Europe cite that product safety in sports nutrition products influences their purchasing decision. Brands are ensuring product safety with transparent claims, regulatory compliance, and third-party certifications to build trust and meet consumer demand for proven efficacy.
Sports Nutrition Flavor Trends
Milk chocolate is the top flavor in sports nutrition category launches. This is followed by strawberry, orange, lemon, and vanilla.
The seasonal or limited edition flavor aspect influences 30% of consumers food and beverage choices in Europe. Brands are tapping into seasonal/limited-edition flavors like unicorn and festive punch flavor to drive consumer engagement. They are focusing on enhancing sensory appeal in sports nutrition with texture-driven innovations, from smooth, lump-free shakes to layered protein bars for better enjoyment.
What’s Next in Sports Nutrition Trends in Europe?
Sports nutrition now supports performance, wellness, and active lifestyles and is no longer just for athletes. Brands can expand sports nutrition beyond shakes with versatile, high-protein meal solutions. They can incorporate performance-focused formulations into adaptable foods like pancakes and pasta, offering convenient nutrition that seamlessly fits into daily routines.
Sports nutrition trends reveal that consumers in Europe seek targeted health objectives like mental and emotional wellbeing. Brands can tap into this trend by harnessing the power of nootropics to support focus, clarity, and mental resilience. It can appeal to consumers who look for cognitive benefits in sports nutrition products.
Brands are likely to explore AI, technology, and advanced research to unlock personalized health benefits that are likely to lead in the sports nutrition market.
This article is based on Innova’s Overview in Sports Nutrition in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
