January 20, 2025 – Sports nutrition is a big category in the US and Canada. Analyzing the North American sports nutrition market calls for looking at product launch trends and analyzing sports nutrition sales value and volume. Other important considerations are trends in the US and Canada including product positioning, flavor, and consumer attitudes and behaviors around sports nutrition.
US is the Largest Market in North America
Globally, North America is the largest region for sports nutrition sales value, with about half of global sales value in a recent 12-month period. The US leads the sports nutrition market for product launches in North America and product launches are stable as a proportion of total food and beverage launches.
Several Formats in Sports Nutrition
Sports nutrition products in the US and Canada are available in several formats, including sports bars, ready-to-drink sports drinks, other sports nutrition formats, sports powders, ready-to-drink protein-based sports drinks, and sports supplements. Sports bars in North America are comprised of cereal and energy bars specifically formulated to provide fast-acting, long-lasting everyday energy and protein to sports enthusiasts. Ready-to-drink sports drinks are formulated specifically for athletes to hydrate and replace water, energy, and electrolytes after training or competition. Other formats of sports nutrition products include chews, gummies, lozenges, and gels to help athletes with performance or recovery.
In the US and Canada, as well as globally, sports powders include protein powders and meal replacement powders that are mixed with a liquid and consumed as a meal or before and after exercise. Sports powders are the leading sports nutrition format in North America. Ready-to-drink sports protein beverages have a high protein base and on-pack protein claims and are available in the US and Canada as full portion or shot formats. Sports supplements typically are used by bodybuilders and athletes who turn to them as meal replacements, or to boost performance, help weight gain, or promote weight loss. Sports supplements providing protein, branched-chain amino acids (BCAA), glutamine, vitamin supplements, essential fatty acids, meal replacement products, creatine, weight loss products and testosterone boosters specifically state on the label that they are for athletes. In North America, sports nutrition supplements are available as liquids, tablets, or capsules.
Sports Nutrition and Innova Top 10 Trends
Each year, Innova Market Insights names 10 trends that are expected to capture the market environment for the coming year. Sports nutrition in the US and Canada features in three particular trends. The #1 Top 10 Trend, Ingredients: Taking the Spotlight, highlights the importance of key ingredients in products. The US and Canada sports nutrition market includes products with nutrition labeling, including protein content and other nutrients, that aids consumers in finding key features in products.
The #3 trend, Prioritizing Prevention, demonstrates how consumers choose products for well-being and prevention. Sports enthusiasts look for ingredients and benefits such as glucose and beta-alanine for energy, focus, and endurance, and L-carnitine and CLA for fat-burning and weight management. Over one-quarter of consumers look for look for low sugar, no sugar, or reduced sugar claims in sports nutrition products. For general health and immunity, vitamins, minerals, and probiotics are available.
H2.0: Quenching the Future, the #9 trend, defines a key priority for US and Canadian athletes – hydration. Hydration is promoted and products are formulated to boost fluid absorption and replenish electrolytes lost during activity. Sports nutrition hydration products have greater amounts of electrolytes compared to other sports drinks and also have vitamins and minerals for physical endurance, mental clarity, and overall health.
Sports Powders are on the Rise
Sports powders have about two-thirds of the sports nutrition market in North America. In the US and Canada, demand for sports powders is on the rise. Sports powders include creatine; the proteins whey protein, casein protein, essential amino acids, and branched chain amino acids; and electrolytes. Sports powders are available to North American athletes in convenient formats for use before or after a workout.
Sports Nutrition for Energy and Brain Health
Energy and alertness is the top claim on sports nutrition launches in the US and Canada. About one-quarter of US consumers say that brain health is a priority as part of their physical health. Some of the brain health ingredients added to sports nutrition products in the US include cognizin, huperzine, and l-theanine. These show innovation and help support growth of sports nutrition products in the US market.
Limited edition is the fastest growing claim on North American sports nutrition launches. Limited edition sports nutrition products in the US and Canada may feature action characters and sports personalities.
Milk Chocolate and Fruit are Top Flavors
Taste and flavor are important to sports nutrition purchasers in the US and Canada. Milk chocolate is the top flavor. Fruit flavors also are popular, with cranberry and blue raspberry leading growth. Some launches have fruit blends like lemon and strawberry. Dessert flavors – ice cream, brownie, bakery – are gaining traction.
This article is based on Innova’s Overview in Sports Nutrition in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
