Sports nutrition in Switzerland is poised for exceptional value growth in 2025, supported by an increasing consumer focus on health and fitness. These products are gaining broader appeal as brands expand their focus beyond just athletes and sports professionals. Consumers are looking for products that help to enhance performance during physical activities, and support recovery faster after workouts. With innovative launches featuring new flavours and usage possibilities (mixed into other foods,

Value sales of sports nutrition are seeing healthy growth in the Dominican Republic in 2025. These products have expanded their positioning, attracting consumers who exercise regularly and those seeking supplements while recovering from illness or to counteract muscle loss. Sarcopenia, or muscle atrophy, occurs most frequently in older adults. In these cases, healthcare professionals tend to recommend nutritional supplements and, sometimes, sports nutrition products to counteract these condition

Sports nutrition has shown solid growth during the review period in Ecuador, supported by a cultural shift toward healthier lifestyles and increased physical activity across various demographic segments. Although traditionally associated with professional athletes or gym enthusiasts, sports nutrition products are now becoming more mainstream, as everyday consumers begin to prioritise fitness, energy, and muscle preservation as part of their wellness routines. The category’s expansion has been fu

Growth of sports nutrition in 2025 was supported by high sports participation and gym attendance, and protein moved further into mainstream “everyday wellness” baskets. Consumers traded up to formats that combine taste with efficacy - most notably larger tubs of protein and multipacks of bars - while remaining price-sensitive. Retailers and international brands widened assortments and improved on-shelf availability, and promotions were used more selectively to protect margins. E-commerce and cli

Sports nutrition is seeing robust value sales in Georgia in 2025. Local consumers are becoming more health-conscious and recognising the importance of physical activity for overall wellbeing. This societal shift is a primary driver for sales of sports nutrition. Social media plays a significant role in popularising fitness and gym culture in Georgia, inspiring more people to join gyms. The Georgian authorities, in collaboration with the World Health Organization, are developing a National Strate

Value sales of sports nutrition increased in Belgium in 2025, with strong growth across both volume and value terms. This robust expansion reflects wider European trends driven by heightened health awareness, increased fitness engagement, and shifts in lifestyle priorities. No longer exclusive to professional athletes, sports nutrition products are now embraced by recreational exercisers and health-conscious individuals focused on overall wellbeing and weight management.

Value sales of sports nutrition in the Czech Republic increased in 2025, confirming the category’s position as one of the most dynamic areas within consumer health. Growth was underpinned by the broader adoption of fitness and wellness lifestyles, with sports nutrition products increasingly seen as part of a holistic approach to diet and health. Demand was supported by both younger demographics seeking performance enhancement and older consumers interested in preserving muscle mass, mobility, an

Value sales of sports nutrition in Bulgaria increased in 2025. The rising popularity of health and fitness among Bulgarians, particularly younger consumers, continued to boost demand for sports nutrition. While structured workouts remained central, casual exercise and recreational fitness also supported category expansion. Sports nutrition increasingly appealed to mainstream consumers, with adoption extending beyond athletes to those seeking convenient ways to improve their nutritional habits. W

In 2025, sports nutrition is set to record double-digit value growth in Norway, maintaining its position as one of the best-performing consumer health categories. Growth is driven by Norway’s deeply embedded exercise culture and an expanding consumer focus on holistic health and wellness. Both serious athletes and casual gym-goers are increasingly incorporating products such as protein powders, creatine, and pre-workout supplements into their routines.

Retail value sales of sports nutrition are set to rise in current terms in Japan in 2025. During the year, sports protein products has continued to drive growth, supported by regulatory changes and shifting consumer values. In March, the Consumer Affairs Agency revised food labelling standards, raising the reference intake for protein. This move reinforced the importance of protein in daily nutrition and led to protein powder being added to the Consumer Price Index, signalling its integration in

Over 2025, sports nutrition in the United Arab Emirates is projected to see much faster growth in retail current value sales, compared with 2023 and 2024. Growth is supported by rising demand, with greater participation in sports and higher health consciousness. This fits with a general rise in interest in regular exercise routines, especially among younger generations.

Sales of sports nutrition have seen strong growth in 2025 in value and volume terms. Sports nutrition continues to be one of the most dynamic areas of consumer health in the US. This momentum is being driven by a broader consumer focus on health, fitness, and active lifestyles, alongside the introduction of innovative products catering to diverse preferences—such as plant-based, organic, and flavoured options. The category is also attracting increased interest from health and wellness companies

Retail value sales of sports nutrition are expected to grow significantly in current terms in the UK in 2025, supported by steady unit price increases and resilient consumer demand, particularly for protein-based products. According to Euromonitor International, Voice of the Consumer: Health and Nutrition Survey, fielded February 2025, 30% of UK respondents reported exercising almost daily, up from 28% in 2020. This rise in regular activity reflects a broader shift towards healthier, more active

Retail value sales of sports nutrition are set to see strong growth in current terms in Chile in 2025, although a slowdown is evident compared to the double-digit expansions seen in the previous two years. This deceleration is largely being driven by rising prices within the category, particularly in segments such as protein powders, where average tickets now exceed CLP50,000. These increases occur in a broader context of economic uncertainty during an election year, making consumers more cautio

Value sales of sports nutrition in China are rising strongly in 2025, driven by sports non-protein products. This subcategory is expanding at a double-digit rate, fuelled by the increasing number of outdoor sporting events across the country. Such events have significantly raised consumer awareness and familiarity with products like electrolyte tablets, energy gels and hydration supplements. Alongside these event-driven trends, established non-protein supplements like L-carnitine and BCAAs are a

Sports nutrition in Canada experienced robust growth amid rising demand for both sports protein and sports non-protein products. Growth was supported by an increasing population and rising health awareness which has led to higher participation in sports and fitness activities and increasing demand for sports nutrition products to support performance and recovery. The category offers a range of products catering to consumers of all fitness levels, from recreational athletes to “weekend warriors”

Sports nutrition in Colombia, despite its high prices, continues to see double-digit value sales growth in 2025. These products are not being consumed exclusively by sportspeople but are now sought out by consumers interested in sports nutrition for its wider health benefits. With many of the protein formulations being sugar-free, physicians often recommend them to patients who, due to certain medical conditions or after convalescence, need to focus on rebuilding muscle mass. Further, several Co

Sports nutrition in Germany is expected to be the best-performing consumer health category in 2025, with fast growth projected in terms of both retail volume and current value sales. One factor contributing to rising sales is the growing consumer base for these products. Many German consumers are avid gym-goers, and sports nutrition products are widely available online and offline retail stores. While sports nutrition products are mainly consumed by young adults, there is also a growing group of

Value sales of sports nutrition are increasing in Mexico in 2025. Though the category has experienced a slowdown in line with the broader consumer health industry, it continues to maintain healthy momentum. Over the past decade, sports nutrition has undergone significant massification. Ten years ago, protein consumption was far more limited and specialised, but today it has become widely accessible, with growing availability in mainstream channels such as supermarkets and pharmacies.

Retail value sales of sports nutrition are expected to grow in current terms in South Korea in 2025. In the sports nutrition category, RTD (ready-to-drink) products continue to gain in popularity, largely due to their convenience. Consumers are increasingly choosing RTD formats over powders or capsules, as they are easier to consume on the go and fit seamlessly into busy lifestyles. This trend is especially strong amongst younger demographics who value quick and practical health solutions.

Value sales of sports nutrition increased in 2025, supported by Austria’s strong affinity for physical activity and a broadening consumer profile beyond dedicated athletes. Gym participation continued to climb, and many people incorporated running, cycling and studio classes into weekly routines whenever time allowed. To support performance, recovery and healthier snacking, more consumers turned to convenient sports nutrition options that fit around work and family schedules. Assortments expande

Retail sales of sports nutrition products in Bolivia are expected to decline in current value terms in 2025. With US dollars in short supply, the cost of financing imports has risen, leading to higher retail prices in a market that is heavily dependent on foreign supply. The current inflationary climate is also impacting consumer behaviour, with many Bolivians prioritising essential health needs. Within this context, manufacturers are attempting to stimulate demand through the introduction of mo

Current value sales of sports nutrition rose in 2025, albeit at a slower rate than seen in the previous two years of the review period.

Value sales of sports nutrition in Azerbaijan recorded further dynamic value growth in 2025. With the expansion of fitness centres and the increase in sports events across the country, people are showing greater interest in leading a healthy lifestyle and physical activity, resulting in rising demand for sports nutrition products.