Sports nutrition in Brazil continued to experience dynamic growth in 2025, shaped by the increase in exercise participation in recent years. A growing proportion of middle-aged and older consumers are using sports nutrition products as part of their fitness and exercise routine, according to Euromonitor’s Health and Nutrition Survey 2025. This reflects a shift in mindsets towards healthy ageing, with Brazilians aged 60+ seeking sports nutrition that can support endurance and hydration/rehydratio

The rate of growth in retail current value sales of sports nutrition slowed but remained robust in Algeria in 2025. However, this growth was from a very low base. Growth is being driven by increased interest in sports and fitness among local consumers, with gym membership on the rise. Distribution is widening, but bodybuilding remains the bedrock of demand. Sports non-protein products was the most dynamic category within sports nutrition in terms of retail value sales growth in 2025. However, th

Sports nutrition in the Philippines is enjoying robust, double-digit value growth in 2025. Since 2024, running has gained popularity across urban areas like Makati and Taguig, where streets are periodically closed to support community runs. The rise of run clubs has created a social and accessible fitness movement, drawing in both beginners and seasoned athletes. This surge has directly influenced the demand for running-related sports nutrition products, particularly energy gels. Online platform

Sports nutrition in New Zealand is posting rising value sales in 2025, although growth is moderated due to easing inflationary pressures and stabilising input costs versus the review period. The category continues to benefit from sustained consumer interest in health and fitness, with demand supported by a broadening user base and increased product availability across retail channels. Protein/energy bars is registering a dynamic performance, along with sports protein powder and sports non-protei

Sports nutrition will register healthy current value growth in Tunisia in 2025. That being said, value growth is lower than the previous year, as sports nutrition reaches a degree of maturity. Also, a factor dampening value sales is there is significant illicit offerings available, often counterfeit of international brands that are locally produced. While sports protein products still continues to account for most value sales, sports non-protein products are expected to register the highest valu

Attitudes towards sports nutrition are transforming in Nigeria, with the consumer base growing beyond athletes and body builders. There is an increasing understanding that nutrition and supplementation can play a pivotal role in supporting physical performance, recovery, and overall wellbeing for individuals engaged in physical activity. The perception is shifting towards the idea that sports nutrition can benefit anyone aiming to maintain a healthy lifestyle.

2025 is seeing value sales rise in sports nutrition in Singapore, with growth driven in large part by greater consumer interest in plant-based and sustainably sourced products. Singaporeans are showing strong interest in vegan protein powders and sports nutrition products with organic certification, reflecting heightened health consciousness and environmental awareness.

In Kenya, sports nutrition is rapidly advancing and enjoyed robust current value growth, albeit from a low base.

In 2025, the sports nutrition category in Italy continued to record significant growth in value terms, albeit at a more moderate pace than in recent years. This positive trend is mainly supported by widespread consumer interest in sports and physical activity, a phenomenon that fuels constant demand for products. Protein powders, amino acids and creatine are considered essential tools for improving athletic performance, but also increasingly personal well-being. In fact, the growing focus on an

Sports nutrition in Ireland maintained strong momentum in 2025, recording high single-digit value growth, although this was slightly less than in the previous year of the review period. Deceleration was largely attributable to a moderating inflation rate, which has eased pricing pressures and impacted nominal sales growth. Despite this, protein-based products remain the primary growth driver, due to their widespread use among fitness enthusiasts as well as mainstream consumers. The segment’s res

Sports nutrition in Spain is performing strongly, with a further double-digit increase in retail current value sales projected over 2025, in line with the 2024 performance. All categories are also seeing strong-to-fast retail volume growth rates at the end of the review period. The fast growth in the category is underpinned by health and wellness trends, which are promoting regular exercise and sports participation among local consumers and stimulating the demand for sports nutrition. Thus, spor

Sports nutrition in South Africa is projected to continue to see strong, if slower, retail current value sales growth over 2025. Sports protein powder is set to remain the largest category in terms of retail value sales. Sports protein powder is particularly popular among players of gym enthusiasts, as it is used by individuals to build muscle, in alignment with their fitness goals. These products provide those who exercise with greater energy, protein and stamina, helping them to endure intensi

Sports nutrition looks set to be the best performer among the main consumer health categories in North Macedonia in current value growth terms in 2025. Robust demand continues to be underpinned by rising participation in sports and fitness activities. A core element of the wider health and wellness trend, this behaviour is most visible among young adults, and has become more ingrained in the wake of the pandemic. Moreover, interest in these kinds of products is increasing beyond the traditional

Retail value sales of sports nutrition are expected to increase in current terms in Indonesia in 2025, underpinned by rising health consciousness, urban fitness culture, and shifting attitudes towards daily performance and energy management. What was once a niche market targeting bodybuilders and elite athletes has broadened substantially to include casual gym-goers, wellness enthusiasts, and even busy professionals seeking recovery and energy-boosting solutions. The wellness mindset is increasi

Sales of sports nutrition in France have continued to see strong and steady growth in current value terms in 2025 continued growth, driven by increased participation in sport and physical activity, wellness trends, and post-Olympic momentum. Government and local initiatives promoting sport and fitness have also helped boost consumer engagement and brand visibility, while there has also been an increase in the number of gyms and fitness centres. This trend has had a positive impact on sports nutr

Value sales of sports nutrition in Saudia Arabia are rising in 2025. The category continues to gain momentum as participation in physical and sporting activities rises under Vision 2030’s Quality of Life objectives. The Ministry of Sports, the Saudi Sports for All Federation, and other stakeholders are promoting fitness through initiatives, events and partnerships, driving demand for supplements that support performance and recovery. Growing participation in gyms, the expansion of e-commerce pla

The value sales for sports nutrition in Hong Kong are seeing significant growth in 2025, driven the overall health and wellness trends. A rising number of consumers are fully embracing sports, outdoor activities and physical fitness as part of their commitment to their health and wellness journey. Many individuals have elevated their focus on health by actively participating in physical sports and outdoor pursuits. This trend is evident in the increasing popularity of activities such as running

Sports nutrition has continued to see healthy growth in current value terms in 2025, despite heightened price sensitivity, price wars and a crowded competitive landscape. Sales have benefited from an expanding product variety including plant-based products and a wider range of whey protein products. Sales have also benefited from urbanisation, a developing health and fitness culture, and the country’s ageing population, with protein highlighted as being key to healthy ageing.

Retail current value sales of sports nutrition continued to increase at a double-digit pace in Uzbekistan during 2025 amid growing health awareness and a rising interest in fitness among young urban consumers. More people in cities like Tashkent are going to the gym or participating in sporting activities. Uzbekistan’s sports nutrition market is dominated by sports protein powder, which remained the dominant category in 2025. As interest in fitness and muscle building grows, protein powder has b

Value sales of sports nutrition recorded a strong, single-digit increase in Greece in 2025. Sports nutrition is among the best-performing categories in consumer health, with sales in 2025 growing faster than the consumer health average. Greek consumers are increasingly focused on health and physical performance as part of a broader commitment to wellbeing, fuelling growth in both gym attendance and sports nutrition product uptake. Once considered a niche market, sports nutrition has become mains

Sports nutrition is expected to continue to register healthy current value growth in 2025. That being said, value growth is lower than previous years, as increasing competition lowers prices. In particular, supermarkets retailers such as Continente and Pingo Doce are developing sports nutrition lines. For instance, in 2024, Pingo Doce launched a range of protein cookies under its Go Active private label. Go Active Proteína Whey Cookies & Cream Go Active are offered in 1kg packs, with Portuguese

Value sales of sports nutrition are rising strongly in 2025, recording double-digit growth as more Malaysians pursue active and healthy lifestyles. Beyond sports performance, many consumers are also using these products for slimming and meal replacement purposes. Convenience is becoming a key driver, with on-the-go packaging formats making products easier to integrate into busy daily routines. These take the form of products such as energy gels, sports protein bars and electrolyte drinks, with k

Sports nutrition in Uruguay is expected to continue growing in current value terms in 2025, although at a slower pace than in 2024 due to rising protein prices and temporary shortages during the first two months of the year. Key underlying factors include limited investment in the dairy sector and generally low profitability, which have constrained overall production. This trend has been mirrored globally, as international producers prioritise higher value-added protein isolates with 90% concent

Sports nutrition has continued to see strong growth in current value terms in 2025 with all categories performing well. A significant number of Danish consumers are enthusiastic about sport and fitness, particularly gym-goers, which drives demand for sports nutrition products. These products are readily available in a variety of channels, including online platforms, retail stores, and even within gyms. While younger consumers remain the primary market for sports nutrition, there is also a growin