The European sports nutrition market has experienced remarkable growth in recent years, consolidating its position as a key sector within the healthcare industry. It is estimated that this market will reach a compound annual growth rate (CAGR) of 8.4% between 2024 and 2029, reflecting sustained expansion and growing demand for specialized products.
This boom is due to several factors, including increased health and wellness awareness among European consumers, who are looking to supplement their exercise routines with products that optimize their performance and recovery. In addition, the diversification of the offering to include sports drinks, functional foods and dietary supplements has attracted a wider audience, ranging from professional athletes to fitness enthusiasts and consumers interested in maintaining a healthy lifestyle.
In particular, the sports drinks category leads the market, followed by energy bars and powdered supplements. This trend reflects a preference for convenient, easy-to-consume products that are easily integrated into consumers' daily routines.
TRENDS AND LAUNCHES IN EUROPE
THE TOP 5 EUROPEAN COUNTRIES WITH THE MOST SPORTS NUTRITION CATEGORY LAUNCHES
Source: Innova Database, Innova Flavor Survey 2024
The graph presented gives an overview of how the sports nutrition market has evolved in Europe in recent years, focusing on five of the continent's major countries: United Kingdom, Germany, Italy, Spain and the Netherlands.
The UK leads the sector in terms of new product launches. However, in general, all countries analyzed show a steady growth in the number of launches, reflecting a global trend towards the adoption of sports nutrition products.
7 KEYS TO SPORTS NUTRITION IN EUROPE
#1 POWDER FORMAT
The powder format continues to continues to dominate the sports nutrition market in Europe. Consumers are increasingly looking for options that support hydration. hydrationwhich is driving demand for formulas with electrolytes. electrolytes, BCAA y vitamins. These ingredients help improve hydration and recover energy lost during sports activities, supporting both performance and recovery.
LAUNCHES OF THE SPORTS NUTRITION CATEGORY IN EUROPE, BY SUBCATEGORIES
Source: Innova Database, Innova Category Survey 2024, Innova F&B Top 10 Trends 2024.
As can be seen in the graph, the powder format continues to be the dominant category in the supplement market, accounting for more than 50% of new product launches in the last three years.
As for sports bars, they maintain a solid position in the market by offering a practical and portable alternative for those looking for a quick energy boost, ideal to take anywhere. Although sports drinks and other supplements have shown small fluctuations in market share, powders and bars continue to consolidate their leadership, being the most popular formats among consumers.
#2 UNITED KINGDOM AS LEADER IN LAUNCHES
The UK continues to lead the way in terms of new sports nutrition product launches in Europe. British consumers are increasingly interested in plant-based ingredients. In this regard, formulas that include natural components such as guarana, green tea and ginger are gaining popularity for their ability to improve performance, muscle recovery and overall well-being.
#3 PROTEIN CONTENT
33% of European consumers surveyed of European consumers surveyed consider protein as their main preference. As a result, high-protein high protein claims have therefore have gained a significant significant 49% share of sports nutrition product in sports nutrition product launches in the last year.
Products incorporating diverse protein sources, such as dairy (whey, casein), legumes (soybeans, peas, beans), cereals (rice, barley) and other ingredients such as hemp, are showing potential to increase their appeal.
In addition, launches highlighting protein in their packaging have registered a growth rate of +11.5% compared to the previous year during the same period (October 2023 - September 2024).
#4 LEADING FLAVOR
Milk chocolate has established itself as the flavor of choice in Europe for sports nutrition products. In addition, brands are introducing more indulgent flavors such as caramel and honey, as well as pastry-inspired options such as brownies and cookies. These innovative flavors enrich consumers' sensory experience and increase the appeal of the products.
#5 SPORTS NUTRITION IN SPAIN
In Spain, the market is led by claims that combine health, sustainability and functionality. Featured products include attributes such as "low/no/reduced fat", "no added sugars" and "plant-based", reflecting a strong inclination towards healthy and sustainable alternatives.
#6 MOST RELEVANT CLAIMS
Within the European market, the claims with the largest presence in sports nutrition are:
✔ No added sugars
✔ Digestive/intestinal health.
✔ Indulgent and premium
✔ Limited edition
#7 THE MOST RECURRENT FLAVORS
Over the past three years, consumer taste preferences have shown some interesting trends in the sports nutrition arena. Although milk chocolate remains the most popular flavor, its demand has decreased slightly, which could indicate that consumers are looking for more varied options and are willing to explore new flavors.
Citrus flavors, such as orange and lemon, have gained ground, reflecting a growing preference for refreshing and natural options.
On the other hand, vanilla flavor seems to have lost some popularity. This could be due to the emergence of new flavors in the market or to simple changes in food trends and consumer preferences.
THE 5 BEST FLAVORS FOR SPORTS NUTRITION CATEGORY LAUNCHES
Source: Innova Database, Innova Flavor Survey 2024
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