**Differentiating the Sports and Active Nutrition Market for Casual and Professional Athletes**

The sports and active nutrition industry is evolving to meet the needs of a varied consumer base with different fitness aspirations.

“Pelin Thorogood, co-founder and executive chairwoman of Radicle Science, explains that consumers are moving away from generic solutions and towards sports nutrition products that are customized to their specific fitness levels, dietary needs, and health conditions. This trend is part of a larger movement towards personalized wellness, where products are expected to cater to individual preferences and lifestyles,” she stated.

While elite athletes remain a key demographic for sports nutrition brands, the focus has broadened to include everyday consumers, which is vital for market expansion.

“Today’s primary consumers are not necessarily aiming for marathon-level fitness or peak athletic prowess. Rather, they are more concerned with enhancing their overall health and longevity, focusing on preventive health and healthy aging,” said Susan Hewlings, PhD, RD, senior vice president of scientific affairs at Radicle Science. She noted that consumers are drawn to ingredients that boost vitality, support joint health, enhance skin elasticity, and strengthen the immune system.

Matthew Oster, senior industry manager of consumer health at Euromonitor International, highlighted that the widespread acceptance of sports and active nutrition products is driven by changing perceptions of body image, the growing recognition of protein’s health benefits, and the acknowledgment of broader health goals that reflect significant lifestyle adjustments.

Jordan Miller, vice president of marketing at Nutrition21, observed that mainstream brands are reaching out to dedicated sports nutrition enthusiasts, while established brands are venturing into more general consumer spaces.

Bryan Morin, brand manager of NOW Sports, pointed out that consumer spending trends show a holistic approach, with a focus on general health products like vitamin D, omega-3s, and probiotics, while traditional wellness shoppers are exploring more performance-oriented products.

“Over the last year, there has been a notable shift towards holistic health and wellness,” agreed Sébastien Bornet, vice president of global sales and marketing at Horphag Research. He mentioned that Pycnogenol, their patented pine bark extract, is gaining popularity in sports nutrition due to its holistic health benefits.

Grand View Research estimates the global sports nutrition market was worth $45.24 billion in 2023 and projects it to grow at a CAGR of 7.5% from 2024 to 2030.

Oster noted that the most significant growth in the market is occurring in developing regions, which have traditionally seen low penetration. Both traditional performance-enhancing and general active nutrition products are finding success in these areas.

NOW’s E-Sport Reaction includes extended-release caffeine, enXtra botanical extract, and Maquibright, a maqui berry extract for dry eye relief.

GHOST Gamer energy supplements are designed with the cognitive and energy needs of elite gamers in mind.

Ultima Replenisher has introduced a new hydration powder that includes Nutrition21’s Chromax to aid in weight management.

Ascent’s Clean Hydration + Energy powder combines 100 mg of caffeine with hydration benefits, catering to athletes’ energy and hydration needs.