The B2B sports nutrition market is projected to reach USD 4.7 billion in 2025 and is expected to grow to USD 9.64 billion by 2035, expanding at a CAGR of 7.5% during the forecast period. The industry is on an upward trend, now having a steady growth phase driven by the increasing demand for high-performance dietary solutions among professional athletes, fitness centers, and sports institutions.
Active businesses are supplying gyms, sports academies, wellness programs, and, in turn, are concentrating on premium nutritional formulations that are specifically tailor-made to boost endurance, promote muscle recovery, and improve overall athletic performance. The rising focus on individualized and functional nutrition is also promoting the industry's growth.
The industry's progress is essentially supported by the capitalization in sports nutrition that clubs, private coaching centers, and corporate wellness campaigns have made. Firms are on the lookout for research-based products such as protein powder, amino acids, hydration formulas, and energy boosters, which are offered to customers based on their specifications.
In addition, the inclination to use clean labels, plant-based, and organic items in sports nutrition has been the one factor that benefits them by driving the change in the industry and influencing B2B buying methods. The surge in the consumption of ready-to-drink (RTD) protein shakes, functional beverages, and performance-enhancing bars is another reason for the industry's growth.
Enterprises are associating with sports nutrition brands so as to present a personalized product line that will serve the exact needs and peculiarities of the training program. On top of that, the relatively new ingredient innovations such as collagen peptides, probiotics, and slow-release proteins are growing the efficacy and attractiveness of sports nutrition products.
Technological breakthroughs in bioavailability, precision supplementation, and AI-led nutrition analysis are important factors in sports nutrition optimization for businesses. Companies make use of analytics and statistics to create individual programs and promote proper dietary practices more efficiently. Besides, green packaging and ingredients sourced ethically are becoming popular with firms that are shifting their focus to eco-friendliness.
Nonetheless, the industry has to deal with its share of challenges like stringent regulations, price competition, and supply chain problems. The manufacturers and distributors face problems such as compliance with the laws of labeling and any other standards of ingredient safety as well as fluctuating consumer preferences. Consequently, the direct competition from DTC brands is a challenge for the traditional B2B sports nutrition providers.
However, notwithstanding the challenges, the potential for significant opportunities in the industry remains. The upswing in demand for specialized nutrition solutions in military training, endurance sports, and e-sports is one of the factors presenting new pathways for growth.
The enlargement of digital sales channels and B2B e-commerce platforms is also ameliorating the situation for companies interested in buying sports nutrition products in bulk. At the same time, with the focus on performance nutrition that organizations are putting, the Industry will be primed for continuous growth throughout the year and in the future.
| Metrics | Values |
|---|---|
| Industry Size (2025E) | USD 4.7 billion |
| Industry Value (2035F) | USD 9.64 billion |
| CAGR (2025 to 2035) | 7.5% |
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The industry is growing exponentially, driven by increasing emphasis on performance improvement, endurance training, and active life. The most important buyers are gyms, fitness clubs, professional sports clubs, and health & wellness brands, each having unique buying behavior.
Fitness clubs and gym studios prefer pre-workout, protein shakes, and recovery drinks based on brand reputation, taste, and effectiveness. Professional teams and athletes prefer top-quality, science-backed supplements with clean-label accreditations and personalized nutrition programs.
Sport academies tend to prefer cheap, bulk purchases of energy bars and hydration products so that young athletes can access. While health and wellness companies look to natural, plant-based, functional nutrition options, organic protein powders and adaptogenic supplements become hot sellers. With increasing regulation of ingredient visibility and clean label trends, companies are shifting towards sustainability trends and creating innovative products to stand out in a crowded marketplace.
Report summary on the difference between six-month CAGR variations (Base Year 2024 vs. Current Year 2025) for industry across the globe. Doing so would help us in identifying some of the key changes in performance and also understand trends in revenue realization which in turn would be helpful to stakeholders in having a yearlong picture of the growth trajectory. H1: the first half of the year - January to June. It includes H2 - the period between July and December.
| Particular | Value CAGR |
|---|---|
| H1 (2024 to 2034) | 7% |
| H2 (2024 to 2034) | 7.5% |
| H1 (2025 to 2035) | 7.1% |
| H2 (2025 to 2035) | 7.7% |
The company is projected to expand at a 7% CAGR in the first half (H1) of 2024 to 2034, and at an even higher pace of 7.5 % in the second half (H2) of the decade 2024 to 2034. Going forward, in H1 2025 to H2 2035 the CAGR raises to 7.1 % in the first half and stays relatively high in the second half at 7.7 %. In H1, the segment gained 10 BPS and in H2 the corporation got up 20 BPS.
Between 2020 to 2024 the industry reinvented itself with a focus on recovery, endurance and sports performance. The suppliers for gyms, sports teams and fitness centers sought evidence-based supplements to help recuperate muscle and energy.
The need for plant-based and clean label offerings accelerated protein powder, amino acid, and hydration product development. General services, including rewriting - even a total rewording - play with the ever-increasing in-market scope trend of direct-to-business selling structures in terms of bulk-buying and custom product organization in different sports avenues.
2025 to 2035: AI, personalized nutrition, and functional ingredients. Aging into the 2025 to 2035 phase will offer tremendous opportunities for the B2B sports nutrition landscape. Sports nutrition programs will evolve into biometrics- and genetics-based personalized supplement routines. Cutting-edge delivery systems, such as nano-encapsulation and rapid-release forms, will optimize nutrient absorption.
Sustainable values and corporate responsibilities will be tied to their business, making green sourcing of ingredients and packaging common practice. The adoption of AI-based demand forecasting and self-managed supply chains will also prove useful in streamlining B2B commerce, allowing for real-time stock tracking and the elimination of any wastage.
Comparative Market Shift Analysis (2020 to 2024 vs. 2025 to 2035)
| 2020 to 2024 | 2025 to 2035 |
|---|---|
| Rise in demand for high-performance protein powders and amino acids. | AI-powered personalized sports nutrition based on individual requirements. |
| Expansion of plant-based and clean-label formulations. | Growth of functional ingredients to improve recovery and endurance. |
| Growth of B2B e-commerce platforms for bulk orders. | Smart supply chains with AI-based demand forecasting. |
| Tailor-made product solutions for gyms, fitness clubs, and professional players. | Implementation of new delivery systems such as nano-encapsulation to improve absorption. |
| Increased emphasis on hydration and recovery supplements to handle high-intensity training. | Focus on sustainability via green packaging and responsible ingredient sourcing. |
The Industry is fueled by the increase in the consumer demand for performance and health enhancing supplements and functional food components. However, the strict regulations on the safety of ingredients, labelling, and health claims make compliance a challenge. The companies are required to follow the regional and global norms to keep their credibility intact and to prevent any legal issues.
The increasing competition from the direct-to-consumer (DTC) brands and private-label manufacturers is a hurdle to the growth of the industry. The B2B companies need to stand out by offering unique products, including clean-labels and adaptative solutions for sports and recovery. Building strong collaborations with sports brands and fitness enterprises will be pivotal to the achievement of industry relevance.
The consumer's ambivalence about the existence of artificial additives, allergens, and the credibility of a product promote a particular brand purchase. Ingredient sourcing, third-party testing, and clean-label certifications will be the transparency measures through which trust can be maintained and long-term business relations are to be fostered in the sports nutrition industry.
The economic situation, changing dietary habits, and the demand for plant-based nutrition, and functional-finished products are the primary factors affecting industry behaviour. To realize stable growth in the long term, the companies ought to direct their efforts toward scientific research, sustainability and power their projects with the emphasize the importance, quality assurance, and innovation of the industry.
| Segment | Value Share (2025) |
|---|---|
| Recovery (By Application) | 25% |
The industry shares of recovery products in 2025 is expected to be a 25.5% share of the Fall Enrollment, and an Endurance product share of 14.5% industry share.
The recovery-centric sports nutrition products are projected to dominate the industry share owing to growing demand from professional athletes, gyms, and sports clubs, who are trying to repair muscle and maximize post-workout performance. Some examples are protein powders, branched-chain amino acids (BCAAs), and post-workout supplements.
B2B partnerships across gyms, sports clubs, and training facilities have been established with brands including Optimum Nutrition (ON), MuscleTech, and Myprotein which provide recovery formulations at scale. Rising demand for customized recovery solutions and clean-label ingredients (e.g., plant-based proteins) is anticipated to boost the demand for this segment.
Endurance nutrition takes a flavorful 14.5% of the pie, catering to types of consumers like cyclists, marathon runners, and triathletes. Electrolyte drinks, energy gels, and carbohydrate-based supplements help maintain endurance and hydration during prolonged exercise. Industry leaders like GI Energy, Clif Bar, and Science in Sport (SiS) deliver bulk sales B2B to sports teams, fitness events, and training schools with a focus on endurance.
Both segments show an increase in investment in the performance improvement of the athlete and sports science. The largest segment by value is recovery products due to their higher consumption across all tiers of athletic training, while endurance products are seeing strong traction in niche performance activity segments.
| Segment | Value Share (2025) |
|---|---|
| Gyms | 70% |
In the industry, the distribution is bifurcated into gyms and fitness studios. Gym share is estimated to cover the biggest chunk of about 70.0% share in the year 2025, followed by fitness studios with 20.0%.
Gyms are by far the leading distribution channel, given their membership base and focus on performance enhancement and recovery solutions. The biggest fitness chains and independent gyms work together to drive their on-site sales of sports supplements with vitamin and protein vending machines and branded merchandise products placed on display.
Large gym franchises such as Gold’s Gym, Anytime Fitness, and Planet Fitness often pair with brands like Optimum Nutrition or MusclePharm for annual contracts to keep their gyms stocked with protein powders, pre-workouts, and recovery drinks. This channel also benefits from high-basket and repeat orders as gyms strive to generate added value and convenience for their membership.
Fitness Studios (ex, boutique training centers, yoga studios & specialty athletic facilities) 20.0% industry share. It’s smaller, but those studios have jazzed up their impact with specific products; they’ve worn increasingly targeted sports nutrition, especially ones that check the clean-label, organic, or vegan boxes. Brands like Garden of Life and Vega are succeeding in this channel, catering to niche health and wellness audiences.
The B2B distribution landscape is shifting toward strategic partnerships and customized product offerings, with gyms continuing to dominate due to their expansive reach and consumer engagement. At the same time, fitness studios serve as growing hubs for premium and lifestyle-oriented sports nutrition products.
| Countries | CAGR (2025 to 2035) |
|---|---|
| United States | 7.5% |
| United Kingdom | 6.8% |
| France | 6.6% |
| Germany | 7% |
| Italy | 6.4% |
| South Korea | 7.2% |
| Japan | 6.5% |
| China | 8% |
| Australia | 6.5% |
| New Zealand | 6.3% |
The United States leads the Industry because of an ingrained culture of fitness, high consumer spending on well-being, and widespread health club infrastructure. There has been a high consumption of advanced formulations for endurance, muscle rebuilding, and peak performance. Companies are investing in AI-driven personal nutrition, integrating biometrics and nutrition guidance.
Direct-to-business and e-commerce models raise access, whereas partnerships with professional sports clubs and training facilities raise industry penetration. Pro-innovation regulatory environments, as well as deep penetration of plant-based as well as clean-label nutrition products, also propel the industry. Growing engagement in esports and fusion fitness programs has also propelled the consumption of cognitive-enhancing and energy-enhancing product segments.
United Kingdom's Industry is slowly growing because of the increased interest in preventive health programs and performance nutrition. Increased corporate wellness programs and government-sponsored programs encouraging physical fitness have fueled the demand for customized nutrition options. Functional drinks and protein-fortified foods have gained popularity, with companies looking to partner with gyms, sports clubs, and online portals.
There is a trend towards industry movement in the direction of sustainably and responsibly sourced ingredients, indicating consumer trends of openness and sustainability. New sports nutrition in the area of gut-health sports nutrition, either probiotics or products from collagen, are emerging, propelling the UK industry into a divergent trend from the rest of the European nations.
A pattern of industry orientation in French sports nutrition follows an integrated model for health and well-being. The country is interested in natural and organic lines, and this has resulted in an interest in plant proteins and additive-free supplements. A fusion of diet with traditional sport and endurance training programs has motivated B2B partnerships in rugby, cycling, and athletics training programs.
Expansion in boutique fitness clubs and upscale wellness clubs has created markets for premium sports nutrition products. With the country having a rich culinary culture, the industry is leaning towards gourmet-flavored food, fueling consumer demand. Partnerships between sporting schools and food scientists also drive innovation in the creation of new performance foods.
The German sports nutrition industry has a high-fitness culture and a strict regulatory environment, so products are maintained at a certain level of quality and safety. High-protein functional food consumption is growing in the industry, particularly among professional bodybuilders and athletes. The increasing popularity of biohacking and performance improvement has driven demand for customized nutrition plans based on genetic and metabolic profiling.
Scientific backing and clean-label products are the focus of home-based manufacturers, further solidifying Germany's leadership in high-quality supplements. An active but aging population dictates that joint and recovery-based products are more and more sought after, pushing the industry beyond the traditional performance-enhanced items.
The sports nutrition industry in Italy is increasing, spurred on by a nation traditionally committed to health and well-being. Even though in the past, whole foods have been the focus of the nutrition policy for the country, the need for easy-to-consume, high-performance foods is altering industries' directions. B2B partnerships between nutrition businesses and sports clubs have grown, particularly in football and endurance sports.
Increased need for products related to the Mediterranean diet, natural anti-inflammatory compounds such as olive polyphenols, and omega foods dominate the Italian industry. Artisanal and domestic nutrition items also define the Italian industry, with relative opportunities for premiumization and export.
South Korea's sports nutrition industry is exploding, driven by the K-fitness culture and tech-connected consumer base. The industry is characterized by increasing demand for convenient-on-the-go solutions for nutrition, particularly functional beverages and fortified foods. Coupling with health mobile apps and wearables has made personalized nutrition solutions possible to monitor individuals' real-time micronutrient intake.
E-sports and K-pop trend influences have spread beyond the conventional sports category and impacted the increase in demand for brain clarity and endurability-facilitating products. Government support for indigenous health industries and biotechnology research is fueling product innovation and positioning South Korea as a hub for innovative sports nutrition.
Japan's sports nutrition industry is expanding with a strong emphasis on longevity and global wellness. The use of indigenous functional foods such as matcha, collagen, and fermented food in sports food products separates Japan from the West. It focuses on amino acid-containing products in the endurance category for sports and aging customers who want to preserve muscle tissue.
There would be demand for light, super-nutritious gels such as rice foods with supplemented vitamins and minerals and energy gels, which are in sync with the fast pace of Japan's life. Nutrigenomics innovation is shaping the future of personalized sports nutrition, and there is a highly regulated Japanese system that supports consumers' confidence in product safety and efficacy.
China has the most rapidly expanding industry for sports nutrition, fueled by increasing disposable incomes, government-backed fitness campaigns, and the growing popularity of professional sports. There is a higher demand for performance-enhancing protein supplements and pre-workout materials, particularly in urban areas. Due to the strong demand for TCM, businesses are incorporating traditional herbal adaptogens such as ginseng and cordyceps into modern-day sports nutrition.
The rise of e-commerce and social commerce platforms has revolutionized B2B distribution, which now enables manufacturers to reach directly to fitness clubs. Cross-border alliances with international brands are also expanding product portfolios, further establishing China's global reputation in sports nutrition.
Australian sports nutrition markets are fueled by a strong outdoor and fitness lifestyle, where demand for endurance- and hydration-based products is massive. Growing demand for adventure sports, triathlons, and marathons has driven demand for plant-based and high-electrolyte recovery products. Local companies emphasize sustainability by adding Indigenous superfoods such as Kakadu plum and Wattleseed to the product.
Stringent food safety standards in the industry mean consistency of the product and customer trust. The rise of digital fitness platforms and online personal training has promoted personalized nutrition planning, fueling the adoption of performance-driven supplements among different consumer segments.
New Zealand's sports nutrition is changing, with natural, grass-fed, and organic products becoming the preferred choice. The nation's largest dairy sector facilitates the easy production of high-quality whey protein supplements, which are widely exported abroad. With increasing numbers of top sports individuals and adventure sports participants, there is a high demand for evidence-based sporting nutrition.
The influence of native Maori well-being practices has led to the inclusion of native plant extracts such as manuka honey and harakeke in sporting supplements. The recovery and sustenance segments are also experiencing growth, particularly in rugby and action sports communities, for steady growth throughout the forecast period.
In B2B markets, sports nutrition is flourishing with the increasing demand for high-performance nutrition solutions in fitness, athletics, and wellness segments. Ingredient innovations, protein fortification, as well as functional formulations are key strategies to develop new solutions in line with evolving industry needs.
The leading companies in the sports nutrition industry are Glanbia Nutritionals, Abbott Laboratories, Friesland Campina, Kerry Group, and Arla Foods Ingredients. They have a wealth of experience with an extensive range of products in the category of proteins, amino acids, and performance-enhancing blends. They are also sporty about advanced formulations, scientific research, and strategic partnerships with supplement brands and manufacturers.
For the expansion of the industry, growing interests in plant-based proteins, clean-label ingredients, and personalized nutrition solutions have increasingly been encouraged. Expanding into some specialized areas like endurance, muscle recovery, and hydration provides wide coverage of diverse consumer needs.
Also, sustainable sourcing, regulatory compliance, and customized ingredient solutions are key strategic focus areas shaping the competitive landscape. Companies are investing in bioavailability enhancements, novel delivery formats, and digital alliances to increase their strength in the scientific setting and to develop markets because of the rising demand for scientifically backed sports nutrition.
Market Share Analysis by Company
| Company Name | Estimated Market Share (%) |
|---|---|
| Glanbia Nutritionals | 20-25% |
| Abbott Laboratories | 15-20% |
| FrieslandCampina | 12-16% |
| Kerry Group | 10-14% |
| Arla Foods Ingredients | 8-12% |
| Other Companies (combined) | 30-40% |
| Company Name | Key Offerings/Activities |
|---|---|
| Glanbia Nutritionals | Offers whey and plant-based proteins, BCAAs, and functional ingredients for sports performance and recovery. Expanding into personalized nutrition. |
| Abbott Laboratories | Develops clinically tested sports nutrition products, including protein blends and endurance-focused formulations. Strong in medical nutrition. |
| FrieslandCampina | Specializes in dairy-derived proteins, casein, and specialized bioactive peptides for muscle recovery and endurance. |
| Kerry Group | Provides customized ingredient solutions, plant-based proteins, and bioactive compounds for improved performance and recovery. |
| Arla Foods Ingredients | Focuses on high-quality whey protein isolates and hydrolysates, catering to sports nutrition and functional food industries. |
Key Company Insights
Glanbia Nutritionals (20-25%)
Glanbia leads the B2B sports nutrition segment with its complete offering of whey proteins, functional amino acids, and performance ingredients. Personalized nutrition solutions help the company in scaling its geographical presence.
Abbott Laboratories (15-20%)
Abbott's well-understood expertise in clinical nutrition allows it to provide scientifically sound sports nutrition solutions. Its muscle recovery products are based on endurance and improvement of performance.
FrieslandCampina (12-16%)
FrieslandCampina, one of the biggest suppliers of milk proteins, especially casein and whey, serves most high-performance sports supplements. The company has been repositioning itself through innovations in protein formulations.
Kerry Group (10-14%)
Kerry plans on increasing its sports nutrition offerings for plants and bioavailable proteins that are sustainable in nature to answer the need and raise the shift to alternative proteins.
Arla Foods Ingredients (8-12%)
Arla specializes in top-grade whey protein hydrolysates, with a very strong focus on fast-action muscle recovery solutions. Ongoing R&D investments are made in protein functionality improvements.
Other Key Players (30-40% Combined)
The industry is expected to generate USD 4.7 billion in revenue by 2025.
The industry is projected to reach USD 9.64 billion by 2035, growing at a CAGR of 7.5%.
Key players include Glanbia Nutritionals, Abbott Laboratories, FrieslandCampina, Kerry Group, Arla Foods Ingredients, DSM Nutritional Products, MusclePharm Corporation, NOW Health Group, Lonza Group, and Innophos Holdings.
North America and Europe, driven by rising health-conscious consumers, increasing investments in sports performance products, and growing demand for plant-based protein alternatives.
Protein-based ingredients, including whey and plant-based proteins, dominate due to their essential role in muscle recovery, endurance, and overall athletic performance.
By application, the industry is segmented into endurance, strength training, muscle growth, recovery, energy, weight management, immunity enhancement, and cognitive repairment.
By distribution channel, the industry is categorized into gyms, fitness studios, and sports academies.
By region, the industry is divided into North America, Latin America, Western Europe, Eastern Europe, South Asia & Pacific, East Asia, Central Asia, Balkan and Baltic Countries, Russia and Belarus, and The Middle East & Africa.
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B2B Sports Nutrition Market
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