North America Sports Nutrition - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

North america sports nutrition market size in 2026 is estimated at USD 21.05 billion, growing from 2025 value of USD 19.41 billion with 2031 projections showing USD 31.64 billion, growing at 8.44% CAGR over 2026-2031. This report is Segmented by Product Type (Sports Protein Products [Powder (Whey and Casein, Plant-Based, Other), Ready-To-Drink, Bars], Sports Non-Protein Products [Energy Gels, BCAA, Creatine, Other]), Distribution Channel (Supermarkets/Hypermarkets, and More), and Geography (United States, Canada, and More). Market Forecasts are Provided in Terms of Value (USD) and Volume (Units).

North America Sports Nutrition Market Trends and Insights

Rising supplement usage among fitness enthusiasts and athletes

Heightened health awareness, the growing popularity of fitness and sports, and the pervasive influence of social media have collectively fueled a surge in supplement usage. This trend, in turn, has become a primary catalyst for the burgeoning sports nutrition market, as consumers increasingly seek products that boost performance and facilitate recovery. In 2024, fitness center and health club memberships in the U.S. totaled 77 million, according to the Health and Fitness Association. This growth is primarily driven by budget-friendly club formats such as Planet Fitness, Crunch, and various regional chains, which are attracting first-time exercisers. These newcomers are introduced to supplements through in-club sampling and influencer endorsements. Subscription models significantly contribute to this shift by offering monthly deliveries at a 15% to 20% discount, turning one-time trial purchases into consistent revenue streams. Additionally, the rising popularity of endurance sports, including marathons, triathlons, and cycling events, has increased demand for intra-workout gels and electrolyte formulations, extending beyond the traditional gym demographic. In response, brands are segmenting their products into pre-, intra-, and post-workout categories, each designed with distinct macronutrient profiles and pricing strategies to maximize consumer basket size.

Surge in demand for protein-rich products due to awareness of muscle recovery benefits

Patients using GLP-1 receptor agonists, semaglutide and tirzepatide, are experiencing a 15% to 20% reduction in body weight, with nearly 40% of that loss attributed to lean mass, highlighting the critical role of protein intake. This has driven formulators to develop "muscle-preservation" SKUs featuring elevated leucine content and added collagen peptides. These products are now attracting consumers who previously avoided sports nutrition due to its association with bodybuilding. While whey and casein powders continue to lead the market, plant-based isolates such as pea, rice, and hemp are gaining popularity. This trend is fueled by consumers who perceive dairy proteins as inflammatory or follow vegan diets for ethical reasons. Creatine monohydrate, once primarily used by strength athletes, is now marketed for its cognitive benefits and potential to prevent sarcopenia, thereby broadening its market appeal. Furthermore, the growing adoption of veganism and rising disposable incomes among North American consumers are driving increased spending on plant-based protein products. For instance, in 2024, plant-based protein expenditures in Mexico totaled MXN 10.63 billion, according to the National Institute of Statistics and Geography (INEGI).

Tightening FDA/CFIA claim-substantiation rules

In 2024, the FDA sent multiple warning letters to sports nutrition brands for making unapproved structure-function claims. These claims, such as products that "build muscle" or "burn fat," lacked the clinical trials required for drug approval. Consequently, brands had to reformulate products and update labels, causing delays in product launches and higher compliance costs. Similarly, Health Canada's 2024 supplemented foods framework introduced new regulations, including adverse-event reporting and ingredient-limit schedules, which align closely with pharmaceutical oversight. This regulatory shift favors multinational formulators with dedicated regulatory teams, placing regional contract manufacturers at a disadvantage. Furthermore, the FDA revised its New Dietary Ingredient (NDI) notification process, requiring a 75-day pre-market review for novel ingredients. This change creates challenges for first movers while enabling fast followers to launch similar formulations without incurring research and development expenses. Lastly, the CFIA implemented stricter claim-substantiation rules, requiring any health benefit stated on packaging to be supported by peer-reviewed human trials. This standard eliminates the use of vague terms like "supports" and "promotes," which were previously used to imply efficacy without legal accountability.

Other drivers and restraints analyzed in the detailed report include:

• Growing health-club and endurance-sport participation
• Integration of technology for personalized nutrition recommendations
• Consumer skepticism toward supplement efficacy and safety concerns

Segment Analysis

Sports protein products accounted for 83.25% of the market revenue in 2025, highlighting a well-established consumer perception that links protein supplementation to muscle recovery and improved performance. At the same time, sports non-protein products, such as energy gels, BCAA powders, and creatine, are projected to grow at a strong 9.02% CAGR through 2031. This growth represents the fastest rate among product categories, fueled by athletes increasingly adopting periodized nutrition strategies. These strategies involve incorporating multiple supplements throughout training cycles, moving beyond exclusive reliance on protein powders. Among sports protein products, whey and casein powders continue to dominate as the largest sub-segment. Their leadership is attributed to decades of clinical validation and cost advantages over plant-based alternatives. However, plant-based protein powders are steadily gaining market share as flexitarian diets become more popular, and formulators improve taste profiles using natural flavoring systems. Additionally, ready-to-drink protein beverages are replacing powders in convenience-focused locations, such as gas stations, airports, and vending machines, where consumers prioritize immediate availability over cost per serving. This shift has driven investments in aseptic packaging and shelf-stable formulations.

Protein and energy bars, while part of a mature sub-segment, are experiencing only modest single-digit growth. This limited growth is primarily due to saturation in grocery and mass-merchandise channels, which restricts distribution opportunities, along with increased competition from private labels that compress margins. Conversely, sports non-protein products are benefiting from the growing acceptance of creatine monohydrate. In 2024, creatine monohydrate achieved an impressive 60% year-over-year sales increase on Amazon, driven by influencers promoting its cognitive and strength benefits, which have expanded its appeal beyond the traditional bodybuilding audience. Meanwhile, BCAA powders are losing market share to essential amino acid (EAA) blends. These blends provide all nine essential amino acids, compared to the three found in branched-chain variants. This formulation improvement appeals to consumers, who perceive EAAs as a more complete option, even though clinical differences are minimal. Lastly, energy gels and chews, while primarily used by endurance athletes, represent a smaller segment. However, this segment offers higher lifetime value due to consistent year-round consumption and a willingness to pay premium prices for scientifically validated carbohydrate-to-electrolyte ratios.

Complete Report Scope:

• By Product Type
  • Sports Protein Products
    • Powder
      • Whey and Casein Powder
      • Plant based Protein Powder
      • Other Sports Protein Powder
    • Protein Ready to Drink
    • Protein/Energy Bars
  • Sports Non Protein Products
    • Energy Gels
    • BCAA Powder
    • Creatine Powder
    • Other Sports Non Protein Products
• By Distribution Channel
  • Supermarkets/Hypermarkets
  • Pharmacy/Health Stores
  • Online Retail Stores
  • Other Distribution Channels
• By Country
  • United States
  • Canada
  • Mexico
  • Rest of the North America

List of Companies Covered in this Report:

• PepsiCo Inc.
• The Coca-Cola Company
• Glanbia plc
• Abbott Laboratories
• Nestle S.A.
• Reckitt Benckiser Group plc
• GNC Holdings
• Yakult Honsha Co Ltd
• NOW Foods
• Swanson Health
• RSP Nutrition
• GoodSport Nutrition
• Nutrabolt (Cellucor, Xtend)
• MusclePharm Corp.
• Quest Nutrition (Simply Good Foods)
• Dymatize Enterprises LLC
• Orgain Inc.
• Danone SA (Vega)
• Ascent Protein
• Labrada Nutrition

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support