For the second consecutive year, sports nutrition is set to be the fastest-growing category in consumer health in Brazil. For four years in a row, its growth has been in the high double-digits, with an impressive 27% increase anticipated in 2024. One standout is protein/energy bars, which is expected to grow by 34%. However, the steady growth of sports nutrition reflects a broader trend, tied to Brazilians’ improving purchasing power, a proactive pursuit of healthier lifestyles, and the expansio

Sports nutrition in India is expected to record dynamic double-digit retail current value growth in 2024, driven by increasing consumer awareness of the importance of protein in the daily diet. Protein has become widely recognised not only for its role in building muscle mass, but also for supporting weight management goals. Many consumers now understand that a protein-rich diet can help maintain satiety for longer periods, which aids in reducing overall calorie intake and achieving weight loss.

Sports nutrition is becoming an essential part of active lifestyles in Singapore, despite residents juggling increasingly busy schedules. With gyms now fully operational and the government focused on expanding running and cycling paths to promote outdoor exercise, physical activity is more accessible than ever. According to Euromonitor International’s Voice of the Consumer: Lifestyles survey, exercise is deemed as the most popular way to alleviate stress among Singaporeans, underscoring the grow

Sports nutrition continued to record dynamic retail value and volume sales growth in Austria in 2024. Many consumers have fitness goals, working on body composition or improving stamina or strength, while having higher levels of physical activity in their daily lives. To maintain energy levels and improve overall fitness and wellbeing, sports nutrition products are appealing options to support their more active lifestyles. In addition, the rising interest in strength training further drives sale

Sports nutrition in Germany is experiencing another year of double-digit retail value growth in 2024, with demand rising across the category. Many consumers in Germany are avid gym-goers and sports nutrition is widely available online, in retail stores and in gyms. While the main consumers of sports nutrition in Germany tend to be younger, there is also a segment of older consumers who are becoming increasingly aware of the importance of the need for adequate protein intake as they age.

Sports nutrition has gained significant traction in Indonesia since the COVID-19 pandemic, driven by a growing interest in exercise and healthy lifestyles. This shift is particularly evident in the rapid expansion of gym chains like FIT HUB, which has grown significantly since 2020, catering largely to a younger (aged 17-35) demographic. With the opening of new branches across the country, more Indonesians are prioritising fitness and are becoming increasingly aware of the importance of nutritio

Sports nutrition has emerged as the most dynamic category within Romania's consumer health market, showing impressive resilience amid challenges like inflation, rising raw material costs, and increased VAT on specific liquid sports nutrition products. For instance, protein, a key ingredient in this sector, has experienced price hikes of up to 40%, prompting some consumers to reduce their purchases. Nonetheless, there is a growing awareness among consumers regarding the detrimental effects of unh

Sports nutrition is set to outperform all of the other main areas of North Macedonia’s consumer health market in current value growth terms in 2024. While this is partly because sales are emerging from a comparatively low base, interest in the category is increasing rapidly as more Macedonians take up sports and fitness activities in an effort to improve their physical and mental wellbeing. At the same time, growing confidence in the efficacy of these products and rising awareness of the benefit

Sports nutrition is expected to be the best performing consumer health product in 2024, with healthy value and volume growth. One factor leading to increasing sales is the expanding consumer group. While sports nutrition is mainly targeted at serious athletes, there is also a growing number of consumers that purchase for instance sports protein products for other reasons, such as for muscle recovery after injury and protein/energy bars are often purchased by consumers on-the-go as a healthy snac

Rising consumer demand is driving the category but smuggling is a growing threat, especially due to shortages of legitimate products. The Ministry of Health controls all sports nutrition and penalises companies that do not comply with the regulations. As a result, several products are no longer available in Tunisia despite their good performances in previous years such as Dymatize, Cellucor and Scitec Nutrition; the absence of these brands is due the Tunisian regulations in sports nutrition.

Sports nutrition is gaining momentum in Turkey, driven by the rising health and wellness trend that is boosting participation in sports and exercise. Furthermore, there has been a shift away from these products being used just by serious weight trainers for bodybuilding, particularly among high-income consumers. Protein/energy bars benefit from the rising numbers of urban professionals who lead hectic lifestyles and have a strong interest in any products that can help them save crucial time duri

In 2024, the sports nutrition market in Switzerland is poised for exceptional growth in current value terms, supported by an increasing consumer focus on health and fitness. These products are also gaining broader appeal as brands expand their focus beyond just athletes and sports professionals. Sports protein powder remains the category leader, with more people recognising the importance of protein in their daily nutrition. While athletes often struggle to meet their protein needs, these supple

Following Russia's invasion of Ukraine interest in sport and fitness declined among many locals whose desire to lead active lives fell as they encountered stress and anxiety. This combined with a drop in disposable income and a drop in energy levels all served to lead more consumers to lead increasingly sedentary lifestyles. Due to these factors, fewer people are attending gyms and taking part in sport and as a result fewer people are spending money on sports nutrition products.

Sales remain close to negligible for sports nutrition in Pakistan in 2024 but are starting to emerge, and while consumer awareness remains low, it is expanding among health-conscious affluent consumers in major cities. Store-based retailing continues to be limited to a small number of specialist sports nutrition and healthcare shops, with these typically based in large cities and often carrying high prices. E-commerce is however simultaneously emerging, with this offering consumers access to a w

Sports nutrition continues to perform well in 2024 as the fitness culture gains traction in Slovenia. A growing number of local consumers, particularly younger consumers (Millennials and Gen Z), are increasingly participating in sports, fitness, and bodybuilding activities and are regularly consuming sports nutrition products. Building muscle mass is increasingly popular among young male consumers, sports enthusiasts and body building professionals. Moreover, societal pressure is mounting to con

Sports nutrition witnessed steady growth in Sweden with all categories seeing a lift in volume sales in 2024. Many Swedish consumers are avid gym goers and sport nutrition products are widely available online, in retails stores and gyms. While the main consumers of sports nutrition products are younger there is also a segment of older consumers who are becoming aware of the importance of adequate protein intake as you get older.

The sports nutrition landscape in Uzbekistan is experiencing modest growth in 2024, shaped by the country's limited sports engagement. Consequently, there is a slower growth trajectory for the sports nutrition sector compared to neighbouring regions, as demand remains constrained by lower participation in fitness activities. However, there is a gradual increase in the number of individuals adopting a healthy lifestyle, and the frequency of sports events across the country is rising. As a result,

Sports nutrition in Taiwan is set to continue its positive trajectory in 2024, driven by increased participation in fitness activities and heightened health awareness post-pandemic. As individuals prioritise their wellbeing, there is a growing recognition of the benefits of sports nutrition products, not only for athletes but also for casual fitness enthusiasts seeking improved performance and recovery.

Despite fluctuations in terms of performance by different formats within the category, overall demand for sports nutrition in South Africa remains above pre-pandemic levels. Value sales continue to be driven by sports protein powder, while demand for the more convenient RTD format is declining, due to the higher financial outlay associated with purchasing single servings.

In Kenya, sports nutrition is rapidly advancing and enjoyed robust current value growth, albeit from a low base. This momentum is driven by the rising health and wellness trend, with individuals increasingly acknowledging the importance of a healthy lifestyle and physical fitness. In 2024, women are taking a greater interest in fitness, health, and nutrition and looking for products to support balanced diets and active lifestyles. The rise of fitness influencers and social media campaigns target

Sports nutrition in Serbia continues to witness dynamic growth in 2024 as awareness about sports nutrition increases. Consumers have greater knowledge about a wide number of sports nutrition products and sports enthusiasts are willing to use them. Health consciousness is encouraging more consumers to attend the gym or engage in sports on a regular basis, thereby encouraging them to buy sports nutrition products. The experience of the COVID-19 crisis boosted consumer health awareness and prompted

2024 is set to be another promising year for sports nutrition in Slovakia. The growing number of Slovaks engaging in physical activities, including gym attendance and other sports, is fuelling the consumption of sports nutrition products. This trend towards a healthy lifestyle is particularly pronounced among younger generations, who are increasingly willing to invest in quality nutrition and dietary supplements to maintain their physique.

Sports nutrition is set to see dynamic current value growth in Israel in 2024. The sports nutrition category is booming, particularly protein bars. Protein bars have seen robust value growth due to the fact that protein bars are relatively expensive in Israel and prices have further increased during 2024. Volume growth has also been boosted by the fact that per capita consumption remains relatively low and there is significant room in the market for expansion. Finally, market players offer a lot

Retail value sales of sports nutrition will continue to grow rapidly in current value terms in 2024. This is despite global supply chain issues, which led to shortages of protein and creatine and a subsequent increase in the prices of raw ingredients. Following the outbreak of COVID-19, there was an increased desire to take care of health, which has had a knock-on impact on sales of sports nutrition products as gym-goers sought to enhance their performance. In terms of age, growth has been obser