Staying Active

by Eric Munson | March 2, 2026

Everyday consumers are turning to sports products for overall health and wellness.

Although sports nutrition has largely been geared toward athletes and fitness enthusiasts, in recent years, it has seen a massive shift toward everyday consumers who are prioritizing overall health, fitness and well-being.

This shift has driven demand for various products such as protein powders, energy bars, dietary supplements and ready-to-drink (RTD) beverages. The sports and active nutrition market is now one of the fastest-growing health categories in the natural products industry.

According to Grand View Research, the global sports nutrition market was valued at $66.27 billion in 2024 and is projected to reach $138.48 billion by 2033, growing at a compound annual growth rate (CAGR) of 8.6 percent.1

Retailer Rosanne Reinartz, general manager and co-owner of Wayne and Mary’s Nutrition Centers in Sioux Falls, SD, said it is “wonderful” to see expanding interested in active nutrition products. Customers are starting to get more active. Others wanting to minimize symptoms of aging, and women going through perimenopause are especially interested in active nutrition products.

“There’s more research underway on these topics, and more information shared from practitioners to support broader goals, so more customers are seeking these products. Creatine, of course, is having a moment, and for good reason. It’s so well-researched and that research is now shared more broadly,” Reinartz said. “Protein intake is getting a lot of attention as well. More varied protein options such as smoother plant-based protein blends, clear protein powders and unique flavors have brought more excitement to protein supplements. Additionally, more customers are looking for products to support hydration, so we’ve seen a huge increase in requests and options for electrolyte products.”

Trends

An April 2025 report from SPINS shows the active nutrition market has been on remarkable growth with performance nutrition leading the charge.

Over the past three years, active nutrition was the top growth category within vitamins and supplements, maintaining a growth rate of 14 percent year-over-year. The most popular ingredients include protein, creatine, hydration and electrolytes, and anti-aging and longevity.2

Bryan Morin, brand manager for NOW Sports (Bloomingdale, IL) observed a growing interest in creatine among broader demographics—increased public awareness of its safety and diverse health benefits has attracted women, older adults, vegans and those interested in general wellness.

“Creatine is no longer seen as a supplement solely for athletes and bodybuilders. The active aging population is increasingly interested in creatine, supported by research showing that creatine supplementation may help prevent muscle loss in older adults,* Morin said. “Active women are also supplementing with creatine because research shows it can help build muscle and support bone health.* Some studies suggest that creatine may be beneficial for women seeking mood support.* Overall, creatine’s reputation as a safe, versatile and effective supplement for multiple aspects of health is fueling its popularity among diverse age groups and lifestyles.”

Morin added hydration is also a major performer, which saw double-digit growth as consumers embraced proactive hydration as part of everyday wellness and not just athletic recovery. Brands are also creation hybrid formulations such as hydration and immunity and hydration and energy to meet modern wellness needs.

Protein, the foundation of active nutrition remains popular and there is a notable shift back to whey protein as plant-based proteins stabilize. Pea protein continues to perform well but is not a staple of consumer preferences. There is also an increasing demand for high-quality dairy protein—which is outpacing supply—fueled in part by the rapid use of GLP-1 drugs. These medications often cause rapid weight loss and have the potential for loss of lean mass, according to Morin.

“Whey protein is a preferred option because of its high PDCAAs, meaning it delivers a complete, digestible amino acid profile compared with many other proteins. We’re also seeing strong growth in clear whey protein, which is whey protein isolate acidified, so it becomes less opaque and forms a clear solution in water. This new segment of whey isolate has further tightened supply,” Morin explained.

“What I have been observing is that active nutrition is shifting toward everyday, holistic performance for a broader consumer base, with strong growth in functional formats, cognitive support, plant-forward proteins, and products designed around GLP 1 users and longevity goals. The category is also becoming more tech-enabled and personalized, with AI, wearables and biological age tracking influencing product design and positioning,” added Carl Germano, CNS, CDN, vice president of Verdant Nature and a consultant for Bluebonnet Nutrition (Sugar Land, TX).

According to Mark G. Walin, senior vice president of business development & marketing, at BIO-CAT Enzymes & Microbials (Troy, VA), the category is heavily centered on protein, creating a crowded landscape with a wide variability in product quality. Consumers should demand high-quality protein that delivers superior amino acid release and bioavailability.

“Beyond protein quality, there is a growing expectation for proven, clinically supported ingredients that address specific performance and health needs,” Walin said. “In response, brands are increasingly incorporating complementary ingredients aligned with targeted benefits and emerging health trends. This approach not only drives product differentiation but also enables the development of credible, layered claims that resonate with consumers’ evolving priorities.”

Beyond Athletes and Fitness

Sports nutrition was once dominated by athletes and bodybuilders but now sees a diverse array of health-conscious consumers.

According to Germano, the category has evolved into a broad nutrition space that targets everyday lifestyle, cognitive and healthy aging needs way beyond elite athletes and gym culture. Products are now made for busy professionals, casual exercisers, gamers and older adults looking for energy, focus, recovery and long-term wellness.

“Busy professionals and everyday health seekers use active-nutrition supplements for sustained energy, productivity and stress management rather than purely for sports performance. Older adults and healthy aging consumers take high protein, hydration and recovery products to maintain muscle mass, mobility and vitality, reframing sports nutrition as an active aging tool,” Germano said. Germano added products that were once reserved for pre- and post-workout routines are now embedded in daily routines such as morning focus, afternoon energy, evening recovery or sleep, blurring the lines between sports, wellness and lifestyle supplementation.

“Active nutrition now also overlaps with weight management, GLP-1 support, and light or recreational activities such as hiking, cycling, yoga and outdoor leisure, not just high intensity training,” Germano said. “Formulas increasingly address holistic outcomes like cognitive performance, mood, immunity, metabolic health and cardiovascular support alongside classic strength, endurance and recovery claims. Lastly, ‘Positive Nutrition’ concepts such as protein and fiber rich, nutrient dense snacks and meal replacements are positioned as active nutrition to improve overall diet quality, not merely enhance workouts.”

According to Walin, the importance of maintaining muscle mass has expanded to include broader health-driven individuals such as those using GLP-1 therapies and aging adults experiencing age-related muscle loss. He explained that GLP-1 users often experience rapid weight loss, but this can be accompanied by unintended muscle loss as the body breaks down both fat and lean tissue for energy. Ensuring adequate protein intake is critical.

“Similarly, the aging population faces a natural decline in digestive enzyme production, which can begin as early as age 50, reducing protein digestion and nutrient absorption. As a result, lifestyle interventions—including dietary adjustments to increase protein intake and consistent exercise—become increasingly important,” Walin said.

Consumers

According to Morin, today’s consumers want active nutrition products that deliver results and are proven safe. Consumers have become increasingly skeptical of exaggerated marketing and unsubstantiated health claims, so it is important for brands to rely on clinical research and credible scientific evidence to substantiate their claims.

“Shoppers also demand transparency—they want to understand exactly what is in a product, how it works and why it’s effective.

That means no proprietary blends or vague ingredient listings; clear labeling and honest communication are now expected. Transparent
labeling and third-party testing are becoming standard expectations for sports nutrition supplements, offering brands a way to build trust and stand out,” Morin said.

“Consumers of sports and active nutrition supplements are looking for products that deliver clear, feelable benefits, are convenient to use every day and come from brands they trust on quality, transparency and science. They increasingly expect these products to fit their broader wellness goals (energy, cognition, metabolic health, healthy aging) while still tasting good and aligning with values like clean label and sustainability,” Germano added.

According to Germano, some of these values include:

• High-quality protein for muscle maintenance, recovery and satiety with interest in both whey and plant or blended sources.

• Sustained energy, hydration and performance support that work for workdays and light activity, not just intense training

• Added benefits, such as gut health, inflammation support, cardiometabolic health, cognition, mood and sleep, so one product can address multiple goals

• Short, recognizable ingredient lists, plus preferences for non GMO (genetically modified organism), organic, allergen friendly and sometimes vegan or plant forward formulations

• Evidence backed ingredients and realistic claims rather than hype

• Credible brands with transparent sourcing, quality control and visible consumer reviews or professional endorsements. Walin said consumers are increasingly aware of the broader range of factors that influence purchasing decisions such as non-GMO, clean-label standards, clinically substantiated benefits and responsibly source ingredients. Products that fail to address these expectations risk falling behind in the competitive market.

“BIO-CAT meets these demands by using exclusively non-GMO enzymes sourced directly from Japan, while microbial strains from BIO-CAT Microbials are grown in a U.S.-based fermentation facility—ensuring consistent quality and premium sourcing across the entire portfolio. Additionally, BIO-CAT utilizes a widely published digestion simulation model (INFOGEST), enabling critical review of performance insights prior to advancing ingredients into clinical trials,” Walin explained.

Ingredient Innovations

According to Morin, the explosive growth of creatine has prompted brands to develop advanced formulations and combinations of creatine with other active ingredients. Once such combination—creatine and HMB—may offer additive benefits for muscle energy production and recovery.* Creatine and PeakATP may work through complementary mechanisms to boost energy production and performance during high-intensity exercise.*

RipFactor is an innovative herbal blend of Mangifera indica and Sphaeranthus indicus. Clinical studies3 have shown that when used alongside resistance training for two months, it can increase overall strength by up to 2.4 times and muscular endurance by 67 percent.* It has also been shown to improve body composition with increases in lean mass and decreases in fat mass,* according to Morin.

Walin agreed with Morin that combination ingredients, such as pairing enzymes with probiotics, offer meaningful advantages for both consumers and formulators.

According to Walin, digestive enzymes deliver more immediate, noticeable benefits by supporting digestion early in the gastrointestinal process, beginning with the stomach and continuing through the small intestine.

Probiotics often take longer (sometimes up to two to three weeks) to deliver noticeable benefits, working primarily in the intestines to help balance the gut microbiome as they move through latter stages of digestion. Additionally, certain strains of Bacillus probiotics possess inherent enzymatic activity, providing an additional layer of functional benefit.

“This multifaceted approach (sprinter + distance runner relay) also supports manufacturers and retailers by improving product adoption and long-term consumer retention. Early perceptible benefits from enzymes increase the likelihood that consumers will remain compliant with a regimen, reducing early abandonment. Over time, this sustained usage builds brand loyalty and repeat purchasing, contributing to long-term growth and stronger consumer relationships,” Walin said.

Branded Products

As one of the most popular health categories, manufacturers are constantly developing novel formulations to create unique products for the ever-growing health-conscious population.

Reinartz said one of the most common recommendations for customers is to consider using creatine for their goals. With emerging research on its potential for brain health, mood and evidence for supporting muscle mass, the benefits of creatine supplementation are growing.

“We also talk with many customers who are looking to get more out of their workouts and everyday active lives to consider their protein intake and to look at quality supplements as needed, especially when they are just starting to increase their protein intake. We love micronized creatine products for how easy they are to digest—this helps some customers who are concerned about side effects,” Reinartz explained.

Wayne and Mary’s also recommends hydration products without added sugar such as Redmond Re-Lyte products, which are top sellers. Sunwarrior has also brought new formulations and flavors that customers enjoy.

“Along with these products, many who are looking to support an active lifestyle may find that joint health supplements become even more helpful. We talk with customers about long-term supports like omega-3 fatty acids and glucosamine with chondroitin as well as herbs to support the inflammatory response like turmeric, ginger and boswellia. These all play a role in supporting customers who are increasing or maximizing their activity,” Reinartz said.

BIO-CAT’s Optiziome P3 Hydrolyzer is a proprietary blend of enzymes, which helps optimize protein performance for both plant and whey protein.* It has been clinically shown4-5 to optimize the bioavailability of plant and whey protein by enhancing the release of essential amino acids during the critical “anabolic window.*”

According to Walin, Optiziome meets a critical consumer demand by showing impressive double-digit improvement—releasing 14 percent more plasma essential amino acids and 15 percent more plasma branched chain amino acids within the first hour of consumption compared to placebo.*5

“The increase in bioavailability of this product during the anabolic window, the critical two-hour window following exercise, allows consumers to maximize their BCAA uptake. Continued positive clinical results with P3 Hydrolyzer allows formulators to innovate, differentiate and vastly improve the performance of protein,” Walin said.

NOW Sports makes numerous products such as creatine, protein, amino acids, endurance, energy production and esports.

“At NOW Sports, we do not use proprietary blends in any of our products, and most of our products are third-party tested by Informed Sport. Informed Sport is the globally recognized anti-doping assurance program for sports nutrition products,” Morin said.

Bluebonnet has an extensive range of sports and active nutrition line of products that centers on relatively “clean,” evidence-based formulations that extend from classic performance into everyday wellness for active adults. The products lean toward non-GMO, kosher, allergen-conscious, plant-forward options.

According to Germano, the products include plant-based protein powders built around organic pea and rice protein that provide about 24 g of protein plus meaningful fiber per serving to support muscle recovery and satiety in active users. These proteins are free from dairy, soy and added sugar and are sweetened with low-calorie natural sweeteners such as monk fruit and stevia. There are also formulas including micronized creatine, BCAAs, arginine, nitrosigine, glutamine, whey protein isolate and carnitine.

Bluebonnet’s broader portfolio also includes targeted formulas aimed at joint comfort and pain management, which active lifestyle consumers use as “recovery,” or mobility support alongside exercise. The newer multi-strain probiotic line (with DNA-verified strains, prebiotic fibers and postbiotic components) also speak to the evolving role of pre, pro and postbiotics in active lifestyles and athletes, Germano said.

“The emphasis on plant-based protein, gut immune support, and recovery/pain relief aligns Bluebonnet with the shift from ‘hardcore sports’ to holistic active lifestyle nutrition for energy, mobility and long-term health. For a brand or ingredient story, these products can be framed as enabling sustainable activity and healthy aging—daily movement, not just performance PRs—which resonates strongly with current active nutrition consumers,” Germano said.

Manufacturers and Retailers

According to Walin, branded marketers and manufacturers should prioritize formulations that deliver noticeable, consumer-perceived benefits. This is essential to driving repeat purchases, increasing retail traffic and building the loyalty and recurring revenue that benefit all stakeholders.

“By partnering with companies like BIO-CAT, manufacturers can leverage deep technical expertise and significant investments in innovative ingredients that enhance product performance and create meaningful differentiation in a competitive market. These collaborations enable brands to meet rising consumer expectations for quality, efficacy and proven results,” Walin said.

Morin said manufacturers help support retailer sales through targeted partnerships, incentives and collaborations. NOW Sports provides sales training, marketing materials and promotional support.

“Our customers are looking for clearly labeled products that provide effective doses and, for powders, liquids and gummies, that taste great. We also have more customers exploring individual amino acids for recovery, cardiovascular health and muscle support. We always start by asking their goals, challenges, and what they’ve tried already. This helps us to educate on how supplementation will support those goals and what other dietary and activity changes would help as well. We try not to overwhelm customers with all the options, but to tailor conversations based on their goals and concerns,” Reinartz explained.VR

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

References:

1 www.grandviewresearch.com/industry-analysis/sports-nutrition-market.

2 www.spins.com/resources/blog/active-nutrition-a-comprehensive-market-overview-and-emerging-trends/.

3 Salter D, Swamy S, Salis KM, Deep DK, Nadig P. A botanical extract blend of Mangifera indica and Sphaeranthus indicus combined with resistance exercise training improves muscle strength and endurance over exercise alone in young men: a randomized, blinded, placebo-controlled trial. Front Nutr. 2024 May 3;11:1393917. doi: 10.3389/fnut.2024.1393917.

4 Paulussen, K. J. M., Askow, A. T., Deutz, M. T., et al. (2024). Acute Microbial Protease Supplementation Increases Net Postprandial Plasma Amino Acid Concentrations after Pea Protein Ingestion in Healthy Adults: A Randomized, Double-Blind, Placebo-Controlled Trial. The Journal of Nutrition (published online, in press). https://doi.org/10.1016/j.tjnut.2024.03.009.

5 Huang, Yijia et al. “Acute effects of oral microbial protease co-ingestion with whey …” The Journal of Nutrition, S0022-3166(25)00429-8. 15 Jul. 2025, doi:10.1016/j.tjnut.2025.07.006.