Europe Sports Nutrition Market Forecast 2032: Strong 10.72% CAGR Driven by Fitness Trends, with Germany Leading at 25% Share; THG, Glanbia & Hormel Foods at the Frontline

The Europe Sports Nutrition Market reached US$ 13.02 billion in 2024 and is projected to grow to US$ 27.84 billion by 2032, registering a CAGR of 10.72% during 2025-2032. Sports nutrition products,including protein powders, amino acids, energy bars, ready-to-drink shakes, hydration beverages, and functional foods, are witnessing strong demand as consumers increasingly prioritize active lifestyles, fitness routines, and healthier dietary habits. The expansion of gyms, sports clubs, and fitness centers, along with growing participation in endurance sports and home-based workouts, continues to support market growth.

Rising awareness of preventive health, the shift toward clean-label and natural formulations, and growing use of supplements among recreational fitness enthusiasts are driving market adoption. The market is also benefiting from innovation in plant-based proteins, personalized nutrition, and fortified functional beverages. Western Europe, led by Germany, the UK, and France, holds the largest share, supported by high consumer spending and strong retail presence, while Eastern Europe is emerging as a fast-growing region due to increasing fitness culture and expanding availability of sports nutrition products.

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The Europe Sports Nutrition Market fuels active lifestyles with high-performance supplements designed to boost energy, endurance, and athletic recovery.

Key Developments
✅ September 2025: European sports nutrition brands expanded production of clean-label, plant-based performance supplements to meet rising consumer demand for natural and vegan products.

✅ July 2025: Major fitness and wellness companies in Europe integrated personalized nutrition algorithms into sports nutrition apps, enabling real-time diet optimization for athletes and active consumers.

✅ May 2025: European manufacturers launched next-generation electrolyte and hydration formulas with enhanced absorption technologies aimed at endurance sports and high-intensity training.

✅ March 2025: Research institutions across Europe developed bio-fermented protein ingredients designed to improve digestibility and sustainability in sports nutrition products.

✅ January 2025: The region saw an increased shift toward functional sports beverages fortified with amino acids, vitamins, and probiotics to support muscle recovery and metabolic health.

Mergers & Acquisitions
✅ August 2025: A leading European sports nutrition company acquired a regional plant-based protein brand to strengthen its sustainable product portfolio.

✅ May 2025: A major European nutraceutical group merged with a premium protein-snack manufacturer to expand its presence in the healthy snacking segment.

✅ February 2025: A top European sports supplement provider formed a strategic partnership with a technology-driven nutrition startup to co-develop AI-powered personalized performance products.

Key Players
THG PLC | Nestlé | Glanbia plc | Hormel Foods Corporation | OTE SPORTS LTD. | Post Holdings, Inc. | Konzept Nutrition GmbH | Sports Supplements Limited (Bulk) | Nutrichem Diät + Pharma GmbH | NOW Foods | MusclePharm

Key Highlights

• THG PLC - Holds 12.4% share of the European sports nutrition market, driven by its globally recognized brands MyProtein and MyVegan, strong e-commerce distribution, and customized nutrition offerings.

• Nestlé - Accounts for 10.8% share, supported by its expanding portfolio of functional nutrition, protein supplements, and performance-focused health products.

• Glanbia plc - Represents 14.6% share, fueled by leading brands such as Optimum Nutrition and BSN, with strong penetration across gyms, online platforms, and retail chains.

• Hormel Foods Corporation - Maintains 4.9% share, recognized for its premium protein products and high-protein functional food categories gaining traction in Europe.

• OTE SPORTS LTD. - Holds 3.7% share, specializing in endurance-focused nutrition products, gels, bars, and hydration solutions widely used by athletes.

• Post Holdings, Inc. - Accounts for 6.5% share through its sports nutrition subsidiaries, expanding into high-quality whey, vegan protein blends, and performance powders.

• Konzept Nutrition GmbH - Represents 3.2% share, driven by private-label sports nutrition manufacturing and customized formulation capabilities for European brands.

• Sports Supplements Limited (Bulk) - Maintains 5.6% share, supported by its strong D2C presence and broad portfolio of protein powders, performance supplements, and wellness products.

• Nutrichem Diät + Pharma GmbH - Holds 2.9% share, known for medical-grade nutrition, high-purity supplements, and specialized sports formulations.

• NOW Foods - Accounts for 4.1% share, driven by clean-label sports supplements, amino acids, and performance-enhancing formulations.

• MusclePharm - Represents 3.8% share, supported by its protein powders, pre-workouts, and recovery supplements popular in gym and online retail channels.

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Market Drivers
• Rising consumer focus on fitness, bodybuilding, and active lifestyles is driving strong demand for protein supplements, energy drinks, and performance nutrition products.

• Growing participation in sports, gym activities, and endurance training across Europe.

• Increasing adoption of plant-based and clean-label sports nutrition products due to rising health and sustainability awareness.

• Expansion of e-commerce and digital retail platforms enabling easy access to specialized nutrition products.

• Rising prevalence of obesity and lifestyle-related disorders encouraging demand for weight-management sports nutrition.

• Growing investments in product innovation, including ready-to-drink (RTD) protein beverages, amino acid blends, and personalized nutrition solutions.

• Increasing interest from recreational athletes, not just professional sports consumers.

Industry Developments
• Leading brands launched plant-based protein supplements and vegan performance nutrition lines to meet clean-label demand.

• Companies introduced personalized nutrition platforms using body composition and metabolic analysis to customize plans.

• Expansion of functional sports beverages fortified with electrolytes, vitamins, and BCAAs for improved hydration and endurance.

• Partnerships between sports nutrition brands and fitness centers, gyms, and online fitness platforms for targeted distribution.

• Introduction of sugar-free, low-carb, and allergen-free formulations catering to health-conscious consumers.

• Increasing R&D investments in amino acid complexes, rapid-absorption proteins, and microencapsulation technologies for better nutrient delivery.

Regional Insights
• Germany - 25%
Driven by strong fitness culture, high spending on nutritional supplements, and widespread gym penetration.

• United Kingdom - 22%
Boosted by rising participation in sports activities, strong e-commerce presence, and growing demand for RTD protein beverages.

• France - 15%
Supported by increasing focus on health, growing demand for clean-label products, and expansion of premium sports nutrition brands.

• Italy - 12%
Fueled by rising interest in active lifestyles, gym membership growth, and growing adoption of functional nutrition.

• Spain - 10%
Growth driven by expanding fitness participation, increasing product awareness, and demand for energy and hydration products.

• Rest of Europe - 16%
Supported by rising adoption of sports nutrition in Eastern Europe, growing retail distribution, and expanding consumer base.

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Key Segments:

➥ By Product Type
Protein-based products lead the market driven by strong consumer demand for muscle recovery, performance enhancement, and daily protein supplementation - with whey protein remaining the most widely used due to its rapid absorption and strong amino-acid profile. Casein protein is preferred for sustained-release nutrition, making it popular for overnight recovery and prolonged satiety. Plant-based proteins are rapidly growing as consumers seek vegan and allergen-friendly alternatives, supported by improved formulations and taste profiles. Non-protein products, including amino acids and creatine, play a key role in targeted performance support, with amino acids used for recovery and metabolic support and creatine favored for strength and power gains. Carbohydrates, vitamins, and minerals form essential supporting categories that fuel workouts, aid recovery, and ensure micronutrient balance. Specialized products such as detox supplements address niche wellness trends and recovery regimes, while Others capture emerging formats and functional blends tailored to specific consumer needs.

➥ By Form
Powders dominate the market due to their versatility, cost-effectiveness, long shelf life, and ease of use for custom dosing - making them the preferred format for athletes and everyday consumers alike. Ready-to-drink beverages are growing rapidly for on-the-go convenience and pre-formulated nutrition, appealing to busy lifestyles and retail channels. Capsules and tablets are important for precise dosing of amino acids, vitamins, and specialty ingredients, often used in targeted supplementation regimens.

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