From fitness enthusiasts to everyday consumers seeking more energy, the sports nutrition category is not just growing — it has expanded its footprint into the mainstream market. No longer being considered just for athletes and bodybuilders, products like sports drinks, protein powders, energy gels, and recovery snacks are reshaping how people fuel their day.
As demand grows for functional, performance-enhancing nutrition, the Americas Food & Beverage Show & Conference is emerging as a must-attend destination for brands, buyers, and innovators looking to tap into this high-growth category.
The Rise of Performance-Based Consumption
According to a 2024 report by Grand View Research, the global sports nutrition market was valued at over $50 billion and is expected to grow at a CAGR of 7.5% through 2030. So, you ask yourself now, what’s fueling this surge? A powerful blend of health-conscious consumers, active lifestyles, and demand for personalized nutrition!
Protein bars, hydration drinks, and supplement-packed snacks are increasingly found not just in gyms, but in convenience stores, grocery aisles, and even office pantries. From a report by SPINS, trends show that consumers are increasingly seeking sports nutrition products that offer multifunctional benefits—supporting energy, hydration, and recovery—to enhance overall wellness and performance.
Who’s Driving Demand?
Millennials and Gen Z are leading the charge. This generation of wellness-focused consumers is redefining what it means to eat with purpose — seeking clean labels, beneficial ingredients, and multi-functional formats that align with their busy, wellness-driven lives.
These generations are not alone — a growing segment of older adults is also embracing sports nutrition products for internal health, energy, and muscle recovery. It’s this wide consumer appeal that spans across all ages, genders, and lifestyles — that makes the sports nutrition market so dynamic and ripe for innovation.
Innovation in Every Format
The latest generation of sports nutrition products is all about unique flavor, functionality, and format. Here’s what’s trending:
- Clean Hydration: Electrolyte-infused waters, coconut water blends, and zero-sugar recovery drinks
- Protein Forward: Plant-based protein powders, high-protein cookies, and keto-friendly bars
- On-the-Go Energy: Gels, chews, and caffeine-enhanced snacks for quick, convenient fuel
- Muscle & Brain Support: Probiotic-enhanced drinks and supplements targeting focus and recovery
- Sustainable Packaging: Eco-conscious materials and portion control for active lifestyles
The global functional beverages market was worth $154.44 billion in 2023, growing at a 5.5% CAGR from 2018-2023, spurred by demand for products with natural ingredients and an aging populace, according to Research and Market data by FoodNavigator USA.
Don’t Miss Out
The sports nutrition sector is thriving — and showing no signs of slowing. As consumers continue to prioritize performance, recovery, and energy, there’s never been a better time to be part of this movement.
Join us September 10–12, 2025 at the Miami Beach Convention Center to discover what’s next in sports nutrition — and why it belongs at the 2025 Americas Food & Beverage Show.
Fuel Innovation. Energize Opportunity. Grow Boldly.