The Evolution of Sports Nutrition: From Active to Performance
The sports nutrition industry is undergoing a significant transformation, shifting from a focus on active lifestyles to a broader emphasis on performance and longevity. This shift is evident in the changing demographics of its consumers, with a growing number of Gen Z and millennial users, as highlighted by Colin Watts, CEO of Thorne, during the NutraIngredients+ Business Leaders Forum. According to Watts, 60% of Thorne's users are under 40, indicating a generational shift in the industry.
The Blurring Lines of Sports Nutrition and Wellness
Watts emphasizes the blurring lines between sports nutrition and wellness, suggesting that the conversation is now centered around performance. This perspective is shared by SPINS, a market insights firm, which tracks sports and active nutrition products under the umbrella of 'performance nutrition'. Their data reveals a 22% dollar growth in performance nutrition over the 52 weeks ending Nov. 30, 2025, significantly outpacing the overall dietary supplements category's historical 6% to 7% year-on-year increases.
Performance Nutrition: Beyond the Gym
Scott Dicker, senior director of market insights at SPINS, notes that performance nutrition has moved beyond gym culture, appealing to a broader range of consumers. He states, 'Today’s products support energy, recovery, mood, and endurance for active daily living.' This expansion in scope is reflected in the growing popularity of hydration and electrolyte products, which recorded the largest year-on-year growth within the performance nutrition category, rising by over 29% in the 52 weeks ending Nov. 30, 2025, to reach US$2.2 billion.
Creatine: A Performance Ingredient
Creatine, traditionally associated with muscle building, is now attracting new consumers for its cognitive health benefits and energy-boosting properties. According to SPINS, creatine sales grew by 77% in dollar value over the 52 weeks ending Nov. 30, 2025, with high customer satisfaction as indicated by repeat purchases. This trend is supported by a Lumina Intelligence survey, which found that protein (bars, powders, and snacks) is the dominant form of sports supplements, followed by hydration and electrolyte products, energy shots/supplements, pre-workouts, and creatine.
Consumer Goals and Lifespan
Consumer goals for taking these products vary by age. Younger consumers (35 and under) focus on muscle growth, repair, and strength, while older individuals (over 55) prioritize endurance and energy. Jim Emme, CEO of NOW, describes sports nutrition as a large Venn diagram of overlapping circles, encompassing performance and longevity, which is particularly relevant to younger demographics.
The Future of Sports Nutrition
The industry's evolution from active to performance nutrition reflects a broader shift in consumer goals and preferences. As the market continues to expand, it presents opportunities for innovation and clarity in information, ensuring that consumers can make informed choices to support their active and performance-oriented lifestyles.
