Sports nutrition in the US has demonstrated robust momentum in 2026, expected to outpace economic expansion with 13% retail current value growth, reaching USD21,658 million, signalling a resilient and highly attractive environment despite persistent cost-of-living and inflationary pressures. This performance reflects a shift in consumer priorities towards health, muscle preservation, and functional nutrition, reinforced by widening appeal to diverse groups such as women, older adults, and users of GLP-1 medications, and underpinned by significant innovation in both product formats and distribution. Brands looking to succeed must respond with differentiated high-protein offerings, invest in cleaner and more accessible formulations, leverage omnichannel strategies — particularly retail e-commerce and warehouse clubs — and rapidly adapt to changing consumer needs, while also preparing for continued supply-side challenges driven by record demand for protein ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Nutrition industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sports Nutrition in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sports Nutrition in USA?
- Which are the leading brands in Sports Nutrition in USA?
- How are products distributed in Sports Nutrition in USA?
- How has the regulatory and operating environment for Sports Nutrition changed in USA?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Sports Nutrition
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Key Data Insights
Key Industry Trends
Nurri leverages ultra-filtered high-protein milkshakes to capture new protein audiences
Creatine launches at GNC contribute to mainstream appeal and growth for sports non-protein
Shift to high protein evident on shelves and in messaging
Chart 1 Value Sales 2021-2031
Chart 2 Value Sales by Category 2026
Expanding demand and format diversification set to drive growth
Supply constraints and consumer dynamics to reshape the competitive landscape
Chart 1 Forecast Value Sales 2021-2031
Chart 2 Forecast Value Sales by Category 2026-2031
Optimum Nutrition defends its lead as challenger brands outpace rivals
Challenger brands drive innovation with clean label and targeted marketing
Chart 1 Company Shares 2026
Chart 2 Brand Shares 2026
Retail e-commerce leads distribution through digital discovery and convenience
Warehouse clubs captures mainstream demand while specialist stores face pressure
Chart 1 Retail Channels 2021-2026
Digital channels and warehouse club placement steer the innovation agenda
Retailer private label ranges and format diversification raise the competitive bar
Ingredient scarcity and capacity investment reshape competitive dynamics
Chart 1 Real GDP Growth 2021-2031
Chart 2 Inflation 2021-2031
Chart 1 Population 2021-2031
Chart 2 Population by Generation 2026
Chart 3 Consumer Expenditure 2021-2031
Country Reports Disclaimer
The following categories and subcategories are included:
Sports Nutrition
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
Sports Nutrition
These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sports Nutrition research and analysis database.
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