The global sports nutrition market is valued at a hefty $66bn (€56bn) and is projected to reach $138bn by 2033 (market analysts Grand View Research).
This explosive growth isn’t just about more protein powders on shelves or new flavours of electrolyte drinks, it’s being driven by cutting-edge innovation.
We take a look at the biggest drivers of growth, as the sector evolves to meet consumer demands for functional ingredients and science-backed technology.
1. Hyper-personalised nutrition
Hyper-personalised nutrition is transforming the way athletes and health-conscious consumers approach diet and performance.
Instead of generic plans, nutrition is now tailored to an individual’s biology and lifestyle, creating highly specific strategies for optimal health and recovery.
“Customers want much more localised nutrition options,” says Richard Day, VP medical affairs and clinical development at ingredients supplier ADM.
DNA and microbiome testing
One major development is DNA and microbiome testing, which allows for nutrition plans based on genetic markers and gut health.
Companies like DNAfit and Nutrigenomix analyse genetic profiles to recommend macronutrient ratios suited to muscle synthesis or fat metabolism.
Microbiome-focused services
Similarly, microbiome-focused services such as Viome assess gut bacteria diversity and suggest foods that improve digestion and immunity - like fermented products for those with low gut flora diversity.
Another innovation is AI-driven meal recommendations, where smart systems integrate real-time data from wearables and biometrics to adjust nutrient intake dynamically.
Platforms like Lumen and Whoop sync with fitness trackers to recommend meals that replenish glycogen after intense workouts or boost antioxidants during recovery.
AI-powered apps such as Nutrino even adapt menus based on sleep quality, training load, and recovery needs, ensuring precision nutrition every day.
2. Tech-integrated nutrition
Wearable technology is redefining sports nutrition and performance monitoring. No longer limited to counting steps or tracking heart rate, today’s devices provide deep insights into hydration, nutrient status, and metabolic health.
Wearable devices
Wearable devices are evolving beyond simple fitness trackers to become sophisticated tools for real-time hydration and nutrient monitoring.
Advanced wearables now track hydration levels, sweat composition, and electrolyte balance, enabling athletes to make instant adjustments during training or competition.
Devices like Nix Hydration Biosensor analyse sweat to determine fluid and sodium loss, helping endurance athletes finetune their hydration strategy mid-race.
Similarly, Gatorade Gx Sweat Patch provides personalised recommendations on fluid intake based on sweat rate and composition.
Biometric feedback
Biometric feedback is another emerging trend, where sweat and saliva testing deliver real-time insights into nutrient status.
This technology reduces guesswork in fuelling strategies by identifying deficiencies or imbalances as they occur.
For instance, portable sensors can detect electrolyte depletion or carbohydrate oxidation rates, allowing athletes to adjust their intake of sports drinks or gels on the fly.
Continuous glucose monitoring (CGM)
Continuous glucose monitoring (CGM) is gaining popularity among athletes and fitness enthusiasts, linking metabolic data to personalised eating patterns.
Devices like Supersapiens or Levels provide glucose readings, helping users sync meals with circadian rhythms and training demands for optimal energy utilisation.
For example, endurance athletes can use CGM data to avoid energy crashes by timing carbohydrate intake before and after workouts, while biohackers leverage these insights to maintain stable blood sugar throughout the day.
3. Plant-based sports nutrition
Plant-based proteins such as pea, hemp, and algae are booming because they offer high digestibility, complete amino acid profiles, and a lower environmental footprint compared to traditional animal-based sources.
Brands like Vega and MyProtein have launched pea and hemp protein powders that cater to vegan athletes, while companies such as Nutrex Hawaii are innovating with algae-based proteins rich in omega-3 fatty acids for endurance and recovery.
And this isn’t just limited to brands, it all starts in the ingredients space, with major names including ADM, Rousselot, Prinova, Givaudan, Cargill, and ABF Ingredients all focussing heavily on plant-based innovation.
“Plant-based diets are a major driver of ingredients innovation for us,” says Aaron Rasmussen, head of global applications at ingredients company Ohly.
4. Gut health and fibre focus
Microbiome optimisation is becoming a cornerstone of sports nutrition as research increasingly links gut health to performance, immunity, and recovery. Probiotics, prebiotics, and synbiotics are central to this trend.
And ingredients companies are leaning into the trend.
“The majority of our research right now is on the microbiome,” says ADM’s Day.
In the food and beverage space, this is reflected in products like Activia yoghurt and kefir drinks, which deliver probiotic strains to aid digestion.
Sports-focussed brands are also innovating - GoodBelly offers probiotic juice shots designed for active lifestyles.
Prebiotics, such as inulin and resistant starch, feed these beneficial bacteria and are now appearing in functional foods like high-fibre snack bars and fortified beverages.
Poppi prebiotic sodas use chicory root fibre to promote gut health, and OLIPOP combines prebiotics with botanicals for digestive support.
Synbiotics (products that combine probiotics and prebiotics) are gaining traction in ready-to-drink shakes and powders.
Companies like Seed are leading the way with advanced synbiotic formulations, while sports nutrition brands are exploring synbiotic blends in recovery drinks.
Alongside this, fibremaxxing is emerging as a major trend, even overtaking protein in some wellness circles. High-fibre diets are linked to improved metabolic health, reduced inflammation, and better weight management, all critical for athletic performance and recovery.
This is driving innovation in fibre-rich foods and beverages, such as Huel meal replacements and Keto Chow shakes, which incorporate chicory root and oat beta-glucans to support gut health and stabilise blood sugar.
Snack brands like RXBAR and Quest are also adding soluble fibres to their bars, while smoothie mixes and functional cereals are being reformulated to deliver higher fibre content.
This shift towards gut-centric nutrition reflects a growing understanding that performance starts in the microbiome, and fibre is no longer just a general health recommendation, it’s a performance enhancer.
5. Functional foods and beverages
Performance-targeted products are becoming a major category in sports nutrition, with drinks and snacks fortified with adaptogens, electrolytes, and bioactive compounds to support endurance, recovery, and cognitive function.
Brands like Vybes offer adaptogen-infused beverages featuring ingredients like ashwagandha and L-theanine to reduce stress and improve focus.
Electrolyte-rich drinks such as Gatorade Endurance and Nuun Sport cater to hydration and mineral replenishment during intense training.
Meanwhile, functional snacks like Clif Bloks energy chews and GU Energy Gels are formulated with amino acids and antioxidants to aid recovery and reduce muscle fatigue.
Cognitive-support beverages are also emerging, with brands like Kin Euphorics combining nootropics and adaptogens for mental clarity and sustained energy.
6. Metabolic eating and circadian nutrition
The concept of eating in sync with circadian biology and metabolic needs is replacing traditional calorie-focused diets.
Instead of simply counting calories, athletes and wellness enthusiasts are timing meals to align with energy cycles and recovery windows.
Innovations like intermittent fasting beverages including Huel Black RTD and Ketone-IQ are designed for fasted training periods, supporting fat metabolism and mental clarity.
Morning-focused products such as Rise Nitro Cold Brew combine caffeine with adaptogens for early-day performance, while evening recovery drinks like Beam Dream use magnesium and functional botanicals to promote rest and muscle repair.
Snack brands are also innovating with pre-workout bites rich in quick-release carbs and post-workout shakes, fortified with slow-digesting proteins for overnight recovery.
The future of sports nutrition
Sports nutrition is entering a new era, one defined by precision, personalisation, and purpose.
From hyper-personalised diets based on DNA and microbiome insights to tech-integrated solutions like wearables and continuous glucose monitoring, athletes now have tools to optimise performance in real time.
Sustainability and plant-based innovation are reshaping ingredient choices, while gut health and fibre are emerging as performance drivers rather than afterthoughts.
Functional foods and beverages are blurring the line between nutrition and recovery, and metabolic eating strategies are challenging traditional calorie-focused approaches.
The common thread across these trends is integration - science, technology, and lifestyle converging to create smarter, more holistic nutrition strategies.
For manufacturers this means opportunity - to innovate with data-driven products, eco-conscious packaging, and functional formulations that meet the evolving demands of athletes and health-conscious consumers.
