B2B Sports Nutrition Market

Market Overview

The global B2B sports nutrition market size was valued at USD 2.40 billion in 2022. It is estimated to reach USD 5.47 billion by 2031, growing at a CAGR of 9.6% during the forecast period (2023–2031).

Sports nutrition is the consumption of nutrients such as proteins, amino acids, vitamins, minerals, and carbohydrates to enhance athletic performance and increase strength and stamina. It helps to increase muscle mass, accelerate muscle recovery, and provide the body with the fuel necessary for high-intensity activities that require substantial energy and stamina. Professionals in the field of nutrition offer abundant services to support health and other health-related objectives.

Sports nutrition may include a daily food diary, post-exercise meals, or a comprehensive diet plan for training and competitions. Post-workout supplements are used for muscle growth and recovery, while pre-workout nutraceuticals increase energy levels, hydration, and muscle strength. Maintaining the proper proportion of nutrition in meals is particularly important for athletes; they must be aware that the proper proportion of nutrition can improve performance. 

Market Dynamics

Global B2B Sports Nutrition Market Drivers

Increasing Health Consciousness and Rising Awareness about Sports Nutrition Products

An unhealthy diet is one of the primary reasons for the growing risk of developing diabetes, cardiovascular diseases (CVDs), cancer, and obesity. According to WHO, CVDs are one of the major causes of death globally and led to 17.9 million deaths in 2016. Although the sales of B2B sports nutrition products declined due to the pandemic, it has increased consumers' overall awareness of health and well-being. Numerous individuals prioritize self-care, use preventive medicine, and monitor their nutrition and health.

Additionally, the global population is becoming more health-conscious and is embracing an active lifestyle. As per the International Health, Racquet & Sportsclub Association (IHRSA), a Boston-based commercial health clubs trade association, the number of health club consumers in 2010 was 58 million, which increased to 73.6 million in 2019. Moreover, there were 11.7 million health club members in Germany. These health clubs and fitness centers have consulting dietitians, influencing the consumption of B2B sports nutrition products among trainers and fitness enthusiasts.

Increasing Disposable Income

Although the COVID-19 pandemic affected the world economy, government measures for economic recovery and COVID-19 vaccine approvals are estimated to drive market growth soon. Changing lifestyles have resulted in nutrient deficiency, which is expected to increase consumption and demand for nutritional supplements. Similarly, an increase in the working-class and middle-class population is anticipated to boost demand in the coming years.

Furthermore, an increase in the working-class and middle-class population is anticipated to boost demand in the coming years. The average household income in India is projected to triple over the next two decades, and the country is anticipated to have the world's fifth-largest consumer economy by 2025.

Global B2B Sports Nutrition Market Restraints

Availability of Counterfeit Products

The increasing availability of sports and dietary supplements has led to a corresponding increase in the potential for product counterfeiting. According to the International Anti-Counterfeiting Coalition, brand holders lose nearly USD 600 billion annually due to counterfeiting. In 2015, the New York State Attorney General's Office accused Walgreens, GNC, Target, and Walmart of selling fraudulent and dangerous supplements. Counterfeit products are pseudo-medicines that are deliberately and fraudulently mislabeled. These factors are expected to negatively influence the market growth.

Global B2B Sports Nutrition Market Opportunities

Rising Number of Initiatives in the Field of Sports Nutrition

Manufacturers are creating opportunities for market expansion through several efforts, including the introduction of new products and modifications to existing ones. For instance, in 2021, Clif Bar & Company expanded the Luna bars product line by introducing prebiotic refreshment bars to promote digestive health. It can be used as a substitute for a meal or as a nutritious snack. Strategic partnerships, mergers, and acquisitions among manufacturers and distributors also positively impact the market. For instance, in March 2020, Herbalife Nutrition announced a partnership with Inspire Institute of Sport (IIS), India, to supply sports nutrition products to the athletes of the institute.

Additionally, advancements in allied industries positively impact the market. For instance, in September 2020, Lonza launched TWK10, a probiotic for sports nutrition products. TWK10 is a Lactobacillus plantarum strain isolated from the Taiwanese Kimchi strain, which helps improve athletic performance by enhancing energy harvesting and muscle endurance.

Regional Analysis

Based on region, the global B2B sports nutrition market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.

North America Dominates the Global Market

North America is the most significant global B2B sports nutrition market shareholder and is estimated to exhibit a CAGR of 9.31% during the forecast period. The rise in awareness about nutritional supplements in this region is boosting their demand in the market. The rise in government initiatives promoting sports-related activities is another prominent factor boosting the adoption of these products in this region. For example, the President's Council on Sports, Fitness, and Nutrition promotes projects and activities to increase interest in sports among the general population. Advancements in allied industries are also positively impacting market growth. In November 2018, BASF launched a B2B sports nutrition ingredient, PeptAIde, identified using AI, consisting of a unique set of plant-based peptides that help modulate inflammation.

Similarly, in June 2016, Flex Pharma, Inc. announced the launch of a scientifically proven sports shot, HOTSHOT, which reduces muscle cramps and muscle soreness among endurance and nonendurance athletes. The presence of both small and established players boosts the availability of products in the market, thereby boosting the penetration of nutritional products in this region.

Europe is predicted to exhibit a CAGR of 11.1% over the forecast period. Europe's B2B sports nutrition market is anticipated to grow at the highest rate during the forecast period. This can be attributed to surging awareness about healthy lifestyles. New product launches and increased marketing and promotional activities by manufacturers are some of the factors expected to contribute to the growth of the B2B sports nutrition market over the forecast period. An increase in the number of athletes in Europe and a high demand for supplements are expected to propel the market growth. In addition, many companies in this region offer sports supplements online. These products were used only by sportspersons. However, in recent years, many European individuals have been consuming sports supplements to maintain a healthy lifestyle and manage weight.

According to the European Specialist B2B Sports Nutrition Alliance (ESSNA), sales of Sports nutrition products declined in Europe owing to the spread of the COVID-19 pandemic. Moreover, many European B2B sports nutrition industry stakeholders witnessed transportation and raw material delivery challenges. However, increasing awareness about health and well-being is estimated to drive growth potential.

In Asia-Pacific, rising health consciousness and surging awareness about health supplements are among the primary factors driving the growth of the B2B sports nutrition market. The increasing popularity of sports nutrition products is creating opportunities for domestic players. Moreover, improvements in the digital infrastructure of emerging economies, such as India and China, generate major opportunities for players invested in online platforms. In addition, multinational companies are partnering with local players to increase their regional presence. For instance, in 2015, IRONMAN partnered with Endura B2B Sports Nutrition—an Australian sports vitamins and supplements manufacturer. Endura became the official IRONMAN Electrolyte supplier for each IRONMAN and IRONMAN 70.3 event held in Australia between the 2015 and 2017 race seasons.

Similarly, Asia-Pacific's B2B sports nutrition market witnessed a decline in demand in 2020. This can be attributed to the closure of gyms and fitness centers to prevent the spread of COVID-19. Many sports events were postponed or canceled, negatively impacting the market growth.

In Latin America, growing consumer focus on health and fitness and increasing willingness to spend on B2B sports nutrition products are predicted to drive the demand for the B2B sports nutrition market. For instance, a survey conducted by Arla Foods Ingredients 2018 revealed that about 61% of respondents were willing to spend more on beverages/sports drinks with high protein content. The survey was conducted on 4,000 Brazilian, Argentina, and Columbia consumers. The increasing prevalence of obesity in this region is also expected to increase the demand for B2B sports nutrition supplements, owing to their health benefits.

In the Middle East and Africa, growing health consciousness, expanding distribution networks for B2B sports nutrition products, increasing trend of self-medication, and rapid entry of new brands are among the major factors propelling revenue growth in the B2B sports nutrition market. There are growth opportunities for manufacturers of B2B sports nutrition supplements in the region due to the willingness of consumers to buy products that enhance performance in sports activities.

South Africa's B2B sports nutrition market continues to be the largest in the Middle East and Africa, owing to the presence of well-established companies in the country. Moreover, despite moderate economic growth, the country's demand for B2B sports nutrition products is mainly from high-income consumers willing to buy sports supplements.

Segmental Analysis

The global B2B sports nutrition market is segmented by application and distribution channel.

Based on the application, the global B2B sports nutrition market is bifurcated into endurance, strength gaining, muscle growth, recovery, energy, weight management, immunity enhancement, and cognitive repair. 

The recovery segment dominates the global market and is projected to exhibit a CAGR of 9.02% over the forecast period. Recovery sports nutrition products rehydrate and refuel the body, promote muscle repair, support immune function, and boost adaptation to the training sessions. Regular gymgoers and athletes take recovery sports supplements post-workout. Growing demand for post-workout supplements from athletes is driving segment growth. According to various research studies, 20 to 25g of protein is required in athletes post-workout, while up to 40g of protein is required in athletes above 40 to maximize muscle repair and adaptation after training sessions.

Moreover, growing awareness of fitness and the importance of post-workout supplements for proper muscle recovery among gymgoers is supporting the growth of this segment. Some common post-workout supplements are glutamine, BCAA, and casein protein. The recovery sports nutrition segment majorly includes protein products, as its role in protein synthesis ensures muscle recovery.

A growing number of athletes, bodybuilders, and people with an active lifestyle working out to gain strength is driving the growth of strength-gaining supplements. According to the Physical Activity Guidelines-2019 by CDC, only 23% of the population meets strength goals. In addition, numerous senior citizens seek formulations to help them acquire strength and remain active longer. For instance, as per the survey published by Abbott in 2016, 40% of adults aged 50 years or older have noticed a loss of strength. An increase in awareness about strength gaining among consumers is driving segment growth. According to a Health Focus survey, strength was the major reason to exercise in the U.S. in 2019.

Moreover, according to the International Food Information Council (IFIC) Foundation survey in 2020, 40% of the respondents reported strength/muscle health as the most sought-after benefit of sports food. Many manufacturers of supplement ingredients are introducing new ingredients and products in the market, which helps gain strength.

Based on the distribution channel, the global B2B sports nutrition market is segmented into gyms, fitness studios, and sports academies. 

The gyms segment owns the highest market share and is estimated to exhibit a CAGR of 9.8% during the forecast period. Increasing consumption of supplements among gym goers is driving segment growth. As per the study conducted in 2020, approximately half of gymgoers consume supplements. Similarly, approximately 80% of the respondents used protein supplements. According to MuscleBlaze in India, in 2019, 40% of gymgoers consumed whey supplements. These factors are estimated to drive segment growth over the forecast period. Gymgoers are inclined to consume healthy and nutritious products before and after workouts. Gyms offer many products, including energy drinks, bars, and powders, increasing their revenue.

Additionally, many gyms offer sports nutrition products to provide specialized products for their members. For instance, in 2017, Gold's Gym announced a partnership with C+A Global to develop Gold's Gym line of protein powder. Sports nutrition stakeholders are undertaking strategic initiatives to enhance their product sales through gyms.

Fitness studios are gaining traction globally, offering many programs, such as personal training, small group training, yoga, nutritional counseling, functional cross-training, HIIT, massage therapy, acupuncture, and children's fitness programs. Moreover, these studios offer personalized and customized training sessions to customers, with a growing focus of consumers on improving health and well-being. In line with this trend, fitness studios also offer nutritional support and counseling to their customers. According to a survey published by the Fitness Business Association, 14% of fitness studios in 2015 offered nutritional counseling to their customers.

Moreover, according to a report published by the International Health, Racquet & Sportsclub Association, fitness studio members spent USD 94 per month in 2018, the highest amount spent by members of any fitness segment. Therefore, the rising demand for nutritional counseling and spending on health by fitness studio members is driving segment growth.

Recent Developments

• April 2023- Active lifestyle brand PROWL, owned by Bollywood actor Tiger Shroff, collaborated with BUILD., a leading Indian sports nutrition brand, to introduce a line of high-quality sports nutrition supplements that help active individuals achieve their fitness objectives.
• May 2023- Pure Nutrition introduced a line of sports nutrition products, including whey blend, mass gainer, creatine, BCAA, Pre-workout, and EAA powders, formulated to meet the requirements of athletes, gym-goers, and fitness enthusiasts seeking to enhance their performance, endurance, and recovery.