1、Click here or press enter for the accessibility optimised versionThe blurringboundary betweensports and activenutritionClick here or press enter for the accessibility optimised versionIntroductionThe sports nutrition marketin 2025 has become,forsome,a sub-category ofthe broader family ofactive nutri

2、tion and thisfragmentation is blurringthe boundary betweenperformance products andthose targeting theeveryday consumer.Thisreport offers a snapshot ofmarket trends across keyregions,as well as thescience,regulations,consumer behaviour,andproduct innovations thatare driving and informingthem.Click he

3、re or press enter for the accessibility optimised versionActive nutritionmuscles inAhuge market has evolved beyondsports nutritions originalperformance-based core.Thatmarket,which spans caffeine to creatine toa plethora of protein forms and muchmore,is worth about$50 billion globally,depending on th

4、e category criteriaemployed.1,2Many analysts predict the market will hittriple figures in the next decade representing annual growth of about 7%with active nutrition taking an ever-proportionally bigger slice of the pie overthe traditional performance core of sportsnutrition.Active nutrition is musc

5、ling in onsports nutrition.Whats fuelling this growth?A diverseconsumer base thats anything but typical.Millennials and gen Z consumers areseeking products that boost performanceand aid recovery,all the while aligning withtheir ethical and environmental values.Onthe other end of the spectrum,healthy

6、the other end of the spectrum,healthyagers are investing in nutrition thatsupports bone density and joint flexibility.Gender-specific products are gainingtraction too,with brands acknowledgingphysiological differences and optimisingbenefits accordingly.The rise of active nutritionMike Hughes,head of