Sports and performance nutrition products once limited to athletes only, are now rarely being used just by athletes in the United States. As referenced in a tweet from the CDC in April 2023 using data from the National Health and Nutrition Examination Survey (NHANES) 2017-March 2020, it was reported that 58.5% of U.S. adults had used at least one dietary supplement in the preceding 30 days. The CDC report is the last official data set as of 2024, and also the only official data set available. The findings from the NHANES survey cycles from 2021-2023 have never been made available. [1]
Sports & Performance Nutrition: Rising Use Among Non-Athletes in the USA
Sports and performance nutrition products once limited to athletes only, are now rarely being used just by athletes in the United States. As referenced in a tweet from the CDC in April 2023 using data from the National Health and Nutrition Examination Survey (NHANES) 2017-March 2020, it was reported that 58.5% of U.S. adults had used at least one dietary supplement in the preceding 30 days. The CDC report is the last official data set as of 2024, and also the only official data set available. The findings from the NHANES survey cycles from 2021-2023 have never been made available. [1]
This trend in product usage is especially true in Millennial & Gen Z consumer segments, seeking sports and performance nutrition products to support overall holistic wellness, improved mental clarity, and an active lifestyle, beyond purely athletics. SPD formulation specialists play a role here, enabling custom SPD formulation to meet evolving consumer needs.
Consumer Trends and Behaviour
Health-Related Behaviour
- Non-Athlete Consumers:
Consumers are increasingly purchasing sports nutrition products for non-exercise-related needs, such as work energy, stress relief, and mental clarity.
- Dietary Supplements:
A survey from the CDC (2023) found nearly 57.6% of U.S. adults report having used a dietary supplement in the last 30 days. Non-athlete users make up a fast-growing share of that usage closely to nutritional SPD development services supporting evidence-based supplement innovation
[2]
Product Usage of Non-Athletes
- Fitness Users:
Many leisure exercisers (e.g., yoga and gym) or users with sedentary office careers are incorporating pre-workout supplements into their routines for energy and focus.
- Mental Clarity & Stress Relief:
Adaptogens like Ashwagandha and Rhodiola are growing in consumer popularity for their cognitive health / stress-relief aspect (as a group).
- Immune or Digestive Health:
Probiotics, prebiotics, and immune-support products are growing in popularity on the backs of the increased awareness of gut health, immunity, and in some respects COVID-19.
Age & Demographics
- Millennials & Gen Z:
These two generations are interested in wellness and are the sports nutrition products’ consumers. These two generations are more likely to have wellness influencers as contacts on social media websites which encourages the brands from sports nutrition.
- Urban Consumers:
Consumers who reside in metropolitan areas are more likely to shop e-commerce to purchase sports nutrition products. This represents a shift in shopping to digital and convenience shopping.
- Market Size:
Protein supplements have crossed into the mainstream market, not only for serious athletes but for non-athletes as well who are trying to maintain a healthy weight, improve muscle tone, and fill the gaps of protein in their diets.
- Popular products:
Whey, plant-based protein (pea, hemp), and collagen protein powders.
Pre-Workout Supplements
Who is the target market? Fitness devotees, as well as average office workers, looking to enhance energy, mental capability, and performance in right sedentary actions or very light physical actions.
- Ingredients:
Caffeine, creatine, beta – alanine, and nitric oxide boosters.
Adaptogens for Stress & Cognitive Health
- Popular Adaptogens:
Ashwagandha, Rhodiola, and Ginseng becoming popular for stress relief, mood enhancement, and cognitive health.
- Market Drivers:
Nowadays, there is heightened awareness around mental health, and consumers are demanding products that support focus and calmness (reduce anxiety) are shaping the market.
Probiotics & Gut Health Supplements
- Growth Drivers:
The growth of gut health is being driven by greater awareness regarding gut health pertaining to immunity, digestion, and mental health. [3]
- Key Products:
probiotic capsules, powders, drinks with added bacteria.
Market Challenges/Emerging Opportunities
Key Challenges
- Consumer education:
There is still an education gap around the everyday benefits of sports nutrition products – outside of performance. It is the responsibility of brands to educate consumers on their use of sports nutrition and wellness.
- Saturation in the market:
The sports nutrition category is busy, and many brands are fighting for market share with non-sporting customers. Distinction in the competition will be pivotal to meet success and credibility through product efficacy, unique formulations or clean-label products.
- Regulation & Compliance:
Brands need to be aware of Food & Drug Administration (FDA) regulations when making statements about foods that can provide health benefits. If brands intend to make health claims regarding immunity, mental clarity, etc., they need to ensure they are compliant because brands can lose page credibility by making misleading health claims.
Emerging Opportunities
- Personalised Nutrition:
With the shift towards individuality in health, brands can create custom nutrition products based on consumers’ wellness need states including energy, digestion, and stress relief.
- Clean Label & Plant-Based Products:
Consumers are actively seeking clean-label products which are without artificial ingredients, additives, or preservatives; consumers actively seeking plant-based alternatives closely align with this clean label trend, driven largely by a younger, health-conscious cohort.
- Functional Ingredients:
Brands have an opportunity to broaden their target/consumer reach by incorporating functional ingredients (adaptogens, probiotics, and collagen) into sports nutrition products to also target non-athlete consumers focused on wellness.
- E-commerce Growth:
Due to the rapid shift to online shopping, this will provide brands opportunity to connect and engage directly with consumers, especially through offering online products via digital marketing and social media for a more personal experience.
Competitive Landscape
Top Producing Brands
- Orgain:
Focusing on health-oriented individuals, Orgain provides organic protein powder and collagen with an emphasis on clean-label and plant-based products. [4]
Product image :
Source : orgain organic protein
- Vital Proteins:
Vital Proteins combines skin, joint and wellness into one unit and appeals to wellness and beauty oriented consumers offering collagen peptides and protein products.
- C4 (Cellucor):
C4 is a leader among active consumers and sells energy drinks and pre-workout supplements to help consumer health stay mentally focused and physically energized.
- Nature’s Way:
Nature’s Way offers consumers healing options through adaptogens and probiotics which target gut health and stress.
These brands highlight the importance of SPD product development
Strategic Recommendations
1. Make Education & Transparency a Priority
Provide evidence-based content to educate consumers on the health benefits of sports nutrition; Collaborate with wellness influencers to promote your brand with relatable messaging to improve the availability with non-athlete consumers.
- Be a Champion of Personalization
Offer personal nutrition solutions that understand individual customers needs (e.g. energy, stress or digestion).supported by SPD Development services - Improve Digital Positioning
Utilizing e-commerce and direct to consumer (DTC) to sell products to the health and wellness consumer. Social media, influencer marketing and subscription models provide marketers with an opportunity for continued engagement. - Utilize Clean-Label & Sustainability
Millennials and Generation Z consumers preferentially buy products that have clean labels and do not harm the environment. Focus on sustainable sourcing/procurement and packaging that will provide additional value through a clean-label option.
Conclusion: A Growing Opportunity in Non-Athlete Sports Nutrition
The sports nutrition market in the United States is responding to the increasing interest among non-athletes/consumers focused on wellness, mental clarity, and stress relief and will continue to grow.
The marketers that will be best placed to take advantage of this trend are those focusing on education, transparency in ingredients, and personalized products driven by nutritional SPD development and custom SPD formulation for long-term consumer trust and growth.
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