ATHLETE NUTRITION: BETWEEN PERFORMANCE, PLEASURE, AND INNOVATION
Sports nutrition: performance, pleasure, and naturalness
Sport, the engine of well-being
Whether it’s weight training, running, or athletics, sport has become an essential part of daily life. It embodies the balance between physical and mental well-being, but optimal practice relies on a fundamental pillar: nutrition.
Before, during, and after exercise, nutrition plays a key role in performance, recovery, and energy. Athletes—whether amateur or professional—have specific needs for hydration, macronutrients (proteins, carbohydrates, fats), and micronutrients (vitamins, minerals, electrolytes).
Consumers are looking for products that combine health, convenience, and taste. The sports nutrition market is responding with a wave of innovations that are reshaping the industry.
A market in full acceleration
The French sports nutrition market shows steady growth: €152 million in 2021 versus €110 million in 2016, an 8% annual increase. Projections estimate €191 million by 2024.
Once reserved for bodybuilders, this category now appeals to a much broader audience: fitness enthusiasts, runners, young professionals, and even seniors concerned about health and performance.
Globally, North America and Europe dominate the market, accounting for 37% and 25% of sales respectively, while Asia-Pacific follows closely with 20%.
Brands are riding the “clean & natural” wave, offering organic, vegan, gluten-free, and allergen-free ranges—often promoted by influencers and young entrepreneurs seeking purpose.
Proteins: the core of the market
Protein remains the star ingredient in sports nutrition. Protein-based products represent 82% of the market, with annual growth estimated at 12% in the U.S. Whey (milk serum protein) is still the most widely used, but plant-based alternatives are gaining ground: pea, soy, rice, hemp, and even insects.
In France, leading brands include Myprotein, Aptonia (Décathlon) and Isostar.
Changing consumer expectations
Today’s athletes want products that are effective, but also healthy and tasty. Sports nutrition is moving beyond gyms and into kitchens: bars, drinks, protein desserts, energy snacks, and even enriched ice creams. Taste is now the top purchase criterion, far ahead of mere effectiveness.
Current expectations focus on:
- Natural formula without unnecessary additives
- Healthier versions of existing products (less sugar, more fiber)
- Convenient, on-the-go formats (ready-to-drink beverages, bars, instant powders)
- A surge in plant proteins and superfoods.
Needs vary by activity type:
- For weight training: high-protein, low-sugar, low-calorie products that remain tasty
- For endurance: better digestive tolerance, short ingredient lists, and quick energy supply
Strict but necessary regulation
Dietary supplements for athletes are subject to strict regulations to prevent doping risks and side effects. The NF V 94-001 standard (AFNOR) guarantees the absence of substances banned by UNESCO’s International Convention. ANSES (French Agency for Food, Environmental and Occupational Health & Safety) advises caution, especially for individuals with cardiovascular, kidney, or liver issues, as well as pregnant women and adolescents.
Some substances, like caffeine or creatine, can improve performance at low doses but should be used under medical supervision. Creatine, for example, is recognized by EFSA for its effect on short-duration, high-intensity exercise but cannot claim muscle volume benefits.
Key nutritional needs
Carbohydrates: the main fuel
Proteins: repair and strengthen
Fats: energy and cellular health
Vitamins and minerals: balance and endurance
Hydratation: the invisible pillar
Product innovations: when performance meets pleasure
Sports nutrition is no longer about bland powders or compact bars—it’s now tasty, clean, and functional.
Performance and pleasure
• GO ACTIVE Pingo Doce (Portugal): salted caramel protein ice cream, low sugar, high protein
Enhanced hydration
• Lucozade Sport Zero Sugar (UK): sugar-free drink rich in electrolytes for athletes
Snack format
• Enka Mania (France): mix of dried fruits and nuts for effort and recovery
Boost effect
• Melli Gel Energy Boost (Bulgaria): organic snack with ginger and Himalayan salt
Muscle Mass Gain
• Alpura Pro (Mexico): milk enriched with protein and calcium to support muscle mass
Protein Drinks
• Nature’s Finest (Slovenia): hydrolyzed whey isolate, low-calorie, lactose-free
No Added Sugar
• Stay Strong Pro Creamy Skyr (Denmark): protein-rich skyr for athletes, no added sugar
Vegan and Plant-Based Proteins
• Cecilia’s Farm Protein Bar (South Africa): vegan fruit bar enriched with protein
Superfoods and Adaptogens
• Straight Up Energy Drink (Australia): sugar-free drink with notoginseng and rosehip
From energy to balance: the athlete’s new vision
Once reserved for insiders, sports nutrition is now a mainstream trend driven by the desire to consume better and perform better. Between naturalness, pleasure, and innovation, it blurs the lines between health food and everyday indulgence. From functional drinks to protein ice creams, enriched snacks, and plant-based alternatives, sports nutrition is becoming a true laboratory of food innovation.
Source : ProtéineXTC – Tendances et innovations nutrition sportive
Everything you need to know about sports nutrition
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What is the value of the sports nutrition market in France in 2024?€191 million.
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What is the recommended carbohydrate intake for endurance sports?6–12 g/kg/day.
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What is the recommended protein intake for athletes?1.2–1.7 g/kg/day.
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What is the recommended fluid intake after exercise?1.2–1.5 L of water per kilo lost.
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What are the main sources of plant-based proteins?Pea, soy, rice, hemp, insects.
