Sports nutrition: performance, pleasure, and naturalness

10 June 2026

The sports nutrition market is booming. Let’s explore how it is evolving towards more natural, practical, and enjoyable solutions — across proteins, hydration, and gourmet innovation.

Sport as a driver of well-being

Whether it is weight training, running, or athletics, sport has become an essential part of everyday life. It embodies the balance between physical and mental well-being, but optimal performance depends on one fundamental pillar: nutrition.

Before, during, and after exercise, nutrition plays a key role in performance, recovery, and energy supply. Athletes — whether amateur or professional — have specific needs when it comes to 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 innovation that is reshaping the category.

A market in full acceleration

The French sports nutrition market is showing steady growth: €152 million in 2021 compared with €110 million in 2016, representing 8% annual growth. Projections estimate the market will reach €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 with 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 by offering organic, vegan, gluten-free, and allergen-free ranges — often promoted by influencers and young entrepreneurs seeking products with meaning and 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 in the U.S. estimated at 12%. Whey remains the most widely used option, but plant-based alternatives are gaining ground: pea, soy, rice, hemp, and even insects.

In France, the 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 everyday kitchens: in the form of bars, drinks, protein desserts, energy snacks, and even enriched ice creams. Taste has now become the leading purchase criterion, well ahead of effectiveness alone.

Current expectations focus on:

natural formulas without unnecessary additives,
healthier versions of existing products (less sugar, more fibre),
convenient on-the-go formats (ready-to-drink beverages, bars, instant powders),
a growing presence of plant proteins and superfoods.

Needs vary depending on the type of activity:

for weight training: high-protein, low-sugar, low-calorie products that still taste good,
for endurance sports: better digestive tolerance, short ingredient lists, and quick energy delivery.

Strict but necessary regulation

Dietary supplements for athletes are subject to strict regulations in order to reduce the risks of doping and side effects. The NF V 94-001 (AFNOR) standard guarantees the absence of substances banned under UNESCO’s International Convention. ANSES advises caution, especially for people with cardiovascular, kidney, or liver conditions, as well as pregnant women and adolescents.

Some substances, such as caffeine or creatine, can improve performance at low doses, but should be used under medical supervision. For example, creatine is recognised by EFSA as effective for short-duration, high-intensity exercise, but it cannot legally claim benefits related to muscle volume increase.

Key nutritional needs

Carbohydrates: the main fuel
Carbohydrates power muscles and prevent fatigue. Before exercise, they prepare the body; during exercise, they help maintain performance; after exercise, they support recovery. Recommended intake varies depending on the type of activity: 4–7 g/kg body weight per day for strength sports and 6–12 g/kg/day for endurance sports. Fast sugars (glucose, dried fruit, gels) work well during exercise, while slower carbohydrates (rice, pasta, whole grains) are best for recovery.

Proteins: repair and strengthen
Proteins help build muscle and support recovery. Requirements range from 1.2 to 1.7 g/kg/day depending on the activity. The best sources include lean meat, eggs, fish, soy, nuts, seeds, or dairy products rich in leucine, such as skyr. Excess protein intake may strain the kidneys over time.

Fats: energy and cellular health
Fats should not be demonised — they support energy production and vitamin absorption. Omega-3 fatty acids, found in oily fish, vegetable oils, nuts, and avocados, support recovery and reduce inflammation. Recommended intake for athletes is 0.8–1.2 g/kg/day.

Vitamins and minerals: balance and endurance
B vitamins support energy production, while vitamins A, D, E, and K support recovery and bone health. Calcium and iron are especially important for athletes, particularly women. Excess vitamin intake can be harmful — balance remains key.

Hydration: the invisible pillar
An athlete can lose up to 4.5 litres of water per day during training. They should therefore drink before, during, and after exercise: 5–7 ml/kg body weight four hours before, 30–60 g of liquid carbohydrates per hour during exercise, and 1.2–1.5 litres of water for every kilogram lost after exercise. Drinks enriched with electrolytes (sodium, magnesium, potassium) help maintain fluid balance and prevent cramps.

Product innovation: when performance meets pleasure

Sports nutrition is no longer about bland powders and dense bars — it is now tasty, clean, and functional.

Performance and pleasure

BAOUW Extra Organic Energy Bar (France): gourmet bar with coffee and almond butter, no added sugar
GO ACTIVE Pingo Doce (Portugal): salted caramel protein ice cream, low in sugar and high in protein

Enhanced hydration

PULSE Mizone Electrolytes+ (China): coconut water drink enriched with electrolytes and vitamins
Lucozade Sport Zero Sugar (UK): sugar-free drink rich in electrolytes for athletes

Snack formats

Mercado Low Carb Snack Edamame (Chile): crunchy edamame snack high in protein
Enka Mania (France): a mix of dried fruits and nuts for effort and recovery

Boost effect

Andros Sport (France): citrus and guarana energy gel, a source of vitamins B and C
Melli Gel Energy Boost (Bulgaria): organic snack with ginger and Himalayan salt

Muscle mass gain

Iswari Super Vegan Protein (Portugal): vegan chocolate mix with functional mushrooms
Alpura Pro (Mexico): milk enriched with protein and calcium to support muscle mass

Protein drinks

Black Skull Whey Drink Gourmet (Brazil): whey and colostrum drink, no added sugar
Nature’s Finest (Slovenia): hydrolysed whey isolate, low-calorie and lactose-free

No added sugar

Granarolo G Benessere High Protein Milkshake (Italy): high-protein milkshake, sugar- and lactose-free
Stay Strong Pro Creamy Skyr (Denmark): protein-rich skyr for athletes, with no added sugar

Vegan and plant-based proteins

Nutrisport Vegan Protein Drink (Spain): vegan drink made with pea protein
Cecilia’s Farm Protein Bar (South Africa): vegan fruit bar enriched with protein

Superfoods and adaptogens

Amari (USA): adaptogenic herbal drink with CBD for post-workout relaxation
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 becoming a mass-market trend, driven by the desire to eat better and perform better. With its combination of naturalness, pleasure, and innovation, it is blurring the lines between functional 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