Over the past decade, the active nutrition market has experienced a dramatic transformation. “A few years ago, we saw the shift from ‘athletes only’ to then include the ‘weekend warriors’ as well as committed exercisers. Now, we’re seeing another shift. Everyone is talking about protein, creatine, hydration, and electrolyte balance, whether they exercise or not,” explains Amanda Jepson, President at Biova. “Consumers want to feel energized and capable throughout the day.”
With people of all ages and fitness levels reaching for supplements to fuel their workouts and go-go-go lives, the category has become a sales juggernaut. Grandview Research estimates that the sports nutrition market will expand from $66.27 billion in 2024 to $138.48 billion in 2033, growing at a CAGR of 8.6%.
“We’re seeing the democratization of active nutrition bring in a broad spectrum of empowered consumers demanding holistic, tailored solutions to help them meet their goals, whatever they may be,” says Dominik Mattern, VP Science, Business Development and Marketing, Balchem Human Nutrition & Health. “For this audience, it’s less about chasing muscle gains and medals, and more about supporting well-being: staying energized, recovering well, and maintaining mobility for the long term. We’re excited to see the industry respond to this shift with new solutions. Think methylsulfonylmethane (MSM) for post-workout recovery and joint health; brain-supporting nootropics like choline, creatine, and adaptogens that help fitness enthusiasts keep their head in the game; and vital minerals and electrolytes like iron and magnesium for energy and hydration.”
To appeal to this broader range of shoppers, retailers need to adapt their marketing efforts to target different consumers’ interests and demands. “Our ActiveIntel research, which surveyed more than 1,500 active nutrition consumers, shows just how nuanced this audience has become. We identified five distinct behavioral segments—from performance-driven ‘Perfection Pursuers’ to wellness-focused ‘Moderate Movers.’ Each group had distinct needs and expectations,” reports Emily Berg, Marketing Manager, Cargill. “Looking ahead to 2026, we expect the category will continue shifting away from one-size-fits-all formulations toward purpose-driven, personalized nutrition aligned to lifestyle, life stage, needs and motivation, retailers and brands that understand why consumers reach for active nutrition—whether it’s recovery, sustained energy or healthy aging—will be best positioned to innovate in ways that resonate and drive loyalty.”
Technological advances are also creating opportunities for individualized nutrition protocols, adds Susan Hamrahi, ND, Scientific Communications Specialist, AstaReal Inc. “Wearables, biomarker testing, and AI-powered recommendations are enabling consumers to tailor their nutrition to their unique physiology, training style, and recovery needs.”
Formulas meant to be taken at specific time intervals are also driving demand. “We expect more dayparted performance solutions, with distinct morning energy and focus options paired with evening recovery and resilience options,” says Brian Zapp, Director of Education & Insights, Applied Food Sciences (AFS). “The best formulas will be more intentional and less kitchen-sink, with purposeful stacking that explains why ingredients are paired, how they should feel, and when they should be used.”
New formats such as phased-release duo-caps offer brands the ability to double down on benefits in a specific timeline, notes Suresh Lakshmikanthan, Ph.D., B.Pharm, Chief Business Officer, Natural Remedies. “Convenience and clinical credibility are now non-negotiable, and this is pushing the category toward pharmaceutical-grade precision. We are seeing a rise in capsules-within-capsules.This allows for the immediate release of a liquid metabolic booster followed by the delayed release of a botanical extract like BacoMind or Ashwa.30 for post-workout cognitive recovery.”
Functional snap liquids that deliver concentrated liquid shots are another non-pill format growing in popularity for quick absorption during and after high-intensity exercise, and Dr. Lakshmikanthan notes that gummies remain hot. “The latest report suggests that gummies account for 25% of the market, holding the largest share in comparison to non-pill formats. In 2026, delivery is about convenience, bioavailability, and sensory experience.”
As consumers move away from alcohol, they are also reaching for recovery mocktails and other functional drinks post-workout, adds Leslie Gallo, President, Artemis International. “We see this in the rise of protein drinks, gut health beverages and the increasingly popular mushroom-based beverages. Newer to market but making a big impact: the non-alcoholic mocktail. These are not simply alcohol-free; they are now formulated with functional benefits. Artemis has seen increased inquiries for antioxidant and gut health ingredients, as well as more complex blends for these formulations.”
There’s also opportunity in appealing to consumers on GLP-1 medications who are seeking nutrient-dense options that support workout performance and health goals. “Fibermaxxing is an emerging consumer trend focused on intentionally increasing dietary fiber intake to support gut health, blood sugar balance, and weight management,” says Bryan Morin, NOW Sports Brand Manager. “This movement promotes fiber-rich foods such as oats, beans, seeds, fruits, and vegetables and is increasingly shaping the active nutrition landscape. Brands are responding with high-fiber, gut-focused products that deliver both performance benefits and satiety, an appealing combination for younger consumers and those using GLP-1 medications.”
As demand in this category skyrockets, so too have the number of product offerings. Brick-and-mortar retailers are in an ideal position to build a loyal customer base by cutting through the online noise and highlighting brands that prioritize efficacy, clean label, and transparency. “Consumers are increasingly understanding that products and ingredients reflect their growing environments. Clean growing environments result in clean, pure products,” says Collette Kakuk, Chief Strategic Officer, Cyanotech and Nutrex Hawaii. “In addition, independent testing should be treated as a baseline requirement, not a bonus. Rigorous testing helps identify concerns early and reinforces trust across brands, retailers, and consumers. Ultimately, the most effective retail strategies in 2026 will educate rather than oversell, favor transparency over hype, and prioritize clean ingredients that deliver real, repeatable benefits.” (For more on retailer strategies to educate rather than oversell, see “Education & Interaction” on page 36.) Read on for the ingredients driving demand to meet customer goals.
Energy & Endurance
“One of the biggest drivers is the demand for a better energy experience,” reports Zapp. “Consumers still want products that work, but they are actively looking to avoid harsh stimulation, jitters, and the ‘edgy’ feeling that can come with traditional extreme preworkout products.” He points to AmaTea Max from AFS as an ideal option for clean, calm energy. “AmaTea Max has clinical data supporting a calmer, more focused energy experience, including evidence tied to a more moderated epinephrine response compared to other caffeine forms,” says Zapp. “In a six-week female athlete study, it significantly increased motivation and willingness to exercise, especially during weeks two through four, a critical window for establishing a routine. It is also positioned around cognitive performance for sport, including quicker processing, more rapid decision-making, and sharper reaction time, which speaks to the growing intersection of physical and mental performance.”
Also noting that high-dose caffeine is being phased out, Michael Anthonavage, VP of Innovation, Vitaquest International, says, “Foundational standouts include caffeine and caffeine alternatives in lower, more precise doses often paired with calming cofactors like L-theanine and carbohydrate-electrolyte hydration systems with more intentional mineral levels for daily activity and heat exposure. Retailers are also seeing sustained interest in beetroot-derived nitrates for endurance efficiency, collagen peptides for joint and connective-tissue support, and omega-3s for recovery and inflammation balance.”
Mitochondria-supporting antioxidants are an emerging ingredient that can support energy and endurance at the cellular levels, adds Kakuk. “As one of nature’s most powerful antioxidants, up to 6,000 times stronger than vitamin C, Hawaiian Astaxanthin has the unique ability to support cellular and mitochondrial health with its unique ability to cross the cell membrane. Because mitochondria are the engines of cellular energy, this makes astaxanthin especially relevant for supporting how people feel day to day, not only including performance and resilience, but also benefits for endurance, recovery, joint comfort, eye, skin, and brain health, extending well beyond traditional sports performance.”
Glutathione is another super antioxidant, says Maria Stanieich, Senior Marketing Manager, Kyowa Hakko USA. “Setria Glutathione stands out for its role in supporting the body’s natural antioxidant defenses, helping protect cells from oxidative stress and supporting overall vitality. In the context of active nutrition, that translates into greater resilience—supporting the body as it responds to physical demands and everyday stress. Glutathione also supports nitric oxide levels, which are essential for adequate blood flow and oxygen delivery to working muscles. This is especially relevant for performance-minded consumers, as efficient circulation is connected to endurance, recovery, and the body’s ability to adapt to physical activity.”
Some adaptogens improve endurance by moderating the stress response. “LANDKIND Pure Salidroside, the first fermented pure salidroside from Rhodiola rosea on the market, is shown at a dose of 30 mg twice daily to enhance oxygen uptake during high-intensity aerobic exercise and help minimize muscle damage following resistance exercise,” says Nicole Lemus, Vice President of Sales, Gnosis by Lesaffre. “LANDKIND Pure Salidroside has established brand-specific structure-function claims that cover four benefits considered critical by athletes and active consumers: enhanced oxygen uptake, extended exercise performance, improved mood and stress response, and muscle support.”
Ashawaghanda also has clinically backed energy benefits, says Dr. Lakshmikanthan. “Ingredients such as Ashwa.30, with demonstrated benefits on stress physiology and aerobic capacity at just 30 mg, reflect how botanical science is evolving from volume to precision.”
Diving into the science on ashwagandha, Ixoreal reports that its branded ingredient, KSM-66, has been shown to elevate oxygen levels to improve endurance, revitalize muscle power with better recovery, and offer a competitive edge by enhancing mental agility and stress resilience. Randomized, double-blind, placebo-controlled clinical studies investigating the effects of 8-weeks of KSM-66 Ashwagandha show the benefits. KSM-66 root extract supplementation has been shown to enhance cardio-respiratory endurance and recovery, plus improve in quality of life. On the brand side, Elevate Organic offers Regenerative Organic Certified Fermented KSM-66 Ashwagandha. Read up on the research on KSM-66, and additional benefits including greater muscle strength in both males and females, in Ashwagandha for Athletic Performance.
Muscle Strength & Growth
Consumers are no longer willing to choke down chalky protein shakes. The good news: “In plant-based formulations, advances in protein functionality are unlocking new possibilities,” says Berg. “Through our joint venture with PURIS, for example, pea protein solutions like PURIS 2.0 offer improved solubility and a neutral flavor profile, enabling beverages with 20+ grams of protein that are creamy, indulgent and approachable—not chalky or bitter.”
Another option: “Clear whey protein beverages represent an innovative development in the active nutrition category, combining high-quality protein with refreshing hydration,” says Morin. “Produced by acidifying whey protein isolate, the process reduces opacity and allows the protein to form a transparent, light, and easily drinkable solution in water. The result is a clean-tasting, fruit-flavored protein beverage that appeals to consumers seeking an alternative to traditional milky shakes.”
Creatine also reigns supreme. “Creatine enhances muscle performance by increasing phosphocreatine stores, which aids in rapid ATP regeneration during high-intensity exercise. This bioenergetic advantage translates to improved strength, power output, and muscle recovery post-exercise,” explains Hamrahi. “Recent research also highlights creatine’s potential benefits beyond muscle performance, including cognitive function and healthy aging.”
Creatine’s multi-functional benefits pave the way for targeted formulations, notes Morin. “Increased public awareness of creatine’s safety and diverse health benefits has attracted women, older adults, vegans, and those interested in general wellness. Creatine is no longer seen as a supplement solely for athletes and bodybuilders. The active aging population is increasingly interested in creatine, supported by research showing that creatine supplementation may help prevent muscle loss in older adults. At NOW Sports, creatine was one of our fastest-growing segments, with double-digit growth in both sales dollars and units sold in 2025. The explosive growth of creatine has prompted brands to develop advanced formulations, blends, and combinations of creatine with other active ingredients. The combination of creatine and HMB may offer additive benefits for muscle energy production and recovery. The combination of creatine and Peak ATP may work through complementary mechanisms to boost energy production and performance during high-intensity exercise.”
Balchem combines creatine with magnesium for supercharged results, adds Mattern. “Our Creatine MagnaPower ingredient harnesses the critical synergy between magnesium and creatine. Adequate magnesium level is required for creatine kinase activity and thus for efficient phosphocreatine loading at rest and ATP regeneration during effort. Creatine MagnaPower offers a clinically researched combination of these two nutrients, which delivers muscular performance benefits beyond what is achievable when taking creatine monohydrate and magnesium separately.”
On the physical performance side, ingredients such as phosphatidic acid are emerging for their role in muscle protein synthesis and cellular signaling, adds Michael Petteruti, President, CHEMI Nutra. “These offer a more sustainable alternative to stimulant-heavy performance products. Choline sources more broadly are becoming central to neuromuscular function and metabolic health, reinforcing the connection between brain performance and physical output.”
Herbs are also gaining attention for muscle gains, shares Steve Fink, Vice President, Marketing, PLT Sports. “Our RipFACTOR Muscle Accelerator is composed of two standardized botanical extracts with a rich Ayurvedic history: East Indian Globe Thistle (Sphaeranthus indicus) and Mango Tree Bark (Mangifera indica) specifically standardized in a multi-patented formulation. In two clinical trials, participants consuming RipFACTOR experienced up to a 5.6x improvement in upper-body strength, up to a 5x improvement in lower-body strength, up to a 2x improvement in muscle endurance, and up to a 4x increase in muscle size. All results were statistically significant, with improvements observed in as little as 14 days.”
Recovery & Joint Mobility
“Recovery is being reframed as resilience. The conversation is shifting from soreness alone to readiness, fatigue management, and the ability to bounce back and keep training or staying active week after week,” says Zapp. He points to CelluThrive as an ingredient that supports muscle health and recovery. “Celluthrive’s positioning is rooted in supporting the body’s natural detoxification pathway to clear exercise-related metabolic waste and stress hormones that can interfere with recovery. It supports multiple recovery-related pathways, including oxidative stress and inflammatory balance. It is also positioned around hormone clearance, including support for eliminating excess estrogen and other compounds that can influence energy, mood, and anabolic recovery. This creates a compelling bridge between active nutrition, active aging, and women’s performance solutions.”
MSM is another standout for post-exercise recovery, says Matter. “A recent study that we conducted in collaboration with the University of North Texas showed that MSM supplementation modulated the expression of exercise recovery markers—including those associated with innate immune response, inflammation, oxidative stress, and muscle recovery. These findings also demonstrated the ingredient’s post-exercise recovery benefits at a low daily dose of 1g, opening the door to greater formulation flexibility.”
Tart cherry is the hero of the berry category, with preliminary science that supports a healthy inflammation response and promotes recovery after exercise, says Gallo. “Well-rounded products address the pre-workout, endurance throughout, and recovery after, and tart cherry like CherryCraft extract works well in such products.”
Research into the link between the gut microbiome and muscle composition, known as the “gut-muscle axis,” is paving the way for active nutrition products that tout biotic inclusion for supporting muscle health, notes Vaughn DuBow, Senior Director, Product Portfolio Marketing, Health & Wellness, ADM. “For example, our Active Lifestyle Formulation brings together three of our probiotic strains–Bifidobacterium longum CECT7347 (ES1A), Lactobacillus casei CECT9104 (BPL4) and Lactobacillus rhamnosus CECT8361 (BPL15). Clinical research has shown that the formulation supports certain biomarkers related to post-exercise oxidative stress. In addition, our newly introduced Lactobacillus gasseri CP2305 postbiotic targets stress management, sleep quality and mood support—important factors in recovery. Plus, when examining potential support for exercise recovery, a study’s results shows L. gasseri CP2305 postbiotic may reduce levels of stress and occasional fatigue associated with exercise, may support improved stress levels in male athletes, may support recovery from exercise in male athletes and may help support positive mitochondrial function.”
Consumers are prioritizing ingredients that protect joints so they can stay active as they age. “Our research shows that while 83% of consumers aged 25-73 are concerned about future joint pain and discomfort and 72% worry about reduced mobility in the future, 67% are prioritizing their joint health because they want to continue participating in their favorite physical activities and 42% want to keep up with their child,” says Hanna Charron, Associate Director Global Product Management, UC-II Ingredient, Lonza Capsugel. “Collagen is widely recognized for its benefits across multiple health areas, including skin and hair health, as well as joint health and mobility. In fact, 60% of consumers associate collagen with overall joint health maintenance, improved joint flexibility, and increased mobility. Our UC-11 undenatured type II collagen works through a unique mechanism that triggers the immune system to help support the body’s natural cartilage repair process and promotes building of new cartilage in a small daily dose of 40mg.”
Another source of collagen to consider, according to Japson: “Egg membrane delivers collagen, elastin, glycosaminoglycans, and more than 20 amino acids—including all nine essential amino acids our bodies can’t produce—making it a standout for consumers who want whole‑body support from a single source. BiovaFlex in particular has been clinically studied for its ability to support joints, mobility, and an active, energetic lifestyle, while also delivering benefits for hair and skin.”
Lemus points to MyCondro chondroitin sulfate as another solution: “A study showed that overall knee health improved after three months of supplementation in subjects with moderate knee arthritis. A second clinical study confirmed that supplementation with MyCondro in obese participants with moderate knee osteoarthritis improved knee inflammation in just two months.”
Boswellia serrata extract (found in Dynagenix Muscle+Joint Formula) also shows promise. “The newest study demonstrated that just 40 mg/day of Dynagenix led to statistically significant improvements in joint comfort, stiffness, and function as early as five days after initial supplementation,” says Fink. “Previous studies on Dynagenix have demonstrated its effectiveness, not only for the joint discomfort, but also for next-day muscle and joint recovery after exercise, with significantly reduced muscle soreness and recovery of strength for a total musculoskeletal solution.”
Yet another option for mobility-forward performance and healthy aging is Oligen, adds Zapp. “It is a standardized olive polyphenol extract built around oleocanthal and oleacein, compounds associated with inflammation support, joint health, and cellular resilience.”
Focus & Mental Acuity
Zapp sees cognitive performance becoming more central: “Focus, reaction time, mood, and motivation are increasingly viewed as part of active performance, and shoppers want products that support both the mind and body.”
This shift is shining a spotlight on ingredients like choline, says Mattern. “Choline is an essential nutrient that helps the body make acetylcholine, a neurotransmitter in the brain which supports cognitive functions such as memory, mood, and muscle control.”
Cognizin Citicoline also supports acetylcholine production as well as precursors for the synthesis of phosphatidylcholine, a key component of cell membranes, to help repair and protect brain cells, says Stanieich. “By supporting focus, mental energy, and overall cognitive health, Cognizin is highly relevant for the growing number of consumers seeking products that aid in focus and clarity alongside physical performance.”
Also: Alpha-GPC supports production of acetylcholine, a neurotransmitter key to focus, reaction time, and mental energy, says Petteruti. “Phosphatidylserine has also gained attention for its ability to support a healthy stress response and cortisol regulation, making it relevant for both high-performing professionals and aging consumers.”
Active folate also supports key cognitive functions, such as processing speed, motor function, perceptual processing, and increases neurotransmitter production through mono-carbon metabolism, adds Lemus. “Quatrefolic Active Folate provides competitive advantages through supporting cognitive functions and endurance via improved VO2max. Additionally, higher blood folate levels are associated with improved muscle strength, and increased muscle blood flow, which improves physical performance and muscle tissue regeneration after physical exercise.”
Playing to Win: 4 Secrets to Selling Active Nutrition
Lean into the big names
“Ingredients and solutions that are associated with familiar names and organizations in the active space can help brands resonate with consumers who are spoiled for choice,” says Mattern. “For example, we’ve partnered with sports organizations such as the New York Jets and FC Bayern Women, aiming to connect the B2B and B2C markets and raise awareness of the benefits of our VitaCholine and K2VITAL ingredients where it matters the most–directly among consumers.”
Highlight self-care opportunities
Consumers who incorporate supplements into their daily routines are more likely to become repeat buyers and shining a light on supplements that feel like self-care can be a step in the right direction, suggests Anthonavage. “Retailers should lean into ritual-based marketing, integrating active nutrition into familiar routines like morning coffee, workouts, or afternoon hydration, and spotlight formats that feel food-first and convenient.”
Showcase clinical studies
“Proof triumphs promise,” notes Dr. Lakshmikanthan. “In an age where clean label is the bare minimum, the new competitive edge is radical, data-backed transparency. On-shelf QR codes now link directly to LC-MS bio-fingerprints and clinical summaries, proving phytochemical complexity and traceability through programs like Herbsecure.”
Foster community
Active-minded consumers often enjoy connecting with others, so offer them opportunities in-store, says Hamrahi. “Retailers should embrace community‑driven marketing: in‑store demos, fitness‑studio partnerships, wellness workshops, and collaborations with local trainers or dietitians. These experiential touchpoints help reposition active nutrition as part of a holistic lifestyle, not just a supplement purchase.” WF
