GLOBAL WORKOUT SUPPLEMENTS MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

Global Workout Supplement Market size is expected to reach US$ 36.38 Bn by 2030, from US$ 17.61 Bn in 2023, exhibiting a compound annual growth rate (CAGR) of 10.9% during the forecast period.

The workout supplement industry offers a wide variety of products that aim to help people achieve their fitness goals and enhance their workout routine. Generally, supplement can be broadly categorized into protein supplement, pre-workout supplement, and weight gain/loss supplement.

Protein supplement have grown to become one of the most popular workout supplement. They come in the form of powders, bars, and drinks to help consumers overload on protein, which is important for muscle growth and recovery. Whey and casein are the most common types of proteins found in supplement. While protein supplement effectively boost protein intake, some people experience gastrointestinal discomfort from their frequent use. Pre-workout supplement contain ingredients like caffeine and creatine to improve energy levels, boost endurance, and enhance pumping during workouts. However, these energy-enhancing supplement carry the risk of side effects like jitters, headaches, and an uneasy stomach in some users if taken in excess. Weight gain and loss supplement include mass gainers for hard gainers and fat burners for people looking to shred body fat rapidly. But the benefits of these supplement highly depend on calorie intake and exercise routines. Long-term reliance on weight-altering supplement without proper lifestyle changes could compromise health.

Global Workout Supplement Market- Regional Insights

• North America is expected to be the largest market for workout supplement during the forecast period, accounting for over 35.7% of the market share in 2023. In North America, particularly in the U.S. and Canada, the market for workout supplement has been robust due to a fitness-conscious population. The emphasis on health and wellness, coupled with the widespread adoption of fitness trends and gym culture, has propelled the demand for various supplement including protein powders, pre-workout formulas, and amino acids.
• Asia Pacific market is expected to be the second-largest market for workout supplement market, accounting for over 25.2% of the market share in 2023. In the Asia Pacific region, countries like China, India, Japan, and South Korea have witnessed a surge in the demand for workout supplement. The growing middle-class population, increasing disposable income, and changing lifestyles have led to a greater focus on fitness and health-conscious practices. Additionally, the rise of e-commerce platforms has made these supplement more accessible to a broader consumer base.
• Europe market is expected to be the fastest-growing market for workout supplement market, with a share of 19.0% during the forecast period. In Europe, countries such as the U.K., Germany, France, and Italy have experienced steady growth in the workout supplement market. Similar to North America, there is a rising trend of fitness awareness and a shift towards healthier lifestyles among consumers. The market’s growth is further fueled by innovative product launches, marketing strategies, and collaborations between manufacturers and fitness influencers or athletes.

Figure 1. Global Workout Supplement Market Share (%), By Region, 2023

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Analyst View: Firstly, the increasing emphasis on health and fitness across demographics was driving the demand for workout supplement. Consumers were becoming more conscious of the need for proper nutrition to support their fitness regimes, leading to a higher uptake of supplement like protein powders, pre-workout formulas, and amino acids. Secondly, the growing popularity of fitness activities, gym memberships, and sports participation globally was contributing to the expansion of the market. As more individuals engaged in workouts, exercises, and athletic activities, the demand for supplement to enhance performance, support muscle recovery, and aid in achieving fitness goals was on the rise. Moreover, the influence of social media, fitness influencers, and celebrity endorsements played a significant role in driving consumer awareness and interest in workout supplement. These platforms acted as powerful marketing channels, reaching a wide audience and influencing purchasing decisions.

Global Workout Supplement Market- Drivers

• Increasing health and fitness awareness among people: Increasing health and fitness awareness among people has been a major driving factor for the growth of the global workout supplement market in recent years. With more people focusing on regular exercise and activity to maintain physical and mental well-being, the demand for supplement that aid workout regimes and muscle recovery has seen a considerable rise. Workout supplement offer nutritional support to enhance exercise performance and help build or tone muscles. Protein powders, pre-workout drinks, and recovery supplement have become very popular among gymgoers and recreational athletes. The COVID-19 pandemic further strengthened people's focus on health, as staying fit bolstered immunity. Extended periods of lockdown also pushed many towards at-home workouts, which require supplement for desired results. According to Centers for Disease Control and Prevention data, the percentage of U.S. adults who reported being physically inactive increased from 32.5% in 2018 to 37.3% in May 2020, during the initial months of the pandemic. This created new opportunities for the workout supplement industry to assist people in attaining their fitness objectives.
• Growing inclination towards weight management and weight loss: The global inclination towards weight management and maintaining a healthy lifestyle has significantly driven the growth of the global workout supplement market in recent years. With increasing health consciousness, more and more people are focusing on regular exercise and physical activities. However, maintaining consistency in workouts and achieving targeted fitness goals often requires external performance and recovery support. This has boosted the demand for high-quality workout supplement. Workout supplement provide the necessary nutrients and compounds to support exercise regimes and aid in muscle recovery and strength gain. Popular supplement include pre-workout formulations that offer energy boosts and pump ingredients, as well as post-workout supplement that help repair muscles and accelerate recovery. With rising gym memberships and participation in sports internationally, such supplement have become an important part of many workout routines. Their availability in convenient packaging and portion-controlled servings has resonated well with busy lifestyles.
• Increasing prevalence of obesity and lifestyle diseases: Increasing the prevalence of obesity and lifestyle diseases is another major factor positively impacting this industry. As per data from the World Health Organization in 2020, globally around 13% of adults aged 18 years and older were obese. The highest levels of obesity were seen in countries like the U.S., where 42.4% of adults were overweight. The economic and health burden of obesity serves as an important factor to promote healthy living. This has raised awareness about weight management solutions, fueling sales of various diet and workout supplement designed to help lose or manage weight effectively.

Global Workout Supplement Market- Opportunities

• Increasing Product Innovation: Product innovation has been a major driving factor in the global workout supplement market. With rising health awareness and interest in fitness, customers are constantly looking for new and innovative products that can help them achieve their workout and diet goals efficiently. Manufacturers who are able to launch differentiated and specialized supplement catering to niche requirements will have an edge. Customers today expect supplement that are tailored to their unique needs, like weight gain supplement for gym enthusiasts bulking up, weight loss supplement for those trying to shed extra kilos, or gender-specific pre-workout supplement. There is also demand for vegetarian, vegan, non-GMO, and clean label options. Supplement delivering targeted benefits for different fitness activities like running, cycling, or cross fit are gaining popularity. Functional ingredients backed by scientific research are trusted more. A focus on product development to leverage emerging trends will benefit players in the long run. The International Food Information Council Foundation's 2020 Food & Health Survey showed 28% of Americans increased their plant-based food intake post pandemic. TheFlexitarianDiet.org cites 57% Americans trying to limit meat for health and environmental reasons. This points to the vast potential of plant-centric supplement. Innovation in delivery systems and improving convenience can also stimulate sales. Examples include gummies, chewable tablets, and ready-to-mix powders. Continuous iterations addressing evolving needs will help companies gain loyal customers and expand market share.
• Potential in developing economies: Developing economies offer substantial potential for growth in the global workout supplement market. These nations are experiencing rising incomes and growing health awareness. As more people gain the financial ability to prioritize health and fitness goals, demand for high-quality workout supplement will increase considerably in the coming years. The outlook is particularly promising in South and Southeast Asia. According to United Nations population data, countries like India, Indonesia, Pakistan, and the Philippines will account for nearly 3 billion people, or over 35% of the world's population, by 2050. As these populations experience urbanization and economic development, lifestyle-related health issues will rise accordingly. This creates a massive addressable market for workout supplement that help consumers actively combat conditions like obesity, diabetes, and cardiovascular disease through regular exercise regimens supported by targeted nutritional products. Additionally, e-commerce is driving the next wave of growth across developing regions. The World Bank estimates that internet penetration in developing economies leapt from 25% in 2015 to over 45% in 2020. This exponential digital transformation means customers now have unprecedented access to global fitness brands and specialized supplement formerly unavailable to them. Easier online accessibility combined with diverse product offerings is convincing more newcomers to regularly use high-quality supplement to optimize their workout results. Local manufacturing is also establishing itself in key growth markets like India, meeting rising demand from cost-conscious domestic consumers.
• Growing demand for plant-based supplement: The global demand for plant-based supplement is steadily increasing as more consumers are now focusing on healthy and sustainable lifestyles. Plant-based supplement made from ingredients like seeds, herbs, fruits, and vegetables are gaining popularity among health-conscious individuals as they offer several nutritional benefits and are considered safer alternatives to chemical-based supplement. This growing consumer preference for natural and organic products presents a major growth opportunity for companies in the global workout supplement market. According to the UN Food and Agriculture Organization's latest report, worldwide sales of plant-based food increased by 35 percent between 2013 and 2018, indicating a strong consumer drift toward a vegan and vegetarian diet. Workout supplement companies can capitalize on this trend by launching innovative products developed from high quality plant-based ingredients. For example, a line of protein powders made from pea, pumpkin seeds, or hemp could appeal greatly to the expanding base of flexitarians and vegans. Similarly, pre-workout supplement containing adaptogenic herbs like ashwagandha, maca, and ginseng may gain widespread acceptance given their stress-relieving and immunity-boosting properties.

Global Workout Supplement Market- Trends

• Rising demand for organic and natural supplement: The demand for organic and natural supplement is having a significant influence on the global workout supplement market. With rising health consciousness, many consumers are shifting towards supplement that are free of artificial ingredients, preservatives, colors, and synthetic compounds. They prefer products that are derived from natural sources, like plants and herbs. This trend towards clean labels and organic ingredients is prompting supplement manufacturers to launch more options made from natural extracts. For example, brands are introducing protein powders made from plant-based sources like peas, brown rice, or hemp instead of whey concentrate. They are enhancing their pre-workout formulas with ingredients like caffeine from green tea rather than anhydrous caffeine. Many are replacing creatine with natural sources of creatine, like creatine monohydrate. Brands are also coming up with fat burning supplement containing green coffee bean extract, garcinia cambogia, conjugated linoleic acid, or African mango seeds, which are perceived as natural alternatives to synthetic stimulants. The products are advertised as being free of artificial sweeteners, colors or preservatives, which is attracting more health-conscious customers. This shift towards organic and natural products has pushed supplement manufacturers to invest more in research and development of innovative formulations using herbal and plant-based components. They are sourcing novel natural ingredients from regions like South America and extracting antioxidants, nutrients and metabolites using green techniques. According to the Council for Responsible Nutrition, a U.S.-based supplement industry trade association, the Research &Development expenditure of top supplement companies rose by 20% between 2020 and 2022 primarily to capitalize on the booming demand for clean label supplement.
• Customized supplement as per consumer requirements: The global workout supplement market is witnessing a growing trend where consumers are demanding supplement that are tailored to their specific fitness goals and nutritional needs. With consumers becoming more health-conscious and informed about their bodies, they want supplement that are customized as per their body type, diet, lifestyle, and workout regimen. This has pushed supplement brands to offer customized products and services. Some brands are developing advanced analysis of customers' nutrient intake, activity levels, and medical history using blood tests, genetics, and lifestyle questionnaires. Based on this detailed analysis, the brands provide tailor-made supplement recommendations. For example, a brand might recommend different pre-workout supplement for a bodybuilder trying to build mass compared to a crossfit athlete focused on endurance. They also vary supplement based on micro-nutrient deficiencies or allergies identified in customers' profiles. Some brands have taken customization a step further by allowing consumers to design their own supplement. Websites provide detailed filters to choose ingredients, dosages, and forms based on health goals. Consumers can select from a wide variety of proteins, amino acids, vitamins, minerals, and herbal extracts to create a unique blend. This has led to an explosion of custom formulations targeting the very specific needs of niche groups like vegans, paleo diet followers, or those recovering from injuries. It has also encouraged supplement innovation focused on newer, more targeted ingredients.

Global Workout Supplement Market - Restraints

• High cost associated with branded supplement: The high cost associated with branded supplement is certainly restraining the growth of the global workout supplement market. Many branded supplement can be quite expensive for the average consumer to purchase on a regular basis. This price barrier prevents wider consumption of such supplement and limits the potential customer base for industry players. The high costs stem from several factors related to branded supplement. Top brands spend heavily on research and development to formulate advanced proprietary blends with the latest claimed benefits. They also invest massively in marketing campaigns involving celebrity endorsements and product placements to boost brand awareness and drive customer loyalty. Such large expenditures are inevitable for prominent brands to stay ahead of competition. However, it makes their final products out of reach for some prospective customers. Moreover, branded supplement have other premium characteristics, like stylish packaging with the company's logo and colors. Proper quality assurance procedures and certifications from third parties are also in place to ensure product and ingredient safety. All of these quality metrics and brand value additions contribute to the elevated prices. While beneficial for brand image, it shrinks the target segment to urban population groups with higher spending power. Customers from smaller towns and rural areas where a major part of the population resides find it difficult to afford regular intake of costly supplement. As per data from the World Bank, in 2020 the average per capita income in USA was US$63,543 while in India it was only US$1,900. Thus, expenditure on nutraceuticals would claim a much higher share of individual income in developing nations. This discrepancy in purchasing power parity across different geographies has a dampening impact on the potential sales volume achievable for branded supplement companies globally. Unless product costs are lowered through innovations, pricing will remain a hindrance for the workout supplement industry to maximize outreach and revenue growth over time. Moreover, innovation in manufacturing processes and raw material sourcing can lead to cost-effective production methods, potentially reducing the price barrier for consumers. While, emphasizing value through transparent quality assurance practices and educational campaigns highlighting the long-term health benefits may justify the premium pricing to consumers.
• Concerns regarding product safety and side effects: Concerns regarding product safety and side effects pose a major restraint for the global workout supplement market. There is growing skepticism among consumers about the potential health risks associated with extended usage of certain supplement. This is because some supplement contain ingredients that are yet to be conclusively proven to be safe for prolonged intake. For example, certain pre-workout supplement meant to boost energy levels contain synthetic stimulants like caffeine in high amounts. While caffeine is considered generally safe, experts warn that overconsumption can cause jitters, anxiety, irregular heartbeat, and other issues. Another concern is the lack of consistent quality control and standards in the supplement industry. Various independent studies have found contamination of banned substances in multiple popular supplement. This compromises the health of unknowing consumers and shakes confidence in the integrity of supplement labels. For instance, a 2021 study by the World Health Organization found excess amounts of hidden pharmaceuticals in herbal supplement sold online for weight loss and bodybuilding. Such instances of mislabeling and adulteration can potentially mislead users into unknowingly consuming banned or unsafe compounds. This triggers side effects and health scares that negatively impact future consumer demand. Moreover, enhanced industry regulations and stringent quality control measures, coupled with increased transparency in ingredient sourcing and manufacturing, can rebuild consumer trust in supplement safety.

Figure 2. Global Workout Supplement Market Share (%), By Form, 2023

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Global Workout Supplement Market- Recent Developments

Product and Technology Launch

• On April 23, 2023, BUILD., a leading Indian sports nutrition brand, partnered with PROWL, the active lifestyle brand by Bollywood actor Tiger Shroff, to introduce a range of high-quality sports nutrition supplement designed to support active individuals in achieving their fitness goals. The new BUILD. PROWL Elite Series introduces six new products in unique flavors like Fresh Brew Coffee, Delicious Chocolate, Watermelon, Orange, Raspberry, Kiwi, etc. for the consumers-
  • HydroActive ISO 8
  • Lean Muscle Enhancer
  • Pro Shredder
  • Pre-Game Pro
  • Liquid L-Carnitine Pure Burn 3K
  • EAA Rapid 9
• In September 2022, Abbott, one of the global healthcare leader, announced the launch of new Ensure with HMB, a new formulation to support Indians as they age. The new Ensure is a science-based nutritional supplement formulated with 32 vital nutrients like high-quality protein, calcium, and vitamin D to help improve muscle and bone strength. It now contains a special and exclusive ingredient – HMB, or β-hydroxy-β-methyl butyrate – that helps counteract muscle loss and restore strength and energy.

Business Development Activities by the Market Players

• On July 27, 2023, WWE, a professional wrestling company and Nutrabolt, owner of the C4 brand and a fast-growing, global active health and wellness company, announced an expansion to their multi-year partnership with the launch of their first-ever co-branded product collaboration: WWE-inspired flavors of C4 Ultimate Pre-Workout Powder and C4 Ultimate Energy Drink.
• On July 11, 2023, Full Body Impact, LLC, a company providing nutritional supplement and products, announced the launch of gold edition liquid collagen protein supplement with hyaluronic acid and vitamin C.

Top Companies in Global Workout Supplement Market

• BSN
• Finaflex
• EFX Sports
• Nutrex Research
• SynTech Nutrition
• BPI Sports LLC
• Nutrabolt
• JNX Sports
• SAN
• eFlow Nutrition LLC.

Definition: Workout supplement are dietary products designed to enhance athletic performance, aid in muscle recovery, and support overall fitness goals. They often include ingredients like protein, creatine, amino acids, and vitamins, intended to complement exercise routines and promote better physical performance and recovery.