How Rising Health Awareness and Affluent Lifestyles are Driving Sports Nutrition Market

Uday Kiran, Manager – Food Processing and Retail, Sathguru Management Consultants

India’s sports nutrition market has been growing at a CAGR of nearly 10 per cent between 2019 and 2024, reaching approximately $360 million in 2024. This growth is primarily driven by increasing consumer awareness of protein and other vital nutrients essential in daily diets. Beyond muscle development, the category is now widely recognised for its benefits in weight management and other fitness goals. Fitness trainers, nutrition professionals, and social media influencers have contributed to this heightened awareness, leading to broader acceptance of sports nutrition products, particularly protein-rich packaged foods and supplements.

The rising interest in physical fitness and holistic wellness is especially pronounced in India’s metropolitan areas, where a post-pandemic shift toward health-conscious living and increasing disposable incomes have fueled greater spending on health and wellness. This shift is exemplified by Cult.fit’s (India’s popular chain of fitness centres) notable 33.6 per cent increase in operating revenue, rising from Rs 694 crore in FY23 to Rs 927 crore in FY24. COVID-19 was the catalyst behind this trend, bringing health, fitness and immunity to the forefront of consumer priorities. Additionally, India’s rapidly growing cohort of affluent consumers is playing a crucial role in this market expansion. At the same time, according to a Goldman Sachs (2024) report, only ~4 per cent of India’s working-age population (around 60 million people) earn a per capita income of over    $ 10,000. This segment has grown at a CAGR of over 12 per cent from 2019 to 2023, far outpacing India’s overall population growth of ~1 per cent CAGR. If this trajectory continues, ‘Affluent India’ could reach ~100 million consumers by 2027, which might boost the demand for premium health, wellness, and active nutrition products.

Science of Sports Nutrition

Whether enhancing performance, aiding recovery from physical and mental stress, improving cognitive skills, or maintaining optimal body composition, brands, both at the finished goods and ingredient levels, are evolving and innovating to match changing consumer preferences.

Protein & Amino Acids

Proteins remain the cornerstone of sports nutrition, catering not only to professional athletes but also to health-conscious consumers. They are still regarded as the go-to macronutrient for active nutrition. However, proteins are now commonly incorporated into functional foods and beverages beyond just specialty sports nutrition products.

For instance, the demand for protein based sports nutrition products (such as protein shakes and bars) has surged, growing from nearly $ 182 million in 2019 to $ 328 million in 2024. Brands like Optimum Nutrition (backed by Glanbia) and MuscleBlaze lead the Indian market, particularly in powdered protein mixes and dietary supplements.

While commoditised animal-based proteins—such as whey protein, casein, and caseinates—have long been staples in the industry, a new wave of fitness enthusiasts is now exploring the significance of individual amino acids like BCAAs, L-Carnitine, Creatine, and Lysine, tailoring product choices to their specific needs.

• Branched-Chain Amino Acids (BCAAs): Essential for muscle metabolism and muscle protein synthesis, comprising leucine, isoleucine, and valine.
• L-Carnitine: A naturally occurring amino acid derivative involved in energy metabolism, aiding fatty acid transport into mitochondria for oxidation.
• Creatine: An amino acid derivative synthesised from L-arginine, glycine, and L-methionine, with the European Union’s authorised health claims, including:
  • Enhancing physical performance in high-intensity, short-burst exercises.
  • Boosting muscle strength in adults over 55 when combined with resistance training.

Beyond specific pre- and post-workout supplements, these ingredients have been integrated into sports and energy drinks in North America and Europe, offering added convenience. Though this trend has yet to gain significant traction in India, recent product launches indicate growing consumer interest in specialised ingredients beyond just proteins.

Vitamins, Minerals & Electrolytes 

While proteins and amino acids form the foundation of sports nutrition, micronutrients such as vitamins and minerals play a crucial role in maintaining overall health and metabolic function. The science of vitamin and mineral fortification has been well-established in the food and beverage industry for years, with advanced technologies ensuring bioavailability and efficacy.

Beyond general health benefits, electrolytes and mineral complexes are vital for sports nutrition, aiding in hydration and muscle function during physical activity. Whether in standalone sports drinks, isotonic beverages, or comprehensive nutrition blends, electrolytes are a key component of product formulations.

India’s rising work-life balance motivations and growing interest in sports, ranging from marathons to emerging activities like box cricket and pickleball, are fueling demand for sports drinks as part of active lifestyles.

Impact of Alternative Proteins 

The pursuit of diverse protein sources has been an ongoing trend, but plant-based proteins are now emerging as the next major innovation. While animal-derived proteins still offer a superior amino acid profile, the increasing consumer shift toward plant-based diets—driven by lifestyle and ethical preferences—has made plant protein an essential area of focus.

However, formulation challenges such as taste, texture, solubility, and digestive comfort remain hurdles for new product developers. In response, brands are working to balance functionality and sensory appeal while ensuring optimal nutrition.

For example, Fast&Up, India’s homegrown active nutrition brand, introduced Fast&Up Fusion Tech Protein, a unique blend of whey and plant protein, making it the only brand globally to offer this innovative formulation. This product, developed using the Faster Sustained Absorption (FSA) Formula, includes added probiotics and digestive enzymes, clinically tested for 2X absorption and digestibility.

Following this, the brand also launched a complete plant-protein mix featuring pea protein isolate and brown rice protein, delivering 26g of protein, 4.6g of BCAAs, and 4.8g of glutamine in flavours tailored to Indian consumer preferences.

Trends & Challenges

The sports drink industry in India has grown at a CAGR of 6.9 per cent from 2019 to 2024, expanding from    $45 million to    $75 million. With increasing exposure to global and local trends, Indian consumers now have access to specialised sports drinks tailored for different needs, including muscle-building, adaptogens, and dietary-specific options such as sugar-free, keto, and vegan formulations. International brands have further enhanced hydration science and introduced innovative product formulations, broadening consumer choices.

However, compared to protein mixes and shakes, sports drinks still face challenges in consumer awareness and adoption. Fresh juices and water remain strong competitors, as naturalness continues to influence Indian consumer preferences. Additionally, companies are taking a slower, segment-focused approach, targeting athletes and fitness enthusiasts before expanding to a broader audience.

Ingredient trends also reflect similar scenarios. Although natural electrolytes like coconut water and Himalayan pink salt align with consumer demand for cleaner formulations, their adoption in mass-market sports drinks remains limited.

While this is the case from the ingredients perspective, competition in the segment is intensifying, with Reliance Consumer Products (Spinner Sports Drink) and Hindustan Unilever (Liquid I.V.) making recent announcements on their market entries. While Prime Hydration has already explored entry, the most significant battle is expected between PepsiCo, Fast&Up, Unilever, and Reliance, given their extensive product and distribution networks in India.

Boom Time Ahead

India’s sports nutrition market is evolving rapidly, driven by rising health consciousness, increasing disposable incomes, and growing demand for specialised products. While proteins and amino acids remain central to active nutrition, innovations in plant-based alternatives, functional ingredients, and micronutrient fortification are broadening the market.

The sports drink segment, though still in its early growth stage, is witnessing heightened competition from both domestic and global players, accelerating product diversification and accessibility. As fitness trends continue to shape consumer preferences, the industry presents significant opportunities for brands that can deliver scientifically backed, high-performance formulations tailored to evolving nutritional needs.