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市場調查報告書
商品編碼
1896206
運動營養和積極生活方式快速消費品市場預測至2032年:按產品類型、規格、成分類型、消費者類型、年齡層、分銷管道和地區分類的全球分析Sports Nutrition & Active Lifestyle FMCG Market Forecasts to 2032 - Global Analysis By Product Type, Form, Ingredient Type, Consumer Type, Age Group, Distribution Channel and By Geography |
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根據 Stratistics MRC 的一項研究,預計到 2025 年,全球運動營養和積極生活方式快速消費品市場價值將達到 718.3 億美元,到 2032 年將達到 1263.4 億美元,在預測期內的複合年成長率為 8.4%。
運動營養與積極生活方式快速消費品(FMCG)是指旨在提升運動表現、達成健身目標並支持積極生活方式的消費品。此類別包括蛋白粉、能量飲料和補水飲料、營養棒、運動恢復補充品、功能性零食以及健康飲品,主要針對運動員、健身愛好者和注重健康的消費者。這些產品專注於提升能量、增強耐力、促進肌肉恢復、改善新陳代謝以及提供日常營養。這些日常用品融合了便利性、科學配方和以生活方式為中心的品牌理念,旨在滿足消費者對攜帶式健身營養解決方案日益成長的需求。
對便捷攜帶式營養解決方案的需求日益成長
即食蛋白奶昔、蛋白棒和功能性零食完美契合忙碌的工作行程和都會生活方式。消費者越來越傾向於選擇能夠提供特定營養益處且無需過多準備的產品。健身房會員人數的激增、健身應用程式的普及以及健康生活方式的推行,都強化了人們的日常營養攝取習慣。包括線上平台和快速零售在內的零售模式的不斷發展,也提升了產品的可及性。為了滿足這項需求,各大品牌正不斷創新,推出採用攜帶式包裝和常溫保存配方的產品。隨著健康意識的增強,便利的營養需求正成為消費者購買產品的核心促進因素。
對人工添加劑和產品安全性的擔憂
消費者越來越警惕運動營養產品中使用的防腐劑、甜味劑和化學增味劑。負面媒體報導和誤導性的產品標籤正在削弱消費者對某些品牌的信任。監管機構正在收緊標籤和安全標準的合規要求,這增加了企業營運的複雜性。中小型製造商在滿足潔淨標示和透明度要求方面面臨挑戰。產品召回和品質不穩定性進一步加劇了安全隱患。這些因素共同導致產品推廣速度放緩,尤其是在首次購買運動營養品和注重健康的消費者群體中。
擴大積極生活方式的普及度
參與運動、瑜珈、健身訓練和休閒活動的人數不斷增加,正在擴大消費群。年輕一代積極投資於運動營養和恢復型產品。企業健康計劃和社區健身活動推動了日常消費。植物來源、功能性和個人化營養領域的創新正在吸引新用戶。社群媒體影響者和健身內容創作者正在塑造積極的消費趨勢。這種由生活方式主導的轉變正在都市區和半都市區市場創造持續的需求。
全球品牌與本地製造商之間的激烈競爭
全球性公司憑藉強大的品牌影響力、研發能力和廣泛的分銷網路佔據市場優勢。同時,本土製造商則在價格和區域配方方面展開激烈競爭。快速的產品推出和頻繁的促銷宣傳活動加劇了競爭。在競爭激烈的蛋白質補充劑市場,品牌差異化尤其困難。自有品牌和DTC(直接面對消費者)Start-Ups進一步顛覆了傳統的市場結構。這種日益激烈的競爭可能導致利潤率下降和獲客成本上升。
新冠疫情的感染疾病
新冠疫情對運動營養和積極生活方式消費品市場的消費模式產生了顯著影響。健身房的暫時關閉最初導致對運動表現型產品的需求下降。然而,健康意識的提高促使人們對增強免疫力和補充蛋白質的健康營養品產生了更大的興趣。供應鏈中斷影響了原料採購和生產計畫。在封鎖期間,電子商務和直接面對消費者(DTC)管道迅速發展。品牌加快了數位化行銷,並推廣針對居家健身的產品定位。疫情過後,市場趨於穩定,更重視預防保健和增強身體韌性。
預計在預測期內,蛋白質補充劑細分市場將佔據最大的市場佔有率。
由於蛋白質補充劑廣受消費者歡迎,預計在預測期內,蛋白質補充劑市場將佔據最大的市場佔有率。蛋白質被廣泛用於增肌、體重管理和整體健康。運動員、健身愛好者和注重健康生活方式的人對蛋白質的需求強勁。產品種類豐富,包括蛋白粉、蛋白棒和即飲型產品,促進了蛋白質的高普及率。乳清蛋白、植物蛋白和混合蛋白的不斷創新正在擴大其市場吸引力。口感和消化率的提升也推動了消費者的重複購買。
預計在預測期內,直接面對消費者(DTC)細分市場將呈現最高的複合年成長率。
由於消費者購買行為的改變,預計在預測期內,直接面對消費者 (DTC) 的銷售模式將實現最高成長率。消費者越來越重視透明度、個人化客製化以及與品牌的直接互動。 DTC 平台使企業能夠提供個人化的營養解決方案和訂閱模式。減少對仲介業者的依賴,可以帶來柔軟性的定價策略和更高的利潤率。數位行銷和網主導推廣活動有助於增強品牌忠誠度。取得消費者數據能夠加速產品創新和回饋整合。
預計北美地區將在預測期內佔據最大的市場佔有率,這主要得益於該地區較高的健康意識和健身參與率,從而有力地推動了產品消費。該地區擁有完善的零售和電子商務基礎設施。眾多國際知名品牌的進駐也促進了產品創新和供應。消費者願意為高階營養產品買單,而監管透明度和品質標準的不斷提高進一步增強了市場信心。
預計亞太地區在預測期內將實現最高的複合年成長率。快速的都市化和不斷成長的可支配收入正在推動生活方式的改變。中國、印度和澳洲等國家健身文化的興起正在推動市場需求。不斷壯大的中產階級越來越注重健康。電子商務的興起提高了人們獲取運動營養產品的便利性。本土品牌正透過開發價格親民、符合區域需求的配方進行創新。
According to Stratistics MRC, the Global Sports Nutrition & Active Lifestyle FMCG Market is accounted for $71.83 billion in 2025 and is expected to reach $126.34 billion by 2032 growing at a CAGR of 8.4% during the forecast period. Sports Nutrition & Active Lifestyle FMCG refers to fast-moving consumer goods designed to support physical performance, fitness goals, and overall active living. This category includes protein powders, energy and hydration drinks, nutrition bars, recovery supplements, functional snacks, and wellness beverages consumed by athletes, fitness enthusiasts, and health-conscious consumers. These products focus on enhancing energy, endurance, muscle recovery, metabolism, and daily nutrition. Positioned for regular consumption, they combine convenience, scientifically backed ingredients, and lifestyle branding to meet the growing demand for fitness-oriented, on-the-go nutritional solutions.
Increasing demand for convenient, on-the-go nutrition solutions
Ready-to-consume protein shakes, bars, and functional snacks align well with busy work schedules and urban living patterns. Consumers increasingly prefer products that require minimal preparation while delivering targeted nutritional benefits. The growth of gym memberships, fitness apps, and wellness routines is reinforcing daily consumption habits. Evolving retail formats, including online platforms and quick-commerce, are improving product accessibility. Brands are innovating with portable packaging and extended shelf-life formulations to meet this demand. As health awareness rises, convenience-driven nutrition is becoming a core purchase driver.
Concerns over artificial ingredients and product safety
Shoppers are increasingly cautious about preservatives, sweeteners, and chemical enhancers used in sports nutrition products. Negative media coverage and misleading product claims have weakened trust in certain brands. Regulatory authorities are tightening labeling and safety compliance requirements, increasing operational complexity. Smaller manufacturers face challenges in meeting clean-label and transparency expectations. Product recalls and quality inconsistencies further amplify safety concerns. These factors collectively slow adoption, especially among first-time and health-conscious consumers.
Growing adoption of active lifestyles
Increasing participation in sports, yoga, gym training, and recreational activities is expanding the consumer base. Younger demographics are proactively investing in performance nutrition and recovery-focused products. Corporate wellness programs and community fitness initiatives are encouraging regular consumption. Innovations in plant-based, functional, and personalized nutrition are attracting new users. Social media influence and fitness content creators are shaping positive consumption trends. This lifestyle-driven transformation is unlocking sustained demand across urban and semi-urban markets.
Intense competition from both global brands and local players
Global players leverage strong branding, R&D capabilities, and wide distribution networks. At the same time, local manufacturers compete aggressively on pricing and region-specific formulations. Rapid product launches and frequent promotional campaigns intensify rivalry. Brand differentiation becomes challenging in crowded protein and supplement categories. Private labels and DTC startups are further disrupting traditional market structures. This heightened competition can compress margins and increase customer acquisition costs.
Covid-19 Impact
The COVID-19 pandemic significantly influenced consumption patterns within the sports nutrition and active lifestyle FMCG market. Temporary gym closures initially reduced demand for performance-focused products. However, heightened health awareness led to increased interest in immunity, protein, and wellness nutrition. Supply chain disruptions affected raw material sourcing and manufacturing timelines. E-commerce and DTC channels gained rapid traction during lockdown periods. Brands accelerated digital marketing and home-fitness aligned product positioning. Post-pandemic, the market has stabilized with a stronger emphasis on preventive health and resilience.
The protein supplements segment is expected to be the largest during the forecast period
The protein supplements segment is expected to account for the largest market share during the forecast period, due to its broad consumer acceptance. Proteins are widely used for muscle building, weight management, and overall wellness. Demand is strong across athletes, fitness enthusiasts, and lifestyle users. Product versatility, including powders, bars, and ready-to-drink formats, supports high penetration. Continuous innovation in whey, plant-based, and blended proteins is expanding appeal. Improved taste profiles and digestibility are enhancing repeat purchases.
The direct-to-consumer (DTC) segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the direct-to-consumer (DTC) segment is predicted to witness the highest growth rate, due to shifting purchasing behaviors. Consumers increasingly value brand transparency, customization, and direct engagement. DTC platforms enable companies to offer personalized nutrition solutions and subscription models. Lower dependency on intermediaries improves pricing flexibility and margins. Digital marketing and influencer-driven promotions strengthen brand loyalty. Access to consumer data allows rapid product innovation and feedback integration.
During the forecast period, the North America region is expected to hold the largest market share, due to high health awareness and fitness participation rates strongly support product consumption. The region benefits from well-established retail and e-commerce infrastructure. Presence of leading global brands enhances innovation and product availability. Consumers show strong willingness to spend on premium nutrition products. Regulatory clarity and quality standards further build market confidence.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR. Rapid urbanization and rising disposable incomes are driving lifestyle changes. Growing fitness culture in countries such as China, India, and Australia is boosting demand. Expanding middle-class populations are increasingly health-conscious. E-commerce penetration is improving access to sports nutrition products. Local brands are innovating with affordable and region-specific formulations.
Key players in the market
Some of the key players profiled in the Sports Nutrition & Active Lifestyle FMCG Market include Abbott Lab, Science in, Glanbia pl, Post Holdin, PepsiCo In, Cellucor, The Coca-, BellRing B, Nestle S.A, Quest Nut, Herbalife, NOW Food, GNC Holdin, MusclePh, and Clif Bar &.
In November 2025, Nestle has been chosen to join the Frontier Firm AI Initiative, a multi-year collaboration launched by the Digital Data Design Institute at Harvard (D^3) and Microsoft. The initiative brings together forward-focused organizations and academic minds to explore and shape the future of human-led, AI-driven business.
In November 2025, Abbott and Exact Sciences announced a definitive agreement for Abbott to acquire Exact Sciences, which will enable it to enter and lead in fast-growing cancer diagnostics segments, serving millions more people. Under the terms of the agreement, Exact Sciences shareholders will receive $105 per common share, representing a total equity value of approximately $21 billion.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.