Sports Nutrition Market Size & Share 2026-2035

Sports Nutrition Market Size

The global sports nutrition market was valued at USD 40.50 billion in 2025, is projected to reach USD 43.10 billion in 2026, and is forecast to expand at a CAGR of 6.5% from 2026 to 2035, reaching USD 76.0 billion by 2035.

The sports nutrition market is moving beyond its historic concentration in strength-training supplements toward a broader active-lifestyle proposition. Recurring demand is being shaped by gym participation, convenience-oriented consumption, and greater willingness to use protein, hydration, and recovery products as part of everyday wellness routines. Brands that can maintain product credibility while making formats easier to consume across retail, digital, and on-the-go settings are better positioned to widen purchasing frequency and retain consumers outside traditional athlete cohorts.

GMI Analyst View

Our discussions with industry experts indicate that the global sports nutrition market processed approximately 2,025 kilotons of finished product volume in 2025. We view this scale as evidence that revenue competition increasingly depends on formulation quality, convenient delivery formats, and brand trust rather than volume alone. The strategic opportunity lies in converting high-frequency consumption occasions into premium, replenishment-led relationships without losing accessibility for mainstream buyers.

Sports Nutrition Market Trends, Growth Drivers & GMI Forecast Outlook

Gym participation is enlarging the recurring customer base for core nutrition products, while plant-based innovation and digital personalization are creating higher-value demand pools. The outlook depends on brands balancing convenience and efficacy with supply-chain discipline, substantiated claims, and market-specific compliance capabilities.

Key Drivers

Evidence anchors use cited external data; demand implications and forecast conditions represent GMI analysis.

Fitness participation matters to the category because it creates repeatable, rather than episodic, nutrition occasions. New gym members typically enter through accessible protein, hydration, or recovery products, then broaden their purchasing as training habits become established. This supports a more diversified product mix, including lower-stimulant wellness formats suited to recreational exercisers, active-aging consumers, and users seeking nutritional support rather than competitive performance enhancement.

Plant-based innovation is also changing the competitive basis of protein supplementation. Improvements in taste masking, solubility, and blended amino-acid profiles are making pea, rice, hemp, and soy-based products more viable across powders and ready-to-drink formats. The resulting shelf expansion gives brands an opportunity to address dietary restrictions and sustainability preferences while reducing their dependence on a single ingredient complex.

Personalization platforms introduce a different source of value creation. Digital assessment tools, wearable data, and subscription fulfillment can shift consumer engagement from intermittent single-SKU purchases to more persistent regimen-based relationships. Their commercial significance rests on the ability to connect individualized recommendations with credible formulations, repeat fulfillment, and a consumer experience that is more difficult to replicate through conventional shelf presence alone.

Key Restraints

Evidence anchors use cited external data; demand implications and forecast conditions represent GMI analysis.

Ingredient volatility is particularly consequential because whey and other protein inputs sit at the center of the category's most established formulations. Brands with limited purchasing scale or fixed promotional calendars can face acute margin pressure when input costs rise. That pressure may narrow assortment in price-sensitive tiers and increase the appeal of hybrid or plant-forward formulations, although reformulation must be managed carefully to preserve taste, texture, and consumer confidence.

Claim scrutiny presents a separate operating constraint. Performance products frequently rely on efficacy messaging that must remain within jurisdiction-specific rules for ingredients, safety, and structure-function language. Products with opaque proprietary blends or aggressive stimulant positioning face higher reputational and regulatory exposure, while firms selling across multiple markets must absorb the cost and timing implications of separate labeling, certification, and reformulation processes.

Trust is not easily restored once consumers question product quality or label accuracy. Third-party testing and certification can provide an important commercial advantage, especially for serious athletes and specialty retailers, but maintaining those programs across a broad portfolio requires continuous investment. The compliance burden therefore acts both as a cost headwind and as a qualification barrier that favors companies with established quality systems.

**GMI Analyst View *

We see the forecast as the result of a durable expansion in active-lifestyle consumption, not simply a temporary fitness cycle. Its path will nonetheless vary sharply across price points and product architectures. Firms able to align ingredient sourcing, compliant claims, and digitally enabled engagement should be better placed to defend margins while broadening their consumer base.

Sports Nutrition Market Segment Analysis

By Product Type

Protein Supplements generated USD 14.99 billion in 2025 and are projected to reach USD 30.40 billion by 2035. Protein supplements remain the category's commercial anchor because they serve muscle recovery, meal replacement, active aging, and weight-management occasions. Continued innovation in flavor systems, clean-label positioning, and animal-plant blends is helping the segment retain dedicated users while extending its relevance to less specialized consumers.

Sports Drinks accounted for 13.0% of the market in 2025 and are expected to represent 11.0% by 2035. The relative moderation reflects intensifying substitution from functional waters, electrolyte powders, and protein-enhanced ready-to-drink beverages. Established isotonic brands retain broad accessibility, but premium growth is increasingly captured by formats that combine hydration with a more specific nutritional or functional proposition.

Performance Supplements generated USD 6.48 billion in 2025 and are projected to account for 18.0% of the market by 2035. Demand is being broadened by recreational and intermediate users adopting more structured pre-workout, creatine, amino-acid, and recovery routines. The segment's upside depends on transparent formulation, clinically credible positioning, and the ability to navigate heightened scrutiny of performance-related claims.

Energy Bars & Gels are projected to reach USD 6.84 billion by 2035 and are expected to grow at a CAGR of 5.4% from 2026 to 2035. Their relevance extends beyond endurance sports because portability makes them suitable for commuting, travel, and time-constrained eating occasions. Premium ingredient profiles and clearer satiety or recovery benefits can help brands distinguish these products from conventional snack alternatives.

Vitamins, Minerals & Micronutrients held a 10.0% share of the market in 2025 and are forecast to grow at a CAGR of 5.4% from 2026 to 2035. These products benefit from crossover demand between athletic recovery and broader preventive wellness. Their role is likely to expand where brands can communicate a credible use case around nutrient adequacy, recovery support, or active-aging needs without overstating efficacy.

Weight Management supplements generated USD 3.65 billion in 2025 and are projected to reach USD 6.08 billion by 2035. The segment is increasingly connected to protein-enriched meal replacement, appetite-management, and lifestyle-coaching propositions rather than stand-alone stimulant-led products. This creates room for brands that can link nutrition products to sustainable consumption habits and more mainstream wellness programs.

Others accounted for 5.0% of the market in 2025 and are projected to reach USD 3.80 billion by 2035. Recovery aids, hydration tablets, collagen peptides, and specialized formulations are enlarging the category beyond conventional protein and pre-workout purchasing. Their commercial success will depend on establishing a clear occasion of use rather than adding undifferentiated functional claims to already crowded shelves.

By Form

Powder formats generated USD 13.37 billion in 2025 and are projected to represent 31.0% of the market by 2035. Powders remain commercially important because they offer flexible dosing, cost efficiency, and broad applicability across protein, meal-replacement, and performance routines. Their mature position makes convenience, flavor, mixability, and subscription replenishment important tools for preventing consumers from migrating to ready-to-consume alternatives.

Ready-to-Drink formats represented 29.0% of the market in 2025 and are projected to reach USD 20.52 billion by 2035. The format benefits from refrigeration expansion, single-serve convenience, and placement across grocery, fitness, and convenience channels. Ready-to-drink products can capture consumption occasions that powders cannot, particularly where speed, portability, and minimal preparation outweigh price-per-serving considerations.

Bars held 14.0% of the market in 2025 and are forecast to grow at a CAGR of 5.7% from 2026 to 2035. Bars occupy the intersection of functional snacking and sports nutrition, allowing brands to reach consumers outside formal workout occasions. Ingredient transparency, texture quality, and satiety are central differentiators as buyers compare these products with a widening set of better-for-you snack options.

Capsules & Tablets accounted for 13.0% of the market in 2025 and are expected to represent 12.0% by 2035. These formats retain utility for precise dosing and targeted ingredients, but they face pressure from food-form and flavored alternatives that offer a more enjoyable consumption experience. Their strongest position is likely to remain in performance protocols where dosing discipline and ingredient specificity matter most.

Gels & Chews held 6.0% of the market in 2025 and are projected to grow at a CAGR of 8.2% from 2026 to 2035. Endurance participation and the need for accessible mid-activity fueling support demand for these products. Advances in texture, flavor intensity, and pack design are improving their appeal beyond specialist athletes and allowing brands to serve more immediate, event-driven consumption occasions.

Others (Gummies/Drops) are projected to represent 10.0% of the market by 2035 and are forecast to grow at a CAGR of 14.1% from 2026 to 2035. Gummies, drops, and related formats reduce the perceived barrier to supplementation for lifestyle users who prioritize taste and simplicity over technical performance routines. Their growth also brings formulation challenges around dosage consistency, ingredient stability, and sugar or sweetener positioning.

By Ingredient Source

Animal-Based products generated USD 20.25 billion in 2025 and are projected to hold 43.0% of the market by 2035. Whey, casein, collagen, and egg protein retain strong consumer recognition and an established evidence base. The segment's competitive task is to preserve its performance and taste advantages while responding to concerns about sourcing, allergens, and the growing availability of credible non-animal alternatives.

Plant-Based products are projected to account for 35.0% of the market by 2035 and are expected to grow at a CAGR of 8.9% from 2026 to 2035. Demand is being supported by flexitarian diets, allergen avoidance, and sustainability considerations. Brands that achieve a satisfactory sensory profile and transparent amino-acid proposition can use plant-based formats to reach buyers who would not otherwise enter the category.

Synthetic & Blended formulations accounted for 22.0% of the market in 2025 and are projected to reach USD 16.72 billion by 2035. This segment benefits from its ability to combine targeted ingredients, such as creatine, amino acids, and hybrid proteins, into differentiated performance propositions. Its value proposition rests on substantiation and practical formulation outcomes rather than complexity for its own sake.

By End User

Fitness Enthusiasts generated USD 17.42 billion in 2025 and are projected to account for 44.0% of the market by 2035. This cohort provides the broadest recurring demand base, supported by routine gym attendance, digital fitness content, and the normalization of daily protein intake. Brands competing for these consumers need to bridge performance credibility with products that fit ordinary schedules, budgets, and tastes.

Professional & Competitive Athletes accounted for 19.0% of the market in 2025 and are forecast to grow at a CAGR of 5.3% from 2026 to 2035. Although the cohort is comparatively limited in size, it remains commercially influential because its product choices and endorsements shape wider perceptions of efficacy and quality. Certification, traceability, and sport-specific credibility are especially important in this segment.

Bodybuilders held 19.0% of the market in 2025 and are projected to generate USD 12.92 billion by 2035. Structured supplementation is deeply embedded in strength-training communities, making these users important purchasers of protein and performance stacks. Their expectations for ingredient transparency and product efficacy can also create a testing ground for innovations that later move into broader fitness consumption.

Lifestyle Users are projected to represent 22.0% of the market by 2035 and are forecast to grow at a CAGR of 8.0% from 2026 to 2035. This group is expanding the category's addressable market through active aging, general wellness, weight-management, and everyday convenience needs. Its rise favors brands that can offer approachable claims, familiar formats, and distribution beyond specialty fitness settings.

By Distribution Channel

Online & DTC channels held 28.0% of the market in 2025 and are forecast to grow at a CAGR of 8.9% from 2026 to 2035. Digital channels allow brands to explain complex products, personalize recommendations, and build replenishment relationships without conventional shelf constraints. Their effectiveness depends on managing acquisition costs, sustaining trust, and converting initial trial into recurring consumer engagement.

Supermarkets & Hypermarkets generated USD 9.72 billion in 2025 and are projected to account for 23.0% of the market by 2035. Mainstream food retail is normalizing sports nutrition as part of everyday grocery purchasing. Success in this channel requires packaging and product architecture that communicate benefits quickly while maintaining the price, assortment, and supply reliability required by large-format retailers.

Specialty Nutrition Stores generated USD 8.91 billion in 2025 and are forecast to grow at a CAGR of 4.9% from 2026 to 2035. These outlets retain value where expert guidance, product sampling, and enthusiast communities influence purchase decisions. Their role is evolving from category gatekeeper to high-touch discovery and credibility channel as online and mass retail expand their reach.

Pharmacies & Drug Stores held 14.0% of the market in 2025 and are projected to reach USD 9.12 billion by 2035. Pharmacy placement can reinforce trust for products positioned around recovery, nutrition adequacy, and healthy aging. The channel is particularly relevant for brands seeking to sit closer to mainstream health and wellness purchasing while meeting higher expectations for claims discipline and product quality.

Convenience & Gas Station channels accounted for 12.0% of the market in 2025 and are projected to grow at a CAGR of 5.6% from 2026 to 2035. Ready-to-drink beverages, bars, and single-serve hydration products are well suited to impulse-led and travel-related demand. Brands must balance premium functionality with formats and price points that fit fast, low-consideration purchases.

GMI Analyst View

We believe the most consequential segment shift is occurring where format and end-user needs intersect. Convenient, approachable products are redirecting value creation toward consumption occasions that extend beyond the gym. Winning brands will be those that preserve authentic performance credentials while designing products, channels, and messages for a substantially broader wellness consumer.

Sports Nutrition Market Regional Analysis

North America Sports Nutrition Market Analysis

North America generated USD 14.18 billion in 2025 and is projected to grow at a CAGR of 4.9% from 2026 to 2035. The sports nutrition market in North America is highly developed, supported by mature specialty retail, extensive grocery and club-store access, and a sophisticated direct-to-consumer environment. Growth is more measured than in emerging regions, but strong consumer familiarity with certification, clean labels, and convenient protein formats supports a high-value purchasing mix.

United States

The United States generated USD 12.19 billion in 2025 and is projected to account for 86.0% of the North American market by 2035. Approximately 81 million Americans held fitness facility memberships in 2025 ^{[2]Health & Fitness Association. "81 Million Americans Were Members of a Fitness Facility in 2025, New HFA Report Finds." healthandfitness.org.}. Deep multi-channel distribution and intense brand competition make the United States a crucial market for launch activity, while the breadth of its fitness consumer base supports repeat purchasing across protein, hydration, and performance categories.

Canada

Canada is projected to account for 14.0% of the North American market by 2035 and is expected to grow at a CAGR of 4.9% from 2026 to 2035. Product-registration and compliance requirements affect launch sequencing for brands operating across North America. Demand is closely aligned with U.S. trends, although certified, natural, and plant-forward positioning can carry particular weight among health-conscious urban consumers.

Europe Sports Nutrition Market Analysis

Europe held 22.0% of the market in 2025 and is projected to reach USD 14.44 billion by 2035. Europe combines a substantial fitness consumer base with fragmented regulatory and retail conditions that shape country-level launch strategies. European markets recorded 71.6 million gym members in 2024 ^{[3]Health Club Management / EuropeActive & Deloitte. "European Fitness Sector Shows Strong Growth, Reveals EuropeActive and Deloitte." healthclubmanagement.co.uk.}, supporting demand for protein, recovery, and performance nutrition products across both mature and developing national markets.

United Kingdom

The United Kingdom generated USD 1.96 billion in 2025 and is forecast to grow at a CAGR of 5.4% from 2026 to 2035. The market's advanced e-commerce environment and strong domestic brand presence encourage experimentation with protein bars, ready-to-drink beverages, and digitally acquired performance products. This favors companies that can combine fast product iteration with credible nutrition messaging.

Germany

Germany is projected to account for 15.0% of the European market by 2035 and is expected to grow at a CAGR of 4.3% from 2026 to 2035. Ingredient provenance, quality assurance, and efficacy validation are important purchase considerations in this market. Brands that can demonstrate sourcing transparency and meet demanding consumer expectations around product quality are better placed to generate durable repeat demand.

France

France generated USD 1.07 billion in 2025 and is projected to account for 11.0% of the European market by 2035. Broader fitness participation and growing digital access are expanding sports nutrition beyond its traditional enthusiast base. The market offers opportunity for brands that adapt product education and format choices to consumers entering the category through wellness rather than competitive athletic use.

Rest of Europe

Rest of Europe accounted for 50.0% of the European market in 2025 and is forecast to grow at a CAGR of 5.2% from 2026 to 2035. This group includes markets with different levels of category maturity, creating a need for localized pricing, channel, and compliance strategies. Rising disposable income and gym development in several Central and Eastern European markets provide an important source of incremental demand.

Asia Pacific Sports Nutrition Market Analysis

Asia Pacific is projected to account for 38.0% of the market by 2035 and is forecast to grow at a CAGR of 8.7% from 2026 to 2035. The sports nutrition market in Asia Pacific is being shaped by urbanization, rising household spending, digital commerce, and the rapid diffusion of fitness culture among younger consumers. Its scale and diversity require brands to tailor product architecture and price tiers to local habits rather than relying on a single regional proposition.

China

China generated USD 4.40 billion in 2025 and is forecast to grow at a CAGR of 9.3% from 2026 to 2035. E-commerce is central to product discovery and purchase, enabling domestic challengers and international brands to reach fitness-active urban consumers rapidly. Brand credibility, digital engagement, and the ability to translate performance nutrition into culturally relevant consumption routines will determine long-term positioning.

Japan

Japan accounted for 13.0% of the Asia Pacific market in 2025 and is projected to reach USD 2.89 billion by 2035. Consumer interest in functional foods, controlled dosing, and evidence-led formulations supports premium positioning for targeted nutrition products. Aging demographics also broaden the relevance of protein and micronutrient formulations beyond conventional athletic applications.

South Korea

South Korea is projected to account for 6.5% of the Asia Pacific market by 2035 and is forecast to grow at a CAGR of 6.5% from 2026 to 2035. High digital engagement and premium consumer preferences are supporting online-first challenger brands. The market rewards products that combine strong visual branding and convenient use with credible formulation claims.

India

India generated USD 1.76 billion in 2025 and is forecast to grow at a CAGR of 12.1% from 2026 to 2035. Expanding gym infrastructure, growing e-commerce adoption, and a young fitness-oriented population are widening access beyond major metropolitan consumers. More affordable domestic production and distribution are especially important to converting interest in protein supplementation into sustained mass-market demand.

Rest of Asia Pacific

Rest of Asia Pacific is projected to account for 27.5% of the regional market by 2035 and is expected to grow at a CAGR of 7.7% from 2026 to 2035. Mature markets such as Australia coexist with rapidly developing Southeast Asian demand centers. This diversity creates opportunities for both premium specialist products and accessible entry-level formats that can establish category familiarity among first-time users.

Latin America Sports Nutrition Market Analysis

Latin America held 7.0% of the market in 2025 and is forecast to grow at a CAGR of 7.2% from 2026 to 2035. Expanding fitness culture, improving digital retail infrastructure, and rising awareness of nutrition products are broadening regional demand. Brands must still manage price sensitivity, uneven retail development, and country-specific regulatory requirements when scaling across the region.

Brazil

Brazil accounted for 55.0% of the Latin American market in 2025 and is projected to reach USD 3.14 billion by 2035. A deeply embedded fitness culture and strong domestic brand ecosystem support broad category awareness. Local production, flavor adaptation, and established retail relationships are important competitive advantages alongside demand for imported premium products.

Mexico

Mexico generated USD 737 million in 2025 and is projected to account for 25.0% of the Latin American market by 2035. Growing gym density and digital commerce are drawing a wider range of consumers into the category. Value-oriented positioning and flexible access across online and physical channels are likely to be important as demand expands beyond higher-income urban purchasers.

Rest of Latin America

Rest of Latin America is projected to account for 20.0% of the regional market by 2035 and is forecast to grow at a CAGR of 7.8% from 2026 to 2035. Colombia, Chile, and Argentina offer distinct entry points for brands seeking growth beyond the regional anchors. Cross-border expansion will depend on the ability to manage local purchasing power, channel fragmentation, and compliance requirements without diluting brand relevance.

Middle East & Africa Sports Nutrition Market Analysis

Middle East & Africa held 5.0% of the market in 2025 and is projected to reach USD 4.18 billion by 2035. The region combines premium, fitness-oriented Gulf markets with earlier-stage African demand centers where awareness and access are still developing. Imported brands benefit from established premium retail in the Gulf, while urbanization and digital access are creating longer-term category-building opportunities elsewhere.

Saudi Arabia

Saudi Arabia accounted for 28.0% of the Middle East & Africa market in 2025 and is forecast to grow at a CAGR of 6.7% from 2026 to 2035. Investment in sports infrastructure and physical-activity initiatives is strengthening the underlying demand environment for performance and recovery nutrition. Brands must combine premium credibility with distribution strategies suited to a market historically reliant on imported offerings.

UAE

The UAE is projected to reach USD 920 million by 2035 and is forecast to grow at a CAGR of 7.5% from 2026 to 2035. Its premium retail environment, expatriate consumer base, and strong digital adoption make it a regional launch and distribution hub. Innovation-led formats can gain traction quickly, although positioning must remain relevant across a highly diverse consumer population.

South Africa

South Africa generated USD 324 million in 2025 and is projected to account for 15.0% of the Middle East & Africa market by 2035. Its comparatively developed specialty and pharmacy retail networks make it a significant entry market for sub-Saharan expansion. Economic accessibility and trusted local distribution are central to converting growing consumer awareness into recurring purchases.

Rest of Middle East & Africa

Rest of Middle East & Africa accounted for 34.0% of the regional market in 2025 and is expected to grow at a CAGR of 8.4% from 2026 to 2035. Developing urban markets in North Africa and sub-Saharan Africa offer substantial long-term white space as connectivity and exposure to fitness content improve. Companies entering these markets will need to build category understanding alongside availability and affordability.

Sports Nutrition Market Share & Competitive Landscape

The sports nutrition market share landscape remains fragmented, with the top five companies collectively holding approximately 17.0% of global market revenue in 2025. Competition is dispersed across product types, price tiers, and channels, allowing major branded suppliers, specialist challengers, and private-label operators to coexist. Scale matters in procurement and distribution, but sustained advantage increasingly rests on trusted claims, quality systems, channel execution, and an ability to meet consumers in both performance and lifestyle occasions.

BellRing Brands held a 5.7% global revenue share in 2025. Its Premier Protein and Dymatize portfolios provide exposure to mass retail, club-store, and performance-oriented demand. The company's strategic position is strengthened by its ability to combine recognizable protein brands with convenient ready-to-drink formats that serve consumers who value accessibility and routine use.

Glanbia plc held a 4.7% global revenue share in 2025. Its performance nutrition portfolio includes brands serving both mainstream protein purchasers and dedicated fitness users. The company's portfolio direction reflects the value of concentrating investment in core brands and ingredient capabilities while managing channel assets that no longer align with its preferred operating model. ^{[4]Food Manufacture. "Glanbia Selling Online Sports Nutrition Business and Acquires Ingredients Business." foodmanufacture.co.uk.}

The Simply Good Foods Company held a 3.2% global revenue share in 2025. Through Atkins and Quest Nutrition, the company operates at the convergence of sports nutrition and functional snacking. This positioning gives it access to mainstream food retail and enables it to reach consumers who may prioritize convenient protein intake over a conventional supplement routine.

Herbalife Ltd. uses a direct-sales model to distribute protein shakes, meal replacements, and active nutrition products across a broad international footprint. Its commercial relevance lies in pairing distributor-led consumer engagement with a portfolio that can support recurring wellness and nutrition routines. The planned Bioniq transaction signals an effort to add personalized nutrition capabilities to that established distribution model. ^{[5]Business Wire. "Herbalife to Expand Its Personalized Nutritional Supplement Capabilities Through Planned Acquisition of Bioniq." businesswire.com.}

GNC Holdings retains an extensive specialty retail footprint alongside a growing e-commerce business. Its product-development strategy emphasizes clinically supported and differentiated formulations, an approach that can help specialty retailers maintain relevance as consumers become more selective about performance claims and product quality. ^{[6]PR Newswire / GNC. "GNC Launches New GNC AMP Wheybolic Leucine-Rich Performance Protein, Clinically Proven to Increase Strength and Endurance." prnewswire.com.}

Myprotein operates as a major online sports nutrition brand in Europe. Its direct digital relationship with consumers provides reach across protein, performance, and lifestyle nutrition segments, while expanded manufacturing capacity in convenient formats can support a broader move into mainstream grocery and convenience distribution. ^{[7]City A.M. "Myprotein Seals New Licencing Partnership with Greencore." cityam.com.}

Recent Industry Developments

Herbalife Planned Acquisition of Bioniq (March 2026). Herbalife announced plans to acquire Bioniq, a personalized supplement platform, for USD 55 million. The proposed transaction would add AI-enabled and biometric-informed personalization capabilities to Herbalife's existing direct-sales infrastructure, underscoring the commercial importance of individualized nutrition propositions. ^{[5]Business Wire. "Herbalife to Expand Its Personalized Nutritional Supplement Capabilities Through Planned Acquisition of Bioniq." businesswire.com.}

GNC AMP Wheybolic Leucine-Rich Performance Protein Launch (February 2026). GNC launched AMP Wheybolic Leucine-Rich Performance Protein, supported by an eight-week randomized controlled clinical trial. The launch illustrates the increasing importance of clinically substantiated product positioning as brands seek to differentiate in performance categories subject to heightened scrutiny of product claims. ^{[6]PR Newswire / GNC. "GNC Launches New GNC AMP Wheybolic Leucine-Rich Performance Protein, Clinically Proven to Increase Strength and Endurance." prnewswire.com.}

Myprotein and Greencore Licensing Partnership (September 2026). Myprotein entered a licensing manufacturing partnership with Greencore for ready-to-drink protein beverages and nutritional bars. The arrangement supports additional manufacturing capacity and reflects the strategic value of convenient formats as brands pursue wider grocery and convenience-channel distribution. ^{[7]City A.M. "Myprotein Seals New Licencing Partnership with Greencore." cityam.com.}