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Forecast Period
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2026-2030
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Market Size (2024)
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USD 5.65 Billion
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CAGR (2025-2030)
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8.27%
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Fastest Growing Segment
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Sports Food
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Largest Market
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East
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Market Size (2030)
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USD 8.45 Billion
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Market Overview
The China Sports
Nutrition Market was valued at USD 5.65 Billion in 2024 and is expected to
reach USD 8.45 Billion by 2030 with a CAGR of 8.27%. The China Sports Nutrition
market is experiencing significant growth driven by multiple key factors.
Increasing health consciousness among the population, particularly among
millennials and Gen Z, has led to a surge in demand for nutritional supplements
that enhance performance and recovery. Urbanization and rising disposable
incomes have made such products more accessible to a broader demographic. Also,
the influence of Western fitness trends, along with the growing popularity of
gyms, fitness centers, and organized sports, is fueling market expansion.
E-commerce platforms and social media are also playing a critical role by
increasing product awareness and availability. Government initiatives promoting
healthier lifestyles, along with the proliferation of domestic and international
brands offering innovative formulations, further accelerate market development
in China’s evolving sports nutrition landscape.
Key Market Drivers
Rising
Sports Enthusiast Across the Region
The growing number of sports enthusiasts across China
is a significant driver propelling the sports nutrition market. As a part of
this, according to a recent study, as of 2023, China has become one of the
world's largest sports consumption markets. In the first half of 2023, the
total number of sports venues in the country exceeded 4.5 million, marking a
6.7 percent year-on-year growth. With an increasing focus on fitness,
wellness, and active lifestyles, more individuals—especially among the youth
and middle-class population—are engaging in sports, gym workouts, running,
cycling, and other physical activities. This cultural shift toward health and
athleticism is largely influenced by global fitness trends and amplified by
widespread use of social media platforms promoting fitness goals and
transformations. Also, government policies encouraging physical fitness, such
as the “Healthy China 2030” initiative, are creating a conducive environment
for sports participation. Schools, universities, and corporate organizations
are also integrating regular physical activities, further expanding the
consumer base for sports nutrition products. The expanding number of local
sports events, marathons, and fitness competitions is another contributing
factor. As more individuals pursue athletic goals, the demand for protein
powders, energy bars, hydration drinks, and recovery supplements continues to
rise across China.
Rapid Urbanization & Modernization
Rapid urbanization and modernization in China are
playing a crucial role in driving the growth of the sports nutrition market. As
a part of this, according to the National Bureau of Statistics, as of 2024,
from 1978 to 2000, China’s urbanization rate grew by an average of 0.8
percentage points annually, rising from 17.9 percent to 36.2 percent. As
more people migrate to urban areas, they gain increased access to modern
amenities, fitness centers, and organized sports facilities, fostering greater
participation in physical activities. Urban lifestyles often bring heightened
health consciousness, especially among young professionals and middle-class
consumers, who are more inclined to adopt fitness routines and consume
nutritional supplements to enhance performance and well-being. The fast-paced
urban lifestyle also encourages demand for convenient, on-the-go nutrition
solutions such as protein bars, ready-to-drink shakes, and recovery
supplements. In addition, modernization has led to a cultural shift where wellness
and physical appearance are closely linked with success and social status,
further fueling demand. The growth of digital infrastructure in urban regions
allows fitness brands and sports nutrition companies to effectively market
their products through e-commerce, apps, and social media, expanding their
reach and consumer engagement.
Rising Health & Fitness Awareness
Rising health and fitness awareness is a major driver
of the sports nutrition market in China. Increasingly, consumers are
prioritizing their physical and mental well-being, leading to a growing
interest in maintaining an active lifestyle and adopting healthier eating
habits. This shift is especially prominent among younger generations, including
millennials and Gen Z, who are more informed about the benefits of regular
exercise and proper nutrition. The widespread influence of social media,
fitness influencers, and wellness apps has further amplified this awareness,
encouraging consumers to invest in supplements that support workout
performance, recovery, and overall health. Also, rising incidences of
lifestyle-related diseases such as obesity and diabetes have prompted
individuals to become more proactive in managing their health. Educational
campaigns, wellness programs, and the integration of fitness into daily
routines have also contributed to the increased demand for sports nutrition
products like protein powders, energy drinks, and meal replacements,
positioning health and fitness as essential lifestyle elements.
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Key Market Challenges
Lack
of Awareness Among Consumers
One of the key challenges in the China sports
nutrition market is the lack of awareness among consumers, particularly those
outside major urban centers. Many individuals still associate supplements
solely with professional athletes or bodybuilders, limiting broader market
appeal. A significant portion of the population remains unfamiliar with the
benefits of sports nutrition products such as protein powders, BCAAs, and
recovery supplements. Also, misconceptions about potential side effects and a general
lack of knowledge regarding proper usage contribute to consumer hesitation.
This is compounded by minimal guidance from healthcare professionals and
limited educational marketing from brands. As a result, low awareness continues
to hinder market penetration, especially in tier-2 and tier-3 cities where
health trends evolve more slowly than in metropolitan areas.
Regulatory Complexities & Evolving Policies
Regulatory complexities and evolving policies pose a
significant challenge to the growth of the sports nutrition market in China.
The regulatory landscape governing health supplements is stringent and often
unclear, with frequent updates that can be difficult for both domestic and
international brands to navigate. Product approvals, labeling requirements, and
restrictions on health claims vary, leading to delays in product launches and
increased compliance costs. Also, imported products must undergo rigorous
scrutiny, which can hinder market entry and affect consumer trust. The lack of
a standardized classification system for sports nutrition products further
complicates the situation. As regulations continue to evolve, companies must
remain agile and well-informed to ensure compliance while maintaining consumer
confidence and brand integrity in a highly competitive market.
Key Market Trends
Rising
Popularity of Organic Sports Nutrition
The rising popularity of organic sports nutrition in
China is a key trend driving the evolution of the market. As health-conscious
consumers increasingly prioritize natural, clean-label products, the demand for
organic supplements has surged. This shift is particularly prominent among
younger, urban populations who are more educated about the benefits of organic
ingredients and are actively seeking alternatives to traditional,
synthetic-based sports nutrition. Social media platforms like Xiaohongshu (Little
Red Book) play a significant role in amplifying this trend, as users share
experiences and recommendations for organic sports products, influencing
purchasing decisions. Also, the growth of e-commerce has made organic sports
nutrition products more accessible, enabling consumers to easily compare
options, read reviews, and make informed choices. With an increasing focus on
wellness and sustainability, consumers are gravitating toward products that
align with their values, driving the demand for organic options in China’s
sports nutrition market.
Growing Participation of Women in Sports
The growing participation of women in sports and
fitness activities is a significant driver of the sports nutrition market in
China. This trend is fueled by increased health awareness, urbanization, and
supportive government policies promoting physical activity among women. As more
women engage in activities like yoga, running, and gym workouts, there is a
rising demand for sports nutrition products tailored to their specific needs.
Brands are responding by developing offerings that cater to women's preferences,
including products with natural ingredients and functional benefits. The
expansion of e-commerce platforms has further facilitated access to these
products, making it easier for female consumers to explore and purchase sports
nutrition items. This shift not only reflects changing societal norms but also
presents opportunities for companies to innovate and capture a growing segment
of health-conscious female consumers in China's dynamic market.
Expansion of E-Commerce Channel
The expansion of e-commerce channels is a
transformative trend in China’s sports nutrition market, significantly
enhancing accessibility and convenience for consumers. As a part of this,
according to a recent study, as of 2024, more than 60% of China's 1.4 billion
population shop online, with 37% of retail spending occurring through
e-commerce channels. Online platforms like Taobao, JD.com, and Xiaohongshu
(Little Red Book) have become vital channels for purchasing sports nutrition
products, offering a vast selection of supplements that were once limited to
physical stores. The rise of e-commerce has democratized access to these
products, allowing consumers from both urban and rural areas to explore and
purchase items online. Social media also plays a crucial role in influencing
purchasing decisions, as platforms like Xiaohongshu allow users to share
product experiences and reviews, fostering a sense of community around fitness
and wellness. Also, e-commerce promotions, especially during major shopping
events like Singles' Day, have fueled a surge in sales of sports nutrition
products. As a result, brands are increasingly focusing on digital marketing,
improving their online presence, and offering targeted promotions to engage
with a more tech-savvy, health-conscious consumer base.
Segmental Insights
Product
Type Insights
Sports Supplements was the dominant segment in China Sports
Nutrition market, accounting for a substantial share, due to several key factors. Increasing
health and fitness awareness, particularly among the younger population, has
led to a surge in demand for products that support exercise performance, muscle
recovery, and overall health. As fitness trends, including gym workouts,
running, and outdoor activities, gain popularity, consumers are turning to
supplements like protein powders, energy drinks, amino acids, and pre-workout
formulas. Also, the rise of e-commerce platforms and social media has made
these products more accessible to a wider audience, fueling consumer interest.
Sports supplements also benefit from a strong association with enhancing
physical performance and improving results, making them appealing to fitness
enthusiasts and athletes. As a result, this segment continues to capture the
largest share of the sports nutrition market in China.
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Regional Insights
The East Region of China was the leading region in the China
Sports Nutrition market, driven by several factors. This area includes major
metropolitan cities like Shanghai, Beijing, and Hangzhou, where urbanization
and higher disposable incomes contribute to increased demand for fitness and
wellness products. The region’s strong infrastructure, including a vast number
of gyms, fitness centers, and recreational sports activities, fosters consumer
engagement with sports nutrition. Also, the North region's accounted for a
substantial share in the China Sports Nutrition market driven by factors such
as the growing popularity of fitness trends, especially among younger
professionals and students, has contributed to the rise in sports supplement
consumption.
Recent Developments
- In February 2025, Gelteq
announced its new SportsGel brand entered into a distribution agreement with
WPIC Marketing and Technologies to expand in the Asia-Pacific region. The
company plans its initial market entry in China during the first half of 2025,
targeting the country’s rapidly growing sports nutrition market, which was
valued at USD 6.5 billion in 2022 and is expected to grow at an annual rate of
9.1% through 2027.
Key Market Players
- Handian
- Lonza Group Ltd
- Glanbia Plc
- Pure Sports Nutrition
- Otsuka Pharmaceutical Co., Ltd
- AS-IT-IS Nutrition
- Scitron Nutrition Pvt Ltd
- Nutramarc
- Optimum Nutrition
- Science in Sport Limited
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By Product Type
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By Distribution
Channel
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By Region
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- Sports Food
- Sports Drink
- Sports Supplements
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- Supermarket & Hypermarket
- Departmental Stores
- Specialty Stores
- Online
- Others
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Report Scope:
In this report, the China Sports Nutrition Market has
been segmented into the following categories, in addition to the industry
trends which have also been detailed below:
- China Sports Nutrition
Market, By Product Type:
o Sports Food
o Sports Drink
o Sports Supplements
- China Sports Nutrition
Market, By Distribution Channel:
o Supermarket & Hypermarket
o Departmental Stores
o Specialty Stores
o Online
o Others
- China Sports Nutrition
Market, By Region:
o South-Central
o South-West
o East
o North-East
o North-West
o North
Competitive Landscape
Company Profiles: Detailed analysis of the major companies presents
in the China Sports Nutrition Market.
Available Customizations:
China Sports Nutrition Market report with the given
market data, TechSci Research offers customizations according to a company's
specific needs. The following customization options are available for the
report:
Company Information
- Detailed analysis and profiling
of additional market players (up to five).
China Sports Nutrition Market is an upcoming report
to be released soon. If you wish an early delivery of this report or want to
confirm the date of release, please contact us at [email protected]