From athlete to athleisure: The future of sports nutrition

10 March 2026
11:00 - 12:30 CET 

The global sports nutrition market, valued at 54.8 billion USD in 2023, is projected to nearly double to 103.3 billion USD by 2032 (1). Once the domain of elite athletes, sports nutrition has evolved into a mainstream category, appealing to a wide range of consumers, including gym-goers, lifestyle enthusiasts, and healthy agers. This shift highlights a significant trend: sports nutrition products are no longer solely associated with exercise. In fact, 15% of global consumers who purchase these products do so not as part of a fitness routine but to support their overall health and wellness (2).

While staples like protein powders, hydration solutions, and creatine continue to dominate, the market is witnessing rapid innovation in areas such as plant-based performance products, gut health solutions, and personalised nutrition driven by wearables and genetic testing. Growing consumer awareness around sustainability and clean-label demands is shaping the next generation of product development. Trust in the category remains strong, with 60% of global consumers expressing confidence in the claims made on sports nutrition products (2).

Join the Vitafoods Insights Webinar to delve into the latest strategies and innovations driving growth across this diverse and competitive category.

11:00 - 11:10 CET
Welcome address

Moderator:
Francesca Berry, Head of Content Programming, Vitafoods Insights
Moderator:
Tessa Wiles, Editor, Vitafoods Insights

11:10 – 11:25 CET
Title: What next for sports nutrition in 2026

Speaker:
Mike Hughes, Head of Research & Insight, FMCG Gurus

Synopsis: This presentation examines the evolution of the sports nutrition market and the diverse makeup of consumers, meaning they can no longer be classed as one homogeneous group who are seeking out products that facilitate exercise routines. Instead, the market must be split between core and casual users of products, with brands recognising that these consumers can demonstrate different need states on a category-by-category basis. This presentation examines the different types of consumers within the sports nutrition market and what matters most to them when buying products.

11:25 – 11:40 CET
Title: Reframing the pillars of sports nutrition: Integrating growth, recovery, and gut health for next-generation product design

Speaker:
Susan Kleiner, Owner/Founder, High Performance Nutrition, LLC

Synopsis: Sports nutrition has long been organised around two pillars: anabolism (growth) and recovery, typically addressed through separate macronutrient and bioactive strategies. This siloed approach no longer reflects the integrated physiology underlying training adaptation or product innovation. The gastrointestinal tract is the critical interface between intake and adaptation. The gut lining functions as smart armor: a dynamic, selectively permeable barrier protecting against undesirable compounds while enabling nutrient absorption and signaling. This presentation introduces a systems-based framework integrating prebiotic and inflammation-modulating inputs into macronutrient-driven growth platforms, aligning physiology, formulation architecture, and claims strategy to support multifunctional solutions for athlete performance and resilience.

11:40 – 12:30 CET
Live Q&A with the audience
Got questions? We've got answers! After the presentations, join our interactive Live Q&A to gain deeper insights by connecting with our subject matter experts in real time. This is your opportunity to get answers to your most pressing questions on the science, consumer trends, and innovations transforming the sports nutrition industry. Be part of the conversation with fellow industry peers to uncover strategies to stay ahead of the curve.

Speakers:
Mike Hughes, Head of Research & Insight, FMCG Gurus
Susan Kleiner, Owner/Founder, High Performance Nutrition, LLC

Moderator:
Francesca Berry, Head of Content Programming, Vitafoods Insights

Reference:

(1) BusinessWire. Sports Nutrition Market Report 2024. https://www.businesswire.com/news/home/20240403631291/en
(2) FMCG Gurus Sports Nutrition global survey conducted in 2025.

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Coming Soon

Brought to you by KSM-66 Ashwagandha

12:45 - 13:15 CET

Join us for an exclusive session presented by our Title Sponsor, KSM-66 Ashwagandha. Details about the speaker and session synopsis will be shared shortly—stay tuned for updates!

Fuel your performance: MyCondro™ – The non-animal chondroitin sulphate for sports nutrition

Brought to you by Gnosis by Lesaffre

13:30 - 14:00  CET

Speaker:
Lacey Hall, Medical Affairs Director, Gnosis by Lesaffre

Synopsis: The sports nutrition market is booming as athletes and sports enthusiasts increasingly seek solutions to enhance their performance. However, intense physical activity can strain joints, potentially leading to discomfort and reduced performance. Enter MyCondro™, the world’s first chondroitin sulphate produced through fermentation. This vegan, highly bioavailable ingredient supports joint health by improving knee mobility, reducing pain, and alleviating inflammation, even at lower doses than traditional chondroitin. With its unique benefits, MyCondro™ is redefining joint care and setting a new standard in sports nutrition.