The ASEAN Sports Nutrition market is set to grow from an estimated USD 759.7 million in 2025 to USD 2,741.8 million by 2035, with a compound annual growth rate (CAGR) of 13.7% during the forecast period.
| Attributes | Value |
|---|---|
| Estimated ASEAN Industry Size (2025E) | USD 759.7 million |
| Projected ASEAN Value (2035F) | USD 2,741.8 million |
| Value-based CAGR (2025 to 2035) | 13.7% |
The ASEAN sports nutrition segment has been showcasing a resounding advancement as a result of factors such as rising health consciousness among consumers and an escalating interest in fitness and athletic performance.
The involvement of more individuals in sports and physical activities has caused a high demand for sports nutrition products, which include but are not limited to protein supplements, energy bars, and hydration solutions. This pattern can be vividly noted especially among the millennials and Gen Z age groups, who are more inclined towards health and wellness in their behavioral patterns.
The combination of the region's multicultural population and a thriving middle class has implied an increment in disposable income, which in turn enables consumers to buy top-notch sports nutrition products.
The other part is the increased establishment of fitness centers, gyms, and wellness programs throughout the region, which has also set the ground for the higher demand for specialized nutrition products that are specifically designed to enhance athletic performance and speed up recovery.
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The table below provides a detailed comparative assessment of the changes in the compound annual growth rate (CAGR) over six months for the base year (2024) and the current year (2025) specifically for the ASEAN Sports Nutrition market.
This semi-annual analysis highlights crucial shifts in market dynamics and outlines revenue realization patterns, providing stakeholders with a more precise understanding of the growth trajectory within the year. The first half of the year, H1, covers January to June, while the second half, H2, spans July to December.
H1 signifies the period from January to June, and H2 Signifies the period from July to December.
For the ASEAN Sports Nutrition market, the sector is predicted to grow at a CAGR of 5.7% during the first half of 2024, increasing to 7.2% in the second half of the same year. In 2024, the growth rate is expected to decrease slightly to 8.7% in H1 but is expected to rise to 9.9% in H2.
This pattern reveals a decrease of 20 basis points from the first half of 2024 to the first half of 2025, followed by an increase of 20 basis points in the second half of 2025 compared to the second half of 2024.
| Date | Development/M&A Activity & Details |
|---|---|
| 2024 | Herbalife: Launched a new line of plant-based protein shakes targeting fitness enthusiasts, focusing on clean ingredients and sustainability. |
| 2024 | GNC: Expanded its product range to include organic energy bars made with clean ingredients, catering to the growing demand for health-conscious snacks. |
| 2024 | Optimum Nutrition: Introduced a new ready-to-drink protein shake with added vitamins and minerals for enhanced recovery, designed for convenience and on-the-go consumption. |
| 2024 | Quest Nutrition: Released a new line of high-protein snacks designed for on-the-go consumption, appealing to busy consumers looking for nutritious options. |
Rise of Plant-Based Sports Nutrition Products
The growth in the use of plant-based sports nutrition products is the result of increased consciousness about health, sustainability, and ethical factors, which is the main driver for this growth. Consumers are now opting for plant protein powder, energy bars, and dietary supplements as an alternative to traditional protein sources, which is endorsed by the strong popularity these products are experiencing.
A prime example of this trend can be seen in the youth segment, which is more attracted to food styles that are free of meat or include very little animal food. The reasons that plant-based sports nutrition products are the best option are: that they use fewer resources from the environment, they are less likely to have foodborne illnesses, and there are health benefits with whole food ingredients.
This trend is being embraced by brands that come up with new inventions fusing different plant proteins, for example, peas, rice, and hemp, to make full protein profiles that allow athletes and fitness lovers to meet their recommended requirements.
Growth of Convenience-Oriented Products
The drastic, high-paced life has made ordinary citizens more interested in the products of sports nutrition convenience. Busy people are turning to fast and convenient ways of eating that meet their body needs which has resulted in the introduction of ready-to-eat foods like energy bars, protein bars, and on-the-go products such as shakes and single-serving packets.
Energy and protein bars have especially attracted great interest due to their flexibility and easy access. The products are normally made with a certain percentage of macronutrients that will support muscle recovery and provide sustained energy to the person who is consuming before or after workouts.
Companies are also engaged in the production of bars that contain only pure ingredients in a bid to attract health enthusiasts who support and care about transparency and quality.
The following table shows the estimated growth rates of the top four markets. These countries are set to exhibit high consumption, recording high CAGRs through 2035.
A notable development in India's sports nutrition market is the upward spur due to the noticeable shift in people hacia the health consciousness and fitness consciousness of the individuals. The boosting of gyms, fitness centers, and sports events has resulted in more sports nutrition products being sold, especially to youths and fitness buffs.
The blogging of social media and the popularity of fitness influencers especially are depicted as the major promotion factors for sports nutrition and the way to get people to go on a healthy diet.
The Indian authorities are in favor of the fitness sector, taking action to promote sports and physical activities. Hence, it has created a propitious atmosphere for the growth of the sports nutrition market, with consumers on the rise demanding products related to performance and recovery. The expanding middle class and an overall increase in disposable incomes per capita have led to the need for more high-quality sports nutrition goods.
Thailand's sports nutrition market is increasingly flourishing, thanks to a strong fitness culture and interest in health and wellness. With gyms, fitness studios, and sports events increasing significantly, the demand for sports nutrition products has gone up, especially in the young and athlete population.
Besides, the addition of social media and fitness influencers has been another major factor in helping promote sports nutrition and thus encourage more individuals to lead a healthier lifestyles. The government has taken several measures to boost sports and physical activities, and thus, the company has become more favorable for the improvement of the sports nutrition sector.
In the over-the-board sports nutrition market, plant-based components are indeed the main players; they represent nearly 61% of the market share by 2025. The main factors that affect this issue are the customer preference for more sustainable and health-smart products.
At the same time that more people are turning to vegetarian or veganism, their need for plant protein sources such as peas, rice, and hemp has gone up. Social media and influencer marketing address the increasing success of plant-based diets and products as a new feature. Plants as food and lifestyle became more popular among athletes and fitness influencers, they showed its benefits.
Energy and protein bars are perennially the most popular items in the sports nutrition market in the product form category, marking their entry to the market holding nearly 60.4% of the share by 2025. The fast world deals of such snacks have been adopted by busy adults who seek nutritional options for their workouts and recovery.
Generally, energy and protein bars are made with a balanced nutritional recipe. They provide energy and help the muscles recover. They are suitable for pre and post-workout consumption, thus being a must-have for both sportspeople and fitness fanatics.
As these bars are easy to consume, people from various walks of life can incorporate them into their daily schedules whether they are at the gym, traveling, or at work.
2025 Market Share of ASEAN Sports Nutrition Manufacturers
Note: The above chart is indicative
The scenario developed in the sports nutrition market is surrounded by competition, as many competitors are battling for their respective shares. The leading figures in this fashion are Herbalife, GNC, Optimum Nutrition, Quest Nutrition MyProtein, and others.
These organizations make use of their vast research and development resources, thus they can design and present products that fully satisfy the requirements of the consumers.
The ASEAN Sports Nutrition market is projected to grow at a CAGR of 13.7% from 2025 to 2035.
By 2035, the market is expected to reach an estimated value of USD 2,741.8 million.
India are key Country with high consumption rates in the ASEAN Sports Nutrition market.
Leading manufacturers include Herbalife, Optimum Nutrition (ON), MusclePharm, BSN (Bio-Engineered Supplements and Nutrition), Isopure, and GNC (General Nutrition Corporation) key players in the ASEAN market.
Plant-Based and Animal Based
Ready-to-drink, Energy & Protein Bar, Powder, Tablets/Capsules
Energizing Products, Rehydration, Pre-Workout, Recovery and Weight Management
Industry analysis has been carried out in key countries of India, Malaysia, Thailand, Philippines, Vietnam, and other ASEAN Countries.
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ASEAN Sports Nutrition Market
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