California and Florida Sports Nutrition Market Size, Share, Growth, Trends, And Global Industry Analysis: By Product Type (Sports Supplements, Sports Drinks, Sports Foods, Meal Replacement Products, and Weight Loss Products), By Formulation (Tablets, Capsules, Powder, Soft gels, Liquid, and Gummies) By Consumer Group (Children, Adult, and Geriatric), By Sales Channel (Hypermarket/Supermarket, Specialty Store, Fitness Centers, and Online Channels), and Country Forecast 2020-2031

California and Florida Sports Nutrition Market size was valued at US$ 963.8 million in 2024 and is expected to reach US$ 1770.8 million by 2031, growing at a significant CAGR of 7.9% from 2025-2031. The market encompasses the manufacturing, sale, and consumption of nutritional products specifically designed to support athletic performance, exercise, and physical activity. The market is primarily driven by rising demand for high-protein, performance-enhancing products among athletes, fitness enthusiasts, and health-conscious consumers. A strong gym culture, favorable climates, and active lifestyles in both states fuel interest in protein-rich shakes, bars, and plant-based alternatives. Trends highlight a shift toward clean-label, convenient, and personalized nutrition, with increasing popularity of ready-to-drink (RTD) formats and functional ingredients like adaptogens and superfoods. The influence of wellness culture, social media, and a growing female fitness base also plays a vital role in shaping consumer behaviour.

Opportunities are emerging from the demand for plant-based, organic, and vegan offerings that cater to modern dietary preferences such as keto, gluten-free, and non-GMO. Innovations in digital nutrition platforms and niche targeting, like products for aging athletes and women’s health, further open market potential. However, restraints include tightening regulatory scrutiny around safety, labelling, and marketing claims, leading to higher compliance costs and reformulation burdens. Smaller brands, in particular, face hurdles due to inconsistent regulations and rising clean-ingredient costs. In addition, market saturation in traditional categories and consumer skepticism toward overly processed supplements may limit brand trust. Despite these challenges, growth is likely to continue, driven by evolving consumer expectations and product innovation.

Facts & Figures

• High Demand for Protein-Rich Performance Products: Protein remains the cornerstone of sports nutrition, driven by athletes, fitness enthusiasts, and even older adults prioritizing muscle health and recovery. Consumers now want protein not only in powders and bars but also in everyday snacks and drinks. For instance, a February 2025 Wall Street Journal article highlighted how U.S. consumers are fueling a $367 billion market by integrating protein into snacks like chips and even sodas. This cultural shift is intensifying in fitness-focused regions like California and Florida.
• Personalized Nutrition & AI-Driven Solutions: As awareness grows around sustainability, animal welfare, and clean eating, consumers increasingly prefer plant-based proteins (pea, hemp, soy) and labels that promise “organic,” “non-GMO,” or “no artificial ingredients.” Alani Nutrition (acquired by Celsius Holdings in Feb 2025 for $1.8B) focuses on clean-label, female-oriented energy drinks, validating this trend.
• Personalized Nutrition & AI-Driven Solutions: Health tech integration is transforming sports nutrition. Consumers now expect tailored solutions based on DNA, biomarkers, and lifestyle data, especially in premium markets like Southern California.
• Expansion to Lifestyle & Aging Consumers: Sports nutrition is no longer just for athletes. Older adults seek joint, muscle, and endurance support, while casual exercisers want wellness-focused products that enhance performance and recovery without appearing too “hardcore.”

Key Developments:

• In April 2025, Crunch Fitness’ parent firm, CR Fitness Holdings, acquired nine 24 Hour Fitness locations across Miami and Orlando, expanding member access to fitness and nutrition amenities
• In February 2025, UFC & Thorne renew their global partnership, where Thorne remains the Official Sports Performance Nutrition Partner of UFC and its Performance Institute. The deal elevates Thorne to a premier partner for UFC’s anti?doping program, emphasizing contaminant free NSF?Certified products for fighter recovery.
• In January 2025, Move Nutrition Network partnered with Whole Foods Magazine. The alliance aims to enhance education and awareness around active nutrition, bringing together industry professionals, retailers, and wellness channels.
• In April 2024, Private equity giant Paine?Schwartz acquired Promix, a clean-label protein and gut-health specialist, signalling investment interest in functional nutrition brands.

California and Florida Sports Nutrition Market Segmentation:

Based on the product type:

• Sports Supplements
• Sports Drinks
• Sports Foods, segmented based on product type, formulation, consumer group, sales channel, and application.
• Meal Replacement Products
• Weight Loss Product

Sports supplements hold the largest market share, driven by high demand for protein powders, amino acids, creatine, and performance enhancers among athletes, fitness enthusiasts, and wellness-focused consumers. The popularity of gym culture, personalized supplementation, and recovery-focused regimens has made supplements a daily staple for many. Consumers are increasingly seeking clean-label, plant-based, and scientifically backed formulas. The segment benefits from strong online sales, influencer marketing, and widespread availability. In contrast, weight loss products represent the smallest market share, as consumers increasingly shift from traditional diet pills to holistic fitness, lifestyle, and nutrition-based approaches for managing weight.

Based on the formulation:

• Tablets
• Capsules
• Powder
• Soft gels
• Liquid,
• Gummies

In the markets, powder formulations hold the largest market share. Powders, especially protein-based, are highly favored due to their versatility, affordability, and ease of dosage customization. Widely used in pre- and post-workout routines, they appeal to athletes, gym-goers, and health-conscious users aiming for muscle recovery, endurance, or weight management. Powders are also the preferred format for plant-based and clean-label formulations, aligning with current consumer trends. They dominate both online and retail channels. On the other hand, gummies hold the smallest share, as they are relatively new in the sports segment and are primarily associated with general wellness rather than performance-focused benefits.

Based on the consumer group:

• Children
• Adult
• Geriatric

In the markets, adults represent the largest consumer group, accounting for the majority of product demand. This includes active individuals, gym-goers, athletes, and wellness-focused consumers aged 18–50 who regularly use supplements, protein powders, sports drinks, and functional foods to support fitness goals, recovery, and overall health. The strong gym culture, influencer-driven trends, and personalized nutrition apps further drive adoption among adults. Additionally, workplace wellness and busy lifestyles increase reliance on convenient nutrition formats. In contrast, the geriatric segment holds the smallest market share, though it is gradually growing as older adults become more active and seek joint, muscle, and energy support.

Based on the sales channel:

• Hypermarket/Supermarket
• Specialty Store
• Fitness Centers
• Online Channels

The online channels hold the largest market share in the markets. The convenience of home delivery, access to a wider product range, personalized recommendations, and competitive pricing have made e-commerce the go-to platform for sports nutrition buyers. Tech-savvy consumers, especially millennials and Gen Z, rely heavily on digital platforms, influencer reviews, and subscription models to purchase protein powders, supplements, and RTD products. The COVID-19 pandemic further accelerated this shift. In contrast, fitness centers hold the smallest market share, as their product offerings are typically limited to in-house brands or impulse buys, lacking the variety and pricing flexibility of other channels.