Slideshow: Sports nutrition moves out of the gym

KANSAS CITY — The sports nutrition segment continues to expand, with sales of energy and sports drinks rising over $35 billion in 2025, according to data from SPINS. The category is growing with innovations targeting a broader range of active consumers and applications, ranging from beverages and powders to bars and even pastas.

“Sports nutrition is evolving,” said Floor van der Horst, global marketing director, performance and active nutrition for FrieslandCampina Ingredients. “It’s no longer just about performance in the gym or on the track, but about supporting the body and mind as a whole to fuel performance. Athletes and active consumers increasingly want to feel their best to help perform at their best, and they’re starting to understand that the two are intrinsically connected.”

The Coca-Cola Co. is aiming to bring its BodyArmor brand to more consumers and consumer occasions with a ready-to-drink canned product. BodyArmor Fit is formulated with 290 mg of electrolytes, 60 mg of caffeine, choline and green tea extract, with zero sugar per serving.

“BodyArmor Fit represents a natural evolution of our portfolio as we continue to meet consumers where they are,” said Sara Weaver, vice president of brand marketing, BodyArmor. “People are staying active in different ways throughout the day, and BodyArmor Fit was designed to fit seamlessly into those routines with a new sparkling format that still delivers the functional hydration expected from us.”

For consumers seeking alternatives to protein shakes, PepsiCo, Inc. developed Propel Clear Protein. The beverage powder combines protein, fiber and electrolyte benefits into one product, with 20 grams of whey protein and 3 grams of fiber per serving.

“Our priority was solving a real human need through a science-backed, multifunctional product,” said Damian Browne, senior vice president of research and development, US Beverages at PepsiCo. “What we’ve created with Propel Clear Protein is a real breakthrough for consumers, who can now get their protein, fiber and hydration in one great-tasting beverage, without the heaviness of a traditional protein shake.”

Creatine also is becoming more prevalent as an ingredient beyond the supplement category. SPINS identified creatine as one of the fastest growing functional ingredients, with 44% year-over-year growth.

“It’s an interesting ingredient because it was so heavily in just the powdered version, or capsules full of powder,” said Scott Dicker, senior director and head of research and insights for SPINS. “The new forms, such as bars, gummies and ready-to-drink beverages, have taken it more mainstream.”

KA-EX, a manufacturer of functional beverages and supplements, is experimenting with creatine in the beverage aisle with its Creatine EAA + Booster. The product is intended to combat creatine degradation in beverage formats with its push-cap technology, which preserves a dose of powdered creatine separately in the cap until users dispense the powder before consumption. The drink features 3 grams of creatine, 105 mg of caffeine, 500 mg of sodium, 57 mg of magnesium, 370 mg of potassium, 115 mg of calcium, 1 gram of L-citrulline and essential amino acids.

“Creatine is having a mainstream moment,” said Pedro Schmidt, chief executive officer and founder of KA-EX. “Awareness has expanded well beyond the gym, driven by a growing body of evidence around cognitive performance, healthy aging, and everyday energy, amplified by consumer education. The category is no longer niche. Now, we’re providing consumers with an option they haven’t had before — creatine in a convenient ready-to-drink format that actually delivers what it says on the label.”