Traditionally, bodybuilders and athletes were the traditional consumers of sports nutrition products. However, the scenario has changed as these products have gained interest from recreational and lifestyle users. Health concern is the most important driver of the industry. As the consumer is developing a healthy lifestyle including consumption of healthy food and beverages, the growing interest in sports nutritional drinks have shifted the industry focus to the new user group.
The developed nations, such as US and European countries have been the dominant market shareholders. However, as the consumer in developing nations is utilizing their disposable income on health, these economies are expected to pose a serious challenge to the supremacy of developed economies. Organizing of high profile sports events in these countries is further expected to escalate the demand of sports nutritional products in these markets.