This report looks at the following areas:
- Key market factors influencing the sports and exercise market
- Product innovation trends to watch
- Current consumer exercise frequency and choice of sports
- Differences in exercise goals, desired performance improvements and ingredient preferences before, during and after exercise by population segment
- Future business opportunities for brands in sports nutrition supplementation by population segment
Light exercise is emerging as a trend, representing both a challenge and an opportunity. Brands can build on ingredient needs and evidence-based education to develop segmented product designs and communication strategies around pre-, mid- and post-exercise scenarios. This approach allows brands to meet the recovery needs of active fitness enthusiasts while engaging light exercisers, seizing new market opportunities.
Mooy Chen, Associate Research Analyst, China
Market Definitions
According to the National Food Safety Standard – General Rules for Sports Nutrition Foods (Draft for Comment), sports nutrition food refers to food specially processed for the physiological metabolic state, exercise capacity and specific nutritional needs (such as creatine, taurine, peptides and vitamin B complex) of individuals who engage in physical exercise at a moderate or higher intensity (such as mid- to long-distance running, aerobics or strength training) three or more times a week, with each session lasting at least 30 minutes. The scope of this Report includes those who meet this official definition of active fitness enthusiasts.
In recent years, exercise trends among Chinese consumers have been shifting towards a lighter format, meaning that most people exercise fewer than three times per week or for less than 30 minutes per session. Therefore, this Report will also cover these light exercisers.
The sports nutrition products discussed in this Report include:
- Food, drinks and supplements aimed at the officially defined active population, such as protein powders, energy gels and creatine fitness supplements.
- Food and drink aimed at consumers who engage in light exercise, such as ready-to-eat protein supplements, dairy products, cereal bars, water and coffee.
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Executive summary
- Key issues covered in this Report
- Definitions
- What you need to know
- Market and new product trends
- Consumer insights and innovation focus
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The market
- Market factors
- National policies further promote sports consumption and nationwide fitness participation
- Upgrade sports nutrition standards
- Focus on key populations and promote scientific research results to empower mass participation in exercise
- Marketing activities
- Light exercise marketing: reduce participation barriers with lighter and more engaging activities
- Professional sports marketing: focus on co-creation and shaping a professional image
- eCommerce sales overview
- Non-beverage formats perform well, with continued market potential for ‘snackified’ products
- Whey protein powder continues to lead the market by volume sales
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New product trends
- Mintel GNPD’s definition
- Product innovation in sports and performance nutrition continues to grow
- Graph 1: share of new sports and performance nutrition products each year, 2020-25
- Graph 2: share of each sub-category in new sports and performance nutrition products, 2020-25
- The proportion of new products with energy enhancement/replenishment and minus claims has significantly increased
- Graph 3: top 10 claims in new sports and performance nutrition products, 2020-25
- Emerging innovation potential in products with added dietary fibre
- Graph 4: notable nutritional claims in new sports and performance nutrition products, 2020-25
- Notable new sports nutrition products featuring added dietary fibre
- A market gap remains for sports nutrition products designed for specific groups
- Graph 5: claims around ‘designed for specific groups’ worth noting in new sports and performance nutrition products, 2020-25
- Notable new sports nutrition products positioned for specific groups
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The consumer
- The proportion of people who exercise frequently for long durations is low but stable
- Graph 6: exercise frequency – exercising for more than 30 minutes, 2024 vs 2025
- The frequency of short-duration exercise has declined
- Graph 7: exercise frequency – exercising for up to 30 minutes, 2024 vs 2025
- Early morning and nighttime are the main exercise periods
- Commuting/travel scenarios are worth exploring in depth
- Urban outdoor areas are the most popular, and fragmented exercise scenarios deserve attention
- Graph 8: timing and location for exercise lasting under 30 minutes, 2025
- Running remains the most popular activity, with exercise choices increasingly diverse
- Running remains the most popular activity, but exercise choices are becoming increasingly diverse
- Graph 9: type of exercise, 2023 vs 2025
- Consumers are doing more types of exercise
- Graph 10: number of different types of exercise performed, 2025
- Definition of the two main groups
- Two main groups of active consumers
- Active fitness enthusiasts are predominantly younger and middle-aged consumers with higher purchasing power
- Graph 11: exercise frequency – light workout group vs active fitness enthusiasts, by gender and age, 2025
- Graph 12: exercise frequency – light workout group vs active fitness enthusiasts, by monthly personal income, 2025
- Both groups pay attention to sports nutrition, but their needs differ significantly
- Active fitness enthusiasts are mainly motivated by physical health benefits, while light exercisers prioritise alignment with lifestyle
- Graph 13: motivations for exercising – light workout group vs active fitness enthusiasts, 2025
- There is little variation in preferences for sports performance, with endurance and cardiopulmonary function attracting the most attention
- Graph 14: area of sports performance to enhance – light workout group vs active fitness enthusiasts, 2025
- Hydration before exercise is key, and light exercisers show a preference for ‘quick start’ ingredients
- Graph 15: preferred ingredients before exercise – light workout group vs active fitness enthusiasts, 2025
- Demand for hydration and electrolytes increases during exercise, and this is more evident among active fitness enthusiasts
- Graph 16: preferred ingredients during exercise (caffeine) – light workout group vs active fitness enthusiasts, 2025
- Graph 17: preferred ingredients during exercise – light workout group vs active fitness enthusiasts, 2025
- Post-exercise recovery requirements are particularly pronounced among active fitness enthusiasts
- Graph 18: preferred ingredients during exercise (electrolytes) – light workout group vs active fitness enthusiasts, 2025
- Graph 19: preferred ingredients after exercise – light workout group vs active fitness enthusiasts, 2025
- Consumer follow-up: probiotic and dietary fibre supplementation before and after exercise is mainly for gastrointestinal stability
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Issues and insights
- Overview
- Develop performance-readiness solutions for light exercisers
- Light exercisers need a boost to start their workouts, use caffeine and protein as the main hooks
- Position caffeine as a catalyst for alertness and to get into the zone, and expand protein consumption into the pre-workout occasion
- Develop a comprehensive nutrition recovery plan for active fitness enthusiasts
- A supply gap exists within the post-exercise recovery products
- Graph 20: proportion of new sports and performance nutrition products featuring the keyword ‘recovery’, by market, 2020-25
- Build on core needs with a more comprehensive nutrient profile to support exercise recovery
- Communicate the value of carbohydrate replenishment through energy replenishment and provide scientific tips
- The breakthrough in carbohydrate replenishment education is to position it as targeted energy supplementation
- Education has been initiated within professional product categories
- Use approachable product formats to deliver professional consumption guidance
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Appendix – methodology and abbreviations
- Methodology
- Abbreviations
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