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Supplement Business Report 2022: Meteoric growth & channel pivots are just the beginning
Supplement Business Report 2022: It's here!
2021 Active Lifestyle Report
2021 Active Lifestyle Report
Executive Overview & Top Thoughts
Action Items for CEOs and Product Developers
Market Share by Category and Sales & Growth
Consumer Survey Data

2021 Active Lifestyle Report


NBJ is excited to debut this new Active Lifestyle Report, taking the place of the Sports Nutrition & Weight Management Report. With a shift in consumer attitude from sports-centric motives to prioritizing health through active lifestyle choices, the active lifestyle market grew 5.5% to $40.5 billion in 2020, and NBJ predicts that the growth trajectory will remain steady in the years to come.  

What does this shift in consumer mindset tell us about where this category will go next? For one thing, where we have seen strong growth among sports powders and RTD protein beverages in the past several years, in 2020 the strongest growth was in hydration and energy beverages at 8.3%, and in fact, sales in the total market would have been flat without this growth-boosting category.

Additionally, declines in natural and specialty retail largely driven by poor performance in specialty supplement chains were matched by incredible growth of 33% in e-commerce and strong growth of 6.3% in mass market. 

This report includes market sizing and growth for:

  • Sports Nutrition Supplements (incl. protein powders)
  • Hydration and Energy Beverages
  • Nutrition Bars and Gels
  • Functional RTD Sports Protein Beverages

PLUS: Consumer survey data from March survey of 911 US directionally representative consumers and 19 company profiles across all of the above categories, including top company revenue estimates.

Note: NBJ's weight management data will now be published in July's Condition Specific Report.

72 Charts & Graphs

Proprietary Consumer & Manufacturer Survey data

19 Company Profiles

Raw Data + PPT Slides

Table of Contents

Click through each chapter for detailed list of data charts and survey questions.

Executive Overview

Sports food and beverage: Functional beverages and bars

Sports food and beverage: Hydration and energy

Sports supplements

Sales channels

Consumer Survey

Company Profiles

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The NBJ model pulls from myriad data sources, outlined in our Methodology. Critical to our outputs are partnerships with SPINS, which powers our retail data and understanding, and ClearCut Analytics, whose Amazon data supports our e-commerce projections.

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Bill Giebler

Content & Insights Director

Rick Polito


Claire Morton Reynolds

Senior Industry Analyst

Cindy Van Schouwen

Business Dev Manager


Gaia Herbs

Director, Brand Strategy

"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."


Director of Marketing

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Native Botanicals


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