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Pre-order the Active Lifestyle Report and be the first to see our survey results!
Active Lifestyle Report: now available for pre-order
[Presale] 2021 Active Lifestyle Report
[Presale] 2021 Active Lifestyle Report
[Presale] 2021 Active Lifestyle Report

[Presale] 2021 Active Lifestyle Report


You are purchasing a pre-sale product. Upon purchase today, you will immediately receive a download of NBJ's Manufacturer Survey conducted for the Active Lifestyle Report.

Get a first look at this proprietary NBJ survey data! The results of this March 2021 manufacturer survey cover 9 questions about consumer habits, product trends, and business strategy, with answers from 119 active lifestyle companies. 

The complete 2021 NBJ Active Lifestyle Report will be delivered on April 21, 2021. 

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 20 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

See what's behind our data

See who's behind our data

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

"NBJ Reports are used by our Exec Team, Brand/Mktg/Sales leaders to support data-based decision making and gives us industry and competitive insights."

Native Botanicals


"The data and information vividly reflects the trends, challenges, regulatory impacts we have experienced as we have grown into the ‘adult-hood’ of an industry we are today"

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