2021 Active Lifestyle Report

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.