The market for sports food supplements in Italy

The sports nutritional supplement market includes all those products intended to supplement the diet of those engaged in physical activity, improving their performance, endurance or recovery. Included in this market are protein bars, protein or carbohydrate powders, hydrosaline supplements, amino acids (e.g., BCAAs), creatine, vitamins and minerals, fatty acids (e.g., omega-3), as well as newer products such as anabolic stimulators and metabolic optimizers. This segment is closely linked to the growth of the sports population, interest in a healthy lifestyle, and the increasing role of functional nutrition. The products are aimed at both professional athletes and a growing audience of recreational athletes, students, and health-conscious consumers.

Globally, the market will grow from $49.6 billion in 2024 to $94.3 billion in 2033 (+90%, average CAGR 7.2%). In Europe, it will grow from €6.4 billion to €9.56 billion in 2024-2031 (+49.4%). In Italy, the sports supplement sector will grow from €1.03 billion in 2024 to €1.56 billion in 2030 (+51.0%), after already rising +7.1% between 2023 and 2024. The strongest categories by value in 2024 are probiotics (€398 M), mineral salts(€234 M), and vitamins (€201 M), while cough products (+61%), immune functions (+20%), and antacids (+28.4%) show the strongest growths.

The market structure is increasingly fragmented, despite the persistence of some large international (Pfizer, Bayer) and Italian (Aboca, Alfasigma) players. In Italy, the market is populated by many small- to medium-sized manufacturers, with a strong push given bye-commerce and the multiplication of distribution channels. The main channel remains the pharmacy (61 percent of sales in 2024), followed by parapharmacies (33 percent), supermarket pharmacies (16 percent), large-scale retail stores (14 percent) and herbalist shops (11 percent). Major players include Enervit (€85.4M), Named Sport (€19.1M), +Watt (€9.4M), ProAction (€6.7M), and MyProtein (€3M in Italy alone). Amazon Italy distributes more than 8.7 billion products, including in the sports segment.

Price-wise, sports supplements cover all ranges: energy bars €1.30-1.70, protein bars €1-1.60, single-serving gels €1.14-1.50, protein powder from €17 to over €60 depending on quality and format. High-end products (e.g., whey isolate + betaine) exceed €45 per pack. Spending is proportional to physical activity intensity and goals (energy, recovery, muscle building).

The profile of the Italian consumer is transversal: 28.5% of the population practices sports continuously (2024), with peaks in the Northeast (41.6%). The young segment (15-30 years) is particularly receptive: 71.5 percent of college students take supplements, with preference for multivitamins (35.1 percent), proteins (11.5 percent) and caffeine-free energizers (7.5 percent). Plant-based and clean-label trends are growing, driven by a focus on health, transparency and sustainability: already 16.7 percent follow a vegetarian diet and 3.9 percent are vegan, with double-digit growth forecasts for the vegan supplement market (+10.35 percent overall CAGR to 2030).

On the regulatory side, sports supplements are regulated by Directive 2002/46/EC, implemented in Italy by Legislative Decree 169/2004, with additional ministerial guidelines (Circular June 7, 1999, No. 8). Products must be notified to the Ministry of Health, report dosages, warnings and do not claim curative properties. Quality certifications(Informed-Sport, NSF Certified) are increasingly required to counter fraud and contamination, in a market that oscillates between science, fashion and risk of abuse.