What was once a category largely defined as products for muscle-building gym aficionados, the modern-day sports supplement sector has expanded mightily— so much so that the category is more accurately defined today as “active lifestyle nutrition.” 

That vast breadth of consumers has opened the door for supplement solutions for muscle building, recovery, hydration, esports performance and maximizing the gut-muscle axis.

Retail and trends tracker SPINS reports 8% growth in wellness bars and gels, 10% growth in protein supplements and meal replacements, 37% growth in pre-workouts, and a whopping 39% spike in performance nutrition. 

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