Europe sports‑nutrition boom
The Europe sports‑nutrition market is projected to hit US$27.84 billion by 2032 at a 10.72% CAGR, with Western Europe leading and major players listed as Glanbia, PepsiCo and Nestlé . Ingredient and product forecasts show dextrose monohydrate rising from a $5.4B base in 2026 toward $7.2B by 2033, and the multivitamin gummy segment targeting about $12.5B by 2033 — signals investors and formulators are chasing convenient, energy‑focused sports products now [](https://www.newstrail.com/multivitamin-gummies-market-set-to-hit-us-12-5-bn-by-2033-with-demand-for-convenient-nutrition/).
Germany, the UK and France are the largest national sports‑nutrition markets in Europe, and analysts report e‑commerce now accounts for more than 35% of sports‑nutrition retail sales across Western markets; The Hut Group’s Myprotein ranks as the top brand by regional retail share. (euromonitor.com) Private‑equity activity has shaped capacity and brands: KKR sold The Bountiful Company’s core assets in a deal announced April 30, 2021, valued at $5.75 billion and completed August 9, 2021, transferring well‑known vitamin and supplement labels into a global strategic buyer. (media.kkr.com) Ingredient demand is shifting toward fast‑acting carbohydrates and palatable delivery forms—industry reports flag dextrose monohydrate as a preferred rapid‑energy ingredient in drinks, gels and recovery powders, while market analysts explicitly cite “pill fatigue” as a chief driver behind the surge in multivitamin gummies. (parchem.com) Market trackers show pure‑play online and DTC players capturing outsized share, prompting incumbent food and beverage firms to roll out protein‑fortified RTDs and lower‑sugar hydration SKUs aimed at convenience‑seeking consumers. (euromonitor.com)
