Sports supplements experienced their heyday during the COVID-19 pandemic. With customers ordering supplements and working out within the comforts of their homes, the industry had seen sales of inventory like never before.
But the opening of borders had led to a dip in overall sales. With online shopping made easy by Google and the new features embedded in e-commerce marketplaces like Amazon and Alibaba, sports supplement manufacturers have found a new distribution route.
E-commerce Channels for Seamless Shopping
E-commerce stores are helping startups and existing physical stores to expand their reach. Digital credentials are required for stores to sell their inventory and attain a repeat purchaser list. The change in customer shopping habits and the convenience of online shopping paved the way for this trend.
For instance, Seed Health has sold its probiotic supplement on e-commerce marketplaces and ranks highly on Amazon’s list. Its flagship product, DS-01 Daily Synbiotic, gained recognition from medical practitioners and customers for clearing the gut. It secured top-shelf space at Target, a reliable retail brick-and-mortar chain. Supermarkets accounted for 41.7% share of the sports nutrition market in 2025, as per a Coherent Market Insights report.
E-commerce marketplaces have integrated e-wallets to make online shopping experience simpler. For instance, United Payment Interface (UPI) accounted for 76% of e-shopping purchases in India in 2023. The integration of mobile wallets such as PayPal and Amazon Pay has led to manufacturers teaming up with payment processors.
Personalized Nutrition – The Way Ahead
The use of artificial intelligence (AI) to power chat assistants in recommending products related to queries has led to a surge in site visits. AI-driven personalized nutrition can help sports supplement manufacturers diversify their offerings and integrate them into consumer diet plans. Genetic testing and AI-driven analytics can help customers in maintaining their diets and workouts. Moreover, clean labeling practices by manufacturers can help customers in ascertaining the product of their choice.
Regulatory Compliance – Keeping Customer Safety at the Forefront
Sports supplement manufacturers are adhering to regulations outlined by agencies such as the European Food Safety Authority (EFSA), Food Safety and Standards Authority of India (FSSAI), and the U.S. Food and Drug Administration (FDA). This can be due to product recalls for failing safety and transparency requirements. With health and well-being prioritized by customers, supplement manufacturers are taking no chances.
No Pain, No Gain - Innovation in Powdered Supplements
High-intensity workouts require supplement powders that can repair muscles rapidly and support in the recovery process. Manufacturers are innovating in powdered formulations and experimenting with new flavors to appeal to customers. On September 05, 2025, BioEmblem launched a triple magnesium complex that combines three different types of magnesium for maximum benefit. The company partnered with Amazon and TikTok to effectively reach its target audience.
(Source: Lelezard)
Exclusive Distribution Agreements – A Sure Selling Strategy
Sports supplements require whey in the 80-90% range. This has led to sports supplement manufacturers and e-commerce marketplaces teaming up to increase sales. A prime instance is Ronnie Coleman, an established sports supplements brand, collaborating with HealthKart on October 01, 2025. This can help alleviate the manufacturing and supply chain challenges faced by online stores and implement preventive measures to boost sales.
(Source: Nutraingredients)
Future Outlook
The sports nutrition market is expected to reach a valuation of USD 102.99 billion by 2032, as per a detailed report by Coherent Market Insights. The market is expected to experience a staggering 9.0% CAGR from 2025 to 2032.
The massive demand for reliable health supplements for increasing endurance and focus during workouts can drive the market growth. High awareness among its customer base and the availability of products on e-commerce stores can bode well for the market. A rise in active lifestyles, increased exercise habits, and consumption of fitness media on social media channels can influence the market growth over the forecast period.
E-commerce marketplaces help brands in maintaining a digital presence and meet their potential customers online. The low overheads and convenience-driven habits of customers can make it a future-proof strategy for sports supplement manufacturers worldwide.
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