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A Glance Of the Fitness Supplement Industry 2020

There is no doubt that the supplement industry will continue rising for many years to come. In 2018 alone, the industry was worth a whopping $124 billion, and by 2026, it’s expected to cross 200 billion (1). As more and more people become health-conscious, it’s evident that they would want to maintain their optimal health and wellness. But with the fast track cosmopolitan life of today, its very challenging to get all the required nutrients from just diet. And as a result, dietary supplements, particularly fitness supplements, have surged in popularity.

2020 is looking very promising for the supplement industry. Through this article, we provide a glance at the fitness supplement industry for 2020.


Transparency means raising awareness about issues relating to fitness supplement quality, business ethics, and operations. This can be done by providing direct information on the source of ingredients, quality of supplements, excipient content, distribution, storage, allergen claims, and product manufacturing. Its quite evident that consumers will choose a transparent brand over one that is shady with their businesses. Even experts have called on brands to prioritize transparency (2). Particularly when it comes to fitness enthusiasts, consumers want to know what exactly they are pumping their bodies with.

As a result of this, supplement manufacturers are being compelled to use innovative techniques for enhancing their brand’s transparency. And this trend will only see an upward trajectory in 2020.

fitness supplement industry

Personalized Nutrition

Many people’s primary reason for getting into fitness is to shed a few pounds. A lot of people modify their nutrition to reap benefits, and they are generally long-term adjustments. There are certain nutrition rules on what foods to avoid and eat; however, consumers can still choose from a vast range of diets. For instance, the ketogenic diet is low carb and high fat (3), but high carb and low-fat options are also available.

As a result of this, personalized nutrition is one of the most significant trends in the fitness supplement industry. This trend began as dietitians, and healthcare experts started recommending supplements on the basis of the client’s status of blood nutrients. This method enhances the chances of receiving optimal nutrition as it’s personalized for every person. This can be particularly beneficial for people that are allergic to certain ingredients (4).

After evaluation, healthcare experts and dietitians can recommend particular supplements to help you reach your fitness goals.


Sustainable diets not only contribute to nutrition and health for the present and future generations but also have less negative environmental impacts (5). Sustainable diets are nutritionally sufficient, healthy, and safe, while at the same time being respectful of ecosystems and biodiversity and aims at optimizing human and natural resources.

This concept also stretches to the fitness supplement industry, and sustainable practices must be initiated at various phases of the supply chain.

  • Utilizing environmentally friendly shipping substances
  • Using environmentally friendly or recycled product packaging
  • Manufacturing and processing products through clean or renewable energy
  • Preventing chemical use while manufacturing or processing chemicals
  • Sourcing sustainable ingredients

A study published in 2019 show that 33.5% of US households are willing to pay extra for environmentally safe products, and 33% would pay extra for products that are made through organic farming methods (6). As a result of this, more and more brands are manufacturing fitness supplements that are also environmentally sensitive. This is a trend that is only going to witness an upward trajectory in 2020, and as such, brands must catch up with it if they want to pull in consumers.

Clean Label

Consumers themselves have popularized this term. Attaining a clean label refers to concentrating on natural and healthy ingredients and steering clear of artificial ingredients (6). In this age where people are increasingly aware of what they want to get from fitness supplements, this trend will only spread further. People read labels and refrain from formulas with harmful compounds. This is quite obvious as people’s primary reason for resorting to supplements is to improve their health and wellness.

Supplements with no synthetic based ingredients or artificial flavors and fillers are the trend these days. This has compelled many manufacturers to shift towards natural and plant-based ingredients and add them to their products.

A recent trend has seen manufacturers reduce their product ingredients to achieve a clean label. They also try to use similar names for specific compounds; however, this is not always attainable due to regulations (7).

Plant-Based Products

From April 2018 to 2019, the plant-based retail market witnessed a growth of 11%. Plant-based dietary supplements and proteins are the key drivers of this market (9). Individuals that follow a vegan or vegetarian diet prefer fitness supplements without any animal ingredients. This trend towards plant-based products exhibits consumer requirements or preference for allergen and cruelty-free supplements.

Naturally-sourced supplements

Naturally derived or naturally sourced supplements are free from synthetically produced ingredients such as preservatives, artificial flavorings, synthetic vitamins, etc.). Key trends have witnessed this part of the supplement market register an annual growth rate of 5%. This applies to the fitness supplement industry as well, and may brand have started incorporating naturally sourced products to their product list.

Pre-Workout Blends

Pre-workout blends bring something new to the table. They offer mental and physical stimulation boosting the athletes before they engage in activities such as training sessions, gym workouts, and even competitive events and matches. It’s not just the fitness sector that pre-workout blends have captured but even the e-gaming and nootropic sectors as well. 

While powder form dominates pre-workout blends companies have started experimenting, and some brands offer ready to drink blends as well. 

Healthy Supplements and Sports Nutrition

In the supplement market, sports supplements are one of the top three groups. For consumers interested in enhancing their fitness, physical performance, and aesthetics, various types of products are available. For those interested in gaining weight and improving muscle strength, synthetic-based supplements with ingredients manufactured in the lab are generally prescribed to. However, a vast number of amateur as well as professional athletes are resorting to potent formulas with natural ingredients.

Data show that in about 20% of sports and athletic nutrition products, at least one ‘clean label’ feature can be found. This trend is gradually garnering a lot of interest from industry professionals as well as consumers, and it’s linked with consumers’ interest in supplements that not only promote their performance but also support their overall well-being.

Which Supplements Will Rule 2020?


Creatine monohydrate is and will likely remain the most popular fitness supplement in 2020. It is by far the best-selling workout supplement and has more studies proving its effectiveness and safety than any other supplement.

It first caught the eye of the public after it was alleged that Olympic gold medal winner Linford Christie had used it for training during the 1992 Barcelona Olympics (10). These days creatine is a staple ingredient for participants of intense sports that require explosive and quick movements like weightlifting, boxing, rugby, and football.

Creatine is labeled as “ergogenic,” meaning it is scientifically proven to improve physical performance in sport. Consuming 3000mg of creatine daily has been shown to increase:

  • Lean muscle mass
  • Muscle speed
  • Power output
  • Strength

Whey Protein

If you want to build and preserve body mass, protein is easily one of the most popular and effective supplements in the fitness sector and dominance is sure to be maintained. Daily intake of protein, especially in the ‘anabolic window’ following immediately after training or exercise sessions, can contribute significantly to repair and growth of muscle fiber.

Another advantage of protein is that its not gender-specific, and the benefits can be reaped by men and women of every fitness level, body type, and age group.

On average, 0.8g of protein for every kg of one’s body weight is required. However, for individuals participating in intense training or workouts, this requirement is more substantial (11).

Omega 3-Fatty Acids

In 2018 alone, the global omega 3 market size was estimated to be at an impressive USD 2.29 billion, and it is predicted to grow at a CAGR of 7.4% from 2019 to 2025 (12). Omega 3 is very important as they contain various benefits for the brain and body, making it very popular among fitness enthusiasts. They are found in three types of alpha-linolenic acid (ALA), docosahexaenoic acid (DHA), and eicosapentaenoic acid (EPA). EPA, DHA, and long-chain fatty acids are present in algae extract, fish, and fish oil supplements, whereas ALA is derived from plant sources such as olive oil, avocado, chia seeds, flax seeds, and nuts.

Omega 3s are useful for speeding up the recovery process after an intense training session. Thanks to its anti-inflammatory properties, the recovery process is enhanced. Another advantage is that omega 3s reduce the heart rate as well as the amount of oxygen the body burns per minute, making it an excellent option for fitness enthusiasts.


One thing is for sure that the fitness supplement industry is only going to witness an upward trajectory. Some old trends are sure to remain in place while some new ones are set to creep in and make waves. It’s essential for brands to know what precisely consumers want and deliver it to keep their heads above the intense competition within the fitness and sports supplements market.

Have Your Fitness Supplements Manufactured by SMP Nutra

SMP Nutra has extensive experience in manufacturing nutraceutical fitness supplements of all kinds. From tablets to powders we have done everything and continually produce high-quality products that will set your products above the competition.

You can contact us here with any questions or concerns. Also, check out our private label stock product that you can bring to your brand today.


  1. https://www.globenewswire.com/news-release/2019/03/25/1760423/0/en/Dietary-Supplements-Market-To-Reach-USD-210-3-Billion-By-2026-Reports-And-Data.html
  2. https://www.nutraingredients-usa.com/Article/2019/02/25/Transparency-The-clear-route-to-success-in-the-wellness-space
  3. https://www.healthline.com/nutrition/ketogenic-diet-101
  4. https://www.foodnavigator-usa.com/Article/2019/11/01/Soup-To-Nuts-Podcast-Trends-at-FNCE-from-personalized-nutrition-to-new-solutions-for-allergy-suffers
  5. https://academic.oup.com/advances/article/5/4/418/4568624
  6. https://www.nielsen.com/us/en/insights/article/2019/brands-increase-trust-and-prices-through-sustainability/
  7. https://www.researchgate.net/profile/Kamila_Nascimento/publication/324993413_A_Review_’Clean_Labeling’_Applications_of_Natural_Ingredients_in_Bakery_Products/links/5af08eca458515c283718458/A-Review-Clean-Labeling-Applications-of-Natural-Ingredients-in-Bakery-Products.pdf
  8. http://blog.ift.org/what-is-clean-label
  9. https://www.naturalproductsinsider.com/foods/plant-based-revolution-digital-magazine
  10. https://www.leanactive.com/products/lean-active-protected-creatine-120-capsules
  11. https://examine.com/nutrition/how-much-protein-do-you-need/
  12. https://www.grandviewresearch.com/industry-analysis/omega-3-market

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