SOUTH KOREA AND CHINA continue to dominate sports nutrition e-commerce in the Asia-Pacific region, while India has emerged as the fastest-growing online market for the category, according to new data from analytics firm Euromonitor International.
The findings highlight the rapid digitalisation of sports nutrition retail as consumers increasingly turn to e-commerce platforms to purchase protein powders, performance supplements and functional nutrition products.
Euromonitor’s Consumer Health 2026 Edition shows that e-commerce accounted for 56% of sports nutrition sales in 2025, up from 46% in 2020, representing the largest increase among all retail channels. The shift reflects growing consumer confidence in purchasing health and nutrition products online, supported by wider product availability, competitive pricing and improved digital shopping experiences.
South Korea and China remain the region’s largest sports nutrition e-commerce markets, benefiting from highly developed digital retail ecosystems and mature online consumer behaviour. China, in particular, continues to see strong growth in sports non-protein products, while retail e-commerce remains the dominant distribution channel for the country’s sports nutrition industry.
India, meanwhile, has recorded the fastest online sales growth in the region. According to Euromonitor, the country’s sports nutrition market is expanding at a strong double-digit pace, driven by rising fitness awareness, broader adoption beyond professional athletes, increasing accessibility through e-commerce platforms and demand from consumers in both urban and semi-urban markets. Retail e-commerce has become the primary engine of growth for sports nutrition sales in India.
The report also points to evolving consumer preferences across Asia-Pacific. While protein powders remain the cornerstone of the category, non-protein supplements are gaining traction. Branched-chain amino acids (BCAAs) are witnessing strong demand in Japan and South Korea, while creatine is experiencing rapid growth in India and Japan as consumers increasingly seek products associated with muscle recovery, strength and athletic performance.
Euromonitor noted that the sports nutrition market is becoming more sophisticated as consumers demand scientifically backed ingredients, greater product transparency and clean-label formulations. In India, innovation is moving beyond traditional whey protein towards sustainable and functional alternatives, while a reduction in the Goods and Services Tax (GST) on nutraceuticals is expected to further accelerate category growth.
The expansion of online retail has also transformed the competitive landscape. Digital marketplaces, direct-to-consumer websites and social commerce platforms have enabled both established multinational brands and emerging local players to reach consumers more efficiently, reducing reliance on traditional specialist nutrition stores and gyms.
