A sector in rapid consolidation
The global sports nutrition market represented $49B in 2024, projected to reach $75-86B by 2030 at 8-10% CAGR. This growth outlook is attracting private equity capital. Q1 2026 marks a visible acceleration in consolidation.
The repeating pattern: large nutrition conglomerates (Nestlé Health Science, Herbalife, Glanbia) acquiring DTC brands that have proven community engagement and high LTV metrics. Purely retail-distribution brands continue to struggle.
Q1 2026 notable transactions and emerging category trends
Nestlé Health Science acquired two US DTC protein brands. AMSF Capital Partners acquired Bulk Supplements. DTC brands with loyal customer bases are valued at 4-6x EBITDA vs 2-3x for retail-dependent brands. The category attracting disproportionate new investment: adaptogens and performance-recovery blends (ashwagandha, rhodiola, lion's mane), reflecting the blurring boundary between sports nutrition and everyday wellness.
For independent European supplement brands, the signals are clear: building owned audiences (email, subscriptions, community) is more valuable than marketplace dependency. Recovery and wellness categories are growing faster than pure protein. And founder authenticity plus scientific credibility remain the most durable differentiation levers in a market where consumer trust is hard to earn.