Generation Z—those born between the mid-1990s and early 2010s—represents the new wave of sports supplement consumers. They are digital natives, health-conscious, socially aware, and highly selective about the brands they trust. Unlike previous generations who focused mainly on muscle gain or endurance, Gen Z takes a holistic approach to performance, recovery, and wellness.
In 2025, Gen Z is reshaping the sports nutrition market in the UK and across Europe. Brands that understand their preferences—clean label, plant-based, sustainable, and digitally connected—are best positioned to capture this growing consumer base.
The sports nutrition market and Gen Z’s influence
The global sports nutrition market is projected to surpass €55 billion by 2025, with Europe accounting for nearly a third. Within this growth, Gen Z is one of the most influential consumer groups:
- Over 70% of Gen Z consumers in Europe say they use supplements to support exercise and recovery.
- E-commerce is their primary channel of purchase, with a strong influence from social media, influencers, and fitness communities.
- Transparency, ethical sourcing, and innovation are deciding factors when choosing between brands.
This generation is not just buying supplements—they are demanding new formats and values that align with their lifestyle.
Key categories Gen Z consumers look for
1. Plant-based protein and amino acids
Gen Z favours plant-based solutions over traditional whey. Pea protein, rice protein, and blends with superfoods are in high demand. Vegan BCAAs and EAAs are gaining popularity as alternatives to animal-derived formulas.
2. Pre-workout and energy support
Convenience is key. Energy shots, gels, and sprays are preferred over bulky powders. Products with natural caffeine, adaptogens, and nitric oxide boosters appeal to young athletes. Techlabs Europe’s capsules and tablets with AAKG, beta-alanine, and L-arginine are examples of targeted formulations.
3. Recovery and muscle repair
Magnesium gels, B12 sprays, and electrolytes are popular among Gen Z for faster recovery. Functional blends with antioxidants or mushrooms (like cordyceps and lion’s mane) also fit the demand for multi-benefit supplements. Techlabs Europe’s sports magnesium oral gel is a direct answer to this need.
4. Cognitive and mental performance
Gen Z connects physical performance with mental wellbeing. Supplements containing nootropics (5-HTP, GABA, NAD+, NMN) are rising in popularity, especially in formats like capsules and sprays.
5. Hydration and convenience formats
Portable, ready-to-use formats such as stick packs, oral sprays, and single-dose vials fit Gen Z’s lifestyle. Sugar-free, eco-friendly packaging enhances brand perception.
Trends shaping Gen Z’s supplement choices
Clean label as a must
Gen Z rejects artificial additives, unnecessary fillers, and chemical-sounding ingredients. They actively seek clean label sports supplements that are simple, natural, and transparent.
Vegan and cruelty-free positioning
Animal welfare and sustainability are key purchase drivers. Supplements labelled as vegan, lactose-free, and environmentally conscious perform better in this demographic.
Social media-driven discovery
TikTok, Instagram, and YouTube reviews influence Gen Z supplement choices more than traditional advertising. Engaging storytelling and authentic influencers are crucial.
Multi-benefit formulations
Rather than taking five separate products, Gen Z looks for all-in-one solutions that support energy, recovery, focus, and immunity simultaneously.
Sustainability and packaging
Eco-friendly materials and carbon-neutral production resonate with Gen Z’s environmental values.
Opportunities for brands and entrepreneurs
- Private label innovation: Brands can partner with manufacturers like Techlabs Europe to develop vegan, clean label, and innovative formats tailored to Gen Z preferences.
- Niche focus: Target sub-segments such as female athletes, gamers, or hybrid athletes combining gym and endurance sports.
- Digital-first branding: Leverage TikTok and Instagram as primary marketing channels with transparent product education.
- Hybrid products: Combine sports performance with beauty or mental wellness, e.g., collagen + electrolytes or adaptogen pre-workouts.
- Subscription models: Offer monthly packs of essential supplements, ensuring convenience and loyalty.
Checklist: how to succeed with Gen Z sports supplements
- Ensure clean label and vegan-friendly positioning.
- Offer convenient formats: sprays, gels, sachets, vials.
- Highlight transparency with QR codes, lab reports, or ingredient sourcing.
- Collaborate with authentic influencers and fitness communities.
- Focus on multi-benefit, stackable supplements.
- Showcase sustainability and eco-conscious packaging.
Common mistakes to avoid
- Outdated formulations: Relying solely on whey protein and creatine without innovation.
- Ignoring social media presence: Gen Z won’t trust a brand without a strong digital identity.
- Complex labelling: Long lists of additives drive Gen Z away.
- Overlooking price sensitivity: While they value quality, Gen Z also expects competitive pricing.
- Neglecting inclusivity: Gender-neutral branding and diverse marketing are key for this generation.
FAQs
What sports supplements are most popular among Gen Z?
Plant-based proteins, energy gels, pre-workout capsules, magnesium sprays, and nootropics for focus.
How does Gen Z choose sports supplements?
Through social media influence, clean label claims, and alignment with vegan and sustainable values.
What makes Gen Z different from Millennials in supplement choices?
Gen Z values transparency, eco-consciousness, and multifunctional products more strongly.
Are Gen Z consumers willing to pay more for quality?
Yes, but they expect scientific validation and visible results in exchange for premium pricing.
How can brands target Gen Z effectively?
By focusing on digital-first marketing, authentic influencers, and innovative product formats.
Conclusion
Generation Z is redefining the sports supplements market in 2025. They demand more than performance—they want clean, vegan, transparent, and sustainable products that fit their digital and active lifestyles.
For brands, this means an opportunity to innovate with private label sports supplements that reflect these values. From plant-based proteins to functional gels and sprays, the future of sports nutrition belongs to companies that align with Gen Z’s expectations.
👉 Explore Techlabs Europe’s services and portfolio to discover how to create sports supplements that capture the next generation of consumers. For tailored projects, contact us directly.