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Expandly Blog

EU Sports Nutrition Market €6.61 Billion

The EU sports nutrition market reached €6.61 billion in 2026, growing across protein, energy, and recovery segments. US brands with strong domestic ranges can compete — but EU formulation rules, EFSA claim restrictions, and BfR vitamin limits in Germany need to be resolved before any product ships.

In This Article

01The size and growth of the EU sports nutrition market
02What EU food supplement compliance requires vs US rules
03Germany's BfR limits and why they catch brands by surprise
04The Berberine EFSA opinion and what it means for your range
05What structured EU market entry looks like for sports nutrition brands

Key Takeaways

►€6.61bn EU market in 2026 — growing faster than the wider sporting goods category.
►EFSA health claims are far more restricted than US FDA-equivalent claims. Audit before launch.
►German BfR limits can disqualify formulations that are legal at EU level. Check Germany separately.
►EFSA Berberine: no safe intake level at any dose. Legal advice needed before EU placement.

The EU sports nutrition market is valued at €6.61 billion in 2026. For US brands with proven sports nutrition ranges, Europe represents a market where demand already exists — but where the compliance picture is more demanding than the US equivalent.

Growth is concentrated in protein supplements, energy products, and recovery categories — the same segments where US brands have built strong domestic positions. The broader European sporting goods market exceeds $200 billion, and sports nutrition is growing faster than the wider category. Mainstream adoption of performance nutrition beyond elite athletes is driving that outperformance.

€6.61bn EU sports nutrition market valuation, 2026 (Source: Vitafoods Insights — verify against primary source before external use)

What the EU compliance picture looks like

EU food supplement regulation starts with Directive 2002/46/EC. For sports nutrition, that means two immediate requirements. Health claims on products must come from EFSA's approved claims register — which is significantly more restricted than FDA-equivalent claims in the US. Labelling must be in the national language of each EU market you sell into.

Germany adds a further layer through BfR national maximum levels for vitamins and minerals. A formulation legal at EU level may still exceed BfR limits in Germany. Brands launching in Germany without verifying BfR limits discover this after products are already in the market. The correction is expensive.

The ingredient to watch

EFSA's Article 8 review of Berberine concluded that no safe intake level can be established at any dose. For US sports nutrition brands with Berberine-containing products in their range, this opinion is likely to inform a Commission restriction. Any product containing Berberine needs a legal assessment before it goes anywhere near the EU market.

What structured entry looks like

Expandly's onboarding for sports and wellness brands starts with formulation and label review: matching your range against EU Directive requirements, BfR limits in Germany, and EFSA claim restrictions. From there, VAT registration, marketplace setup and EU fulfillment follow in sequence. Compliance review is not optional and cannot happen in parallel with the commercial launch — the sequence matters.

The EU sports nutrition market is growing. The brands capturing that growth are the ones that enter with the right foundations, not the ones that move fastest.

Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.

Find out more
  • VAT registration handled across UK, Germany, Netherlands and all EU markets
  • EPR compliance managed from day one — packaging, WEEE, batteries and beyond
  • Product label review and Responsible Person service for EU and UK market entry

The bigger picture

EU sports nutrition opportunity and why the compliance step can't be skipped

The EU sports nutrition market is large, growing, and accessible to US brands with the right formulations and labels. What trips brands up is the assumption that a product legal in the US can be shipped to European consumers without changes. Formulation review, EFSA claim compliance, and BfR checks in Germany are not bureaucratic hurdles — they are the conditions under which you are allowed to sell. Expandly's onboarding for health and wellness brands starts with that review, not with marketplace setup. The commercial opportunity is real; the compliance foundations are what unlock it.

  • EFSA-approved health claims are the only claims allowed on EU sports nutrition products. The claim register is more restrictive than US FDA guidance — many standard US label claims are not approved for EU use.
  • Labelling in the national language is mandatory in each EU market. Germany, Netherlands, and France each require their own language version.
  • Expandly's compliance-first onboarding covers formulation review, labelling, and EFSA claim auditing before the first unit ships to our Netherlands warehouse.

EU sports and fitness market

Garmin fitness products tracked a 42% Q1 2026 search score increase across EU markets: DE 73.1 (+18%), UK 60.4 (+24%), US 34.6 (+70%). European consumers are tracking, training, and spending on fitness at rates that outpace US baseline demand in some categories.

73.1/100

Expandly Proof Point Bank — Sports & Active + Consumer Electronics segment, DE market, 2026

EU sports nutrition market 2026

The EU sports nutrition market reached €6.61 billion in 2026, with protein, energy and recovery as the leading growth categories. European consumers are the target — the compliance requirements are the entry requirement.

€6.61bn

Vitafoods Insights, 2026 — verify before external use

Compliance-First Onboarding

For health, wellness and sports nutrition brands expanding into Europe, we start with formulation and label review before a unit ships. From there, VAT registration, marketplace setup and EU-local fulfillment follow in the right order.

2,000+

brands expanded with Expandly

If this sounds like your world,
let's talk.

Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled.

Self-Serve

  • £1,150/month
  • Platform-led with email support
  • Best for: $1M–$5M brands

Guided

  • £3,000/month
  • Dedicated Account Manager
  • Best for: $5M–$20M brands

VIP

  • £5,000/month
  • Dedicated VIP Consultant
  • Best for: $20M–$50M+ brands
See full pricing and what's included