The Italian functional food market is no longer a niche for athletes, but an ecosystem rewriting the rules of mass consumption. Specialized nutrition in Italy has transcended the confines of competitive sports to become a cornerstone of the food industry. The new European regulatory framework and the explosion of protein claims are redefining the offerings on shelves. We analyze the dynamics that have transformed technical products into everyday consumer goods, examining the legislative framework and the opportunities offered by new dietary regimes and digital technologies.
Sports nutrition: EU rules
The previous regulatory framework
Before the entry into force of Regulation (EU) No 609/2013, the sports food just as gluten-free products were regulated by Directive 89/398/EEC (later recast in Directive 2009/39/EC), which had introduced the concept of ‘food products intended for particular nutritional uses’. In Italy, this legislation was transposed into law by Legislative Decree no. 111 of 27 January 1992 and the implementing regulation Presidential Decree no. 131 of 19 January 1998.
Article 4 of the Directive provided for the possibility of adopting specific directives for certain categories of dietetic foods, including ‘foods adapted to intense muscular effort, especially for athletes’. However, since 1989 – the year the first directive was published – no specific rules have ever been adopted for this category of products, which therefore remained subject only to the general provisions of the directive itself.
Regulation (EU) no. 609/2013
Regulation (EU) No. 609/2013, which came into force on 20 July 2016, brought about a conceptual revolution, abandoning the notion of ‘foods intended for particular nutritional uses’ and introducing that of ‘foods for specific groups’ (Food for Specific Groups – FSG). The new approach focuses exclusively on vulnerable consumer groups requiring particular protection, reserving specific rules for:
infant and follow-on formulas;
cereal-based foods and other foods for early childhood;
Foods for Special Medical Purposes (FSMP)
whole-food replacements for weight control.
Sports foods, like gluten-free foods, have therefore been excluded from this specific regulation and merged into the vast sea of foods intended for the general population, despite their specific characteristics.
Report of the European Commission
In 2016, the European Commission presented a specific report, required by Article 13 of Regulation (EU) 1169/11, concluding that there was no need for specific legislation for foods intended for athletes (European Commission, 2016) for the following reasons:
absence of specific vulnerabilityAthletes, unlike the vulnerable groups protected by Regulation 609/2013, do not have a limited or impaired ability to consume, digest, or metabolize common foods;
adequacy of horizontal legislationThe general regulatory framework – including Regulation (EC) No. 178/2002 on food safety, Regulation (EU) No. 1169/2011 on consumer information, and Regulation (EC) No. 1924/2006 on nutrition and health claims – was sufficient to ensure safety, adequate labelling and advertising;
flexibility in innovationThe absence of specific vertical regulations allows for greater flexibility in product innovation and adaptation to emerging scientific evidence.
Sports food: classification and applicable regulations
Following the reform introduced by Regulation (EU) No. 609/13, sports foods can be classified, depending on their specific composition and intended use, as:
everyday foodsAlthough developed to fulfill specific nutritional functions, sports foods are subject to the general rules established for commonly used foods or to the additional rules for fortified foods;
enriched foodsThe addition of vitamins, minerals or other substances to foods is subject to the provisions established by Regulation (EC) No. 1925/2006;
Dietary SupplementsRegulated by Directive 2002/46/EC, they are products in pre-dosed form (capsules, tablets, powders) intended to supplement the diet with nutrients, micronutrients and other substances.
Le nutritional and health claims reported on food labels and advertising must comply with the requirements of the Nutrition and Health Claims Regulation (EC) No 1924/2006.
Product categories
Within the sports nutrition sector, several functional categories can be distinguished:
energy productsEnergy bars, gels and drinks formulated to provide rapidly available energy during prolonged efforts;
protein productsProtein powders (whey, vegetable proteins), protein bars, and protein drinks intended for post-workout recovery and muscle building. They represent the most dynamic segment: according to Alberto Sorbini, president of Enervit, protein bars are the most promising segment even at the European level, as they “also adapt to the new lifestyle concepts” of consumers who are not necessarily engaged in intensive sports activities.
performance support products: Supplements based on branched-chain amino acids (BCAAs), creatine, carnitine and other substances intended to improve performance or accelerate recovery;
hydration products. Saline and sports drinks formulated to replenish electrolytes and fluids lost during physical activity.
Market trends
Globally, the sports nutrition market is valued at USD 33,3 billion in 2025 and is expected to reach USD 49,6 billion by 2030, with a CAGR (Compound Annual Growth Rate, growth rate (annual average) of the8,29% (Mordor Intelligence, 2025). North America maintains its lead with 61,18% of global revenue, while Asia-Pacific represents the fastest-growing region with a CAGR of 10,03%.
The market is evolving beyond the traditional focus on elite athletes, addressing a broader consumer base which includes fitness enthusiasts and people concerned about general well-being. Protein powders maintain the largest market share (82,14% in 2024), while non-protein products (creatine, BCAAs, energy gels) are growing fastest with a CAGR of 8,77% (Mordor Intelligence, 2025). Italian market of ‘core’ sports nutrition (supplements and foods), according to the Grand View Research report (2024), has exceeded the 1 billion euro mark in 2024 and is expected to reach 1,45 billion euros in 2030, with a growth rate annual growth rate (CAGR) of 7,1%.
The phenomenon of high-protein foods
Evolution of the high protein market
Alongside the sports nutrition market itself, Italy has witnessed exponential growth in the ‘high protein’ segment in recent years, which appeals to a wider audience of consumers who are not necessarily involved in intensive sports activities. According to theOsservatorio Immagino According to GS1 Italy, in 2024, products with claims related to protein content on the shelves of Italian large-scale retail outlets reached 3.900 items, with a turnover of almost 1,9 billion euros.
Types of protein foods
The range of products available on the market has expanded significantly, going well beyond traditional protein bars and powders. Today, high-protein versions of various food categories are available:
dairy products. Yogurt, kefir, and protein-enriched milk drinks;
bakery products. High-protein bread, biscuits, pancakes and cakes – or their alternatives;
pastaPasta made with legume flours (e.g. lentils, chickpeas, broad beans) or enriched with vegetable proteins (e.g. peas, gluten);
ready mealsReady-made meals and vegetable-based cold cuts with protein sources;
desserts and ice creamPuddings, mousses, and ice creams reformulated with added protein.
Nutritional claims related to proteins
Regulation (EC) No. 1924/2006 establishes specific criteria for the use of nutrition claims relating to proteins:
‘source of protein’, if proteins provide at least 12% of the energy value of the food
‘high in protein’, if proteins provide at least 20% of the energy value of the food
‘high protein’, if the protein content is at least 30% higher than the average of the best-selling products in the same category on the reference market.
Nutritional considerations
According to nutritional guidelines, the protein requirement For a sedentary adult, it is around 0,8-1 gram per kg of body weight per day, while for athletes it can reach 1,2-2 grams/kg/day depending on the intensity and type of activity (Mario Negri Institute, 2025). The traditional Mediterranean diet, based on a balance of cereals, legumes, fish, eggs, dairy products, and meat, is generally able to meet these needs without resorting to fortified foods.
Protein foods can also be useful in specific situations:
athletes with high protein requirements;
vegetarian or vegan diets, where necessary integrating essential amino acid intake;
older people at risk of sarcopenia;
people with increased protein requirements due to specific physiological or pathological conditions.
It is important to evaluate not only the protein content, but also the presence of critical nutrients (sodium, added sugars, saturated fats), the bioavailability of the proteins and the frequency of consumption.
Emerging trends
The functional foods and specialized nutrition sector is undergoing rapid evolution, driven by multiple factors:
expanding the consumer baseProtein and sports products are no longer the exclusive preserve of athletes and bodybuilders, but are attracting an increasingly wider audience of consumers attentive to general well-being;
vegetable proteinsDemand for plant-based protein is growing exponentially, driven by environmental awareness and the rise of flexitarian, vegetarian, and vegan diets. The global market is forecast to grow at a CAGR of 9,66% for plant-based sports nutrition products (Mordor Intelligence, 2025);
technological integrationThe use of artificial intelligence for nutritional personalization, apps, and fitness e-learning platforms are transforming consumers’ relationships with these products. Generation AI could contribute to 30-40% of specialized nutrition adoption by 2030 (Supplements & Health, 2025);
hybrid functional foodsGrowing interest in products that combine multiple benefits—for example, keto foods enriched with probiotics, or protein snacks with antioxidant and anti-inflammatory properties.
Conclusions
The functional foods, sports nutrition, and specialized diets sector in Italy represents a significant and rapidly evolving economic sector. With a turnover of over €2,9 billion including protein foods and sports nutrition alone, the Italian market is part of a global context characterized by sustained growth rates. The outlook points to further expansion, driven by demographic factors (aging population, rising obesity), cultural factors (greater focus on wellness and prevention), and technological factors (nutritional personalization, new protein sources, innovative functional ingredients).
Bibliography
GS1 Italy. (2025). Osservatorio Immagino (17th edition).
Supplements & Health. (2025). Annual Meeting 2025Milan, PwC Tower.
Regulation (EU) No 609/2013 of the European Parliament and of the Council of 12 June 2013 on food intended for infants and young children, food for special medical purposes, and total diet replacement for weight control. Consolidated text: 01/09/2025 http://data.europa.eu/eli/reg/2013/609/2025-09-01
Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE – GIFT – Food Times) and Égalité.
Dining and Cooking