Functional foods and specialized nutrition in Italy

Foods for athletes, the EU rules

The previous regulatory framework

Before the entry into force of Regulation (EU) No 609/2013, the foods for athletes as well as gluten-free ones were governed by Directive 89/398/EEC (subsequently recast in Directive 2009/39/EC), which had introduced the concept of ‘food products intended for a special diet’. In Italy, this legislation was transposed with Legislative Decree of January 27, 1992, No. 111, and implementing regulation Presidential Decree of January 19, 1998, No. 131.

The directive provided in Article 4 for the possibility to adopt specific directives for certain categories of dietary foods, including ‘foods adapted to intense muscular effort, especially for athletes’. However, since 1989 – the year of publication of the first directive – no specific rules were ever 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 effect on July 20, 2016, made a conceptual revolution, abandoning the notion of ‘foods intended for a special diet’ and introducing that of ‘foods for specific groups’ (Food for Specific Groups – FSG). The new approach focuses exclusively on vulnerable consumer categories that need special protection, reserving specific regulation to:

• infant formulae and follow-on formulae;

• cereal-based foods and other foods for infants;

• foods for special medical purposes (FSMP)

• substitutes for the entire daily diet for weight control.

Sports foods, as well as gluten-free foods, have therefore been excluded from this specific discipline to be included in the broad category of foods intended for the general population, despite their specificities.

European Commission report

In 2016, the European Commission presented a specific report, requested by art. 13 of reg. (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 vulnerability. Athletes, unlike the vulnerable groups protected by Reg. 609/2013, do not have a limited or altered ability to ingest, digest, or metabolize common foods;

• adequacy of horizontal legislation. The general regulatory framework – including reg. (EC) No. 178/2002 on food safety, reg. (EU) No. 1169/2011 on consumer information, reg. (EC) No. 1924/2006 on nutrition and health claims – was sufficient to ensure adequate safety, labeling, and advertising;

• flexibility in innovation. The absence of specific vertical legislation allows greater flexibility in product innovation and adaptation to emerging scientific evidence.

Foods for athletes, 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:

• foods for general use. Although developed to fulfill specific nutritional functions, sports foods are subject to the general rules established for foods for general use or to those supplementary for fortified foods;

• fortified foods. The addition of vitamins, minerals or other substances to foods is subject to the provisions established by reg. (EC) No. 1925/2006;

• dietary supplements. Regulated 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.

The nutritional and health claims reported on food labels and advertising must comply with the requirements set forth in the Nutrition and Health Claims Regulation (EC) No 1924/2006.

Product categories

Within the sports nutrition sector, several functional categories are distinguished:

• energy products. Energy bars, gels, and drinks formulated to provide rapidly available energy during prolonged efforts;

• protein products. Powdered proteins (whey or milk whey, vegetable proteins), protein bars and protein drinks intended for post-workout recovery and muscle mass building. They represent the most dynamic segment: according to Alberto Sorbini, president of Enervit, protein bars are the most promising segment also at European level, as they 'also adapt to new lifestyle concepts' of consumers not necessarily engaged in intensive sports activities;

• performance support products: Supplements based on branched-chain amino acids (BCAA), creatine, carnitine, and other substances intended to improve performance or accelerate recovery;

• hydration products. Hydro-saline and sports drinks formulated to replenish electrolytes and fluids lost during physical activity.

Market trends

Globally, the sports nutrition market is valued at 33.3 billion dollars in 2025 and is expected to reach 49.6 billion dollars by 2030, with a CAGR (Compound Annual Growth Rate, growth rate annual average) of8,29% (Mordor Intelligence, 2025). North America maintains the lead with 61.18% of global revenue, while the Asia-Pacific area represents the fastest growing region with a CAGR of 10.03%.
The market is evolving beyond the traditional focus on elite athletes, targeting a broader consumer base which includes fitness enthusiasts and people attentive to general wellness. Powdered proteins maintain the largest market share (82.14% in 2024), while non-protein products (creatine, BCAA, energy gels) are growing faster with a CAGR of 8.77% (Mordor Intelligence, 2025). The Italian market of the ‘core’ sports nutrition (supplements and foods), according to the Grand View Research report (2024), exceeded 1 billion euros in 2024 and is expected to reach 1.45 billion euros by 2030, with a growth rate annual (CAGR) of 7,1%.

The phenomenon of high-protein foods

Evolution of the ‘high protein’ market

Alongside the market of sports foods proper, Italy has witnessed in recent years an exponential growth of the ‘high protein’ segment, which targets a broader audience of consumers not necessarily engaged in intensive sports activities. According to theImmagino Observatory by GS1 Italy, in 2024 on the shelves of Italian large-scale retail, products with claims related to protein content reached 3,900 references, with a turnover of almost 1.9 billion euros.

Types of protein foods

The range of products available on the market has significantly expanded, going well beyond traditional protein bars and powders. Today, high-protein versions of various food categories are available:

• dairy products. Yogurts, kefir and milk-based drinks enriched with proteins;

• Baked goods. Bread, biscuits, pancakes and sweets – or their alternatives – with high protein content;

• Pasta. Pasta made with legume flours (e.g. lentils, chickpeas, fava beans) or enriched with plant proteins (e.g., pea, gluten);

• ready meals. Ready meals and plant-based cold cuts with protein sources;

• desserts and ice creams. Puddings, mousses and ice creams reformulated with added proteins.

Nutritional claims related to proteins

Regulation (EC) No 1924/2006 establishes specific criteria for the use of nutritional claims related to proteins:

• ‘source of proteins‘, if the proteins provide at least 12% of the energy value of the food

• ‘high protein content‘, if the proteins provide at least 20% of the energy value of the food

• ‘with increased protein rate’, if the protein content is increased by at least 30% compared to 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 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 between cereals, legumes, fish, eggs, dairy products and meats, is generally able to meet these needs without resorting to enriched foods.

Protein foods can also be useful in specific situations:

• athletes with high protein requirements;

• vegetarian or vegan diets, where it is necessary to supplement essential amino acid intake;

• elderly at risk of sarcopenia;

• people with increased protein needs 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 proteins and the frequency of consumption.

Emerging trends

The functional foods and specialized nutrition sector is in a phase of rapid evolution, driven by multiple factors:

• expansion of the consumer base. Protein and sports products are no longer the exclusive domain of athletes and bodybuilders, but attract an increasingly wide audience of consumers attentive to general well-being;

• plant proteins. The demand for proteins from plant sources is growing exponentially, driven by environmental awareness and an increase in flexitarian, vegetarian and vegan diets. The global market forecasts a CAGR of 9.66% for plant-based sports nutrition products (Mordor Intelligence, 2025);

• technological integration. The use of artificial intelligence for nutritional personalization, apps and e-learning platforms on fitness are transforming consumers’ relationship with these products. The AI generation could contribute to 30-40% of the adoption of specialized nutrition by 2030 (Supplements & Health, 2025);

• hybrid functional foods. Growing 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 sector of functional foods, sports nutrition and specialized dietary regimes in Italy represents a significant and rapidly evolving economic sector. The Italian market, with a turnover of over 2.9 billion euros considering protein foods and sports nutrition alone, is part of a global context characterized by sustained growth rates. The prospects indicate further expansion, driven by demographic factors (ageing of the population, increase in obesity), cultural factors (greater attention to well-being and prevention), and technological factors (nutritional customization, new protein sources, innovative functional ingredients).

Dario Dongo

Photo by Aleksander Saks on Unsplash

Bibliography

• Grand View Research (2024). Italy Sports Nutrition Market Size & Outlook, 2023-2030. https://www.grandviewresearch.com/horizon/outlook/sports-nutrition-market/italy

• GS1 Italy. (2025).  Immagino Observatory (17th edition).

• Supplements & Health. (2025).  Annual Assembly 2025. Milan, PwC Tower.

• Mario Negri Institute. (2025).  The trend of protein foods: but do we really need all these proteins? https://www.marionegri.it/magazine/cibi-proteici-alimenti-ricchi-di-proteine

• Mordor Intelligence. (2025).  Sports nutrition market size, forecast report – Share and prospects 2030. https://www.mordorintelligence.it/industry-reports/sports-nutrition-market

• 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

• Regulation (EC) No 1924/2006 of the european parliament and of the council of 20 December 2006 on nutrition and health claims made on foods. Consolidated text: 13/12/2014 http://data.europa.eu/eli/reg/2006/1924/2014-12-13