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Market growth YoY
Biggest visit gain
Heritage brand gain
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The UK's No.1 Sports Nutrition Industry Report
Between April 2025 and April 2026, the UK sports nutrition market grew +19.00% in aggregate organic search traffic across 434 tracked brands. Finance is happy. Dashboards are green. That’s the headline. It’s also the easiest number to misread, because almost everything below that line is share erosion in a green wig.
Holland and Barrett added +207,425 visits year on year, the biggest absolute heritage gain in the category. The CEO opens the deck, the slide says +11.67%, and the room calls it a strong year. Now apply the +19% market benchmark. Holland and Barrett grew 7.33 points slower than its own category. The brand gained traffic and lost share in the same twelve months.
There’s a reason for that. Most dashboards measure brands against their own past, not against the market they sit inside. Growing slower than your category is not growth. It’s relative decline with a friendly font. And in sports nutrition, eight of the top 20 brands by visibility underperformed the market by more than 10 points in a single year.
| Brand | YoY Growth | Vs +19% Market |
|---|---|---|
| MyProtein | +43.72% | +24.72% |
| Grenade | +46.15% | +27.15% |
| Market benchmark | +19.00% | – |
| Holland & Barrett | +11.67% | -7.33% |
| iHerb | +5.00% | -14.00% |
| Optimum Nutrition | +1.00% | -18.00% |
| Vitabiotics | -8.63% | -27.63% |
| The Protein Works | -9.10% | -28.10% |
| Centrum | -15.00% | -34.00% |
| Science in Sport | -16.69% | -35.69% |
Take Holland and Barrett again. Biggest absolute gainer in the heritage cohort. +207,425 visits. Green arrow. Standing ovation in the boardroom. In actual fact, that’s +11.67% growth in a +19% market. The brand lost 7.33 points of share while gaining traffic. It’s still a quiet loser.
Vitabiotics. Down 27.63 points versus the market. The Protein Works. Down 28.10. iHerb. Down 14.00. Optimum Nutrition. Down 18.00. Science in Sport. Down 35.69. Centrum. Down 34.00.
These are not small brands. These are category-defining names. They are losing relative ground in a year their boards are calling solid. Of the top 20 brands by visibility, eight underperformed the market by more than 10 points. Eight names. One year.
| Heritage brand | YoY growth | Vs +19% market |
|---|---|---|
| Holland & Barrett | +11.67% | -7.33% |
| iHerb | +5.00% | -14.00% |
| Optimum Nutrition | +1.00% | -18.00% |
| Vitabiotics | -8.63% | -27.63% |
| The Protein Works | -9.10% | -28.10% |
| Centrum | -15.00% | -34.00% |
| Science in Sport | -16.69% | -35.69% |
Now flip that on its head. Look at the brands that doubled. Or tripled.
Metabolics: +218.70%. Naturecan UK: +196.71%. Swolverine: +194.60%. Supreme CBD: +126.22%. Healthspan: +120.74%. Nutricircle: +109.67%. Biomel: +73.48%.
Seven brands. All specialists. All functional positioning, not generalist supplements. Add another six brands growing +40% or more (MyProtein, Grenade, drink-trip, Discount Supplements, WeightWorld, Bodybuilding Warehouse) and you have thirteen brands eating share at more than twice market pace.
This illustrates that the category is not slowing down. It is redistributing. Consumer demand is moving from “I take a multivitamin” to “I take this specific thing for this specific outcome,” and the brands built around that shift are eating share from the generalists who still talk about wellness in the abstract.
It’s not just heritage versus challenger. Even inside the top tier, share is sliding sideways. MyProtein gained +234,146 visits in the year, growing +43.72%. Holland and Barrett gained +207,425 visits, growing +11.67%. Same cohort. Same shelf. Very different trajectory. MyProtein beat the market by 24.72 points. Holland and Barrett lost 7.33. Two leaders. One growing into the market. One growing into its own reflection.
| Challenger brand | YoY growth | Vs +19% market |
|---|---|---|
| Metabolics | +218.70% | +199.70% |
| Naturecan UK | +196.71% | +177.71% |
| Swolverine | +194.60% | +175.60% |
| Supreme CBD | +126.22% | +107.22% |
| Healthspan | +120.74% | +101.74% |
| Nutricircle | +109.67% | +90.67% |
| Biomel | +73.48% | +54.48% |
The interesting part isn’t the size of the gap. It’s why the heritage names can’t seem to close it. The brands with the biggest gap between Brand Reach Score (their long-run recognition) and actual visibility (their current search performance) all share one trait: their review profiles are tired.
Look at Centrum. Brand Reach rank 9. Visibility rank 47. Zero reviews on the visibility table. That’s not a small gap. That’s brand recall existing in a void. People know the name. They aren’t being shown it when somebody else searches for what it actually solves.
Optimum Nutrition: BRS rank 6, visibility rank 19, 2.0 stars on 167 reviews. Musclefood: BRS rank 5, visibility rank 16, 4.0 stars. The strongest brand-recall positions in the category, sitting on review profiles that range from mediocre to actively negative. And the retrieval layer that now sits in front of every consumer query weighs review signal heavily, because reviews are the cheapest proxy for “did the product actually do the thing.”
The mechanism is this. Brand recall used to do two jobs. It made people search for you. It also made retrieval engines trust you when somebody searched generically. That second job is broken. Retrieval doesn’t trust recall. Retrieval trusts review-weighted, content-dense, outcome-specific brand pages. Which means the brand recall sitting at Centrum, at Optimum Nutrition, at Vitabiotics is a static asset that no longer compounds into discovery. Brand without trust signal is a museum exhibit. The AI walks past it.
| Brand | BRS rank | Visibility rank | Review profile |
|---|---|---|---|
| Centrum | 9 | 47 | 0 reviews |
| Optimum Nutrition | 6 | 19 | 2.0 stars (167 reviews) |
| Musclefood | 5 | 16 | 4.0 stars |
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