The nutrition of athletes is the subject of increasingly aggressive marketing. Products labeled “high protein,” enriched bars, electrolyte powders: the market for sports nutrition in pharmacies has grown by approximately +11% in value in 2026. Behind this plethora of offerings, basic nutritional guidelines remain stable and well-documented for years. This article clarifies what falls under scientific consensus and what is more related to commercial trends.
Actual protein needs of athletes: lower thresholds than one might think
For a weightlifter in a mass gain phase, an intake in the high range (up to 2 g/kg/day) can be justified. For someone who runs three times a week, an intake around 1.4 to 1.6 g/kg/day more than covers needs.
What matters as much as the total amount is the distribution throughout the day. Recent studies on muscle protein synthesis show that a dose of 20 to 40 g of protein per meal is sufficient to increase the anabolic response. Beyond that, the excess is oxidized as an energy source or excreted. Therefore, concentrating 80 g of protein in a single meal does not provide any additional benefit for muscle recovery.
Common foods meet these needs without resorting to dietary supplements: eggs, poultry, fish, legumes, dairy products. An athlete who eats a varied diet in quantities appropriate to their energy expenditure easily reaches these thresholds. Available data do not allow us to conclude that protein powders offer a measurable advantage over traditional food sources with equivalent intake.
Several resources detail these balances between carbohydrates, proteins, and fats depending on the sport practiced, such as the nutrition section of Y a du Sport, which brings together guides tailored to different athlete profiles.
Carbohydrates and training: the fuel that trendy diets neglect
The ketogenic diet and its variants attract some practitioners, promising to burn more fat. However, for endurance sports or high-intensity intermittent efforts (running, cycling, team sports), carbohydrates remain the most effective energy source for muscles. Muscle glycogen, derived from carbohydrate digestion, mobilizes much faster than fatty acids during sustained effort.
Severely reducing carbohydrates in a regular training context exposes one to decreased performance, chronic fatigue, and an increased risk of injury. Field reports vary on this point for low-intensity activities (walking, yoga), where glycogen demand is lower. For weightlifting, running, or cycling, the consensus remains clear: whole grains, fruits, and legumes should constitute a significant part of the plate.
The issue is not to eat “more pasta,” but to choose carbohydrates with a moderate glycemic index, consumed at the right time. A carbohydrate-rich snack two to three hours before exercise improves energy availability. After the session, a meal combining carbohydrates and proteins promotes the replenishment of reserves and muscle repair.
Electrolytes and sports hydration: a rapidly growing segment
The segment of electrolyte-based solutions (drinks, rehydration powders) recorded a growth of +125% in value according to Gers data 2026 in pharmacies. This growth reflects a real awareness of hydration, but also a marketing phenomenon.
Plain water remains the primary need. For an effort of less than an hour at moderate intensity, it is sufficient. Drinks enriched with sodium, potassium, and magnesium are more justified during prolonged efforts (beyond 60 to 90 minutes), in hot weather, or when sweating is abundant. Outside of these situations, a varied diet covers mineral needs without specific supplementation.
A common pitfall: consuming sugary “sports” drinks daily, outside of any effort context. These products provide calories and simple sugars that are unnecessary during a sedentary day or light training. Reading the composition remains the most reliable reflex before purchasing.
Concrete guidelines for hydration during training
- Drink regularly in small sips during effort, without waiting for the sensation of thirst, which arrives late compared to actual dehydration.
- Weigh yourself before and after a long session to estimate fluid loss and adjust the amount of liquid to drink in the following hours.
- Prefer plain water for short sessions, and reserve electrolyte drinks for outings longer than an hour or in hot conditions.
“High protein” products in supermarkets: sports nutrition or sales argument
The “high protein” trend has largely surpassed the dietary supplement aisle. Yogurts, pasta, snacks, cold cuts: many everyday products now boast protein enrichment. The “endurance, energy, and performance” segment represents over 40% of the value of the sports nutrition market in pharmacies, with an increase close to +20% in 2026.
For the regular athlete, these products raise several questions. The first concerns the quality-price ratio: a yogurt enriched with 15 g of protein often costs two to three times more than a plain yogurt combined with a handful of almonds, for a comparable nutritional intake. The second relates to additives and texturizers added to maintain palatability despite protein enrichment.
- Check the ingredient list: a product with more than five additives deserves to be compared to its non-enriched equivalent.
- Compare the price per gram of protein: eggs, cottage cheese, and lentils remain among the cheapest sources.
- Be wary of “for athletes” claims on ultra-processed products, which often compensate for the addition of protein with sugar or fats.
A balanced diet for athletes does not rely on special products, but on food choices consistent with the level of energy expenditure. A meal structured around vegetables, whole grains, and a source of animal or plant protein covers the majority of needs, regardless of the sport practiced. The rest often falls more under commercial positioning than nutritional science.
