How do major brands package their sports nutrition and supplements? (Market Analysis Q2 2025)

The Dutch sports nutrition market is developing at high speed. Packaging is no longer just a practical detail. It influences margins, sustainability, logistics, conversion and compliance. In this article we look at the biggest players in the Netherlands and their packaging choices, so you can decide more quickly where your opportunities lie.

Who sets the tone?

Based on visibility, distribution, presence in NL/EU and market research by Multiscope, the following ten companies stand out as the most influential in Q2 2025: XXL Nutrition, Body&Fit, Myprotein, Optimum Nutrition, Bulk, ESN, BioTechUSA, Orangefit, Applied Nutrition and Scitec Nutrition.

From jar to pouch and refills: the new standard

The classic hard plastic jar is still around, but pouches and refill packs are rapidly becoming the preferred option.

• Optimum Nutrition introduced refill bags for Gold Standard Whey. These use about 85 percent less plastic compared to the familiar large jars.
• XXL Nutrition offers durable pouches that can be combined with a reusable storage jar. Consumers buy the jar once and keep refilling it.
• Body&Fit is consciously moving away from heavy plastic jars and replacing them with flexible soft bags. This saves material and makes recycling easier.
• Myprotein uses almost exclusively mono-material pouches. These are made from a single type of plastic, which makes them easier to recycle and lowers the CO₂ footprint.

Why this works for your business

Using less packaging material saves money. It also reduces EPR costs. EPR stands for Extended Producer Responsibility, which is the system where producers pay extra for packaging that is hard to recycle. The simpler and lighter your packaging, the lower this fee.

Lighter and more compact packs also reduce weight and volume in transport, which lowers logistics costs. Research from TNO shows that lightweight flexible packaging leads to lower CO₂ emissions in a circular economy.

Convenience wins: single-serve and ready-to-drink

Consumers want products that are easy to take with them and quick to use. That is why more and more brands are offering sticks, sachets and ready-to-drink formats.

• XXL Nutrition has Hydra Sticks, sachets with a single serving of electrolytes.
• Optimum Nutrition sells Amino/Energy sticks and ready-to-drink protein shakes in bottles.
• Applied Nutrition has ABE Energy in cans, which is popular as a pre-workout drink and easy to try.

Why this works for brands

Small packs lower the barrier for consumers to try a product. They also work well in retail and vending channels and increase visibility outside the gym.

Sustainability as brand value and obligation

Sustainable packaging is no longer just good for your image. It is also essential to meet regulations and reduce risks. Leading brands are making this a core part of their packaging strategy.

• Myprotein uses almost only mono-material pouches and is testing scoopless packs to cut even more plastic.
• Body&Fit is replacing tubs with flexible pouches and aims for all their packaging to be 100 percent recyclable, reusable or compostable by 2030.
• BioTechUSA runs the campaign “Less Plastic, More Care”, highlighting their shift towards less plastic in packaging.
• Bulk promotes its “Our Planet” program, switching to recyclable and compostable pouches and using aluminium pill jars for capsules and tablets.
• Orangefit states that since 2020 their pouches are 100 percent recyclable. They also focus on a clean, minimalist design.

The regulatory context in the Netherlands and Europe

Research from RIVM shows that only about 7 percent of plastic packaging in the Netherlands is reused to make new packaging. This puts pressure on brands to move towards mono-materials and refill concepts. Industry body Verpact reports that overall recycling rates across all materials are high, but stresses that plastic packaging still needs much better design to enable effective recycling.

Smarter design for better recycling

It is not only the packaging material that matters. The small design choices also make a big difference.

• Optimum Nutrition removed black plastic neck rings and shiny holograms from their tubs. This makes the tubs easier for sorting machines (NIR scanners) to recognise and therefore fully recyclable.
• Bulk and Orangefit focus on minimalistic design with fewer inks, no foils and clear icons. This makes recycling easier and strengthens brand recognition at the same time.

What does this mean for your products?

Based on the analysis of the leading brands, these are the key takeaways:

• Choose mono-material pouches, for example made of PE or PP. They are lighter, easier to recycle and cheaper to transport. They also reduce EPR costs, the packaging fee companies must pay for difficult-to-recycle materials. Optimum Nutrition, Myprotein and Body&Fit are good examples.
• Introduce a refill system. Let customers buy a tub or jar once and offer refill bags afterwards. XXL Nutrition and Optimum Nutrition show that this works and is easy for consumers to understand.
  Use small packs for trial and sampling.
• Stickpacks or sachets are ideal for pre-workouts, amino acids or hydration products. Ready-to-drink formats work especially well in retail and vending.
• Keep the design clean and simple. Avoid black plastics, neck rings or holographic foils. This makes sorting and recycling easier. Optimum Nutrition shows how effective this can be.
• Follow Dutch and EU regulations closely. Overall recycling rates look high, but according to RIVM only 7 percent of plastic packaging is reused for new packaging. This underlines how important good design and smart material choices are.

Summary for decision-makers

Pouches and refills are becoming the new standard

The classic tub will not disappear completely, but is mainly used for specific products or sales channels. Brands such as Optimum Nutrition, Myprotein, Body&Fit and XXL Nutrition are already making the switch.

Convenience drives sales

Small packs such as sticks and sachets and ready-to-drink formats help consumers try products more easily, increase repeat purchases and boost visibility in retail and vending. XXL Nutrition, Optimum Nutrition and Applied Nutrition are strong examples.

Design with recycling in mind

Simple packaging without difficult extras such as black plastics or holograms is not only more recyclable but often also cheaper. Optimum Nutrition shows the way here.

Regulation and costs push the market forward

European and Dutch rules on Extended Producer Responsibility (EPR), combined with findings from RIVM, TNO and Verpact, make it clear that the lighter and simpler your packaging, the lower your costs and the stronger your market position will be in the years ahead.