Pre-workout is no longer just for the gym crowd. Today’s shoppers are using these products to power workdays, mornings, and busy afternoons, and retailers are seeing the impact in consistent sell-through and repeat purchases.
The global pre-workout market is valued at over $21 billion in 2025 and is projected to reach $28 billion by 2030, growing at roughly 5–6% annually. Powder formats still dominate with about 65% of sales, but ready-to-drink (RTD) and capsule options are gaining momentum as convenience becomes a priority.
Across verified reviews on Cohere Commerce, retailers report that the strongest performers share a common theme: clean, sustained energy without the crash.
How the Pre-Workout Category Is Evolving
Retailers note a clear shift away from high-stimulant, “hardcore” formulas toward products that deliver:
- Balanced energy and focus
- Hydration support
- Clean, transparent ingredient lists
- Everyday usability beyond workouts
This evolution is expanding the category’s reach and attracting a broader, more lifestyle-driven shopper.
Below are three brands retailers consistently mention when discussing what’s working in pre-workout today.
Just Ingredients: Clean Labels That Drive Loyalty
Retailers report steady sell-through and strong repeat purchases for Just Ingredients, particularly in flavors like Peach Mango and Pink Lemonade.
What’s resonating with shoppers:
- Clean, recognizable ingredients
- Natural flavor profiles
- A no-jitters energy experience
Stores say the brand is easy to recommend because it appeals to both fitness-focused customers and everyday energy seekers, helping it perform well outside the traditional sports nutrition shopper.
Retailer takeaway: Clean-label positioning lowers the barrier to trial and increases confidence at checkout.
Liquid I.V.: Where Energy Meets Hydration
Liquid I.V.’s Energy Multiplier continues to move steadily, supported by strong brand recognition and trust.
Retailers highlight:
- Consistent demand for Lemon Lime and Tropical Punch
- Strong performance as an upsell next to electrolyte mixes
- Appeal to shoppers looking for hydration and energy in one product
Some retailers note growing competition in the hydration-energy crossover space, but Liquid I.V.’s familiarity keeps it competitive.
Retailer takeaway: Combining hydration with energy broadens usage occasions and boosts basket size.
Supergut: Functional Energy for Health-First Shoppers
While still building awareness, Supergut is gaining traction with shoppers focused on gut health and sustained energy rather than quick stimulation.
Retailers report:
- More consistent sales where staff can explain the functional benefits
- Strong interest from wellness-driven customers
- Improved performance when sampling or education is involved
Retailer takeaway: Functional differentiation works best when paired with in-store education.
What’s Actually Selling in Pre-Workout Right Now
Based on retailer reviews and sales feedback, five trends stand out:
1. Energy That Lasts
Shoppers prefer steady, balanced energy over high-caffeine spikes and crashes.
2. Clean and Transparent Formulas
Products free from artificial dyes and sweeteners are often the first picked up — and repurchased.
3. Fruity, Refreshing Flavors
Citrus and berry flavors move fastest, especially lighter, less-sweet profiles.
4. Use Beyond the Gym
Customers are using pre-workouts for work, mornings, and general energy, not just exercise.
5. Portable Formats
Stick packs and RTD cans are growing quickly as shoppers prioritize convenience.
The Cohere Commerce Takeaway
The pre-workout category is outperforming traditional energy drinks by aligning with modern shopper expectations: clean labels, clear functional benefits, and great taste.
Retailers seeing the fastest growth are:
- Positioning pre-workout as everyday energy, not just sports nutrition
- Highlighting hydration, focus, and sustained performance
- Stocking portable formats that fit busy routines
As the category continues to expand beyond the fitness aisle, pre-workout is becoming a daily staple for shoppers looking for functional, feel-good energy and a reliable growth driver for retailers.
