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Dairy for performance

May 2022

Performance products are no longer limited to athletes, but are targeting all active consumers. Therefore, there is a demand for healthy and tasty products that can be consumed at all times of the day. Innovation in sports nutrition with dairy ingredients present the best of both: the health benefits from proteins in a convenient/tasty format.

Legion
Powerstar Food
Gainomax
Bulk
Twenty2
Prozis
Pro Nutrition
Rule One
Scitec Nutrition
Grenade Carb Killa

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Legion Chocolate Chip Cookie Dough Protein Bar (United States). Chocolate chip cookie dough protein bar with high-quality whey and milk protein plus nutritious plant-based carbs, prebiotic fiber, in a 63 g flat plastic pouch, made with 100% natural ingredients. With 20 g protein high quality whey, it contains 4 g added sugar and 9 g prebiotic fiber per bar. Nutritious plant-based carbs, fiber, and fats. Non-GMO, gluten-free, and no artificial sweeteners, flavors, colorings, or other chemical junk.

Nootropics

 May 2022
Consumers increasingly prioritize their mental health and are therefore more interested in ingredients that support brain health and cognition. Supplements with nootropics support multiple cognitive functions such as memory, mental clarity and alertness, whereas sports nutrition with nootropics can improve focus and mood for a better performance.
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The active nutrition sector is growing. It is not only targeting athletes but all consumers who seek performance-boosting nutrition. Performance nutraceuticals offer additional benefits such as immune support, brain/mood support and stress management support to help live healthier and more active lives.
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The concept of ‘clean’ eating is still most closely associated with natural ingredients. However, there is a further growing focus on ‘clear’ labeling including more transparency about how food is made and its impact on the world. Within the supplements and sports nutrition categories, claims on natural and/or sustainable ingredients are increasingly applied.
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Manufacturers are increasingly turning toward functional food and beverages as consumers are looking for new ways to bolster their health. Notably, 48% of new food and beverage launches tracked contain a health claim (Global, 2021). The claims applied in functional food and beverages are targeted toward physical, mental and emotional health.
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The COVID-19 pandemic has elevated the importance of healthy aging. Global consumers are looking for supplements to maintain and boost their health and performance across all life stages. Supplements with “aging well” claims often also feature skin health, immune health, brain health and heart health claims (Global, 2021).
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Heart health-promoting applications are targeting consumers of all age groups as an increasing number of consumers make their health and wellness a priority. Accounting for 58% of all F&B  and supplements launches tracked with a heart health claim, Supplements is the top category, followed by Cereals and Sauces & Seasonings (Global, 2021). The fastest growing categories for heart health claims are Supplements and Sports Nutrition with average annual growth rates of +31% and +28% respectively (Global, CAGR 2017-2021).
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