AFI exec pegs healthy aging as emerging category within sports nutrition

06 Aug 2020 --- An emerging trend pegged for further growth within the performance nutrition space is healthy aging and seniors’ protein demands. This is according to Jordan Donohue, Business Development Manager, Sports Nutrition & Health Food, Arla Foods Ingredients (AFI). Donohue discusses how this new consumer base may affect the sports nutrition segment, as well as the pandemic impact and the continuous mainstreaming of sports nutrition. Moreover, he details how protein’s formulation hurdles can be overcome.

“Two of the biggest global phenomena of the times are the current pandemic and the growing aging population, which both have an impact on the sector. One of the effects of coronavirus is likely to be a growth in demand for sports nutrition products with benefits for the immune system, Donohue tells NutritionInsight.

There is a growing market for products that can help senior consumers stay active for longer, he says. “To meet that need we’ve just launched Lacprodan HYDRO.Rebuild, a 100 percent hydrolysed whey protein. In three separate clinical trials on resistance-trained older women, it’s been shown to offer significant improvements to muscle mass, strength and mobility.”

The fully hydrolyzed whey protein ingredient is clinically proven to counteract age-related muscle mass decline. The launch specifically targets the Asia-Pacific (APAC) region, home to an increasingly aging population who are showing a strong interest in functional foods and supplements.

There is a growing market for products that can help senior consumers stay active for longer.“The primary focus is on Asia, as the effects of the aging population are most incremental in this region. A modest estimate is that around 25 million seniors in the region currently suffer from sarcopenia,” Laima Liepinyte, Business Development Manager, Asia at AFI, previously told NutritionInsight.

Innova Market Insights data highlights that the number of new senior nutrition products containing whey ingredients grew by a CAGR of 80 percent in Asia between 2015 and 2019. As part of its commitment to Chinese markets, AFI now also offers its website in Mandarin.

Mainstreaming sports nutrition
Among the many staple trends in the performance nutrition arena, the mainstreaming of sports nutrition NPD remains the most important one. Donohue explains how the sector is expanding its customer base to include active consumers and “weekend warriors.” 

“Sports nutrition used to be a niche sector catering for the needs of serious athletes and bodybuilders. Now a wide range of consumers, including those with little interest in sports, purchase products such as protein drinks as snacks or meal replacements. They’re quick and easy to consume. Because protein delivers satiety, it has become a popular tool for weight loss and overall wellness. That broader customer base means manufacturers have to meet new needs – for example, in the demand for products with a natural, wholesome or organic positioning,” Donohue highlights.

The sports nutrition category continues to move into the mainstream with strong growth occurring in F&B featuring a sports and recovery claim. Innova Market Insights data shows that sports nutrition launches have witnessed an average annual growth of 23 percent globally between 2015 and 2019. This space is no longer a self-contained, specialist segment aimed solely at dedicated athletes. Instead, these products have seeped into the mass market, according to the market researcher.

Formulating with protein
Protein remains a key ingredient according to Donohue, who advocates for the scientific research backing the value of whey proteins, in particular whey protein hydrolysate (WPH), for recovery, endurance and muscle building.

“It offers better amino acid composition than other forms of dietary protein, such as soy. It’s more rapidly absorbed and its benefits have been demonstrated in many studies carried out on athletes,” he supports.

“Much of our R&D is focused on helping sports nutrition manufacturers overcome common challenges [when formulation with protein]. For example, the bitter peptides in WPH can limit its commercial appeal. To address that, we developed Lacprodan HYDRO.PowerPro, a WPH which is 50 percent less bitter than comparable products,” Donohue adds.

He goes on to explain that there’s a similar challenge in clear protein waters – a growing sports nutrition category, but one in which some brands have been reluctant to launch new products because of taste and dry mouthfeel. AFI’s Lacprodan ISO.Water overcomes these challenges, allowing manufacturers to offer clear protein waters without the taste of protein.

“In addition to taste, a common challenge when incorporating protein ingredients, particularly into bars, is texture. We offer a number of solutions to boost the quality of protein bars, such as Lacprodan TexturePro, which is a functional hydrolysed whey protein concentrate that offers a way to replace maltitol whilst maintaining a great texture,” Donohue states.

“Moreover, Lacprodan SoftBar allows bars to reach up to 37 percent protein content using only dairy proteins, while giving them a pleasant whipped texture. We also offer Lacprodan ISO.WheyBar, a blend of whey protein isolate and casein designed to give bars a premium positioning,” he concludes.

Previously NutritionInsight reported how the ongoing pandemic is driving up the demand for healthful sports nutrition NPD, as part of a holistic approach to prevention.

By Kristiana Lalou