Emerging consumer groups, legislation and delivery formats shape active nutrition sector
03 Feb 2022 --- As the active nutrition sector grows, it will be influenced by three major categories in 2022. NutritionInsight speaks to industry experts who give insight into how active nutrition is impacted by emerging consumer groups, regulations and in-demand delivery formats.
Commenting on the expansion of this category, Florencia Moreno Torres, global business development manager for health & nutrition at Rousselot, says: “The global active nutrition market is truly booming, with industry commentators expecting the sector to reach a value of US$2.2 billion by the end of 2026.”
Echoing this growth, data from Innova Market Insight shows an average annual rise of 18% for F&B launches, including supplements with an energy claim between 2017 and 2021.
Overlapping categories feature in 2022
This year, consumers across all ages and demographics are ready to get moving again, which means the active nutrition category is expanding and evolving, notes Lindsey Toth, director of global marketing at Lonza Capsules & Health Ingredients.
“In 2022, active nutrition will increasingly overlap with other supplement categories as more active consumers explore complimentary benefits like better sleep, joint health, weight management, immune support and stress management.”
“In recent years, we’ve seen a process of ‘foodification’ in the active nutrition sector, with products that increasingly appeal to consumers’ palates,” adds Anne-Charlotte de Geyer, marketing manager of specialized nutrition for Eurial Ingredients & Nutrition (I&N).
“The pandemic and the resulting need for self-care will further accelerate this trend.”
Probiotics, clean-label and transparency
“We also expect gut health ingredients like probiotics to make waves in active nutrition in 2022. Scientists have recently discovered even more ways for probiotics to support health with benefits for athletic performance and exercise endurance,” continues Toth.
“Active nutrition is becoming more and more mass market, so manufacturers have to be able to offer healthy and appealing solutions to all types of consumers.”
Trending formats that tap into convenience include ready-to-drink beverages, easy-to-use powder sachets and sports gels.
Also commenting on what the active nutrition space holds for this year, Torres adds that “transparency is a factor active nutrition brands need to look out for in 2022.”
“Responsibly sourced, natural and ‘clean label’ claims have been growing in popularity across the food and nutrition sector, as consumers reject products with artificial or unfamiliar inclusions in favor of options with short, easy-to-understand ingredients labels,” explains Torres.
Producers who can offer clearly defined supply chains and naturally clean labels will be best positioned to address the demands of the conscious, active consumer, she continues.
Protein and collagen ingredients in demand
Consumer demand is paving the way for collagen and protein ingredients within the active nutrition sector.
“Protein currently accounts for more than 80% of active nutrition products. Eurial I&N offers a wide range of milk and whey proteins with options specifically designed for the nutritional needs of each type of active consumer,” adds de Geyer.
At Lonza, the most recent product in the active nutrition space is its TWK10 sports probiotic, Toth adds.
“It is clinically demonstrated to support exercise performance and endurance by modulating gut microbiota.”
Additionally, Lonza offers Carnipure L-carnitine, which is “an in-demand ingredient in the energy and fitness space,” says Toth.
In taking a look at Eurial I&N’s offerings de Geyer says: “EuriNutri 80 NS and EuriNutri 80 WPC (regular or instant) are suitable for athletes targeting strength and mass muscle gain. The GrassFit 80 WPC is ideal for consumers who want high-quality and fast-acting proteins for post-exercise recovery but also focuses on the environment and naturality.”
Lonza states that “consumer appetite is high for performance-enhancing benefits derived from familiar ingredients like probiotics.”
“The products in our range are suitable for amateur or casual athletes targeting weight loss or general health,” de Geyer continues.
Hydrolyzed collagen for recovery
To obtain gelatin or hydrolyzed collagen (collagen peptides) from raw material, Rousselot uses a multi-step hydrolysis process involving hot water, filtration, concentration, sterilization, drying and an enzymatic step to ensure the collagen molecule is broken down to deliver the expected health benefits.
“This ingredient has been clinically demonstrated to improve energy levels in active individuals to help both optimize sports performance and support post-exercise recovery,” explains Torres.
With almost half of global consumers increasing their level of physical exercise, demand for nutritional solutions, supporting an active lifestyle, is on the rise, she continues.
“Increasingly well-informed consumers are searching for products that offer convenience, combined with proven functional benefits to help them live healthier lives.”
Emerging delivery formats
For Eurial I&N, versatile formats for the active consumer have been emerging, “such as healthy snacks that are just as suitable for consumption at the office as the gym,” notes de Geyer.
“This is because active nutrition is no longer just for performance sports, so there’s a demand for healthy and tasty on-the-go solutions at all times of the day.”
Consumer appetite is high for performance-enhancing benefits derived from familiar ingredients like probiotics, adds Toth.
“When probiotic consumers were asked about their interest in a probiotic if proven effective for managing various conditions, interest was high for improving natural energy levels (71%), reducing fatigue (69%), improving mood levels (62%), enhancing fat loss (62%), and improving exercise endurance (56%), muscle growth (55%) and athletic performance (46%).”
Convenience is essential for committed fitness fans, weekend joggers and healthy agers alike. Trending formats include reinvented classics like ready-to-drink beverages, easy-to-use powder sachets and sports gels featuring clean labels and a range of functional benefits, Torres explains.
“Newer, more ‘lifestyle-oriented’ offerings such as fortified shakes and high-protein energy bars are also proving popular with people eager to get moving again.”
Capsules and soft gels
Versatile collagen ingredients like Peptan allow producers to add science-backed benefits to a wide range of consumer-friendly formats without compromising the taste or texture of the final product.
“Our ProTake solution is ideal for reformulating for higher protein content, offering emulsifying, stabilizing and fining properties for sports nutrition products that are as craveable as they are functional,” adds Torres.
Eurial I&N’s GrassFit 80 WPC product is suitable for post-exercise recovery.
“Lonza consumer research shows some of the tried-and-true formats continue to reign supreme – capsules are chosen by 44% of consumers globally – that’s 132% higher than the preference for softgels and 5% higher than tablets,” Toth informs.
“Consumers choosing capsules comes as no surprise considering capsules are usually easy-to-swallow and offer a neutral-tasting, convenient consumption experience.”
Looking at the evolution of supplement forms, nutraceutical gummies are emerging as a favorite delivery format for consumers of all ages, Torres states.
“With a chewable and melt-in-the-mouth texture, functional gummies are a safe, convenient and enjoyable way for active consumers to work toward their health and fitness goals.”
Meeting communication requirements
Understanding claims regulation is crucial when communicating the nutritional and health benefits of ingredients, continues Toth.
Adding to this, she explains that “In all parts of the world, the minimum requirement is to ensure that any claims on active nutrition food or supplement products are clear, accurate, and based on scientific evidence.”
Regarding regulations, Health Claims Unpacked previously stated that guidance on the flexibility of health claim phrasing needs to be updated as it can impact consumers’ understanding.
By Nicole Kerr
