ESSNA announces 24 award winners in European sports nutrition

13 Dec 2021 --- Twenty-four sports companies have been awarded by the European Specialist Sports Nutrition Alliance (ESSNA) for “demonstrating resilience and innovation” within the industry.

“The sports and active nutrition sector has shown an incredible resilience to an uncertain market, and its innovation has meant that so many more consumers prioritize their health,” says Dr. Adam Carey, chair of ESSNA.

Both ESSNA and Whitehouse Communications partnered to deliver the European Specialist Sports Nutrition Awards (ESSNawards). The winners and runners-up were identified by a panel of judges from a range of diverse backgrounds.

Diverse awards
The categories of the awardees range from protein powders, sports nutrition ingredients and pre-workout products. 

“Year on year, the sports and active nutrition industry across Europe has tapped into and driven a shift in consumer mindsets, encouraging more and more people to make a long-term lifestyle change,” notes Chris Whitehouse, chairman of Whitehouse Communications,

“Sports nutrition brands not only help athletes on all stages of their exercise journeys perform better but also create a culture of goal-driven optimism,” he adds.

The winner for Newcomer of the Year category was Smart Protein, while Best Sports Nutrition Company was awarded to Nutrition X, which also won in the Best Protein Bar category. The sports nutrition industry is primed for growth in the coming years, as the pandemic has increased focus on health. 

Meanwhile, the Best Sports Nutrition Ingredient category was awarded to Volac’s Volactive UltraWhey Velicious, which recently evidenced the link between whey protein intake and immunity. 

MyProtein received the award for Best Protein Powder/Shake. The company recently unveiled its first plant-based protein designed to “match the nutritional attributes of whey.”

“All of the finalists are responsible, forward-looking sports nutrition suppliers in Europe who have demonstrated resilience and innovation in a growing marketplace,” ESSNA notes.

ESSNA also awarded Veleforte for Best Product for Beginners and Prime Fifty for Best Targeted Product. 

Best Pre-Workout Product was awarded to Healthspan Elit, which also won Best Free-From Product. 

Meanwhile, The Best Post-Workout Product went to Health Currancy and the Best Sports Nutrition Product was a joint win by James White Drinks Beet It and Health Currancy.

Pandemic’s impact
The COVID-19 pandemic has been a catalyst for growth for the sports nutrition industry, propelling consumer awareness and demand for products aiding athletic activities during lockdown measures.

“This past year has been yet another one fraught with changes,” Carey highlights.

“We celebrated not only as we saw sports venues slowly re-open to both athletes and spectators, but also at the increased uptake in exercise around the globe as limited outdoor time became the only means of both physically and mentally escaping the hardships of lockdowns.”

In recent years, the sports nutrition industry has expanded from the niche industry it was once considered as for “hardcore bodybuilders” but is now seen as a sub-category of active nutrition. Specialists in the field describe the sector as “just getting started” and anticipate exceptional growth in the years to come.

Dairy-dominated sports nutrition shifts to plant-based
While the protein industry within sports nutrition has largely been dominated by whey, dairy ingredients giant FrieslandCampina Ingredients signaled a notable shift with its recent move into the plant-based protein arena. The supplier unveiled two new powder solutions developed with AGT Food.

Similarly, Laïta Nutrition announced it is increasing its focus on plant-based ingredients, with the nutrition division of the Laïta dairy cooperative acknowledging that eating habits are changing.

As consumers are largely concerned for planetary concerns and moving toward plant-based nutrition profiles, ESSNA released a nutrition guide for vegan and vegetarian sports nutrition consumers aimed to help them understand how well the sports nutrition industry caters to plant-based diets.

Edited by Andria Kades

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