Exploring new horizons: How sports nutrition is evolving to meet broader needs

19 Sep 2024 --- The sports nutrition space continues to expand as consumer understanding of the benefits dietary supplements may present to performance and health increases. We speak with industry experts about the well-established, innovative and trending ingredients set to advance the active nutrition market. 

“Sports nutrition has evolved into a broader active nutrition category that appeals not only to elite athletes but also to a wide range of consumers focused on supporting their holistic well-being. Today’s active nutrition consumers are focused on proactively supporting their long-term health, aiming to maintain fitness and vitality well into later life,” Andreas Petrik, marketing director of specialized nutrition at ADM, tells Nutrition Insight.

“To achieve this, core consumers are adopting changes in their diets and lifestyles, seeking balanced and personalized solutions that align with their unique needs and goals based on their age, activity levels and lifestyles. The demand for products that can aid in physical performance and endurance and promote overall well-being has skyrocketed as more consumers prioritize health and fitness.”

Katie Verlaan, global marketing lead for muscle and mobility at FrieslandCampina Ingredients, adds that this consumer base growth has a positive impact on the value of the market. “The sports nutrition industry has well and truly transcended its niche origins. Now, it’s a well-established market for consumers of all ages and fitness levels looking to enhance their overall well-being. As such, the global sports nutrition segment continues to grow.” 

James Street, marketing director for the EMEA and APAC regions at Prinova, the ingredient and market research company, shares: “Prinova’s proprietary consumer research across five of Europe’s largest markets suggests that people who exercise less regularly tend to have different goals from their more ‘hardcore’ counterparts. They are more likely to have needs that overlap with other categories, such as weight management, cognitive health and immune health.” 

“The key takeaway is that there is no longer one ‘typical’ sports nutrition consumer. As the market becomes more fragmented, there will be growing demand for innovative bespoke and hybrid products targeting more than one goal.”

 Gut health is important to athletic performance and recovery.Gut-muscle axis

According to ADM’s Petrik, gut health remains a central focus, with evidence demonstrating its substantial role in supporting overall well-being, including areas related to performance and exercise recovery. “With ongoing research and an increased consumer understanding of the gut microbiome, prebiotics, probiotics and postbiotics are in the spotlight.”

“There is a growing body of research investigating the gut-muscle axis, indicating the role biotics play in muscle support. We’re at the forefront of this research with our Active Lifestyle Formulation, which brings together our Bifidobacterium longum CECT7347 (ES1), Lactobacillus casei CECT9104 (BPL4) and Lactobacillus rhamnosus CECT8361 (BPL15),” he shares.

“Clinical research shows that the formulation supports certain biomarkers related to post-exercise oxidative stress. There is also evidence of biotics supporting lean muscle mass and recovery. The effects of our spore-forming probiotic, DE111 (Bacillus subtilis), were examined during the offseason training of collegiate athletes, with results showing decreased body fat percentage in females and a decrease in circulating TNF-α in males.”

FrieslandCampina Ingredients’ Verlaan points to Innova’s Top Ten Trends for 2022: “Gut health is gaining significant attention for its holistic benefits, with two-thirds of consumers recognizing its importance for overall well-being. Emerging research is shedding light on the connection between gut and muscle health, and this is set to become a trending area that presents a huge opportunity for brands.”

“In response, we’ve developed Biotis Fermentis, a pioneering solution that combines the benefits of whey protein, prebiotics (Biotis GOS) and probiotic cultures through fermentation.”

She describes this product as “designed to support gut and muscle health via the gut-muscle axis,” adding that it has also been shown to impact overall well-being. “Recent studies have shown that consumers using Biotis Fermentis report improvements in mood and energy levels, suggesting it could also provide a natural energy boost.”

Protein still relevant

Protein remains a cornerstone of sports nutrition, widely recognized for its benefits in stimulating muscle protein synthesis, says Verlaan, noting that “today’s consumers are looking for more than just muscle-building benefits.”

Petrik agrees that protein is a well-established macronutrient for muscle growth and recovery. “Products featuring high protein content and protein from a variety of different sources are in high demand.”

“Our clean-tasting, highly functional soy and pea proteins, which combine well with whey protein or act as animal-free replacements, are exceptional solutions to fortify sports nutrition offerings, maximizing functionality, nutrition and sensory appeal.”

Protein is a cornerstone of sports nutrition, recognized for its benefits in stimulating muscle protein synthesis.“Protein drinks that combine ingredients like botanicals, supporting both muscle recovery and sustained energy throughout the day, are one product you can expect to see leading the next wave of trending formats,” she adds.

“We’re also seeing protein-fortified foods being added to fridges and kitchen pantries so consumers can easily add extra protein to everyday meals. High protein cheeses, cereals and yogurts also provide a way for consumers to meet their nutritional goals as part of their usual routine.”

According to Prinova’s research, plant proteins, in particular, are gaining traction in the sports nutrition market. Street points out: “Over four in ten consumers cited plant proteins as one of the key ingredients they most looked for. Conversely, 26% sought out dairy or whey protein, 15% looked for egg protein and 8% preferred meat protein ingredients.”

“We can help manufacturers meet these plant-based protein consumers’ needs as a leading distributor of natural, high-quality plant protein from sources including soy, rice, pea and fava bean. We also offer Europe’s largest inventory of food-grade amino acids, including branched-chain amino acids (BCAAs), essential amino acids (EAAs) and non-essential amino acids, from single ingredients to bespoke blends.”

“Our branded EEAlpha is a patented, balanced blend of nine EAAs with arginine, providing an optimal ratio for muscle synthesis. Supported by over 20 years of clinical research, it’s proven to be three times more efficient than whey protein and 32 times more efficient than BCAAs for stimulating muscle growth. This makes it ideal for manufacturers seeking to offer high-performance protein and amino acids in any application.”

Vitamins and minerals 

Lubrizol’s global marketing manager Isabel Gómez points to an increase in consumers wanting sports and energy products to provide a vitamin and mineral boost. “For example, highlighting magnesium content on the pack is just one way that sports and energy brands are trying to differentiate their products.”

Prinova’s research supports this claim, as Street states that alongside plant proteins, vitamins and minerals are “the superstar ingredients” of sports nutrition. “Nearly two-thirds of our respondents put vitamins at the top of their ‘must have’ list, reflecting the growing awareness of their importance for performance.”

Consumers increasingly expect their sports and energy products to provide a vitamin and mineral boost.“Magnesium is known to support post-workout recovery, promote relaxation for restful sleep and help manage electrolyte balance,” continues Gómez. “However, there are some unmet needs for this powerful mineral. For example, magnesium supplements, especially in powder form, often have an off-taste, poor bioavailability and an unpleasant gritty texture.”

“As formulators strive to meet consumer demand for magnesium, Lubrizol’s Magshape microcapsules offer a reliable and effective solution. Magshape magnesium particles are micronized and microencapsulated to minimize metallic taste and increase bioavailability, making biological magnesium delivery more effective.”

She tells us that with this in mind, along with the growing consumer interest in powder formats, Lubrizol’s R&D team developed a prototype based on an oro-soluble powder with a magnesium source that delivers 250 mg of elemental magnesium in a small 1.5 g sachet of powder. “We plan to have this available at the Supply Side West 2024 Expo in the Tasting Center and at our booth 3982.”

Street adds that more consumers now realize that a vitamin B deficiency can reduce athletes’ ability to perform high-intensity exercise, while vitamin C offers benefits for recovery and immune health. “We offer the world’s largest inventory of food-grade single vitamins and are the leading supplier of vitamins B and C. Our branded Aquamin range of marine multi-mineral complex products is supported by over 40 peer-reviewed scientific publications.”

FrieslandCampina Ingredients’ Verlaan asserts: “As sports nutrition moves into the mainstream, convenience is the reigning king. To cater to the nutritional needs of a broad consumer base, brands should develop versatile nutrition solutions that offer multiple benefits.”

By Milana Nikolova