Gatorade set to shake up the sports nutrition market with new science lab
Image Credit: Gatorade.06 Jun 2023 --- Gatorade opened the Gatorade Sports Science Institute (GSSI), a science research and development lab that will expand testing for the metabolism, muscle performance, biochemistry, body composition and mental performance of athletes.
The company further says the GSSI will also be able to evaluate how different nutrient applications respond in different climates and during different types of exertion. The institute and will focus on protein, hydration, energy and all-around nutrition for both athletes and the average exerciser looking to improve their health and nutrition.
“The first step in product creation has and will always be athlete insights and the critical work the team is doing across our GSSI labs helps bring those insights to the forefront of our innovation pipeline,” says Dr. Lindsay Baker, the R&D director at GSSI. “This new lab will study the effects of exercise, hydration and nutrition on the human body and mind to help us provide personalized solutions for each athlete.”
Expanding sports nutrition
Innova Market Insights highlights that the sports nutrition launches grew 9% year-over-year growth globally from 2021 and 2022. Furthermore, the top positionings of global sports nutrition launches tracked in 2022 were “high source of protein” at 42% and “energy and alertness” at 33%.
The GSSI can test athletes’ reactions to different types of exertion and climates.
According to Gatorade, the GSSI will allow it to address the needs and demands of the growing sports nutrition market with science-backed innovations across its growing portfolio, including sports drinks, protein powders like Muscle Milk and energy brands like Fast Twitch.
Additionally, the company states that its “state-of-the-art” environmental chamber will allow it to test products based on athletes’ responses to heat, cool and humidity.
“At GSSI, we are committed to athlete research to ensure we are always innovating to meet their ever-changing needs,” says Baker.
Recent innovations
The new lab is located at PepsiCo’s Global Beverage R&D Center of Excellence in Valhalla, New York, US. The company further touts recent innovations within the center, such as its expansion into new categories with its Gatorade Zero and Propel Immune Support tablets – slated to hit the shelves in July of 2023.
“With solutions in ready-to-drink, powder, supplement and now tablet form, we’re advancing our business forward by reaching more athletes and exercisers on more occasions,” concludes Marissa Pines, Gatorade’s senior marketing director.
Edited by William Bradford Nichols
