Pioneering performance: Optimizing protein for endurance sports nutrition

11 Apr 2024 --- Demand for sports nutrition and active lifestyle products continues to grow as consumers aim to improve their health. Innova Market Insights data points to an increasing offer of sports nutrition and protein-based product launches. At the same time, Gelita sees a gap in the endurance sports nutrition market, for which the company offers a collagen-based innovation. 

Nutrition Insight meets up with both companies to examine developments in sports nutrition and protein products. 

Innova Market Insights data indicates a steep increase in sports nutrition launches globally, with 18% annual growth from 2021 to 2023. Innovative product formats are on the rise, with a 39% yearly growth in launches of packages, yogurts, gels and chocolates. Meanwhile, sports bars and protein-based drinks are becoming an important category, at 34% annual growth. 

“The sports nutrition market covers a wide range of products for different target groups. For muscle growth, there are short-term energy solutions such as amino acids or caffeinated boosters and long-term muscle growth solutions such as protein powders and bars,” says Oliver Wolf, who is in charge of marketing for Europe, the Middle East, India, and Africa at Gelita. 

“But looking at the endurance sector, products are focused solely on providing athletes with a short-term energy boost. Common products are gel or ready-to-drink concepts and are carbohydrate-based. They are usually consumed during competition and provide an energy boost after immediate ingestion.” 

Wolf explains that while these products have been around for a long time and are still very popular, there is an untapped area in the market that is attracting more and more attention as research into the subject grows — protein-based products designed to improve endurance performance in the long term through adaptive muscle changes.

Sports nutrition on the rise 
In its top ten 2024 trends in supplements and sports nutrition, Innova Market Insights observes that protein “emerges as a leading star among several launches.” 

Data from the company’s market research suggests that sports nutrition and supplement launches with dairy-based proteins are gaining ground. From July 2021 to June 2023, this category experienced a 13% year-over-year growth rate. 

Wolf sees an untapped area — protein-based products designed to improve long-term endurance performance.Sports powders accounted for over half of these product launches, followed by sports bars (23%) and sports protein ready-to-drink products (8%). 

At the same time, plant-based claims in sports nutrition are “gaining momentum.” From October 2021 to September 2023, the use of these claims in sports nutrition launches increased 25% year-over-year. Pea protein was tracked in 30% of plant-based protein launches. 

Collagen innovation 
Although collagen is primarily targeted to support joint and skin health, data from Innova Market Insights indicates an increasing demand for the ingredients to support healthy aging and active lifestyles. From mid-2018 to mid-2023, the company’s data suggests that sports nutrition and supplement launches with collagen increased at an annual average rate of 17%. 

PeptEndure, Gelita’s latest innovation in endurance ingredients, also includes collagen. Wolf notes this is the first protein-collagen solution that can improve endurance performance in the long term instead of offering a short-term energy boost. 

Wolf details that the ingredient can ensure long-term adaptive change in the muscle, thus supporting sustained peak performance.

“Promoting adaptive changes in the mitochondria can increase endurance levels and enable athletes to run longer and faster when taken daily for at least three months,” he continues. 

“This makes PeptEndure the ideal daily training partner for participants in all endurance sports — from long-distance running and triathlon to team sports and high-intensity gym activities.” 

He adds that the ingredient appeals to many consumers and offers manufacturers a white space opportunity in an untapped market. Moreover, the ingredient provides several benefits to manufacturers, including the opportunity to expand their sports nutrition portfolio with high-value products.

“PeptEndure can help brand owners build consumer loyalty as the product has to be taken daily for three months, meaning consumers are exposed to the brand daily,” Wolf continues. 

“Moreover, it’s the first of its kind, so it can’t be replaced by a similar product, as is the case with energy drinks and gels.” 

Protein for endurance 
Among dairy-based protein for sports nutrition and supplements, Innova Market Insights data suggests that whey protein isolate and concentrate are leading ingredients, both included in 40% of product launches from July 2022 to June 2023. Claims of “high protein” or “source of protein” accounted for 85% of product launches with dairy-based protein. 

Meanwhile, data suggests that casein protein is the “frontrunner of innovation.” From mid-2018 to mid-2023, casein protein was recorded as one of the fastest-growing ingredients in sports nutrition and supplements, at a CAGR of 82%. 

Casein phosphopeptide and lactoferrin were other fast-growing ingredients, at 43% and 16% CAGR, respectively. 

PeptEndure can ensure long-term adaptive change in the muscle, thus supporting sustained peak performance.According to Gelita’s Wolf, improved endurance performance was only associated with carbohydrates in the past. 

“But it is also common sense that endurance athletes need a higher daily protein intake because the body derives its energy from protein through the oxidation of amino acids when glycogen stores are depleted.” 

He adds that the role of protein in endurance performance is increasingly the subject of scientific studies, focusing on a new aspect. Intensive research shows how long-term protein intake promotes mitochondrial density and, thus, the muscular adaptation required for high endurance performance. 

“At Gelita, a science-based approach is key to developing new ingredients,” Wolf continues. “That’s why we conducted clinical trials to monitor the effects of our new collagen peptide solution, PeptEndure, on endurance performance in men and women.” 

The company performed two clinical trials, one with male and one with female participants, consuming 15 g of PeptEndure with their daily diet while engaging in resistance and endurance training three times a week over 12 months. 

Wolf details: “In these two studies, men and women were monitored separately to determine the effect on both sexes, and the results of both studies show that participants taking PeptEndure were able to run 14% faster than baseline.” 

“We also have in vitro and animal studies investigating the mode of action behind this effect.”

Optimizing sports nutrition 
According to Innova Market Insights data, post-workout recovery is emerging as a growing category in sports nutrition that “inspires innovation.” The data suggests an emphasis on beneficial science-backed ingredients to support consumers to “bounce back from a workout.” 

Similarly, Wolf explains that sports nutrition brand owners need to be convinced that Gelita’s PeptEndure is a genuinely innovative product before seeing its potential to “revolutionize the sports nutrition market.” 

He details that the ingredient is scientifically proven through clinical trials and in vitro studies. Moreover, Gelita has several testimonials from well-known athletes, such as professional triathlete Justus Nieschlag. Wolf notes that the athlete has already incorporated PeptEndure into his daily routine and is “delighted with the results.”

Meanwhile, Wolf highlights the potential for sports nutrition brands to optimize their products with technology and the knowledge these tools provide. 

“Apps and wearable fitness trackers allow us to be connected to healthy living daily, with regular prompts and motivational advice on how to do better. This trend looks set to stay.” 

“These wearables collect important data that can help athletes identify their strengths and weaknesses, and when combined with other measures, such as having a blood sample analyzed at the doctor’s office, can provide customers with a wealth of information about their health and nutritional status.” 

By Jolanda van Hal