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![]() ![]() ![]() Sports nutrition mainstreams: A key theme at Vitafoods Europe 2018![]() 18 May 2018 --- Boundaries are blurring as sports nutrition continues to move mainstream. Ingredients and products aimed at promoting active living were a clear standout theme at Vitafoods Europe this year. New launches targeted a wide scope of aspects related to active lifestyles, and are likely to resonate not just with hardcore athletes but also with consumers of different ages and activity groups. “There’s still room for growth in three areas in sports nutrition,” says Florencia Moreno Torres, Analyst at Innova Market Insights. “The first one has to do with flavors and the fact that there is so much innovation and competition in the market. Consumers won’t just settle; they’re looking for novel and improved flavor profiles. Secondly, everything that has to do with transparency, clean label and sustainability if possible.” “The third point is convenience,” she says. “We know about busy lifestyles but we are also talking about mini-bites, products you can open and close easily and reusable products, which also fits in with the aspect of sustainability.” At the show, Innova Market Insights noted a 14 percent average annual growth in sports nutrition launches featuring plant protein (global, 2013-2017), but also a continued CAGR of 10 percent in whey protein over this period. FrieslandCampina ![]() FrieslandCampina DMV (left). “We have looked at several aspects in two consumer focus groups. On the one side, we looked at hardcore athletes. On the other, we looked at active lifestyle consumers and both gave us similar results and that is that they are both looking for natural, clean ingredients,” says Ramon Mommersteeg, Product Group Manager Whey Proteins at FrieslandCampina DMV. “This is logical, but if you talk to these people you really get the impression that they are looking for transparency, things they can trust and what it can do for them. They are really starting to get educated and interested on what can bring them to the next level,” he says. To address this demand, DMV has come up with native protein launches. “Native proteins are the format of how you find it in nature,” Mommersteeg says. “There are two types of protein within dairy: casein proteins and whey proteins. For both, we have developed native protein products. Micellate Prestige is a casein protein, while Nutri Whey native is a whey protein.” “We are highlighting Nutri Whey native and that is some shakes, RTDs. What we highlight is how Nutri Whey native is a concept where we really try to target the millennials. We developed it together with Givaudan [a leading flavor house], where we looked at what flavor profile consumers are looking for. With Coconut Lime and Pear Cinnamon, we are really looking at what consumers are looking for and targeting that. We also developed Protein Bites, a traditional bar for the active lifestyle; offering them a sensible bite to increase their protein intake.” Fytexia “More and more people include sports as part of their strategy to lose weight. This year, we now have Sinetrol Active Living which targets weight loss help for people who practice sport, to potentiate the weight loss of the sporty subject. This helps them reach their goal sooner,” Sophie Loisel, Business Development Director at Fytexia, tells NutritionInsight. ![]() “Consumers expect an efficient and safe weight loss, but they also want to manage what comes after the end of the supplementation. We can confirm with our Sinetrol that after they stop taking the supplement, they do not gain weight and keep losing weight up to one month after stopping supplementation. This is because Sinetrol helps to rebalance body composition; you lose fat mass and gain muscle mass. Muscle mass uses higher quantities of energy to sustain itself,” she says. Kyowa Hakko “We have a couple of ingredients that could be positioned for hydration and sports performance. Another recently launched is a performance blend targeting long-lasting energy as a nitric oxide booster,” Oksana Ritchie, European Marketing Manager for Kyowa Hakko Europe, tells NutritionInsight. The blend combines glutathione and l-citrulline, one of the amino acids that helps with the nitric oxide boosting capabilities “It is a patented product that Kyowa Hakko has developed and we have studies to show that this combination works to enhance the nitric oxide and that it stays longer in the body during the workout. We are working on some innovative products which are at the R&D stage for both sports nutrition and healthy aging,” Ritchie says. Other notable launches at Vitafoods Europe 2018 within the sports nutrition category included:
By Lucy Gunn To contact our editorial team please email us at editorial@cnsmedia.com ![]() FrieslandCampina DMV
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Tel. +31 413 372222 Fax. +31-413-343695 ACTIVE CATEGORIESDairy Products - Natural and Imitation DMV Simply Trusted Milk proteins form our core business, supplying our core markets: Performance Nutrition & Weight Management and Dairy. In caseinates we are the market leader across the world– a position we cherish and from which we want to grow through entering long-term relationships with our customers. DMV aims to be a reliable partner, providing continuity throughout the chain. We have found a balance between sound business propositions and sustainable, personal relationships. That is how our customers know that DMV can be Simply trusted. Related ArticlesHealth & Nutrition News On your feet: Gelita’s collagen peptide promotes the healing of tendons, study finds21 Feb 2019 --- A specific bioactive collagen peptide may reduce pain and functional limitations in people suffering from Achilles tendon injury when combined with a rehabilitation program. This is according to a new study from the Australian Institute of Sport (AIS), published in Nutrients. The double-blind, placebo-controlled study used Tendoforte, Gelita’s recent addition to its Bioactive Collagen Peptides portfolio. As consumers continue to engage in a higher number of sporting activities, as well as more intense regimes, nutritional strategies to strengthen connective tissue are needed, notes Gelita. Health & Nutrition News “Far-reaching impact”: Plasma Nutrition’s io technology boosts whey's bioavailability, study confirms20 Feb 2019 --- Plasma Nutrition’s Ingredient Optimized technology significantly improves the bioavailability of whey protein, according to a new study published in the Journal of Nutrition and Metabolic Insights. The findings note that the US start-up’s ioWhey protein improves the absorption of leucine, as well as that of branch chain amino acids (BCAAs) and essential amino acids (EAAs) in general. The study is the first publication on ioWhey protein and signals a “major breakthrough” for the start-up as it seeks “to pave the way in the advancement of nutrition science.” Health & Nutrition News Energy boost: Are adaptogens a better alternative to caffeine? Experts weigh in20 Feb 2019 --- A daily cup of coffee is not just a habit for the approximately 2.25 billion people around the globe that drink it every day, but rather a beverage that boosts energy and increases alertness with the added bonus of a delicious taste. Despite perceived benefits, however, caffeine also has its drawbacks and this has allowed a number of alternative energy-boosting ingredients to come forward. NutritionInsight speaks to industry experts to find out more on caffeine alternatives that are seeing a boom in popularity. Food Ingredients News Hormel sells maker of Muscle Milk brand to PepsiCo for undisclosed sum20 Feb 2019 --- Global food company Hormel Foods (Hormel) has sold its CytoSport business to US food and beverage giant PepsiCo for an undisclosed sum, as PepsiCo looks to expand its portfolio of healthier food and beverages. The transaction, which includes the sports and wellness brand Muscle Milk, is subject to customary closing conditions, including regulatory approvals, and is expected to be finalized in 30-60 days. Health & Nutrition News Asda on track with vegan product certification as trend intensifies19 Feb 2019 --- Major UK retailer Asda is on track for a significant vegan reformulation and labeling drive. Two years after revealing a partnership with The Vegan Society, the certification body says that they are well on the way to having a wide range of products certified. “They are making great strides in getting everything that is vegan registered with us,” Chantelle Adkins, Head of Business Development for The Vegan Society, tells NutritionInsight at last week’s organic foods trade fair, Biofach 2019, in Germany. More Articles
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