Sports nutrition set to adapt to post-pandemic consumer needs, says AFI exec

25 May 2020 --- Among the repercussions of COVID-19, gyms and most sports facilities are off limits until the pandemic is sufficiently under control. This is changing the landscape for sports nutrition, which is still enjoying popularity although the long-term effects of the lockdowns are still unknown. This is according to Joe Katterfield, Health & Performance Nutrition Development Manager at Arla Foods Ingredients (AFI), who speaks to NutritionInsight about how the company is handling the outbreak and its impact on the dairy segment.

“With gyms closed across the world, millions of consumers have had to change their sports and physical activity regimes. However, there are plenty of signs that performance is still front of mind. Sales of home equipment and workout apps have surged, for example,” Katterfield highlights.

“The long-term impact on sports nutrition remains to be seen. Purchase occasions in gyms and convenience stores are down, but consumers have had more time to shop online and respond to advertising. One of our customers recently had an online launch during lockdown, and it was one of their most successful ever. We’ve also heard of brands who have seen lower sales in retail settings, but higher sales online for the same product,” he adds.

These peaks and troughs are in line with European Specialist Sports Nutrition Alliance (ESSNA)’s view. The alliance is now working with the sports sector at large to ensure they can come out of this crisis “stronger than ever.”

NutritionInsight previously reported on how COVID-19 is spurring the rapid personalization of sports nutrition. This phenomenon could provide an extra opportunity for companies to stand out from the crowd, which is crucial as the mainstreaming of sports nutrition has led to heightened competition within the sector. Moreover, ingredient quality is more important than ever before – both in the stalwart of protein, as well as for the emerging ingredient astaxanthin.

Innova Market Insights reports that global launches of sports nutrition products have more than doubled between 2015 and 2019.Innova Market Insights reports that global launches of sports nutrition products have more than doubled between 2015 and 2019, with younger consumers maintaining their status as the primary audience. Millennials and Generation Z have already been expressing great interest in products across categories that meet their individual needs or tastes, which has now entered the sports nutrition space. The market researcher details that this is leading to segmentation. 

In this space, AFI launched Lacprodan ISO.Water, a 100 percent whey protein isolate ingredient, designed specifically for the clear protein beverage space. It is touted as overcoming common issues in this area, including taste and dry mouthfeel. The high-protein trend, demand for convenient ready-to-drink nutritional beverages and the booming sports nutrition category have all contributed to rising consumer interest in clear protein waters.

“Due to the good taste and mouthfeel of this ingredient, early prototypes have shown that even unflavored versions still taste outstanding and are like drinking plain water. This could unlock new potential for the category – more toward functional mineral water that tastes and looks like water but contributes to consumers’ daily protein needs. This could be especially interesting for certain consumer groups. Baby Boomers, for example, can benefit from additional protein as they get older, and this could replace some of their normal water consumption,” Katterfield, previously told NutritionInsight. 

Adapting to the times
The crisis is challenging the dairy sector in ways the space has never before experienced, including giving it a large moral responsibility, according to Katterfield. “After protecting safety, our most important role is to ensure continuity in the food chain, and it’s one we’re taking very seriously.”

“As a farmer-owned company, AFI has an end-to-end supply chain. We’re still receiving the raw materials we need to be able to offer our full range of ingredients and to deliver on orders based on customer forecasts. No-one knows exactly what the long-term impacts will be, but we’re already planning ahead so we can learn lessons and rebound when the world enters a safer period,” Katterfield affirms. 

The company is still very active with targeted digital campaigns, he explains. “For example, we’ve been promoting our new protein shake ingredient, Lacprodan clear.shake. It’s light, great-tasting, refreshing and hydrating, and offers a number of on-pack benefits, including 100 percent whey-based protein.”

Katterfield goes on to explain that whey protein hydrolysates are increasingly being recognized as a good form of protein for sports nutrition. They deliver enhanced endurance, help build lean muscle quickly and are more readily absorbed than intact whey protein. “This gives the body quicker access to amino acids, potentially reducing muscle damage,” he says.

However, the unpalatability of whey protein hydrolysate is a common challenge for sports nutrition brands. For this reason AFI has developed Lacprodan HYDRO.PowerPro as a solution – it’s a 100 percent whey protein hydrolysate which is 50 percent less bitter than comparable products.

With sports nutrition becoming increasingly mainstream, NPD is flourishing, with a specific focus on innovative delivery formats. Functional ingredients player FrieslandCampina Ingredients also unveiled a high concentration protein gel concept, marketed as “a game-changer” for sports nutrition applications. Formulated with FCI’s Nutri Whey Isolate Clear, the product provides up to 15 percent protein content in a small, convenient portion. Moreover, it enables flexibility in the end-product’s format with applications from squeezable pouches to spoonable pots.

Industry experts previously also flagged that sports nutrition’s mainstreaming is leading to the spread of inaccurate information, although there are new marketing opportunities in harnessing the power of “influencers.” 

By Kristiana Lalou

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