Wellmune pegs personalization and adapted application as key sports nutrition trends

12 Jul 2019 --- Personalization and the adaptation of traditional applications are set to be at the center of sports nutrition’s next big trends, according to immune system supplement brand Wellmune, which is owned by Kerry. The company released an overview of the top areas in nutrition with potential for innovation, many of which are in parallel with wider trends in the food and drink industry.

Firstly, active consumers are searching for services which are uniquely tailored to their specific needs. This is clear in the rising popularity modified training programs – both online and in the gym. This bespoke approach also extends to sports nutrition.

“As sports nutrition shelves become more crowded, treating consumers as individuals can be an effective differentiator,” says John Quilter, VP and General Manager of Wellmune – Kerry.

The snacking trend branches into sports nutrition.In a similar vein, different demographics should also be catered for. Reportedly, less than 1 percent of new sports nutrition product launches in western Europe are aimed at seniors, while only 2.1 percent of sports nutrition products are targeted at women, according to Wellmune. This highlights the potential for NPD that targets these underserved groups.

“Eating for me” was identified by Innova Market Insights as one of the top ten trends for 2019. Consumers are choosing their fuel more carefully than ever before with foods that are specifically adapted to their needs. Personalized nutrition is on the rise and moving beyond tailored diets. Direct-to-consumer genetic testing is on the rise despite well-published concerns from healthcare professionals. Numerous companies are marketing genetic “insight” into athletic performance, ancestry and child talent.

Aligning with this trend, microbiome human discovery platform, DayTwo, recently raised US$31 million to help fund its individualized nutrition profile service. The service is used to predict how a person will respond to different foods and food combinations based on their unique gut microbe composition and other clinical parameters.

Wellmune also highlighted how the boundaries between sports nutrition and traditional food and beverage categories are blurring, meaning that it is an ideal time to adapt traditional applications. Functional benefits could be incorporated into various types of applications, with beverage having particular potential. Beverages can be customized in ways that some foods cannot. Additionally, the format is appealing to consumers seeking convenient and quick options.

A study last year showed that beverages fortified with the yeast beta-glucan ingredient produced by Wellmune can reduce the severity and impact of upper respiratory tract infection (URTI) symptoms associated with intense exercise stress. “Protein currently dominates the market, but a changing consumer base means there is scope for disruption. Not every active consumer is interested in muscle-building, and the understanding of sports nutrition has expanded to include areas such as immune health,” explains Quilter. 

The company also highlights snacking as a market segment to keep an eye on, as many time-starved athletes turn to snacks as a way to fuel up before a session, or to replace a missed meal. This further reflects Innova Market Insights’ top ten trends, which notes that snacks are becoming a standard “fourth meal.” It is a central focus of innovation across all food and beverage categories, with 10 percent average annual growth of global launches with a snacking claim over five years (CAGR, 2013-2017). Businesses are capitalizing on the snacking trend, with URC recently partnering with Intersnack Group to further expansion in Oceania.

By Katherine Durrell