Sports nutrition innovation: Co-branding, advanced delivery, and personalized solutions

The sports and active nutrition market is surging, not just in size, but in its inventive evolution. The industry is now embracing co-branded flavor collaborations with iconic food companies, pioneering advanced delivery technologies for superior absorption, and pushing the boundaries into gender-specific and e-sports tailored nutrition.

Nutrition Insight speaks to Giellepi, Tirlán, Gelita, Gencor, and Arla Foods Ingredients on how innovation is transforming how consumers engage with performance products, offering a glimpse into a highly personalized and diverse future for the industry.

The sports and active nutrition market has emerged as the fastest-growing sector within vitamins and supplements, expanding at double the industry’s overall rate, according to Fabio Terruzzi, strategic business development manager at Giellepi.

He shares an overview of the current market leaders and future growth areas, highlighting: “North America continues to lead the global market, while China recorded the second-highest sales value over the past year. Looking ahead, Europe is expected to experience the strongest growth, followed by the Asia-Pacific region.”

Keith Cooney, B2B marketing manager of Dairy Proteins at Tirlán, shares further insight into regional trends. “The US remains a dominant hub, driven by its advanced supplement infrastructure, fitness culture, and demand for functional, lifestyle-integrated products.”

Asia-Pacific — particularly China, India, and South Korea — is witnessing rapid growth attributed to increasing health awareness, urbanization, and digital consumer habits.He adds that the Asia-Pacific region — particularly China, India, and South Korea — is witnessing rapid growth attributed to increasing health awareness, urbanization, and digital consumer habits.

Cooney also addresses Europe’s changing landscape: “Europe is evolving too, especially in countries like the UK and Germany, where sustainability, plant-based ingredients, and personalized nutrition are gaining traction.”

He identifies Latin America and the Middle East as emerging markets where “younger demographics, growing gym culture, and increased disposable income are fueling demand for modern formats like ready-to-drink (RTDs), adaptogenic blends, and clean-label formulations.”

Looking to the future, Terruzzi sees the Middle East as poised to become “one of the most promising markets, driven by emerging fitness trends and government-led initiatives that promote health and wellness.”

Co-branding with iconic flavors

The sports nutrition market is currently experiencing a surge in product innovation, with powders and bars leading the way in new formats. “According to Innova Market Insights, sports powders account for nearly three-quarters of all recent sports nutrition launches, offering versatility and a wide array of flavors, particularly fruit-based options like lime, tropical, and melon,” says Oliver Wolf, global product promotion at Gelita.

He notes ready-to-drink (RTD) products and sports bars are also gaining traction, with bars often featuring indulgent flavors such as chocolate, caramel, and nuts, designed for convenient, on-the-go consumption.

An emerging trend worth keeping a close eye on in sports nutrition is the collaboration between supplement brands and iconic food or beverage companies to create unique, instantly recognizable flavors. 

Terruzzi expands on this: “Partnerships with names like Oreo or Fruity Pebbles transform protein powders into indulgent, dessert-inspired experiences that appeal to a broader, lifestyle-driven audience.”

“These co-branded launches help overcome the bland image of traditional supplements, foster emotional connections, and boost consumer engagement, especially among younger users seeking both performance and enjoyment.”

Meanwhile, Maggie McNamara, VP of global marketing at Gencor, observes sports nutrition and performance supplement trends shifting toward more “lifestyle-friendly” delivery methods. 

“Tablets and capsules are not easily consumed in the ‘heat of the moment.’ With new patented technologies such as Pharmako Biotechnologies’ LipiSperse dispersion technology, formulators can now create gels for use during activity or for an RTD shot, stick pack, etc. These delivery formats seamlessly integrate into everyday lifestyles and are a growing trend in the active and sports performance categories.”

Crossover flavors inspired by iconic food brands are trending in new launches (Image credit: Quest Nutrition).Endurance and beauty through peptides

Wolf at Gelita highlights the company’s latest advancements  addressing a diverse range of consumer needs — from aesthetics and body composition to injury prevention and overall wellness. “Gelita is at the forefront of sports nutrition innovation with two standout ingredient solutions: PeptEndure and Bodybalance,” he states. 

PeptEndure is dubbed the first collagen protein on the market specifically formulated to boost endurance training and long-term performance through adaptive muscle changes. Wolf details: “Clinical studies show that, when taken daily, PeptEndure enabled participants to run 14% faster after 12 weeks — potentially making the difference between finishing fifth and coming first.”

Bodybalance, on the other hand, offers benefits for body toning and muscle support, while other Bioactive Collagen Peptides such as Tendoforte and Fortigel are specifically formulated for tendon and joint recovery, respectively. 

Exciting category crossovers are also emerging. Wolf points to the intersection with beauty, where collagen peptides like Verisol support skin health and appearance alongside physical performance. Additionally, one study found it to improve hair structure by “significantly increasing” thickness and the proliferation of human hair follicle cells.

Advanced delivery technologies

Gencor is underscoring the crucial role of advanced delivery technologies in sports nutrition, which are key for boosting absorption, improving delivery, aiding digestibility, and enhancing overall performance.

“Advanced delivery technology continues to play a crucial role in sports nutrition supplements by enhancing absorption, delivery methods, digestibility, and overall performance,” says McNamara, highlighting Pharmako Biotechnologies’ innovative systems.

Among these, AquaCelle is designed to maximize the bioavailability of fat-soluble ingredients while ensuring product stability. Another key technology is LipiSperse, a cold-water dispersion system that enables solid lipophilic ingredients to be easily dispersed in cold water, increasing their bioavailability.

“With LipiSperse, only 10% is needed to achieve an active load of 90%, making it the formulation with the highest active/nutrient ratio in water-dispersible products,” McNamara explains.

Gencor also features Compressible Powdered Oils (CPOs), an oil-to-powder conversion technology. According to McNamara, CPOs “can optimize an ingredient’s functionality” by overcoming formulation challenges with oily ingredients and preventing spoilage, allowing them to be in stable tablet and powder forms. She adds: “CPOs can also be enhanced by combining it with AquaCelle.”

Finally, she points to PlexoZome, a “scientifically proven complex liposomal technology.” McNamara affirms these are “genuine liposomes,” which have been confirmed by various testing, offering “targeted delivery, are fully customizable, and are produced on-site in Pharmako’s licensed facility.”

Tailored for men and women

Gencor is showcasing its range of specialized ingredients designed to meet the varying needs of men and women. Among ingredients for muscle and performance is Testofen, which McNamara details has had “four published clinical studies demonstrating its ability to increase lean muscle mass, decrease body fat, improve functional threshold power, and boost free testosterone.”

She also highlights Tesnor, a proprietary blend, explaining that in vitro testing has shown that it increases intracellular testosterone production and inhibits aromatase activity. “It has also demonstrated its ability to support muscle strength and growth in young males.”

Addressing female-specific needs, McNamara highlights Libifem, Gencor’s fenugreek extract, which has been shown to significantly enhance muscle strength and endurance, as well as improve body composition, in women aged 25 to 45.

“Libifem is the first botanical to be studied exclusively in female athletes to improve sports performance. As it enters the sports and active nutrition market, brands can develop supplements tailored to women’s specific needs, moving away from the traditional ‘one ingredient fits all’ and the ‘shrink it and pink it’ approach of feminizing male-centric products,” she details.

Gencor’s fenugreek extract has been shown to significantly enhance muscle strength and endurance in women aged 25 to 45.In other sports solutions, McNamara points to Levagen+, a branded palmitoylethanolamide (PEA) ingredient that has been clinically shown to boost muscle regeneration and repair, decrease exercise-induced inflammation, support recovery, reduce muscle soreness, enhance sleep, and promote cognitive function.

“In a recent study, when combined with eight weeks of strength training, PEA supplementation preserved lean mass gains and significantly boosted dynamic lower-body power compared to a placebo,” she notes.

For metabolic health support, Gencor offers ActivAMP, a branded extract of Gynostemma pentaphyllum, which has been scientifically studied to support metabolic health, promote healthy weight management, and improve aerobic fitness performance by up to 4%.

Finally, the supplier spotlights HydroCurc, a patented curcumin extract by Pharmako Biotechnologies. McNamara notes it “has been clinically proven to reduce soreness, enhance recovery, lower lactic acid levels after exercise, ease joint pain and discomfort, and support overall joint health.”

Innovating around protein

Arla Foods Ingredients highlights its key innovation, pure BLG (beta-lactoglobulin), a “whole new protein category” that it was the first supplier to commercially produce, according to Peter Schouw, the company’s director of Performance Nutrition. He adds that BLG offers “very naturally high leucine content” and more essential and branched-chain amino acids than standard whey protein, along with a “superior taste” in clear beverages and shakes.

The company is also innovating in new formats, creating healthier sodas and clear water-like beverages. It developed a protein soda concept featuring Lacprodan BLG-100 with 10 g of protein per serving with zero sugar. 

Arla Food Ingredients’ Lacprodan ISO.Water range provides essential and branched-chain amino acids for flavored water alternatives and can blend with ingredients like caffeine or magnesium for additional physical and cognitive well-being claims.

The “Rehydrate & Restore concept” is another clear RTD solution, combining whey protein isolate with electrolytes.

Arla Foods Ingredients is also expanding globally, strengthening partnerships in Chile and announcing new distribution in Australia and New Zealand, both high-potential markets for sports nutrition.

Blurring category lines

As a certified sports nutritionist, Terruzzi at Giellepi witnessed the evolution of the category over the past decade, noting it has become “increasingly inclusive and lifestyle-oriented,” expanding beyond athletes to appeal to wellness-focused consumers seeking energy, mental clarity, recovery, and long-term vitality.

The growing category of e-sports has led to a rise in formulations combining traditional performance ingredients with nootropics.He expands: “Giellepi has developed a targeted portfolio of innovative ingredients: Poolzyme digestive range, which supports the efficient breakdown of food into nutrients for improved energy, recovery, and performance; Axtragyl, designed to promote better mobility and physical recovery; and Weizy, aimed at supporting a balanced and healthy microbiome, a key factor in overall wellness and sustained performance.”

Athletes, gamers, and busy professionals alike are seeking products that support both body and mind. “This has led to the rise of formulations that combine traditional performance ingredients with nootropics like caffeine, L-theanine, citicoline, or adaptogenic mushrooms such as lion’s mane,” adds Terruzzi.

“These blends are designed to enhance focus, mental clarity, and reaction time, particularly in pre-workout or hydration products, making them ideal for high-performance scenarios that demand both physical stamina and sharp thinking.”

At the same time, he stresses that the integration of gut health into sports nutrition reflects a growing awareness of the gut’s central role in energy, recovery, and immunity. “Probiotics, prebiotics, and enzymes are increasingly being added to protein powders and bars, and even electrolyte blends to support digestion and nutrient absorption, both critical for active subjects with high metabolic demands.”

Personalization advances

Cooney at Tirlán, anticipates the continued rise of personalized nutrition, driven by wearables, DNA insights, and AI. “This signals a future where sports nutrition becomes highly tailored to individual physiology and performance goals.”

“Looking ahead, I expect sports nutrition to continue evolving far beyond the traditional athlete or gym-goer,” he concludes. “The category is becoming more holistic, merging performance with wellness, mental clarity, immunity, and even sleep.”

“We’ll likely see more crossover products — like protein blends for focus or infused hydration for stress recovery. Personalization will be a major frontier, with AI, biomarker tracking, and DNA-based insights shaping precision formulations and real-time dosing.”