The difficult balance of sport nutrition, weighing increasing consumer needs while safeguarding essential elements

15 Sep 2022 --- As consumers become ever more demanding, the need for companies to differentiate themselves becomes apparent. Individuals want to feel well, both physically and mentally, and seek specialized solutions to their particular ailments. However, as products become specialized, it is also important not to forget the core aspect of most sport nutrition products: protein. And that consumers, at the end of the day, reward simplicity.

Nutritioninsight delves into the latest on sports nutrition with ADM, Bioiberica, Glanbia, Laïta Nutrition, Kerry and Univar representatives, which elaborate on what the sector is working on.

“Immune health is a priority for the sports nutrition consumer as they look to minimize vulnerability to illness. Digestive health is also important, which is something that will intensify as consumers learn more about the microbiome system. Mental health and weight management are two areas of health severely impacted by the pandemic,” John Kelly, strategic director of beverages at Kerry Europe, tells NutritionInsight.

“As the active nutrition category continues to evolve, consumers are researching new ingredients to maximize their well-being and are taking particular interest in products that support multiple aspects of health simultaneously,” ads Vaughn DuBow, global director of marketing – microbiome solutions at ADM.

It is also important to note that not all sports nutrition consumers are athletes, with companies now expanding their user bases by targeting more sedentary buyers.

Brands are diversifying their products to focus on holistic health that appeals to a broader demographic. (Credits: Laïta Nutrition). Protein is king
To no one’s surprise, protein is highlighted as key by all formulators, remaining one of the most prevalent and key ingredients often seen in active nutrition products. 

“Protein is undoubtedly the gateway to the category. Typically consumers enter via protein partly due to the broad set of consumer needs protein addresses. Needs include recovery, satiety but also overall health and wellness,” says Sonja Matthews, senior manager of strategic insights EMEA & ASPAC at Glanbia Nutritionals.

Most protein comes from animal and plant sources. However, experts are also seeing, according to Kelly, an increased interest in ‘hybrid’ formulations – which include both plant and dairy protein.

Various sources are necessary, as animal protein sources aren’t enough to feed the world’s demand. The UN Food and Agriculture Organization estimates that global demand for protein will increase by as much as 40% by 2030. 

“Whey and casein are classic protein options for building muscle and are often seen in active nutrition products. Alternatively, soy, pea, chickpea and navy beans are other plant proteins that are increasingly used in sport and energy bars, protein yogurts and high-protein RTD drinks, ”says DuBow.

“Soy, one of the only non-animal proteins that is a complete protein, is a particularly important protein source in active nutrition and can help further fortify functional applications. Pea protein also continues to grow in popularity in this space and works well in powdered beverages, yogurt, bars and more,” he continues. 

Moving from protein
Glanbia observes an interest in ketogenic products, with consumers making buying choices depending on this particular aspect when choosing sports nutrition products. Their product, KetoSure MCT, is flagged as based on a ketogenic ingredient “which combines premium whey protein isolate with high-quality coconut MCT oil to support the Keto diet,” according to the company. 

Bioberica also flags that while traditional ingredients such as proteins remain commonplace, industry should not be complacent, with the company pointing that next-generation ingredients are coming to the fore.

“Collagen is one such ingredient – with 85% more sports nutrition and supplement product launches in the last five years. While its beneficial effect on mobility and joint health has long been recognized in the healthy aging and performance nutrition categories, it’s now gaining traction amongst a growing number of ‘casually active’ consumers who seek products that can support overall healthfulness,” notes Jaume Reguant, healthcare director at Bioiberica.

“This has led to growing interest in emerging collagen forms, such as native type II. Unlike its hydrolyzed counterpart, native type II collagen is effective at a low daily dose of 40 mg/day. It can therefore be easily incorporated into products, such as capsules, for the ultimate convenience,” he expands.

Moreover, many active nutrition consumers are interested in products that may support digestive health, emotional well-being and immune function. They increasingly believe that a healthy gut is the root of wellness.

Beverages opportunitiesWhey and casein are classic protein options for building muscle and are often seen in active nutrition products. 
Beverages are trending in the category, as these products require less effort for their consumption.

“Going beyond the role of protein to incorporate need-states such as digestion, immunity, energy, recovery and sleep. While protein is still a key component, consumers desire improved fortification and benefits from their beverages,” says Kelly.

“Beverages are having a moment in the active nutrition space due to their highly customizable format, convenience, portability, sensory appeal and hydration attributes,” adds DuBow.

ADM has created RTD “CoolFit” and “Fruitivity” beverage concepts with isotonic capabilities and specific vitamins, minerals and other nutrients to suit individual consumer needs. 

Laïta Nutrition has also chosen to offer a liquid product. Offering a sugar-free, low-fat and vegetarian post-workout drink. They also offer a specially high-on-protein drink based on cow protein – with 25 gof protein compared to the 20 gof its vegetarian offering – and a pre-workout amino acid shot of 70 ml (also sugar-free and low in fat) “for those who want to build muscle mass and improve their performance,” says Mathieu Lucot, marketing manager at Laïta Nutrition.

“In this period of awareness of plant-based alternatives, the market for vegan drinks is more promising than ever.” 

There is still margin to expand in this segment as protein drinks only represent 7% of the market, according to Lucot.

Probiotics focus
While protein consumption is undoubtedly an important aspect of sports nutrition because of its strong association with performance via muscle protein synthesis and body composition,  it is crucial to look beyond protein for ingredients that can support the overall needs of athletes, underscores Sarah Gonçalves, technical business development manager, nutraceuticals at Univar Solutions.

“Ingredients like prebiotics and probiotics support the gut microbiota, ingredients for cognitive enhancement help boost power output, and ingredients that work to manage inflammation for better recovery and overall bone and joint health support athletes as they are susceptible to osteoarthritis.”

“We are seeing a rise in demand for functional ingredients such as probiotics, prebiotics and fibers, as well as minerals like magnesium, zinc and iron. The inclusion of caffeine is also popular for an energy boost,” ads Kelly.

Individuals want to feel well, both physically and mentally, and seek specialized solutions to their particular ailments. (Credits: Bioiberica).Sport nutrition for sedentary consumers?
Nothing forbids non-athletes, people who don’t necessarily partake routinely or non-routinely in sports, from consuming sports nutrition products. Brands are diversifying their products to focus on holistic health that appeals to a broader demographic, according to Gonçalves.

Energy availability is also sought by health-prone consumers, “increased consumption of supplemental macronutrients in easily consumable formats, such as bars, gels, and ready-to-mix sachets, may be attributed to individuals looking for fuel to energize, irrespective of their activity level,” says Gonçalves

Furthermore, “as more consumers take a proactive approach to health, sports nutrition products are no longer limited to highly active individuals or athletes. Sports nutrition brands that have historically focused on elevating physical performance and delivering competitive advantages acknowledge the need for their products outside their core consumers,” she notes. 

Growth, like in every category of products, is partly driven by changing consumer needs and by adding new consumers into the category.

“We are seeing that the casual lifestyle consumers are focused on improving general physical and mental well-being and this is reflected in the products they choose,” explains Kelly. “Taste, value for money and quality are key drivers for this consumer group.”  

He further confirms that the typical casual consumer hook toward sports nutrition is protein powder – then they branch out into other items. 

One difference with actually sport-prone consumers is that the latter’s approach is more “pro-active” and are likely “more focused on specific products for before, during and after their workout with a greater emphasis on the ingredients they consume at each stage.”

Like in all products, convenience is flagged as the key, according to Reguant. As consumers are time-pressed, companies should keep products in simple formats to attract consumers; bars, ready-to-drink beverages, gummies and powders.

By Marc Cervera