Following years of strong growth, the sports nutrition market is more competitive than ever. Supplier innovation has evolved to a level wher manufacturers are being forced to address palatability issues in order to gain a competitive edge. Although plant proteins are no longer viewed as an inferior protein source, they are still commonly known for having “off-notes” which need to be masked. Passing the protein test has always been key, but now, more than ever before, improved palatability is at the core of NPD. Consumers do and will continue to demand sports nutrition products that taste good as well as deliver benefits and in an ever competitive market, companies have to supply proteins that enhance and not impair flavor.

Overcoming some of those taste challenges can be a lot of work for plant proteins. Jordan Donohue, Business Development Manager for Sports Nutrition and Health Foods at Arla Foods Ingredients, tells FoodIngredientsFirst how proteins from whey have a pleasant taste that makes them acceptable to most consumers, while many plant proteins, by contrast, present taste different challenges. 

The choice of proteins in sports supplements does make a huge difference, both in terms of taste and benefits, notes Donohue. “Whey protein scores highly because of its nutritional quality, rapid absorption and superior content of essential amino acids. In sports nutrition circles, whey protein hydrolysates have long been recognized as the ultimate form of protein because they accelerate post-workout recovery and help build lean muscle quickly,” he continues. “They deliver enhanced endurance, greater muscle protein synthesis and faster recovery.” 

Of course, sports nutrition is also subject to the same trends as the rest of the industry. Consumers are looking for products that are low in sugar or sugar-free, so that’s wher a lot of the growth is. “They also want clean label ingredients, which makes whey protein ideal because it’s 100 percent natural,” Donohue adds. 

In other categories, consumers are increasingly concerned about the origin of ingredients, which is something Arla Foods Ingredients is very mindful of. “Our whey proteins are produced using responsible farming standards and safe production methods that comply with non-GMO standards and ensure no traces of heavy metals,” Donohue states.

He also says that Arla Foods Ingredients aims to be one of the most innovative suppliers in the sports nutrition category, offering solutions that overcome difficulties that are specific to many formats. He cites one example; Lacprodan TexturePro which addresses the challenge of texture deterioration in bars, which makes them tough to chew over time. 

The solution provides softening effects, extending texture shelf-life by reducing hardness and improving chewiness. The products in the Lacprodan range are also easy to formulate in clear beverages, without any of the taste and stability problems that are associated with hydrolysates, Donohue notes. Lacprodan HYDRO.Clear, for example, enables manufacturers to incorporate 100 percent whey protein hydrolysate into crystal clear carbonated beverages with no formulation drawbacks.

“In terms of targeting, our solutions are ideal for consumers taking part in sports at any level,” Donohue continues. “Another market force driving innovation is consumer demand for convenience. For example, many people don’t necessarily want to consume protein in the form of a supplement or shake. Instead, they prefer to consume a refreshing RTD beverage after a training session,” he adds.

One category that’s starting to blur with sports nutrition is healthy snacking – it’s increasingly common for consumers to treat sports beverages containing protein as a type of snack. Good quality protein such as whey can help keep the appetite in check, so many people see it as an option when they need a quick and satisfying option, Donohue notes. 

From niche to mainstream
Originally considered to be a niche, sports nutrition has moved into the mainstream as demonstrated by the versatility of NPD which can be used across ready-to-drink (RTD) beverages, protein bars and cookies. Convenient forms of high-protein snacks are a major growth category as they have high levels of acceptance among casual users over the traditional protein powders. 

Cambridge Commodities is also “taking note” of how confectionery and convenience is a huge focus for a multitude of sports nutrition companies. The UK-based ingredient supplier to the sports nutrition, health and wellbeing, food and drink nutrition industries, is seeing what “exciting new ingredients can be utilized in these sectors.”

Adam Scott, Senior Product Development Executive, spoke to FoodIngredientsFirst about the company’s latest sports nutrition solutions and the wealth of market opportunities that exist.

“We have been exploring the use of adaptogens and nootropics in sports applications. Adaptogens are widely used in the general health and well-being sector and as they can react with the body in terms of chemical and physical stressors,” he explains. “They can be utilized in a performance setting to cope with the stress of physical exertion and fatigue. The functionality of RTD beverages is expanding with the incorporation of more actives for more specified needs, such as energy, mental and physical performance and recovery,” Scott adds.

“As the sports nutrition and food and beverage sectors are merging, the gap is becoming smaller between elite sports products and everyday wellness products,” he says.

Added fiber in sports nutrition is also ever increasing, explains Scott, as people with high protein diets look to scale back on fiber shortfalls. In addition, gut health is another focus, wher dietary fibers stimulate the gut microbiota. 

There is a lot of crossover between sports nutrition products and those targeted at an aging population. With that comes the opportunity for developing anything that enhances muscle mass for seniors. This includes a growing market for better-for-you beverages that are specifically targeted at older consumers. 

The aging population is becoming more aware of the benefits of protein in their diet. It has also been researched that supplementing with protein while performing resistance training can support the maintenance of muscle mass and even have an impact on countering the effects of sarcopenia, Scott explains. 

But plant proteins will continue to fill the space, he says, not only in vegan markets but also in sports nutrition. This is as consumer awareness grows around the benefits of having a balanced diet based on plant and animal proteins.

This is also compounded by mindful consumer trends towards ethics and the environment as consumers want to know more about wher ingredients come from and the impact that they have on the planet and people. 

“Plant protein is no longer looked at as an inferior protein source. We predict there will also be more emphasis on clean label in the years ahead. Ingredients lists are becoming more food-related and less chemically derived. This could also include more sustainable ingredients as consumers become more ethically considerate,” Scott concludes. 

Greater emphasis on protein quality
Nadia EL-Zanfaly, from Volac International Ltd, which specializes in animal nutrition, performance ingredients and dairy ingredients, tells FoodIngredientsFirst how the “active nutrition” consumer group is a fast-growing category to address.

“Active nutrition consumers typically exercise several times a week to improve their general well-being, increase energy and to age healthily. To meet these goals, active nutrition consumers eat healthy, balanced diets with occasional treats and the health halo around protein is bringing many of these active consumers back to dairy for two main reasons; one is to consume optimal amounts of protein regularly with every meal, and dairy is versatile, allowing for a variety of tasty and convenient options. Secondly, there is now greater emphasis on protein quality, with consumers looking for efficient protein sources which can deliver all the functional amino acids and dairy is a familiar source,” she explains. 

Volac launched its new ingredient, Volactive UltraWhey Velicious, during HiE 2018 in Frankfurt. The ingredient was specially developed with active nutrition consumers in mind who want the health and performance benefits of protein-rich products but are unwilling to compromise on taste,  EL-Zanfaly states. 

One of the key features of Volactive UltraWhey Velicious is the small particle size which ensures it consistently delivers a smooth, creamy mouthfeel with no drying aftertaste to the end product. As well as being heat stable, Velicious will only absorb 1:1 water to powder ratio. This makes it ideal for use in “everyday” baked goods such as high protein bread mixes, muffins and cookies, wher up until now, maintaining the texture of these products has proven difficult for manufacturers.

“We work closely with our customers to share our knowledge to maximize their product offering and all of our concept products have been developed with ‘everyday’ convenient foods in mind that have purchase appeal within the Active & Performance Nutrition category,” she adds. 

Active advancements in sports nutrition supplements 
Following the acquisition of Capsugel by Lonza, the company has been able to significantly expand its capabilities, offering integrated solutions that combine science-backed ingredients with innovative dosage forms. In the sports nutrition market, this has enabled Lonza to create the world’s first and only liquid L-Carnitine capsule, housing Lonza’s Carnipure L-Carnitine within its Licaps capsule. 

Lonza’s patented DUOCAP capsule-in-capsule technology also allows manufacturers to pair L-Carnitine with probiotics in one convenient supplement, to support weight management and exercise recovery.

Dominik Mattern, Director Business Development, Lonza Consumer Health & Nutrition, talks to FoodIngredientsFirst about the key factors behind the growth of the active and sports nutrition market.  

Purchasing behaviors in the active and sports nutrition category are changing at a rapid rate, he notes. “While such products were traditionally marketed to professional athletes and bodybuilders, a diverse range of supplements, beverages and fortified foods has now made its way into the mainstream,” Mattern says.

Thanks to online platforms such as health blogs and social media, shoppers are increasingly aware of how the lifestyle choices they make influence overall health, with this impacting consumption habits and driving the demand for quality, science-backed products. “Our data shows that, for instance, 41 percent of sports nutrition supplement users are more likely to buy a supplement if it uses sustainable ingredients, while 54 percent of this group also state a preference for vegetarian supplements – in line with the clean label trend,” he notes.

“Whether a budding fitness enthusiast or a sports professional, active consumers of all ages are looking to achieve high levels of performance at every stage of exercise,” he says. Scientific proof and trust are major requirements from consumers and have led many to turn to clinically proven ingredients such as L-Carnitine, which has been shown to offer recovery benefits. “For instance, studies conducted by Lonza in collaboration with research centers have found that supplementation with Lonza’s Carnipure L-Carnitine, a high-quality grade of the ingredient, can help to minimize tissue damage and muscle soreness after exercise,” notes Mattern.

He states that supplementation with L-Carnitine can also help those with specific dietary needs. “For instance, while vegan plant-based proteins are trending in the market, they don’t contain any natural content of L-Carnitine. To address this, brands can fortify sports nutrition products with Carnipure L-Carnitine, enabling consumers who follow a vegan diet to benefit from a targeted dose of the ingredient.”

As overarching consumer trends towards health, fitness and well-being continue to evolve, the fast-growing sports nutrition category will continue to present a multitude of NPD. Through advancements in technology and R&D breakthroughs, manufacturers are racing to take their innovations to market as quickly as possible. Protein and palatability will remain key issues, while convenience will be a driving force as consumers expect a diverse range of products. 

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