As the sports nutrition category pushes further into the mainstream and product offerings diversify beyond basic protein powders, flavor choices are becoming more important in delivering a competitive edge. 

According to a new report from Innova Market Insights, 41 percent of sports nutrition shoppers still consider flavor to be an important factor when choosing food and drink, although it falls into third place behind health aspects and cost. 

Unlike most F&B sectors, sports nutrition has traditionally been sold largely on efficacy rather than taste, with flavor often a secondary consideration.

“Overall, I would say that the boundaries keep blurring between sports nutrition and ‘regular’ F&B,” Hector Parra, trends and innovation analyst at Innova Market Insights, tells NutritionInsight.

“Sports nutrition brands are taking a mainstream approach in terms of formats (such as on-the-go snacks and energy shots), indulgent sweet and salty flavors and familiar tastes with cross-category inspiration (such as Hostess Cupcake flavors, cherry cola flavor and Fruity Pebbles flavor),” he details.

“We often define this indulgent flavor innovation as ‘permissible indulgence,’ which means comfort eating with added benefits or not too much impact on overall health.”

Millennials are not only the most adventurous consumer group when it comes to flavor, they are also the demographic most likely to include sports nutrition products in a typical grocery basket, Parra  notes.

Expanding into the broader F&B market
In the past, the sports nutrition market tended to be very separate from the wider F&B market, targeting a specific cohort of serious athletes and supporting a very distinct group of nutrition-oriented businesses.

Cherry cola-flavored Honey Stinger Energy Chews. (Credit: Honey Stinger) However, as a wider range of consumers buy from the sports nutrition shelves and parts of the category become more mainstream, there are signs that more well-known brands could be ready to explore opportunities in this field.

For example, protein-enriched products are now widely available under familiar dairy brands, such as Danone’s YoPRO line of high-protein yogurts, yogurt drinks and shakes. 

Flavor NPD in the sports nutrition arena continues to take inspiration from trends across other food and drinks markets, Innova Market Insights reports.

Invigorating product development with flavors
Certain flavors can enhance energizing profiles. Coffee, for instance, is pegged as the single most energizing flavor in consumer consciousness. Meanwhile, citrus and tropical fruit tonalities also have positive energy connotations.

In broader terms, spiciness and “sharpness” were seen as particularly energizing, ahead of sweet flavors.

Traditional brown and vanilla flavors are facing rising competition from fruit, nut and novelty tastes.

Fruit and nuts offer a healthy image, but can also add indulgence, as well as fulfilling the rising demand for more natural, vegan and plant-based products.

Defatted almond powder – also known as almond protein powder – for instance, is a high source of plant-based protein and can enhance the nutritional profile of a finished product as well as leave a clean taste and smooth mouthfeel.

Brand crossovers bring new directions
Hybridization is already a top trend and its influence on flavor use in sports nutrition is rising. As the category moves further into the mainstream, more brand crossovers are anticipated. 

The trend has been featuring strongly in unique F&B launches, such as Mars Wrigley and Google Cloud’s AI-optimized cake-cookie hybrid with Marmite frosting.

Innova Market Insights highlights that mainstream brands are doing more than launch their own branded products in this category. Some are opting for licensing deals that allow the use of their flavors and brands by sports nutrition labels.

Remix Nutritions Premium Protein Blend made with Hostess Chocolate Cupcakes Flavor. (Credit: Remix Nutrition) One example of this is Remix Nutrition’s Premium Protein Blend made with Hostess Chocolate Cupcakes Flavor. 

Trust and familiarity gained in using flavors from other recognized brands makes it more likely that further brand extension and co-branding will be used, notes the market researcher.

Meanwhile, hybrid formulas made with both animal-based and alternative proteins, are highlighted by the market researcher as an avenue for bringing an extra level of sophistication in product development. 

The COVID-19 effect
The COVID-19 pandemic is also impacting the direction of flavor choices in sports nutrition, with interest in immune health particularly relevant. This a significant factor contributing to Innova Market Insights’ Top Trend for 2021 “In-Tune with Immune.”

In 2020, immune health claims boosted their penetration in sports nutrition launches from 7 percent to almost 12 percent, driving the use of immune health-positioned flavors and ingredients, the market researcher highlights.

Citrus fruits will continue to lead, with high consumer recognition of their vitamin content and immunity benefits, while antioxidant-rich berries, green tea, antibacterial honey and ginger are also likely to perform well.

Meanwhile, higher levels of comfort eating caused by lockdown during the pandemic is driving up demand for nostalgic and indulgent flavor choices. 

This will push more familiar flavors from sweet treats categories into the sports nutrition area, as has already been seen in North America with candy, cake and dessert variants, notes Innova Market Insights.

Chocolate remains an important go-to flavor while, at the same time, hazelnut flavors have benefited from chocolate-hazelnut combinations inspired by chocolate spreads and confectionery.