A Growing Pillar of Strength

by Eric Munson | September 1, 2024

Many more consumers are becoming interested in safe and effective muscle-building products.

Originally focused on athletes and bodybuilders, the muscle and strength category has expanded to include everyday consumers. Over the past few years, it has expanded to include more women, everyday consumers and older individuals suffering from sarcopenia.

Sarcopenia is a condition associated with aging that leads to the loss of muscle mass and strength over time. It affects quality of life and reduces the level of physical activities. According to the National Library of Medicine, physically inactive individuals can lose as much as eight percent of muscle mass each decade after 30.

All of this has resulted in the muscle and strength category gaining momentum as consumers are looking for products to help them reach fitness goals and maintain muscle mass. The natural products industry is at the forefront, adapting to ever-changing consumer needs and growing demand.

The Strength of the Market

According to Statista, the global sports nutrition market will be valued at more than $47 billion by 2027, up from $22 billion in 2022.

A 2024 McKinsey study determined roughly half of British and American consumers reported clinical effectiveness as a top purchasing factor. They are also shifting from clean ingredients to clinically proven ingredients in wellness products. The study noted this trend is especially evident for both dietary supplements and over-the-counter medications.

“With consumers increasingly prioritizing evidence-based efficacy, this shift drives the market towards products that can demonstrate tangible health benefits backed by scientific research,” said Sébastien Bornet, vice president global sales & marketing at Switzerland-based Horphag Research.

According to SPINS data, creatine sales have increased more than 62 percent. NOW Sports (Bloomingdale, IL) has observed a significant growth in its muscle mass building category, particularly its Creatine Monohydrate product.

“The market for muscle and strength products is strong and continues to grow. It is no longer exclusive to bodybuilders and elite athletes,” said NOW Sports Brand Manager Bryan Morin. “An increasing number of health-conscious consumers are driven toward muscle and strength supplements for their vast benefits, which reach beyond muscle growth.”

Carl Germano, CNS, CDN, vice president of Verdant Nature, consultant for Bluebonnet Nutrition, NY Bd. Certified Clinical Nutritionist, said the muscle and strength supplement market has seen robust growth, driven by increasing health awareness, a surge in fitness trends and a rising number of gym-goers.

“Protein powders, especially whey and plant-based varieties, dominate the market due to their essential role in muscle recovery and growth,” Germano said. “Creatine remains popular for its efficacy in enhancing strength and performance, and usefulness in neurological health—from cognitive support to increasing reaction times.”

Germano added BCAAs (branched chain amino acids), glutamine and other amino acids are popular for their ability to reduce muscle fatigue and support muscle repair. Bluebonnet (Sugar Land, TX) has a full line of sports nutrition products including whey protein, creatine, glutamine and BCAAs.

An ingredient supplier also noted the importance of cognition in this category. “A trend we’ve been closely observing is the incorporation of brain health into everyday lifestyles for focus, attention and memory, which speaks volumes about the interest in having a more holistic approach to the workout experience,” said Maria Stanieich, senior marketing manager at Kyowa Hakko USA (New York, NY). “Consumers are interested in not only gaining physical strength, but also in the energy needed for optimal performance.”

“In general, the sports nutrition market continues to grow as many more ‘lifestyle consumers’ take the products,” said Phil Vigeant, CEO of PlantFusion (Denver, CO). “This is partially due to the awareness around diseases like sarcopenia and more recently the ‘Ozempic effect.’”

Advancements and Innovations

The muscle and strength category is changing and adapting to the growing market, leading to various innovations.

According to Germano, these advancements are evolving but he said some of the major considerations include personalized nutrition, plant-based and vegan options, advanced delivery systems, functional ingredients, prebiotics and probiotics, and research-backed formulations.

“These advancements reflect the industry’s commitment to meeting the evolving needs and preferences of consumers, ensuring that muscle and strength supplements remain effective, safe and aligned with modern health trends,” Germano said.

Vigeant observed a consistent upward trend from ingredient suppliers introducing ingredients that increase muscle strength and mitigate muscle atrophy.

Retailer Alina Hornfeldt, co-owner of Mastel’s Health Foods in Saint Paul, MN, observed many innovations in creatine products such as gummies and drink mixes. She also observed frozen treats incorporating protein. Morin agrees with Hornfeldt on the diverse range of creatine applications. “Consumers of muscle and strength products are demanding more out of their products. They’re looking for benefits beyond maintaining muscle strength and recovery,” Morin said. “We’re seeing new products in the market address this by having claims such as gut health, eye support, immunity support and cognitive support.”

Other Aspects of Muscle Health

Horphag’s Pycnogenol French Maritime Pine Bark Extract is an antioxidant that is being increasingly used to control oxidative stress in muscle tissues, a common issue for muscle recovery and performance, according to Bornet.

“The extract also improves blood flow for optimal nutrients and oxygen supply to muscle, encouraging better endurance and less cramping,” Bornet said. “Pycnogenol’s application for sports has been well-documented for decades in enhancing endurance, reducing muscle cramps and improving overall fitness levels.”

Kyowa manufacturers Cognizin Citicoline, a primary ingredient in brain-boosting formulations. Cognizin provides scientifically backed ingredients that support cognitive function and mental energy, ensuring athletes are mentally primed for an elevated workout, according to Stanieich “Athletes who train and focus on overall health and nutrition also focus on well-being and more natural lifestyles, clean labels, sugar-free offerings, and Cognizin provides the benefit of a non-stimulant ingredient that is appealing to this consumer to support their performance,” Stanieich said.

Notably, Kyowa partnered with Mosh, co-founded by Maria Shriver and Patrick Schwarzenegger, for the launch of a rebrand and a new formulation featuring Cognizin. Mosh is now the first protein bar containing Cognizin and features a signature blend including lion’s mane, ashwagandha, omega-3s and vitamins B12 and D3.

The Role of Manufacturers

Manufacturing has evolved over time to encompass a diverse range of consumers, creating a growing challenge for product formulation.

“Manufacturers are tasked with finding innovative ways to reach the expanded consumer group, which now encompasses more women, active aging customers, and everyday wellness consumers,” Morin said. “In addition to innovate functionality, brands are turning to third-party certifications, such as Informed-Sport, to assure consumers that their products are safe.”

Germano said manufacturers are taking a multifaceted approach, such as investing in scientific research and clinical trials, high-quality ingredient sourcing, personalization, sustainability, regulatory compliance and enhanced consumer education.

“Manufacturers are also diversifying product flavors and formats, offering powders, capsules, gummies and ready-to-drink beverages to cater to various preferences,” Germano said. “Collaborations with health care professionals, fitness experts and research institutions further drive innovation, ensuring that products meet evolving consumer demands.”

According to Stanieich, cutting-edge formulations with clinically studied ingredients resonate with consumers. It is also important to attract and build trust as consumers are using a range of supplements to ensure they get the necessary ingredients to fortify and manage their health.

“The everyday consumer, along with an active nutrition and energy consumer base, is interested in products that support and fuel their lifestyle,” Stanieich said. “Whether it is performance and endurance-based, supporting long-term health benefits, or a new way to achieve physical or overall mental health and wellness, the marketplace has a lot of room for innovation and growth to address consumer needs in this category.”

She added as consumers continue looking for science-backed ingredients and are learning more about self-care, as more information than ever is readily available, many beverages are formulated with caffeine to give dual benefits. Cognizin is a cognitive health ingredient that supports mental energy, but without the jitters of caffeine.

“Cognizin isn’t chemically synthesized and is made by Kyowa Hakko’s innovative fermentation process to deliver top-quality and purity while being vegetarian, allergen-free and self-affirmed GRAS (gernerally recognized as safe),” Stanieich said. “We believe a product like Cognizin Citicoline, with strong science and commitment to well-designed research, will continue to be the gold standard by which clinically substantiated claims will be measured.”

Consumer Shopping

Consumers are increasingly interested in safe and effective products with minimal side effects.

Vigeant said it is important to understand the different groups of consumers, which include hard core body builders/athletes, anti-aging/longevity for middle aged to maintain or fight Father Time, and older generations mitigating osteoporosis and sarcopenia.

“Within all groups, they are looking for items with certifications, such as vegan, organic, kosher, high protein content, gender specific and quality efficacious products,” Vigeant said.

“With so much reported about the negative effects of high-sugar, high-caffeine energy, consumers are more concerned about which supplements they buy and their ingredients,” Stanieich said. “For example, Cognizin works differently than stimulants like caffeine in that it increases citicoline, the chemical already naturally occurring in the brain. That’s a big part of why this premium nootropic is trusted by more than 200 supplements and functional beverages and has been a sought-after branded ingredient in supplements for decades.”

Hornfeldt added that customers have been searching for β-Hydroxy β-Methylbutyrate (HMB) from NOW, complete amino acid drinks, such as Perfect Amino, and lots of protein powders and bars.

“Consumers are concerned and skeptical about exaggerated or misleading health claims when it comes to muscle and strength products,” Morin said. “Brands must use clinical studies and other scientific evidence to support health claims for their products. When shopping, consumers want full transparency; they do not want to see proprietary blends on the label.”

Bornet agrees with Morin that safety, efficacy and scientific research are incredibly important for consumers. He added, consumers are seeking products that improve muscle performance, but also aid in quicker recovery with minimal side effects.

“Therefore, an increasing number of consumers are looking for products like Pycnogenol that offer natural solutions to enhance fitness, reduce oxidative stress and help you stay active with greater stability and maintain muscle function as you age,” Bornet said. “Additionally, consumers value transparency about ingredient sourcing and efficacy, making clinical validation and natural origins significant factors in their purchasing decisions.”

Germano also stressed that high-quality ingredients are essential with a preference for pure, potent sources and transparency labeling. Consumers also look for products adhering to strict manufacturing standards including third-party testing and certifications, he noted.

“The demand for clean labels, free from artificial additives and preservatives, is growing, as is interest in personalized nutrition tailored to individual needs and goals.” Germano said. “Taste and format also influence choices, with palatable flavors and convenient options like powders, capsules and ready-to-drink shakes being highly valued.”

Germano pointed out that environmental consciousness and price are major factors in the category.

“Environmental consciousness is influencing buying behavior, with eco-friendly packaging and sustainable ingredient sourcing becoming important considerations,” Germano said. “Lastly, while price is a factor, consumers are willing to pay more for products that offer superior quality, effectiveness and safety, looking for value in terms of cost per serving and overall benefits.

Science

With consumers increasingly interested in scientifically backed products and ingredients, manufacturers need to look at the latest research.

NOW Sports has Xtenergy, a natural caffeine derived from green coffee beans using a unique extraction process and a patented delivery technology that allows for sustained release over several hours.* In a study, Xtenergy was shown to support mental energy with fewer feelings of being tense or edgy.* NOW Sports also has enXtra, a proprietary extract of Alpinia galanga, a commonly used spice in Asian cuisine. A randomized, double-blind, placebo-controlled crossover study showed enXtra improved alertness and reaction time,* according to Morin.

Morin also explained creatine continues to be one of the most popular products and is one of the most widely studied supplements on the market. Studies have shown creatine can maintain existing muscle tissues, support growth and development of lean body mass, and promote optimal performance during short bouts of intense exercise.*

“Clinical studies like the one illustrated below demonstrate Cognizin’s remarkable ability to promote focus and attention, which is vital for optimal training performance,” Stanieich said.

Research published in the Journal of Sports Medicine and Physical Fitness demonstrated Pycnogenol significantly improves muscle performance, increases endurance and reduces muscle cramping by controlling oxidative stress, according to Bornet. The study involved athletes and triathletes, showing marked improvements in fitness metrics such as running time, push-up endurance and sit-up endurance.

The Future

Hornfeldt observed many elder customers have a newfound interest in avoiding sarcopenia with protein supplementation and weightlifting becoming increasingly popular.

“I once heard that one of the main contributors to women having to move to an elder care facility was muscle loss in the lower body, causing them to have trouble standing up from the toilet. Doing the preventative work to keep muscles strong and healthy now can give you a lot more independence and quality of life later!” Hornfeldt said.VR

*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease.