Sports nutrition has evolved to become more encompassing and relevant to many consumers. Here’s how to update your active nutrition section.

In 2020 there was a rather dramatic irony: gyms were closed for awhile due to the initial stage of the COVID-19 pandemic, yet one way in which people used this time was to resolve to get healthier, not just by fortifying their immune systems, but by engaging in movement and fitness so as not to become overweight and stagnant.

Wearable technology statistics bear this out. Rick Polito, editor in chief of Nutrition Business Journal, wrote in its Feb. 2021 issue, “On average, Garmin users tracked 5 [percent] more activity in 2020 than they had in 2019. That doesn’t sound like a profound change, but the kinds of activities they tracked is where things get interesting. Garmin users tracked 55 [percent] more walking activities. Yoga activity nearly doubled, climbing 93 [percent] over 2019. Weight training went up by 23 [percent].”

A transformation that was accelerating gave impetus for this industry market research company and publisher to rename the “sports nutrition” category in its reporting to the more accurate and wider appealing “active nutrition.”

Brands are not only on board, but have been gearing to this consumer mindset for several years now—and this, of course, will affect what you sell and how you sell—most likely for the better: it is a sure bet that very few of your customers are competitive athletes or denizens of the gym.

“The rise of consumer awareness regarding overall health and wellness has led to increased healthy eating and exercise,” observed Trisha Sugarek MacDonald, BS, MS, senior director of new research & development, Bluebonnet Nutrition Corporation, Texas. Due to this awareness, she noted, the sports nutrition market has evolved significantly in the past few years, leading to outstanding growth in the diversity of products and the demographics purchasing them. Sports nutrition, a category once geared toward weightlifters and professional athletes, has now expanded to everyday consumers seeking a more active lifestyle. This shift from “sports nutrition” to “active nutrition” expands product offerings beyond muscle building and performance enhancement.

Sébastien Bornet, vice present of global sales & marketing at New Jersey-based Horphag Research (exclusive worldwide supplier of Pycnogenol) reminded retailers that “sports nutrition is about performance and competition for athletes. Many products in the sports nutrition category fuel a higher and more intense level of training, balancing nutrients and macros for athletic performance.”

Active nutrition, he defined, is about the lifestyle choice of optimizing physical and mental performance. There is a balance in active nutrition that accounts for life stages, lifestyles and a more personalized fit for each consumer. Active nutrition, he emphasized, targets a wider range of consumers engaging in a healthy lifestyle.

In the viewpoint of Jay Wilkins, ND, founder and formulator, North Carolina-based Bionox USA, the main goal of sports nutrition is to prepare athletes before performance or training. This is indeed distinguished from the popular active nutrition, which he explained is a lifestyle choice that focuses primarily on optimizing both one’s physical and mental capabilities. “While sports nutrition can fall under the realm of active nutrition, it does not work vice versa,” he clarified. “Active nutrition expands beyond performance enhancement and muscle building.”

From a retailer’s point of view, Tim O’Brien, founder and owner of Your Healthy Place, a small chain in Wisconsin, related that “being in the health and wellness space for some decades, it has been very interesting how the sports nutrition space has changed. It used to be only about results no matter what it did to your body. Quality didn’t matter. Heart palpitations with herbs like ephedra was just a part of it. Years later, folks are much more concerned about the health impact to their bodies. Questions that are more cautious and common now include, ‘does it have artificial colors or sweeteners?’ Or ‘how am I going to feel on this product and will it be hard on my body?’”

The evolution has been rather swift in this category during the past five years, and will likely continue to spread, garnering more enthusiasm and new customers.

In 2016, Euromonitor International reported, “The sports nutrition category serves as a prime source of inspiration for Active Nutrition products. Sports nutrition offerings are geared toward one singular purpose: helping fitness-dedicated consumers achieve peak physical performance. Many of the exciting innovations brought to market by the sports nutrition category can be adapted and promoted to generate mainstream appeal. The high-protein trend, for example, was for a very long time the exclusive preserve of the sports nutrition category, until it finally filtered into the mainstream a few years ago. We view the high-protein trend, which is one of the most dynamic drivers in the global health and wellness market right now, as one of the core manifestations of the (much broader) active nutrition trend.”

Active means more than sports for the average healthy adult. Bornet commented that “sports nutrition,” commonly known as a category that typically involved weightlifters and professional athletes, now serves more everyday consumers striving and aspiring to boost their performance. “Active nutrition, which was designed for more active adults, has also evolved to cover overall health and wellness, cognitive function, joint health, cardiovascular health and healthy diet. We’ve found that many consumers are motivated by overall wellness goals and ambitions to live longer, healthier lives on their own terms.”

He related that according to the Global Active Nutrition Study conducted by the market research firm FMCG Gurus, a significant number of consumers have made major lifestyle changes: consumers of dietary supplements are now focused more on long-term benefits rather than immediate gratification. Up to 58 percent of consumers are interested in active nutrition for their general well-being.

The term “sports nutrition” has a different meaning, for sure, than it did 20 years ago. Observed Sugarek MacDonald, “Sports nutrition, a category once easily defined, is no longer, and it is changing at a ferocious speed. Gone are the days of jam-packed weight-gaining formulas containing inferior materials and laced with artificial everything—colors, sweeteners and flavors. The lines have become blurred, considering today’s consumer is now focused on naturally functional foods that are plant-based, sugar-free, and contain keto-friendly fats and proteins targeted to healthy weight management and energy levels connected to their mood, as well as digestive health. Thus, we see a rebirth of fat, an emergence of nootropics and probiotics in the sports nutrition category.”

Compared to the days of old where health food/natural retailers easily had a “sports nutrition” shelf or aisle in the store, today’s sports-active-minded customer does not pigeonhole him/ herself.

Bornet observed that for active nutrition consumers, it’s important to have a sense of the life stage and lifestyle that is of interest to your core consumer and build your offering and your team’s expertise on those products, programs and services. Showcasing scientific research is key for retailers.

Annie Eng, CEO of HP Ingredients, Florida, observed, “Benefits consumers seek from a fitness-centric lifestyle include cardiometabolic fitness, extended mental energy and flexibility, immune support and gains in strength and endurance. Further, a rapidly growing market is nourishment for e-sports/gaming, which is highly competitive and requires tremendous energy and agility.”

A Bone to Pick

The active nutrition segment, of which sports nutrition is very much a part, is now emphasizing bone health. “Bone health is an exciting growth category, and it should not be seen as an isolated goal because our bones interact with almost all other bodily systems,” Bornet said. In an active or athletically competitive lifestyle, he added, bone health is very important as bones and muscles work together to allow for physical movement. And in extremely physically demanding sports, strong, dense bones protect organs from injury.

As athletes and healthy fitness-minded individuals age, their bones are affected by demineralization. Wilkins pointed out that your customers who are either competitive or heavily involved in fitness should be reminded as they age, their bones may lose important minerals. One pathway that can help support bone health is through enhancing nitric oxide which assists in minimizing bone loss, he said. “Through nitric oxide the body can deliver nutrients and oxygen to muscles and bones.”

Sugarek MacDonald elaborated that as people pass through their 20s, 30s and 40s into their middle age, bone remodeling balance seems to tip in favor of bone mineral loss. With approximately 77 million Baby Boomers in the U.S., bone health is becoming a serious consideration, especially for those who remain entrenched in fitness regimens and are also active in competitive leagues.

Your older active and in-shape customers may not believe that brittle bones can happen to them, but this isn’t true. About 54 million Americans have inadequate, low bone mass. According to the National Osteoporosis Foundation (NOF), one in two women and up to one in four men over the age of 50 will break a bone as a result of poor bone status. In fact, osteoporosis-related bone breaks cost $19 billion annually. By 2025, Sugarek MacDonald cited, experts predict that osteoporosis will be responsible for 3 million fractures resulting in $25.3 billion in costs.

She commented, “These numbers have motivated more active consumers to consider their bone health seriously. In an annual Consumer Survey on Dietary Supplements, the Council for Responsible Nutrition (CRN), Washington, D.C., found that 29 percent of supplement users reported taking them specifically to improve their bone health. Further, physical activity (or weight-bearing exercise) allows for stronger bones. So it would be better for adults of all ages to remain active, at least 150 minutes a week (i.e., five days a week for 30 minutes) at any physical activity they find enjoyable—even walking.”

Products to Consider

There is an abundance of products you can offer your customer base that is seeking ways of getting more physically fit but do not consider themselves “sports nutrition consumers.”

Here, protein powders, especially those that are made from plant proteins such as pea, are a solid high-turnover category, as are natural energy-boosters. For example, offered Sugarek MacDonald, Bluebonnet’s daily core regimen consists of Pre and Whey Protein formulas—available in multiple sizes and flavors, along with auxiliary products like Nitro for nitric oxide boosting and BCAA + Glutamine to help the body recover. Further, they are all free of unnatural excipients, binders, hormones, antibiotics, artificial sweeteners, flavors or colors, Sugarek MacDonald explained. “Therefore, they are safe for professional and weekend warrior athletes and health enthusiasts alike to take while providing all of the necessary nutrients they need for optimal muscle recharging, refueling and recovery.”

According to Wilkins, Bionox USA’s active nutrition product/line is achieved through nitric oxide. Each is plant-based, so they are suitable for vegetarians. According to Wilkins, one of the company’s top products, M3 Ultimate Nitric Oxide Nutrition, contains l-arginine and l-citrulline to increase nitric oxide production. He explained that nitric oxide dilates the blood vessels and promotes blood flow, allowing more nutrients and oxygen to be delivered to working muscles, thus improving strength and functionality of muscles and bones. With the added support of l-citrulline, M3 can provide nitric oxide nutritional support for longer after a workout thus, helping with muscle recovery quicker.

The company’s Nox3 Greens Ultimate Nitric Oxide Superfood was formulated to enhance circulation, vitality, digestion and energy which are important target areas for those who are focused on achieving fitness gains or competitive wins. It has a different mechanism of action than that of M3 Ultimate Nitric Oxide Nutrition, according to Wilkins. “While Nox3 Greens boosts nitric oxide levels as well, it does so through the nitrate method, found in superfoods such as leafy greens like arugula. When nitric oxide delivers nutrients to the body, this helps with improving your exercise capacity. Your customers are able to work out for longer and more often.”

Bionox USA’s latest product features beets, which Wilkins said is the most commonly known nitric oxide booster, beets. Nox3 Beets Ultimate Nitric Oxide Lozenge is a dissolvable lozenge that customers place on the tongue for maximum effect; it is also plant-based and increases nitric oxide intake through the nitrate method. “Nox3 Beets assists with healthy circulatory wellness, nitric oxide production and cellular energy,” he said.

You will also likely be seeing more key ingredients targeted for active nutrition consumers. For example, HP Ingredients’ LJ100 Tongkat Ali ingredient is known as a men’s health supplement, yet it is scientifically supported for male and female fitness enhancement. One study of 45 men showed that those who consumed 200 mg LJ100 while fitness training exhibited 17 percent improvement in the isokinetic peak torque of knee flexion, while those in placebo or training-only did not increase at all. Another randomized, double-blind, placebo-controlled study gave 105 men aged 50–70 years either LJ100 100 mg, 200 mg or placebo daily for 12 weeks. At the end of week 12, muscle strength significantly increased in both LJ100 groups at week 12.

One placebo-controlled endurance study looked at how 100 mg LJ100 affected 30 men recruited to engage in a 24-hour mountain biking event. The volunteers completed four approximately 15-mile laps (total 60 miles) and provided eight saliva samples during the test period. The LJ100 group took the supplement 30 minutes prior to endurance exercise. At the end of the study, cortisol levels were 32.3 percent lower in the LJ100 group compared to placebo, and testosterone levels were 16.4 percent percent higher in the LJ100 group compared to placebo; this is a significant rise in a short time. The authors concluded that LJ100, through its apparent ability to maintain low normal levels of cortisol and high normal levels of testosterone, improved anabolic state during intense endurance workouts.

LJ100 also appears to positively impact strength and muscle quality in middle-aged women. In a 2009 double-blind, randomized study, 31 women aged 45–59 were given either 100 mg of LJ100 or a placebo for 12 weeks. Significant improvements were observed in bench press, leg press, handgrip strength and muscular endurance.

Pycnogenol French maritime pine bark extract, known to be a significant antioxidant, also “plays an important role for any consumer looking to incorporate more physical activity into their routine, no matter the level,” Bornet stated. “As a potent antioxidant, it has been shown in various studies to aid the body in producing nitric oxide (NO), thus enhancing blood microcirculation, and improving blood flow to the muscles. This helps the body achieve peak muscle performance and speeds recovery after exercise, which may result in a reduction of muscular aches. Further, Pycnogenol was shown to reduce oxidative stress levels that are increased during a workout. These benefits are important for athletes and everyday consumers alike.”

Bornet added that supplements supporting joint health should also be prominent, and quite a few contain Pycnogenol for which there is substantial research showing its ability to manage joint structure and function. “Supporting joint health is equally important for those looking to lead a more active lifestyle,” he stated. “Clinicals research demonstrates the extract promotes joint mobility and flexibility and naturally relieves the aching. After supplementing with Pycnogenol joints are more flexible, and studies show that less medication is required for those who experience joint pain. In addition, Pycnogenol has been found to lower inflammatory markers of joint soreness.”

For a mental competitive edge in e-sports, HP Ingredients’ IQ200 Kesum (Persicara minor & Polygonum minus) may help support intellectual performance and memory (function more than structure), according to Eng. Two human studies have shown that IQ200 exerted significant improvements in Cognitive Function Score in reaction time, working memory and sustained attention, as well as on Digit Span test, short-term memory and Wechsler Abbreviated Scale of Intelligence score. Clinical studies show improvements in cognitive flexibility, processing speed and executive function in adults. Subsequent studies demonstrated improvements in working memory and brain-derived neurotrophic factor (BDNF).

If you have a dedicated sports nutrition section that caters to the more athletic and gym bodybuilder community, build around it so that the typical active/fitness consumer isn’t intimidated, turned off or uninterested. By expanding “sports” into “active/fitness lifestyle,” you can likely generate more loyal customers who also may stock up on more items each visit.

“Renovate the active or sports nutrition to an active nutrition department making it attractive, interactive, and informative for consumers—no matter their age,” suggested Sugarek MacDonald. Cross merchandise “Active Nutrition & Energy” products on an endcap combining dietary supplements and packaged foods for vitality. Add related products such as multiples, cognition products, non-stimulant energy boosters and signage relating to foods for energy. For example, the Whole30 diet is an eye-catching ensemble that appeals to many consumers. Plus, you can incorporate signage on the benefits of daily exercise, allowing cross-sectional sales in the whole-body department. If you are looking for a more digital approach, send out email blasts or create thumbnails that you can post on your social media front. Additionally, you could provide a basket of fresh fruit and veggies, addressing the requirement that Americans meet the five-a-day recommendation for fresh produce intake for healthy living.

Wilkins recommended to sponsor or host events in your community that can potentially raise health awareness and/or funds for a health cause. “When retailers participate in events, they are interacting with the community and directly targeting their preferred customers, as well as educating the community about the importance and wellbeing generated by active and sports nutrition.”

The pandemic has changed and shaped the lives of the world’s citizens in more ways than one. As we have emerged from restrictions, the opportunities to participate in group activities, fitness groups, sports, fun activities and going to the gym have been met with open arms. Presently, there is a major boom in the sports and active nutrition supplement category because individuals are excited—with caution—to get back into their routine or start a new routine, and they will be looking for supplements to support their healthier lifestyles. VR

For More Information:

Bionox USA, www.bionoxusa.com
Bluebonnet Nutrition Corp., www.bluebonnetnutrition.com
Horphag Research, www.pycnogenol.com
HP Ingredients, www.hpingredients.com

Extra! Extra!