Vibrant growth of sports nutrition reflects an evolving view of wellness.
Now more than ever, your customers want to feel good, to feel alive. Along with eating a healthier diet and being mindful of self-care—fitness truly makes us feel great, and it nourishes our confidence. Millions of Americans are responding to the lockdown by getting into shape, anticipating life switching the sign back to “open.”
Dietary supplement expert and consultant Gene Bruno, MS, MHS, RH(AHG) wrote in his article, “5 Ingredient Trends to Watch in 2021” for NutraScience Labs that “sports nutrition involves the study and practice of fueling and hydrating the body for improved athletic performance.” There are seven goals that consumers of sports nutrition products seek, according to Bruno:
1. Enhanced performance and endurance
2. Reduced likelihood of injury
3. Improved recovery
4. Delayed onset of fatigue
5. Ability to focus
6. Improved body composition
7. Healthy immune system
Interestingly, when you look at all seven desires for athletes and fitness enthusiasts, you will see a picture of whole health that is relevant to anyone interested in stepping into a physically fit lifestyle.
The New Sports Nutrition
Not too long ago, sports nutrition was a distinct category, attracting athletes and physically fit gym devotees. This category has expanded, evolved and has become dramatically more inclusive. In fact, the very term “sports nutrition” may become outmoded or vestigial.
“As the new consciousness about the ever-changing wellness grows, the desire to be more active in fitness activities including sports as well as e-sports (which one can accomplish within the confines of homes or offices), our awareness of the needs for proper nutrients supplied to our body equally grows,” describes Zoraida P. Aguilar, PhD, MS, technology officer, Benedict ByPass Trust (Bio-Tech Pharmacal), Arkansas.
Bruno cited market intelligence data from Allied Market Research (“Sports Nutrition Market by Type Global Opportunity Analysis and Industry Forecasts” 2019) describing the factors catalyzing the vibrant growth of the category, which was valued globally at $15.6 billion, with CAGR of nearly 9 percent through 2027. According to the report, there is rapid activity in gyms/fitness centers that are both opening up to service more customers, as well as those that are selling product (chiefly proteins, nutrition and energy bars and drinks, as well as smoothies). Another is rapid urbanization. The authors of the report write, “Athletes and bodybuilders are the prime consumers of sports nutrition products. However, the market is benefited from the rise in number of recreational and lifestyle users. Change in lifestyle and rise in disposable income in developing countries are the driving factors of the market. Moreover, increase in awareness about benefits of protein-based sports nutrition products and active lifestyle have accelerated the growth of the sports nutrition industry.”
The way in which people are working out during the year-long pandemic restrictions is heralding new ways of catering to them. Virtual community workouts are being enjoyed by millions. Observed James Mayo, founder, SOS Hydration, Arizona, “There has been a real shift toward indoor sports. There is some blurring of the lines with indoor/virtual racing like Zwift competing with outdoor races and Peloton taking over gyms/soul cycle etc.”
But there’s a lighter side that people are developing, too, and that translates into overall fitness, if not athleticism. “I think many people have found the joy in simply walking their neighborhood and have felt better and lost pounds all while connecting with others around them and exploring their own backyard and surroundings,” shared Paul Janowitz, CEO, MANTRA Labs, Inc., Texas.
And as with any other consumer category, convenience reigns supreme for people seeking to improve their activity and fitness goals. This is a different priority than when it used to be all about the muscle gains. “Since everyone these days, especially Millennials, live an overscheduled life, we value shorter, quicker and more convenient options, especially regarding workouts and healthy meals,” said Jennifer Weinhardt, MS, Bluebonnet Nutrition, Texas. “We are more likely now than ever to track our health progress and use technologies such as health and fitness apps that monitor such data as steps, heart rate and caloric intake as a complement to our fitness routines.”
Sports nutrition has definitely morphed from its hyper-masculine “Arnold” heyday, an image many still associate with the category. Suellen Duga, known as the Supreme Allied Commander at Westfield, MA-based Choice Health, described how sports nutrition has changed dramatically in recent decades. “Back in the day, the 80s and early 90s anything ‘bodybuilding’ was more popular in our store than anything else—except maybe oat bran. The weightlifters and bodybuilders were more visible to the general public and whatever they said they used became the ‘product of the day,’ literally. Product preferences would change daily according to the ad campaign. Demand stayed steady through the 90s and early 2000s but was noticeably drifting down as more and more companies came onboard with more non-bodybuilding and non-workout people friendly products.”
Duga also noticed that the product packaging has changed from the “obvious gym rat” graphics to more family friendly and more importantly, female-oriented visuals. This ushered in a greatly expanding sports nutrition market.
Proteins Still on Top
An April 2020 report from market intelligence firm FutureBridge, found that four plant-based proteins are gaining tremendous interest and market share. Calling them “next-generation plant-based proteins,” these are said to soon replace first-generation alternative proteins such as soy and wheat. The four are: mung beans (which mimic eggs, as they provide the same amino acids), chickpea, coconut protein (similar to dairy proteins), and believe it or not—seaweeds. Other proteins making their way into sports lifestyle products include quinoa, brown rice and chia seed.
Despite the innovations in plant-based proteins, Weinhardt said she believes that whey protein isolate “will always be a staple protein source in the sports nutrition industry.” Whey protein isolate is said to have the highest biological value of any other protein on the market; it is devoid of problematic ingredients like lactose and excess fat, allowing for quick amino acid replenishment.
However, “we do see a rise in plant-sourced proteins in recent years,” Weinhardt said. Several factors are contributing to this, including increased interest in animal-free foods because of the use of growth hormones and antibiotics in animal feed, as well as the rise of nutritionally dependent illnesses, like type II diabetes, cardiovascular and digestive diseases, along with cultural/religious orientations of denying animal intakes of any kind.
Mayo said he believes that protein will not be the sports supplement king of the hill “forever as its market share gets eaten away from other sectors,” he stated. “The consumer is now more educated and can see greater benefit from a more diverse portfolio of products to drive their health. I think the hydration space is one that will overtake the market of protein in several years because it has a direct impact on every part of one’s life, not just performance.”
However, Aguilar noted protein powders that provide the building block amino acids for the synthesis of muscles will remain important for people who are involved in various types of sports or just enjoy exercising to remain in good physical shape. She added that when customers are seeking to purchase protein powders, ensure they also take compatible nutrients such as calcium, magnesium, potassium, sodium and vitamins for normal muscle toning and repair as well as the synthesis of enzymes and hormones.
Janowitz asserted that “protein will always be one of the three necessary bases—along with carbohydrates (needed for brain function, mood, satiation, energy and more) and fats (critical for healthy energy, brain fuel, hormone balancing, vitamin absorption)—for active consumers.
Sample Sprints
There is much going on in this space, there are even more localized brands getting into the sports nutrition groove. For example, New Jersey-based AstroFlav, founded by Brian Tweer, provides eight supplements, and several stacks (basic training, beginner fat loss, advanced training and advanced fat loss). Products include IsoMix pure whey protein isolate, Drip stimulant-free fat burner, Flip Mode, pre-workout, Astro Amino amino acid complex, Tempo thermogenic fat burner, Elevated testosterone booster and MyoMix meal replacement protein. Currently, according to Tweer, the brand just kicked off its AstroFlav $25,000 Transformation Challenge, an eight-week program, with six winners receiving prizes ranging from $2,500 to $7,500 or a year of free protein.
SOS Hydration focuses on the health benefits of remaining hydrated during extreme fitness challenges and heavy workouts. As Mayo explained, many fit individuals don’t realize they start the day in a dehydrated state, and this will diminish recovery and quality of subsequent workouts. It’s just not something most people think of, as they sip water or workout drinks pre- and post-workout, play or competition. Hydration is more than that.
“Dehydration can lead to headaches, tiredness, fatigue and potentially more serious complications,” he said. “SOS is a hydration drink that is based on proven sports and medical science to be as effective as an IV drip in combatting mild to moderate dehydration.”
A combined independent study, led by Coventry University and Newman University, analyzed the effectiveness of rehydration beverages following an interval training session in highly trained middle-distance runners. SOS was compared against an electrolyte sports drink tablet (Nuun) and a placebo of flavored water. Within 12 hours of drinking SOS, Mayo stated, the subjects had recovered their plasma volume and body mass completely. When taking the electrolyte tablet, or flavored water, neither plasma volume or the body mass of the subjects had recovered to pre-workout levels, therefore increasing their risk of dehydration. “This study identifies that the subjects who used SOS hydrated faster and more effectively than those subjects who used other drinks,” he summarized.
Similarly, Bio-Tech products are formulated to support healthy hydration for fitness/sports activity. These products include Tri-Salts (contains calcium, potassium and sodium), K-Bicarb (potassium bicarbonate), K-Mag (potassium and magnesium aspartate), and Bromase. Said Aguilar, “These are nutrients that play essential roles in a wide range of physiological processes especially those related to exercise.”
She elaborated that calcium is essential in the proper development and maintenance of healthy bones. It is important in the transmission of nerve impulses to the muscles where it facilitates the contraction and relaxation of the muscles. Sodium is an extracellular ion necessary for regulating the membrane potential of cells where it is exchanged with potassium across cell membranes for active transport.
Potassium is an intracellular ion that exists as a positive electric charge which helps conduct nerve signals. It helps in the breakdown of glycogen in muscle cells to produce fuel during exercise. Magnesium from K-Mag is another intracellular positive ion that serves in the energy conversion, contraction and relaxation of the muscles.
Bicarbonate, which is released after the K-Bicarb is dissolved, is responsible in maintaining the acid-base level in the blood. Finally, Bromase is made of pineapple extracts which contains a mixture of proteolytic enzymes that can help reduce swelling and bruising after a heavy exercise or during sports. It can also help prevent bruising and swelling when taken before the events.
Mantra Labs’ Go is a robust blend of energy factors to increase endurance. It features ActiGin, a patented combination of Panax notoginseng and Rosa roxburghii that has been shown to boost energy and support recovery in two ways: First, enhanced endurance by increasing citrate synthase (a key enzyme in ATP cellular energy production); and faster recovery by reducing inflammation (increases glutathione with a corresponding decline in cytokines and oxidative damage.
Go also contains Innovatea caffeine from fermented tea leaves—Oceanix superoxide dismutase (SOD), amino acids, minerals and phyto-complexes sourced from marine phytoplankton. “This clinically tested, patent-pending superfood provides powerful antioxidant and cellular enzyme-regenerating activity to help protect the body from oxidative stress and damage,” Janowitz explained. “Oceanix in our Go formula aids in supporting peak physical performance and recovery by optimizing oxygen transport and neutralizing free radicals.”
Go is abundant in trace minerals from both Aquamin (containing bioactive calcium, magnesium and 72 trace minerals from sustainably harvested sea plants), and Deep Ocean Minerals, a blend of 70-plus minerals and trace elements drawn from very deep ocean water. “[It is]highly bioavailable and soluble minerals and electrolytes for cellular hydration and energy,” said Janowitz.
Bluebonnet Nutrition’s Extreme Edge is formulated for a range of active adults, from hardcore bodybuilders and competitive athletes to weekend warriors; the system is formulated to consume before, during, and after training/competition, according to Weinhardt. The daily core regimen consists of a pre- and post-workout available in multiple sizes and flavors, along with the auxiliary products (whey protein isolate, nitro, BCAA + glutamine).
She explained, “The BCAAs in Extreme Edge Post Workout are in a 4:1:1 ratio to support a healthy and effective balance of leucine, isoleucine, and valine to tryptophan (i.e., the BCAA to tryptophan ratio—the higher the BCAA content, the less chance for fatigue to set in) and it also contains bromelain from pineapple to inhibit COX-2, an enzyme involved in pain, swelling and redness. Therefore, together these ingredients can help to reduce muscle fatigue, discomfort, swelling and soreness.”
Another showcase ingredient in Extreme Edge is Nitrosigine in the Nitro formula. The patented ingredient Nitrosigine bonds arginine and silicate. Arginine is an amino acid precursor to nitric oxide, and is said to stimulate growth hormones and synthesize creatine. Weinhardt explained that supplemental arginine has been shown to facilitate the maintenance of lean body tissues and improve physical performance, as well as support healthy vasodilation. Silicon is important to the strength and flexibility of arterial walls, increasing blood flow.
“Nitrosigine increases arginine levels in as quickly as 15 minutes and can last up to six hours after just a single dose. It continues to provide increased arginine levels through an entire workout. Over prolonged use, nitric oxide (NO) levels build, leading to even better blood flow and blood vessel flexibility. Enhanced blood flow during and after exercise has been shown to help with muscle growth and recovery,” she explained.
As a retailer, Duga related that sports nutrition in the COVID climate “is a tricky road we are all walking right now … we have to just do our best and not violate our standards and morals. I would implore other natural product retailers to obtain the best products that are available from the best manufacturers. Let’s do our best to give our guests the best advice and quality ingredient verified products that are available to us.” VR
For More Information:
AstroFlav, www.astroflav.com
Benedict ByPass Trust (Bio-Tech Pharmacal), www.biotechpharmacal.com
Bluebonnet Nutrition Corp., www.bluebonnetnutrition.com
Mantra Labs Inc., www.gomantralabs.com
SOS Hydration, www.soshydration.com
