Muscle and strength products are not just for bodybuilders and athletes; as consumers become increasingly health conscious, this market continues to grow.

As the COVID-19 pandemic increased consumer health consciousness, the muscle and strength category has grown exponentially and will continue to do so. More and more people are turning to physical activity to maintain their health, along with dietary supplements and healthier eating habits. Gone are the days when sports nutrition supplements were merely marketed to and purchased by gym rats and athletes—the market has widened to include everyday consumers who want to improve their fitness levels. The Natural Marketing Institute (NMI), according to Trisha Sugarek MacDonald, BS, MS, senior director of research & development/national educator at Bluebonnet Nutrition Corporation (Sugar Land, TX), “reported that 62 percent of U.S. consumers surveyed during the COVID-19 crisis said they have become more health-conscious.”

She also shared that “according to a recent report by Allied Market Research, the Global Sports Nutrition market size was valued at $34.8 billion in 2020 and is projected to reach $67.9 billion by 2030, registering a compound annual growth rate (CAGR) of 5.4 percent.” Protein supplements in particular, which are one of the most commonly used supplements in the sports nutrition category, are predicted to grow significantly. Grand View Research reported that “The global protein supplement market size was valued at $20.47 billion (U.S.) in 2021 and is expected to expand at a [CAGR] of 8.5 [percent] from 2021 to 2030.” Sugarek MacDonald explained, “The younger population is driving the demand for these products since they focus on the value of not only looking good but also feeling good—managing heart, immune and cellular health. In fact, according to bodybuilding statistics of avid gym-goers, roughly 80 percent take protein supplements.”

As interest in maintaining health and fitness continues to grow, the natural products industry is paying attention and responding to consumer trends as we near a post-pandemic world.

Trends/State of the Muscle & Strength Market

Tim Hammond, vice president of Sales & Marketing, Bergstrom Nutrition (Vancouver, WA) stated that the muscle and strength category “is dominated by protein and amino acids with consumers’ typical goal of muscle mass or tone.” However, he noted, “the role of inflammation and oxidative stress is overlooked, particularly in recovery, and its management during heavy training or competition is of concern to athletes and needs to be better addressed in product solutions.”

Hammond elaborated, “the relevance also extends to active everyday consumers on the basis that aging and additional life stress potentially inhibit the recovery process. Managing the acute response to recovery is crucial to ensuring a consumer ‘feels’ better sooner. It’s probably the primary recovery need, given the substrate use is unlikely to be compromised by exercise, and the diet would include sufficient protein.”

Another important need in the sports nutrition market, according to Hammond, is joint health and injury management, particularly for higher-level athletes. “As a result,” he stated, “most sports nutrition brands extend their product range beyond protein and amino acids with relevant dietary supplements. Joint/injury products are a primary product in this extended platform … the market is less about performance, per se, but enabling an individual to keep training and supporting the process of long-term behavior change.”

Sugarek MacDonald pointed out that NMI reported that “the number of new dietary supplement users increased [during the COVID-19 crisis], with Millennials and women having the greatest interest. As a result, there will be a major boom in the active nutrition and energy supplement category.” However, she also noted that “no matter one’s age, sex and activity level—when you find a fitness routine that works for you, it is only natural for individuals to want to accompany their new regimen with a healthy diet and responsible supplementation.”

According to Bryan Morin, brand manager, NOW Sports (Bloomingdale, IL), the market growth is due not only to an expansion in consumers, but also “attributable to ongoing research and education on validated ingredients that already show clinical relevance.” In addition, although COVID-19 negatively impacted the market at first due to lockdowns and gym closures, in 2021, “with the reopening of gyms and fitness centers, as well as the greater inclination toward health and fitness, the market of muscle and strength supplements came back strong.”

Morin also noted that “there has been new and ongoing research on traditional muscle and strength supplements such as HMB, creatine, leucine, beta-alanine and other well-studied ingredients that not only have applications in the sports and fitness market, but also for the general population.”* This, he added, has impacted the market positively by appealing to a wider audience. “One factor for the growth with supplements such as creatine and beta-alanine,” he explained, “is new research that is starting to come out in new areas such as the elderly population, women and in the cognitive function space,”* although this research is new and additional studies must be conducted in order to substantiate claims.

Another trend for the category, Morin added, is “The introduction of non-traditional muscle and strength ingredients … The category is seeing an increase in ingredients such as boswellia and curcumin in muscle and strength supplements due to the fact that people are concerned with overall health and specific conditions like immune support.* The addition of these types of ingredients result in muscle and strength supplements appealing to a wider consumer group,”* he continued.

Morin also pointed out that “convenience and dosage is the most important thing when it comes to the delivery method with not only muscle and strength, but all active nutrition products.” He elaborated, “If the clinically supported dosage can be formatted into [one to two] capsules or tablets that the consumer can take at night or in the morning with the rest of their supplements, that is a preferred delivery method. If it is a pre- or post-workout product, consumers are looking for a flavorless powder that can be added to their pre- or post-workout drink. Ready-to-drink products also continue to be a popular delivery method because consumers like the convenience of just having a ready-to-go drink product that has everything they need already in it.” NOW Sports has noticed that powder blends have a higher sales volume than capsules or tablets on e-commerce platforms when it comes to muscle and strength products.

Susanne Engelbert, owner of Eterna Health Food Store located in Mansfield, TX, has noticed many of the consumer trends mentioned. Having served the public for 12 years so far, her “customers have always asked about these products, and have always used [them], but especially since 2020,” she said. “They are coming in educated, but are open to asking questions and learning more and finding what products are going to work perfectly ‘for them.’ They are wanting long-term results, and not just instant results.”

Although muscle and strength products appeal to both men and women, the consumers most interested in them in Engelbert’s store tend to be men, she noted. “I have seen an increase in sales in this department, as my men are not just geared toward getting bigger (muscles), they are also interested in getting bigger and being healthy. They want their muscle and strength to be sustainable and help their overall health. Better health, more strength, more energy and stronger mind.”

Natural Products for Strength and Recovery

“There is a delicate balance between training, adaptation and recovery,” said Hammond. “While many active people look for products that provide nutritional support to help maximize exercise benefits, they are also looking to help minimize the wear and tear on their bodies. Methylsulfonylmethane (MSM) is an ingredient that provides nutritional support to help keep joints and connective tissue healthy. It has also been found to benefit exercise recovery by reducing oxidative stress and the pain and muscle soreness following acute physical exertion.” Bergstrom Nutrition’s branded MSM ingredient, OptiMSM, according to Hammond, “has set the standard for purity, safety and consistency in nutritional and topical applications for healthy aging, joint support, exercise recovery and beauty-from-within products.”

Hammond explained that “When consumed daily for 10 to 28 days, MSM has been shown to mitigate oxidative stress from exercise while aiding in exercise recovery and performance.” The scientific evidence supporting OptiMSM, he added, has focused on four different areas. First, “MSM reduces exercise-induced oxidative stress and increases antioxidative capacity … 10 days of MSM supplementation before [runners participated in a 14k run] not only reduced [their] levels of the oxidative markers, it also increased plasma antioxidative capacity.”1 Second, MSM reduces resistance and endurance exercise-induced muscle damage and improves recovery in endurance.2,3 “Following a 14k endurance run, creatine kinase (CK), a marker of muscle damage, was significantly elevated. However, 10 days of supplementation with MSM before exercise significantly reduced CK.”2 In terms of resistance exercise, he continued, “the consumptions of 3 g of OptiMSM per day for 28 days before multiple sets of muscle damaging knee extension exercise favorably improved markers of exercise recovery.”3

Third, Hammond shared that MSM improves inflammatory response to exercise.4 “A single bout of acute exercise (10 sets of 10 repetitions of eccentric knee extensions) increased systemic levels of inflammatory cytokines immediately after training. However, 28 days of OptiMSM supplementation before the exercise sessions not only reduced the levels of pro-inflammatory markers, it increased anti-inflammatory markers.” Lastly, Hammond mentioned, MSM improves performance following damaging exercise, specifically, knee joint kinetics during funning following eccentric knee extensor damage.5 “Knee extensor maximal isometric force (MIF) returned to baseline values in the OptiMSM group at 72 hours, but remained lower than baseline in the placebo group; thus suggests OptiMSM speeds up MIF return-to-baseline, allowing individuals to return to training faster when using OptiMSM.”

Bluebonnet, according to Sugarek MacDonald, offers several different sports nutrition products for those who would like to increase their muscle and strength. “Bluebonnet focuses on clean, unadulterated and effective sports nutrition supplements for anyone from bodybuilders to weekend warriors that address their individual nutritional needs before, during and after training,” she said. Bluebonnet has recently revamped its line of easy-to-mix sports nutrition items.

“To maintain muscle mass,” said Sugarek MacDonald, “adequate protein intake is required. The Academy of Nutrition and Dietetics, Dietitians of Canada and the American College of Sports Medicine recommend 1.2 to 2.0 g of protein per kilogram of body weight per day for athletes, depending on training.” Therefore, Bluebonnet offers Whey Protein Isolate Powder and Whey & Casein Powder. The former contains “26 g of cross-flow microfiltered protein per serving, sourced from U.S. grass-fed cows not treated with antibiotics or growth hormones, along with BCAAs and L-glutamine.” It is meant to support muscle refueling, strength, gains and recovery,* and is available in original, vanilla, chocolate, strawberry and mixed berry flavors. The latter protein supplement contains “26 g of protein from a combination blend of whey protein isolate, calcium caseinate and micellar casein per serving,” sourced from the same as its Whey Protein Islolate Powder and meant to offer the same benefits.*

“Pre-Workout products formulated with combinations of simple carbohydrates, herbs, amino acids and caffeine help to increase energy levels and rev the mind and body for a great workout,” said Sugarek MacDonald. NOW Sports’ Pre-Workout Formula, therefore, is formulated with “three unique ingredient blends along with 125 mg of caffeine from plant-based sources (green tea and cocoa extracts) per serving,” and the product “may support energy production, blood flow, muscle recharge and mental focus.”* It comes in grape, lemon and strawberry kiwi flavors.

Recovery nutrition, Sugarek MacDonald stated, “is best thought of as a ‘window of opportunity.’ This is because studies suggest that within 30 minutes after intense exercise, the body optimizes its ability to replenish energy stores—particularly muscle and liver glycogen … However, this ‘window of opportunity’ lessens dramatically after time, so the bodybuilder/athlete needs to act fast. After one hour, the window begins to close; after four hours, the window is shut. Having the appropriate nutrition after one’s workout creates a dynamic shift in the body, allowing it to move from a catabolic state to an anabolic one, ensuring proper muscle gains.”

For recovery, therefore, Bluebonnet’s BCAA & Glutamine Powder contains “5 g of fermented branch chain amino acids in a scientifically substantiated 4:1:1 ratio along with L-glutamine and electrolyte-rich coconut water powder” and may support muscle growth, recovery and repair.* It is available in a strawberry kiwi flavor. Lastly, the company’s Nitro Powder contains “1.5 g of Nitrosigine, a patented complex of bonded arginine silicate stabilized inositol that is engineered to boost nitric oxide levels.”* It may also support blood flow and muscle recovery* and comes in a raspberry flavor.

Morin explained that “The focus on advancements in the muscle and strength category is relying on the traditional ingredients that have numerous studies to support their claims and adding other ingredients that appeal to a larger audience or changing up the delivery method.” An example of this, he shared, is clear protein. “It is taking the traditional whey protein that is typically a creamy chocolate or vanilla flavor and making it a clear fruity or citrus flavor. Clear protein is a different viscosity of whey protein allowing it to be consumed like you would a sports drink while still delivering high amounts of protein.”

NOW Sports’ best-selling products, according to Morin, “are the traditional products that have been around for a while and have numerous clinical studies to support the claims.” The raw materials and finished products are both tested for identity, purity, adulteration and contamination, he added, as well as strength and potency throughout their entire shelf life. The products offered by NOW Sports include Arginine & Citrulline Veg Capsules and Powder. “Arginine and Citrulline are two amino acids that are integral to protein metabolism and utilization, as well as to the maintenance of muscle tissue.* Both are key intermediates in the urea cycle, where they participate in the detoxification of ammonia via the production of urea.* In addition, any arginine not converted to urea enters general circulation where it is distributed to various tissues and metabolized for other uses such as protein synthesis.”*

The company also offers Beta Alanine Veg Capsules and Powder. “Beta-Alanine is a non-essential amino acid that is used by muscle cells to synthesize carnosine.* Carnosine is a dipeptide (beta-alanine plus histidine) that functions as a buffer for the hydrogen ions (acid) produced during strenuous exercise, thus helping to maintain optimum muscular pH.* Beta-alanine is the limiting factor in the body’s production of carnosine, which is readily produced when beta-alanine is supplied.* NOW Sports uses CarnoSyn, a patented form of beta-alanine that has been clinically tested and shown to increase muscle carnosine content, allowing muscles to work harder and longer during intense exercise.* Supplementation can help athletes to attain strength and endurance training goals by delayed muscle fatigue and rapid recovery time.* NOW Sports Beta-Alanine is backed by scientific research demonstrating that CarnoSyn supplementation results in delayed muscle fatigue and rapid recovery time, thereby helping people attain their strength and endurance training goals.*

NOW also features HMB (ß-Hydroxy ß-Methylbutyrate) as a double-strength tablet, which is a “clinically researched, naturally occurring metabolite of the branched-chain amino acid leucine. HMB normally plays a role in the regulation of protein breakdown in the body, helping to preserve lean muscle tissue.* HMB therefore can help to maintain muscle strength and mass when combined with regular exercise and a healthy diet.* In addition, it may help to enhance recovery from intense exercise.*

NOW Sports also offers Creatine Monohydrate Powder and Veg Capsules. “Creatine is a compound that occurs naturally in the body, primarily in skeletal muscle. Creatine’s function is to serve as a precursor to adenosine triphosphate (ATP), the form of chemical energy used by all cells,”* explained Morin. “Body stores of creatine create a pool of readily available ATP for energy, which is necessary for fueling quick bursts of power and strength.* Studies have demonstrated that creatine supplementation can help to maintain existing muscle tissue, support the growth and development of lean mass, and promote optimal performance during short bouts of intense exercise.”* The company also offers a gentler Kre-Alkalyn form that reaches muscle cells at its maximum strength and purity.*

Guillaume Lois, CEO, Olloïs, (Pacoima, CA) also described what his company has to offer. “Olloïs homeopathy is not a supplement,” he explained. “We launched the first organic certified and vegan arnica homeopathic pellets on the market,” he added. “It is considered medicine and pharmaceutical grade. We use sublingual pellets for the delivery method of our Ollois Arnica Pain relief. Sublingual absorption is the fastest and most complete one. The active ingredient goes directly to our blood, bypassing the digestive track.” The company’s Arnica Montana has been one of its best-sellers for years, and it can be used for “bruises, muscle soreness, pain and inflammation,” said Lois. “Arnica is well-known on the market and our brand is the only one offering a gluten- and lactose-free, organic and vegan homeopathic remedy.” The company has also recently launched OLLOPAIN Arnica Cream for massage post-exercise.

Supporting Retailers

“Natural food stores have made supplement brands like Bluebonnet a daily staple in American life,” said Sugarek MacDonald. “We give back every day to our retailers because we value and appreciate the partnerships we share in delivering excellent nutritional products to our customers.” Some of the way that Bluebonnet gives back to these retailers is through supporting them with brand recognition, sales and marketing techniques, technology and service.

In early 2021, the company launched its new website, “with vibrant, visually arresting lifestyle imagery and quick copy points, captions and icons illuminating the most important dietary and structure-function benefits of our products so that retailers can more effectively educate their customers and direct them to the right Bluebonnet products that will address their individual health and nutritional needs.” Furthermore, “with a national sales team to assist, we work with our stores on a one-on-one basis to help support sales, demos and marketing plans, creating visuals, videos and various marketing materials, explained Sugarek MacDonald. “We have a team dedicated to providing our retailers with product images, labels and product detail to help our stores get their sites off the ground or maintain their current sites.”

Bluebonnet has also implemented several technical and digital solutions to help improve its ability to serve retailers. “For instance,” Sugarek MacDonald elaborated, “we launched an order status and tracking system to help retailers get their FedEx or UPS tracking information emailed directly … [and] our sales team is now armed with tablets to be better able to deliver actionable marketing insights, real-time sales and promotional information, as well as have quick digital access to marketing materials, such as retailer cards, brochures and sales sheets.” The company also has a well-trained customer service team that responds to queries, orders and credits five days a week.

NOW Sports, according to Morin, supports retailers “with education on stacks of supplements that support muscle endurance, mass building and muscle recovery. We have these listed on our website and also available as literature for distribution in stores.” Furthermore, the company provides “videos on our website from experts, athletes and nutritionists that detail their go-to sports nutrition stacks. We provide educational videos and literature to both retailers and consumers about how to dose properly with certain supplements, such as beta-alanine.”

Suggestions for Retailers

As far as advice, Sugarek MacDonald suggested “renovation of the sports nutrition/natural energy department by making it attractive, interactive and informative for consumers—no matter their age. Cross merchandise ‘muscle and strength’ products on an end cap combining dietary supplements and packaged foods for vitality. Related products such as multiples, protein powders, non-stimulant energy boosters with signage relating to foods for energy, such as the Whole30 diet, are a very eye-catching ensemble that appeals to many consumers,” she explained. “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.”

Morin offered suggestions from NOW Sports. “When merchandising, make it easy for the customer to shop. Group by category such as mass building, recovery, muscle endurance or by workout need such as pre-workout, during workout and post-workout. Generate excitement for these products by including recommended stacks from fitness professionals, experts or athletes. If the product is flavored let customers sample the product and show them different ways to utilize the products post workout shake, smoothie bowl or a snack.”

Engelbert also offered her thoughts about how to effectively help customers. “Everyone’s healthy journey is very personal,” she said. “The results each person wants to achieve is also very varied. The most important thing to really help each consumer in this area, is to ask good questions, and truly listen to the information they provide. Listening is key. And be open to new information they could also provide. As soon as we think we know every-thing in any certain health area, is the moment we cannot be effective in helping people with their health journey. There is always something more to be learned.”

All in all, supplement manufacturers are fully aware that the consumer group interested in the muscle and strength category has widened from merely athletes and bodybuilders. Nowadays, the everyday consumer cares about their wellness, physique and longevity, leading them to seek out muscle and strength supplements to help them on their health journeys. 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.

References

1 Nakhostin-Roohi et al., 2011.

2 Barmaki et al., 2012.

3 Kalman et al., 2013.

4 Benjamin et al., 2015.

5 Peel et al., 2015.

For More Information:

› Bergstrom Nutrition, www.bergstromnutrition.com
› Bluebonnet Nutrition Corporation, www.bluebonnetnutrition.com
› NOW Sports, www.nowfoods.com
› Olloïs, www.ollois.com

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