I have been racing endurance events for almost 35 years. I am the furthest thing from a world-class endurance athlete. However, world-class athletes are few and far between. Therefore, I believe the information I’m going to present in this article will not only be useful for retailers, but will also have mass appeal for athletes and “weekend warriors” everywhere.
Ironically, I began my endurance racing in 1982 at the age of 22 sitting in front of the television. That afternoon, I had my “it” moment. I saw a world-class triathlete, Julie Moss, stagger to the finish line in the 1982 Ironman Triathlon World Championships in Kona, HI. I had never witnessed such determination, drive and a will to succeed. She would not be denied. She changed my world forever.
Fast-forward 35-plus years. During this time, two of my greatest passions became exercise and nutrition. I have been very fortunate to work in the natural products industry for the past 20 years. I have also had the great fortune of meeting so many brilliant people along the way that has only intensified my passion for health and wellness. My little boys laugh when they see all the bottles of supplements and canisters of powders I have in the house. Not too long ago, my 11-year-old son asked, “Daddy, why don’t you eat real food?” I had to think very carefully before I responded to that question.
Nonetheless, despite my little boy’s comment, one of the highlights of each and every day is the protein shake I prepare for myself. I drink two shakes daily—one early in the morning before my workout and the other in midafternoon. Interestingly, the industry trend for protein shows no signs of slowing any time soon. However, some suggest the demand for protein-rich products is another in a long line of industry fads. Not true!
Strong Growth
The protein market continues to be a strong growth opportunity for retailers, suppliers and marketers. Projections suggest that the worldwide market for sports nutrition grew to more than $45 billion in 2017. This is a significant increase from the 2016 figure of $28.37 billion. However, gym rats are not the only ones fueling this growth. Protein has a variety of applications including supplementing the diets of vegetarians. This is a growing market if the larger share of Millennials identifying themselves as vegetarians is accurate.
That said, it remains clear that retailers are now stocking new, innovative and more sustainable protein products. And there are increasing opportunities for alternatives to animal proteins. Whatever the protein of choice, retailers now offer a plethora of protein options to choose from including, among others:
Whey Protein: When it comes to protein supplementation, whey is the definitive leader. It has pushed aside milk-based protein supplements, egg proteins, and soy proteins to totally dominate the field. Why? Because whey has an extremely high biological value ranging from 90-100 for whey concentrate and from 100-150 for whey isolate. It’s also high in branch chain amino acids and is very quickly absorbed.
Casein: If you are looking for a protein that will slowly break down over the course of several hours that can be used as a meal replacement, casein is a protein to consider. If you consume casein before bed you will stay anabolic throughout the night and will be able to utilize the protein in your body. Casein takes from five to seven hours to fully break down, which keeps your body absorbing and utilizing the nutrients even while you sleep. Another positive to this source of protein is its high glutamine content. Glutamine helps boost the immune system and speeds up recovery.
Egg Protein: At one time, before sophisticated whey processing emerged, eggs were considered the optimum protein supplement. In fact, the whole biological value scale is based on egg protein ranking a benchmark 100.
Hemp Protein: For years the mainstream media has alluded to the health benefits of hemp. First, 65 percent of the total protein content of hemp seed comes from the globular protein edestin, which is easily digested, absorbed and utilized by the human body. Additionally, the hemp seed is loaded with omega-3 and omega-6 essential fatty acids that have significant cardiovascular and anti-inflammatory benefits. Hemp seeds can be used in protein powders, milk, butter and even soap.
Hydrolyzed Protein: This is the highest quality of protein available. It provides highly absorbable peptides that can have a great anabolic effect. Hydrolyzed protein is also much better on the digestive system compared to whey concentrates.
Milk Protein Isolates: Contains both casein and whey proteins. Milk protein isolates are loaded with amino acids. This type of protein is mostly used in protein blend formulas.
Pea Protein: Sadly, when it comes to perception, many people struggle with the idea of peas as a protein source. Truth be told, pea protein has a very mild, pleasantly sweet taste. It’s one of the better tasting proteins. Pea protein is the concentrated natural protein fraction of yellow peas.
Soy Protein: A good source of protein for those looking for a vegetarian source. Soy is rich in glutamine, arginine (vasodilation) and branched chain amino acids (recovery). Soy contains isoflavones, which supports healthy cholesterol levels. It has also been found to boost thyroid hormone output. By doing so, it speeds up the metabolism, which aids in fat loss.
Spirulina: This is one of the great super foods. It is approximately 65 to 71 percent complete protein in its natural state. This is higher than virtually any other unprocessed food. Unlike most other forms of protein, the protein in spirulina is 85 to 95 percent digestible. Finally, since spirulina has no cellulose in its cell walls, it is extremely easy for the body to break down. In fact, its amino acids are delivered to the body for almost instant absorption.
New Sources
The industry is also seeing newly available sources of protein being derived from ingredients commonly used for other nutrients. Proteins from potatoes, mushrooms and fruits have burst onto the scene over the past few years.
One ingredient maker has developed methods to economically produce a canola protein isolate with a balanced amino acid profile that contains all essential amino acids. These isolates are also high in sulfur-containing amino acids (methionine and cysteine), as compared to other vegetable proteins.
Another recent entry into the protein space is lupin protein. Seeds of various species of lupins have been used as food for more than 6,000 years, but they have never been accorded the same status as soybeans or other pulse crops. Lupin is gluten free, can act as a prebiotic, is non-GMO (genetically modified organism) and high in protein content (approximately 40 percent).
While nuts have long been recognized for high protein and other nutritional benefits, other plants that offer value-added protein benefits include grains and seeds. For example, quinoa has a complete amino acid profile and is non-allergenic, non-GMO and gluten-free. Oats are low in gluten and high in soluble dietary fiber. Flax is known for its healthy fats and fiber, but it is also a legitimate protein source. The amount of dietary protein needed for consumers depends on overall caloric needs. The daily recommended intake of protein for healthy adults is 10 percent to 35 percent of total caloric needs. For example, a person on a 2,000-calorie diet could eat 100 grams of protein, which would supply 20 percent of their total daily calories. True, everyone needs protein. But, as the cliché goes, too much of a good thing can be bad. Excessive protein can severely damage the kidneys. Moreover, consuming extra protein does not promote muscle growth. Do not be fooled by the edgy marketing!
All indications point to continued big time opportunities for retailers, protein suppliers and marketers. Both athletes and the average person need protein to repair cells and make new cells. Additionally, protein is very important for the growth and development in children, teens, and pregnant women. Protein is a true building block for all ages and demographics and will continue to generate healthy revenues for suppliers and marketers alike. VR
Reference:
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Mark Becker is an account manager for Vivion, a raw materials distributor, based in Vernon, CA. He has worked as a natural products sales and marketing executive for 20 years. Becker has written more than 300 articles and has hosted or been a guest on more than 500 radio shows. He obtained a bachelor’s in journalism from Long Beach State University and did his master’s work in communications at Cal State Fullerton. For more than 35 years he has participated in numerous endurance events, including more than 150 triathlons of Olympic distance or longer, 103 marathons and numerous other events including ultramarathons and rough water swims from Alcatraz to the mainland. He has relied on a comprehensive dietary supplement regimen to support his athletic, professional and personal endeavors. Follow Becker on Facebook at www.facebook.com/marklbecker/posts/387591877933686#!/energyatlast. Follow Becker on Twitter at http://twitter.com/#!/becker_mark. For more information, access www.vivioninc.com, www.alliedbionutrition.com or www.energyatlast.com.
