On Your Mark, Get Set – Formulate!

by Lisa Schofield | October 1, 2024

The active nutrition category continues to be exciting as more consumers look to boost their workouts, games and competitions.

When you think about it—20 percent of any market is pretty large and therefore, an outstanding target. According to Statista research, one in five American adults exercise every day, and 23 percent accomplish the recommended amount of cardiovascular and muscle strengthening exercises each week.

Two other interesting stats are that 86.3 million U.S. adults use a health or fitness app, up from 62.7 million in 2018. Also, women aged 18 to 34 are the most likely to hold a gym membership. This demonstrates a rising interest in individual fitness and improvements, as well as a key target for products aimed at the typical gymgoer.

Starting an exercise program or a sport simultaneously hurts and feels great—the former because muscles get sore and it’s easy to get winded (that burning throat feeling), and the latter because your overall well-being improves. Through the past several decades, trends have come along—but they all have one thing in common, those who participate all have goals of performance and physical improvements.

Andreas Petrik, marketing director, specialized nutrition, ADM (Chicago, IL), observed that from the body builders of the 1970s to the aerobics a culture of the 1980s, to the smart home workout equipment in the 2020s, along with the influence of food technology on sensory attributes in the 2000s and an expansion of healthy snacking in the 2010s, the sports nutrition arena has seen a substantial evolution. “Now, in the 2020s, personalized nutrition is shaping this sector, extending the sports nutrition space into ‘active nutrition’ and welcoming people from different life stages that may not categorize themselves as the traditional athlete.”

Angie Rimel, marketing communications manager, Iowa-based GELITA, also sees a significant market expansion, noting that now, this market caters to a broad audience with varied interest in activities from yoga, golf, pickleball to marathons, Tough Mudder and HIIT, to competitive team sports. “Individuals across different generations and genders are embracing fitness and dietary routines to enhance their overall well-being and seeking convenient solutions to support their active lifestyles,“ she said. “From athletes to enthusiasts in traditional sports and eSports, spanning all generations, there is a demand for products offering substantial nutritional benefits.”

According to Polaris Market Research, the active nutrition category growth is accelerating, projected to reach $33 billion globally by 2028, “and the category has become one of the largest mass market areas with further growth predicted in years to come,” said Collene Gennetta, sales director, human health ingredients, Aker BioMarine (Norway). “The active nutrition market is continually evolving to meet the needs of consumers across the globe, and there is no sign of it slowing down.”

Diversity Rules

From bodybuilding in the gym, to playing tennis, joining cycling and walking clubs, as well as working out at home, there’s a wide variety of consumers looking for an expanding array of nutritional solutions to support fitness and adjacent health and well-being goals.

Maggie McNamara, vice president of global marketing, Gencor (Texas), emphasized that “sports nutrition has expanded to be a broader category, appealing to athletes, casual exercisers and people looking to stay active as they age.” Active-minded consumers seek to incorporate exercise and/or sports play with healthy diets and supplements to improve their physical fitness, BMI (body mass index), as well as cognitive function, mental well-being, sleep and more.

For both amateur exercisers and elite athletes, McNamara added, exercise recovery and healthy inflammation management are primary concerns driving interest in new supplements and functional beverages/foods. Related health benefits relevant to all levels of active individuals include supporting cognition and mood, immune, cardiovascular and metabolic health, all of which can play an essential role in performance.

In addition, she sees a “massive“ trend toward enhancing women’s specific sports and fitness nutrition needs, and this reflects the stat that young adult women are the largest group in the gym. As women have unique and different needs compared to men, there are increasing studies targeting these differences and more launches of ingredients, finished products, and dosing specific to a woman’s needs.

Several ingredient suppliers are performing studies looking at ingredients‘ effects on active women, and women competing in sports. For example, Gencor recently published a clinical study on a female-centric ingredient, studied on women for sports benefits. This study examined the effects of Libifem on exercise performance and body composition in females 25-45 years old and found significant and dose-related changes in body composition, endurance, muscle strength and recovery.

Reshma Rathi, vice president of operations, California-based Specialty Enzymes and Probiotics, described the range of consumers who fall under the active nutrition umbrella:

• Everyday athletes: Consumers who span generations and genders, from casual fitness enthusiasts to those pursuing specific health goals.

• Older consumers are using active nutrition products to manage age-related concerns and ensure prolonged vitality.

• Lifestyle users looking to support their overall wellness and active lifestyles rather than just athletic performance.

Consumers from all walks of life now understand that protein digestion is crucial in active nutrition. It directly impacts how effectively their bodies can utilize protein to support their stamina, energy levels, muscle building, performance and recovery, and even their mental health.

Variety in who’s using active nutrition and why is only part of the picture. According to Jordi Riera, chief business officer of California-based Kaneka Probiotics, the active nutrition market’s evolution is also reflected in the diversity of products available. “While protein supplements and energy drinks have been staples in the active nutrition category for years, we are now seeing the emergence of probiotics specifically designed to support cardiometabolic health, weight management, immunity, and even mood and energy levels,” he stated.

And diversity is also seen in the delivery formats—not the same old same old for those who need endurance, for example. According to McNamara, the sports nutrition and performance supplement trends are shifting towards more “lifestyle-friendly” delivery forms. For example, she provided, with new patented technology such as Pharmako Biotechnologies’ LipiSperse, “formulators can now create gels for use while in activity (tablets and capsules are not easily consumed within the workout) or an RTD shot, stick pack and even super creative formats such as oral melts or jellybeans. These delivery formats fit easily into everyday lifestyles and are a growing trend in active and sports performance categories.”

Active Ingredients

Protein is a critical component to healthy muscle structure and function, and is recommended to consume post-weightbearing workouts. A 2015 review published in Sports Medicine found that consuming protein daily while engaging in a muscle-building workout can improve gains in muscle mass.

Whey protein remains the most popular protein powder but it is being seriously challenged by plant-based proteins by an increasing active consumer base seeking to reduce animal product intake. The global plant-based protein supplements market size was $5.96 billion in 2023 and is expected to grow from $6.26 billion in 2024 to $10.17 billion by 2032 at a CAGR of 6.24 percent over the 2024-2032 period, according to data from Fortune Business Insights.

”High protein content and diversity from different protein sources are in demand. Our clean-tasting, highly functional soy and pea proteins, which combine well with whey protein or can act as replacements, are exceptional solutions to fortify active nutrition offerings, maximizing functionality, nutrition and sensory appeal,” said Petrik. “Plus, soy is one of the few non-animal proteins that is a ‘complete protein.’”

According to Rathi, the body does not naturally produce enough endogenous enzymes to break down the high quantities of protein consumed by athletes and highly active people, and needs supplemental support.

Specialty Enzymes and Probiotics’ DigeSEB Sport is a synbiotic and proteolytic enzyme blend shown in clinical studies to promote protein digestion, amino acid absorption, and postbiotic production and absorption. Results of two published randomized, double-blind, placebo-controlled, crossover clinical trials found DigeSEB Sport promotes absorption of BCAAs and essential amino acids, better protein digestion, and production of postbiotics GABA, L-citrulline, β-alanine, L-ornithine and anserine.

Energy and endurance are what power the workout, whether it’s HIIT or weight lifting. And although endurance athletes require more fuel and energy, so do bodybuilders and strength athletes. And even if active lifestylers engage in walking for several miles, energy is a requirement here, too.

“There is a desire for energy solutions, with 50 percent of global active nutrition consumers stating they have taken dietary supplements to support energy levels, according to FMCG Gurus’ Active Nutrition in 2024 report,” said Petrik. “This is a critical element for both active nutrition consumers, as well as e-gamers, which is a rapidly growing segment with vast opportunity.”

Many people turn to caffeine for energy before engaging in physical activity. But many are also hesitant and for good reason; downing a high-caffeine energy beverage can lead to the wrong kind of energy, the nervous, edgy, jittery kind that is difficult to corral, control and direct accordingly. Two characteristics of caffeine supplements are convenience and sustained performance. Nutriventia, based in India, has created a sustained-release caffeine ingredient that requires only one dose. CaffXtend natural caffeine was shown in a pharmacokinetic study to provide energy benefits plus reduced mental fatigue and tiredness for up to 12 hours, compared to immediate-release caffeine. Of note, CaffXtend can be incorporated into gummies, which adds convenience for those who don’t want to consume a beverage that may create the need to urinate during exercise or competition.

“Gym-goers and e-gamers alike are increasingly drawn to natural sources of caffeine,” Petrik commented. “Our guarana, green tea and yerba mate extracts can deliver this natural source of caffeine. ADM‘s guarana and green tea extracts also combine with our carob extract in its WKUP blend, which he noted performs comparably to caffeine without increased heart rate.“

Another energy pathway is increasing oxygen uptake, and Gencor’s LANDKIND pure salidroside fermented rhodiola extract is, described McNamara, “the first and only bioactive with clinical data demonstrating its ability to boost oxygen uptake during exercise for improved energy level and performance.”

Endurance requires high, sustained levels of energy. There are two main types of endurance—cardiovascular, which is the ability of the respiratory system and heart to support exercises, such as cycling, swimming and running (rhythmic), and muscular endurance, the ability to continue repetitive movements with a weight load (free weights, machines).

For endurance, GELITA developed PeptENDURE, described by Rimel as “the first of its kind protein-collagen solution proven to boost endurance performance in the long term.” Clinical studies show that athletes can maximize results and training regimen, perform at higher speeds, and reduce training fatigue, she related. Further research suggests that PeptENDURE supports adaptive changes in the muscle to increase long-term performance.

PeptENDURE, which promotes adaptive changes in the mitochondria, can extend endurance when taken daily for at least three months as shown by a study where athletes ran faster and longer. Rimel said, “This makes it appealing for those participating in endurance sports—from long-distance running and triathlons to team sports and high-intensity gym work.”

Montana-based TSI USA‘s enfinity paraxanthine is a downstream metabolite of caffeine, according to Shawn Baier MS, MBA, vice president of business development, innovative ingredients. “Unlike caffeine, enfinity is metabolized more efficiently, leading to better focus, reduced heart rate and increased energy expenditure. Studies have even shown that enfinity outperforms caffeine in enhancing cognitive function, particularly after intense physical activity.”

While best known for its muscle mass benefits, myHMB (beta-hydroxy beta-methlybutyrate or HMB) also enhances endurance athletes’ performance through multiple pathways, according to Baier. “A systematic review and meta-analysis published in the Journal of Strength and Conditioning Research confirm this,“ he commented. The review discussed how HMB improves physical performance through several pathways, including HMB’s impact on oxygen uptake (VO2 max) and time to exhaustion. Researchers further noted that HMB may enhance performance through mechanisms beyond VO2 max improvement, including enhanced glycogen storage and post-training recovery.

Gencor’s ActivAMP has been clinically shown to support resistance to exercise-induced physical and mental fatigue, “making it ideal for incorporating into a sports nutrition and endurance formula,” said McNamara. In another recent study, ActivAMP demonstrated an improvement in mitochondrial respiration, and improved performance in a 20 km time trial by 112 ± 61 seconds or approximately 4 percent.

Horphag Research’s (New Jersey) Pycnogenol, a patented extract from French maritime pine bark, works by boosting nitric oxide levels, which enhances blood flow and oxygen delivery to muscles, which then supports endurance and reduces fatigue, according to Sébastien Bornet, vice president of global sales and marketing. Research found that Pycnogenol improves exercise performance and recovery by reducing oxidative stress and inflammation. Another way in which Pycnogenol was shown to enhance performance is improvement in tissue perfusion by increased microcirculation. “A study based on the Army Physical Fitness Test showed that Pycnogenol supplementation significantly increased endurance and reduced muscle cramping in athletes,” he reported.

Horphag’s Robuvit, Bornet added, is a caffeine-free extract derived from oak wood, which acts to increase energy. The ingredient creates energy by supporting the liver’s function of detoxification, improving metabolic efficiency of nutrients, which eventually results in improved overall energy, thus it is a longer-term support for energy.

Human clinical trials have demonstrated that Robuvit supplementation can improve athletic endurance, sustain energy levels during a workout and help with quicker muscle recovery. “The mechanisms of action explaining these effects include increase of muscle proteins production, regeneration of mitochondria and limitation of oxidative stress,” he explained.

Muscle Building

Increasing muscular strength, size and tone, while requiring a steady supply of energy, also needs other raw materials.

Supplementing with GELITA’s BODYBALANCE along with a resistance exercise program has been shown to improve muscle strength, body mass and fat-free mass, according to Rimel. “A total of six randomized controlled trials performed in nearly 500 participants across a broad target consumer group of men and women of all ages and fitness levels, consistently demonstrate the benefits of BODYBALANCE,“ she described.

“From supporting muscle function for optimal sports performance to reducing inflammation in the body, krill oil is ideal for anyone engaging in an active lifestyle,” said Gennetta. Aker BioMarine’s Superba Krill oil, is a patented concentration of phospholipids that deliver omega-3s and choline directly into the cell membrane for whole body support, including active nutrition. Studies have shown that Superba krill oil supports muscle function and strength as well as to promote healthy recovery post-workout or competition. “It is also effective in reducing choline depletion, an important finding for athletes. Its natural choline supports muscle contraction and muscle control during exercise,” she said.

TSI’s myHMB “is particularly effective in increasing muscle mass, making it easier to achieve lean muscle gains when following a progressive exercise regimen,” said Baier. “But the benefits don’t stop there—HMB also plays a crucial role in reducing muscle damage. This means less soreness and faster recovery after those intense workouts, so you can get back to training sooner and with more intensity.“

McNamara reported that Gencor’s Libifem was recently shown to significantly increase muscle strength and endurance and improve body composition in women aged 25 to 45. Testofen has four published clinical studies demonstrating the ingredient’s ability to increase lean muscle mass, decrease body fat, increase functional threshold power, and increase free testosterone. Finally, Gencor’s Tesnor has been shown to aid in muscle strength and growth in young males.

LJ100 Tongkat Ali (Eurycoma longifolia), from Florida-based HP Ingredients, has numerous studies showing improved gains in muscle strength and size through its ability to promote a healthy anabolic balance and through encouraging the body’s ability to create testosterone. Its newest human clinical validates earlier human studies demonstrating that LJ100 is effective at increasing testosterone while simultaneously reducing cortisol in a low 100 mg dose.

In this clinical trial, 30 healthy younger males aged 26 to 52 performed a 24-hour mountain bike event. The participants consumed either a 100 mg dose of LJ100 or placebo half-hour prior to the event and provided eight saliva samples to test for levels of testosterone and cortisol. The researchers found that cortisol levels were lower in the supplement group compared with the placebo group while the testosterone levels were higher.

Cortisol levels were 32.3 percent lower in the LJ100 group compared to placebo, while testosterone levels were 16.4 percent higher in the LJ100 group compared to placebo. Additionally, the participants who supplemented with LJ100 anecdotally reported feeling less fatigued.

Probiotics, most known for digestive support, are relevant to active nutrition. “There is a growing body of evidence that points to the role of biotics and muscle support or the gut-muscle axis,” said Petrik. ADM‘s Active Lifestyle Formulation, he pointed out, has been shown to support exercise and recovery. The formulation includes Bifidobacterium longum CECT7347 (ES1), Lactobacillus casei CECT9104 (BPL4), and Lactobacillus rhamnosus CECT8361 (BPL15), with clinical research showing that it supports certain biomarkers related to post-exercise oxidative stress.

Additionally, ADM‘s spore-forming probiotic DE111 (Bacillus subtilis) was demonstrated to reduce body fat percentage in collegiate women athletes and in reduction in pro-inflammatory TNF-a in collegiate male athletes. “This further points to opportunities with biotics for supporting lean muscle mass and recovery,” he commented.

Riera noted that some probiotic strains are relevant in this space because a majority of people engaging in fitness programs are also seeking to lose some weight.

Kaneka Probiotics’ L. plantarum DR7 is being studied in a clinical trial (nearing publication) on weight management, which has shown promising results. This strain supports weight loss and promotes healthy weight management when used consistently for at least three months. Additionally, it has been shown to promote fat loss, contributing to a leaner body composition.

LIPIGO, Kaneka’s patented postbiotic extracted from Saccharomyces cerevisiae product has been shown in a randomized, double-blind, placebo-controlled clinical trial to promote weight loss in 12 weeks, “a three fold weight reduction in one year, and weight maintained after one year,“ he reported.

Recovery

Recovery—the ability to overcome muscle soreness occurring a day or two after challenging muscles—is critical to keep people on track with workouts and training.

In a key study, Nutriventia’s TurmXTRA 60N was evaluated for its effectiveness in alleviating delayed onset muscle soreness (DOMS) in healthy, recreationally active subjects. The results showed that TurmXTRA 60N significantly reduced the intensity of muscle soreness 48 hours after exercise by almost six times compared to the placebo group. Additionally, the TurmXTRA 60N group improved recovery by almost nine times, 72 hours post-exercise.

Wacker Chemical Corporation, Michigan, offers CAVACURMIN curcumin, which is engineered to bypass bioavialability and solubility issues to provide the body with antioxidant ability and other actions that support an active lifestyle, said Scott Starr, business development manager.

He explained, “By complexing with the naturally occurring vegetarian oligosaccharide CAVAMAX W8 gamma-cyclodextrin, is an excellent solution for increasing the bioavailability of hydrophobic health-promoting ingredients like curcumin. The special feature of this oligosaccharide is its donut-shaped, three-dimensional structure: it creates an inner hydrophobic cavity capable of accommodating a lipophilic molecule like curcumin as a ‘guest.’ The hydrophilic exterior, on the other hand, ensures compatibility in aqueous systems. In the presence of water, CAVAMAX W8 gamma-cyclodextrin leads to molecular dispersions, greatly enhancing the bioavailability of the hydrophobic curcumin.”

Specialty Enzymes and Probiotics’ Pepzyme AG is an enzyme blend that aids in recovery via promoting protein digestion, amino acid production and nutrient absorption, according to Rathi. “Greater nutrient absorption increases nutrient bioavailability to build and repair muscle and other support structures in the body,” she explained.

The active nutrition product market is expected to enjoy robust performance. A widening range of consumers who seek to achieve and sustain great shape look for new and exciting, effective natural products to improve results. NIE