The sports nutrition market is one that continues to present plenty of promise and opportunity—especially as it transforms into “active nutrition.”

Athletes know that a nutritionally adequate diet and plenty of fluids are important for maximizing their physical performance. It’s their hope that dietary supplements will help them train harder, improve performance, and even gain a competitive edge.

In order to provide the most effective results possible for participating in physical activity, ingredient suppliers and manufacturers are continuing to create sports nutrition products that yield results.

And while most consumers aren’t planning to participate in an Iron Man event, the promise of sports nutrition enhancing their athletic prowess has proven to be very alluring.

But, no matter where athletes fall on the activity spectrum, a commonality is that they are all looking for clean, tasty and efficacious products.

Common Products

From a general perspective, sports nutrition features its share of popular ingredients, which can be found in items ranging anywhere from sports drinks to powders, such as creatine.

“The leading categories in sports nutrition are still hydration/energy beverages, protein-based powders and bars, along with weight management powders,” noted Sandy Chien, PhD, vice president of innovative products with California-based HORN, an IMCD company. “Caffeine and dairy-based proteins are the most common ingredients in sports nutrition, while the more specialized ingredients such as amino acids, creatine, betaine, etc. are used in various blends depending on the product and targeted demographic.

For example, proprietary ingredient blend, Outlast, exclusively available through HORN, is an innovative blend of popular sports nutrition ingredient creatine and the isomaltulose Palatinose, manufactured by BENEO. While creatine has been widely used in sports nutrition throughout the years, it’s getting an ‘update’ through Outlast, where creatine absorption is increased by 50 percent when palatinose is used as a carrier.”

With the variety of innovative ways to join the conversation, consumers are expecting more options, as this topic continues to climb in popularity.

“In today’s fast-moving sports nutrition market,” explained Steve Fink, director of marketing with PLT Health Solutions in New Jersey, “traditional consumers want more. Product formulators simultaneously want to differentiate their products, obtain premium pricing and to disrupt the market. At the same time, delivery systems are becoming a point of differentiation for traditional users—but particularly for everyday consumers as the sports nutrition market goes more mainstream.”

Fink described some of the features of the company’s ingredients, including:

• Plant protein
• Immune health support
• Joint health support
• Enhanced mood and improved mental performance
• Clean label, whole food nutrition
• Endurance support
• Healthy blood flow
• Weight management

For those in search of ingredients that can help during resistance and endurance training, arginine could be a possible option. Nutrition 21 (New York) brands its own version of the ingredient, known as Nitrosigine.

“Arginine is a well-known amino acid used by the body for the synthesis of nitric oxide (NO), making it a commonly used ingredient in many sports nutrition products,” said James Komorowski, the company’s chief science officer. “NO has been shown to be a key factor in generating greater blood flow and vasodilation, which is critical during resistance and endurance training because it allows oxygen and nutrients to be delivered to working muscles.” He explained that enhanced blood flow is important both intra-workout and post-workout as it has been shown to help with muscle growth and recovery. “… Along with these improvements to blood flow and NO levels, Nitrosigine quickly, safely, and significantly improves mental acuity and processing speed by 33 percent within 15 minutes of a single dose, and even reduces muscle damage from exercise. Nitrosigine is engineered to work quickly with effects the consumer can feel and bring long-lasting benefits, improving mental flexibility and energy levels for anyone that needs to safely and effectively boost mental acuity and function, and helping to maximize results for bodybuilders, athletes and competitors of all types.”

Komorowski continued, “A second sports nutrition ingredient that is of interest to protein product manufacturers is Velositol. Velositol is a patented ingredient designed to double the effects of protein and exercise on muscle protein synthesis (MPS). In a clinical study, subjects took 6 grams of whey protein or 6 grams of whey protein and 2 grams of Velositol, and then completed bilateral isotonic leg extensions. The results of this study showed that Velositol doubles MPS compared to whey protein alone. When added to protein, Velositol’s novel complex enhances insulin action, helping to safely increase the body’s amino acid uptake. Additionally, Velositol has been shown to increase levels of several myokines, specifically musclin and fractalkine, which are released by the muscles during exercise to initiate MPS.”

Komorowski also referenced Chromax, the company’s branded ingredient form of chromium picolinate, which as a result of its effect on the actions of insulin within the blood can help the body manage blood sugar levels.

Similar to Nitrosigine, HP Ingredients (HPI, Florida) has ingredients of its own that can help promote muscle health and recovery, which stems from Tongat Ali.

“LJ100 Tongkat Ali is a water extract standardized to 40 percent glyco saponins, and greater than 22 percent eurypeptides,” explained Annie Eng, CEO of the company. “LJ100 is the only clinically proven tongkat ali extract for sports nutrition benefits. Studies on humans show that LJ100 supplementation aids in creating a favorable anabolic state (building up), while suppressing catabolic state (breaking down); this enhances performance. In tandem, LJ100 supplementation has been shown to increase fat free mass and decrease body fat, and increase muscle strength and size as well as endurance.”

Concerns & Innovation

When products in the sports nutrition space are being designed for consumers, manufacturers and suppliers have to tackle a number of concerns.

According to Andrew Wheeler, corporate director of marketing for both Van Drunen Farms and FutureCeuticals, ingredient suppliers in Illinois, concerns can be broken down into four questions:

• Does it work?
• What is my cost per dose?
• Is it safe?
• Is it natural?

Wheeler observed that in terms of innovation, “the demand, or better yet, the expectation of a small ingredient deck of recognizable natural ingredients is taking over the sports nutrition space. Caffeine is OK, for example, but it must be natural caffeine.

Chien agreed, adding that she advocated for the importance of what she described as cleaner labels and even noticed that drinks in this department have thoroughly improved in smoothness. “With the sport nutrition category being so competitive, the desire for innovative ingredients and unique delivery systems is at the forefront,” she explained. “However, this must be balanced by equal attention to cost per dose/cost per unit along with taste/flavor. Another variable depending on the demographic will be safety and the need for a cleaner label that avoids more controversial ingredients that, while effective, may cause concern in some customer circles.

“Flavor and masking systems have improved tremendously allowing for more concentrated and complex formulas that the consumer no longer has to choke down,” she said. “Concentrated powders versus large jugs are now the norm, and the ever-growing beverage category can now deliver more options. Plant-based proteins have also improved in quality and texture, allowing them to be adopted and utilized in the performance-based marketplace, creating a new category of growth.”

The segment has moved into a broader audience, and “clean label” has helped influence diets as well.

“As ‘sports nutrition’ transitions into ‘active nutrition’ with much of the new purchasing being done by the average consumer, we are seeing food and beverage trends have a strong impact on the sports nutrition category,” expressed Rikka Cornelia, product manager, BI Nutraceuticals, California. “As mentioned, clean label is one trend leading the change in this segment. Mainstream diets, such as keto and paleo, are also impacting the sports nutrition category. There has been several new brands pop up in the market specifically tailored to those diets.”

A New Focus

Other than diet, stress is also believed to have an effect on performance in the area of physical activity.

“… A growing body of evidence suggests that stress has an impact on exercise and athletic performance—particularly in the areas of motivation, concentration and focus,” Fink noted. “With cognitive support, the longest road just doesn’t have to feel so long. Today, tens of thousands of athletes and body-builders are turning to Zembrin Sceletium tortuosum to help address the issues of concentration, focus and mood in sports performance. It is featured in some of the leading pre-workout products on the market. Zembrin is a unique opportunity for sports nutrition formulations: an experiential and rapidly acting botanical extract where users actually feel its benefits and experience enhanced mood, concentration and relief from stress.”

On a more micro level, Cornelia added that the kind of innovation that is utilized is contingent upon the specific ingredient that manufacturers are dealing with: plant-based proteins versus beets for instance present two completely different challenges.

“It depends on the type of ingredient, she said. “For plant-based proteins, innovation is focused on improving flavor since they are known for their bitter and off flavor profiles compared to animal-derived proteins. One such example is our deflavored lentil protein. For other ingredient types, we are developing more novel sources. For instance, beets have gained popularity in the sports nutrition segment because of their naturally occurring nitrates, which the body converts to nitric oxide. However, both consumers and manufacturers do not realize that there is a wide variety of other natural plant sources of nitrates, such as arugula. The next logical step in sports nutrition innovation is products with a diverse set of plant-based sources of nitrates.”

State of the Market

A popular theme within the sports nutrition industry has been discussed repeatedly is innovation, and this is positively impacting its current market status.

“The market for ingredients that support consumers’ sports nutrition goals is healthy and growing, especially with a fairly new group of users, lifestyle users who are looking for new and innovative ingredients and products to enhance their active nutrition goals,” said Elyse Lovett, MS, MBS, marketing manager with Kyowa Hakko USA in New York.

As a market, sports nutrition is extending its reach; being more active (including eating a healthier diet) has continued to gain popularity, adding a new dynamic and shift to the field.

“As consumers become more aware of their overall health and wellness, we are seeing an increase in both healthy eating and exercise,” Cornelia explained. “Due to this, the sports nutrition market has significantly evolved in just the past few years, and there has been an outstanding growth in a variety of products as well as demographics that purchase them. Sports nutrition, a category once geared towards weightlifters and professional athletes, has now expanded to average consumers looking for a more active lifestyle. This shift from ‘sports nutrition’ to ‘active nutrition’ is expanding products beyond the muscle building and performance enhancement categories (though still popular) and into energy, joint health and mental focus. Ingredients that support these categories and meet mainstream consumer trends, like clean label, are gaining market share. We anticipate continued growth as consumer awareness on overall health and wellness keeps climbing.”

In fact, those who think that this field is on a surge may be on the right track. According to Chien, in 2016, the sports nutrition and weight-loss market hit the $37.5 billion mark and it is estimated to grow at more than 7 percent per year over the next five years.

The positive increase within the market even allows manufacturers to address more gender-specific needs.

“Recognizing how nutritional needs can differ significantly between genders is an evolution that will bring exciting opportunities to the industry. Historically, sports nutrition research has focused on men, unfortunately overlooking the unique nutritional needs of women and their requirements for proper metabolism support,” said Tim Hammond, vice president of sales and marketing with Bergstrom Nutrition, the Washington-based manufacturer of OptiMSM, a branded form of methylsulfonylmethane (MSM). “A new focus on the female athlete presents growth possibilities, new marketing challenges, and creative formulation opportunities.”

Research

Of course, the purpose of conducting research is to help ensure that ingredients are both safe and effective.

Bill Levi, Nutrition 21’s vice president of operations noted that the aforementioned Nitrosigine, Velositol and Chromax are exactly that, mentioning that they can be seamlessly added to any powder formulation.

Komorowski described Nitrosigine’s results.

“Several studies have shown that Nitrosigine, bonded arginine silicate from Nutrition 21 clinically enhances levels of both arginine and NO, and furthermore is a more bioavailable form of arginine than arginine HCl,” he said. “The unique Nitrosigine complex bonds arginine and silicon together and is stabilized by inositol in order to unlock powerful synergistic effects and benefits for the end consumer over standard arginine.”

Komorowski noted that in an in-vitro study, Nitrosigine significantly increased NO production over arginine AKG, agmatine sulfate, citrulline malate, L-arginine and citrulline. In a clinical study, Nitrosigine was shown to increase arginine levels by greater than 70 percent compared to arginine hydrochloride (HCl), and to significantly increase arginine levels for up to six hours, while arginine HCl only increased levels for one hour. Preclinical studies have also shown that Nitrosigine increases blood vessel relaxation, thereby increasing blood flow, almost five times more than regular arginine HCl. Furthermore, Nitrosigine enhances blood silicon levels after just a single dose, strengthening and enhancing the flexibility of arterial walls, also helping to increase blood flow. Overall, Nitrosigine enhances levels of arginine and NO, increases blood vessel relaxation, and improves flexibility of arterial walls, which all flow into significant benefits for the end consumer.

Kyowa Hakko’s Sustamine and Setria Performance Blend have also shown benefits in studies.

“Kyowa has conducted many research studies on various ingredients in regards to sports nutrition,” explained Lovett. “Kyowa’s Sustamine, an iconic ingredient has been shown to be better absorbed than glutamine alone, found in many sports nutrition formulations. Kyowa’s newer ingredient Setria Performance Blend has been studied to show sustained nitric oxide benefits, a great choice for pre-workout formulations.”

Efficacy and safety are focal points for manufacturers and suppliers—the bioavailability of a product is continuing to be at the top of the priority list.

“Efficacy is always of interest to both consumers and finished good manufacturers, but safety, which is assumed on the consumer side, is also extremely important to finished product manufacturers,” said Cornelia. “Before, the focus on efficacy was on dosage; now, on top of dosage, the actual bioavailability of actives is also becoming increasingly important.”

As noted, Bergstrom Nutrition is diving into studies that focus on different nutritional needs when it comes to gender, tying it into its OptiMSM product.

“Bergstrom Nutrition is pursuing female-specific research based on the results of a recent, yet unpublished, study on OptiMSM performed at UC-Davis [California],” expressed Hammond. “The initial research suggests MSM increases collagen cross-linking. MSM was also demonstrated to completely reverse the negative effects of estrogen on ligament mechanics in engineered human ligaments treated with high estrogen. The follow-up clinical study will focus on determining the effect of OptiMSM on knee laxity changes through the menstrual cycle in active young women.”

Being able to fuel the muscles post workout is just as important as doing so before one starts the physical activity—Eng said this concept is a meaningful one that has been evolving over the years.

“Primarily, the most significant evolutionary point in sports nutrition is ingredients that enhance post-exercise and post-play recovery,” she noted. “This area is relatively new compared to ingredients that promote muscle building or extend endurance.”

Despite the progress that has been made in regard to conducted clinical studies, more needs to be done. In short, better claims result in more satisfied consumers.

“The need for high-quality, rigorous clinical studies with well thought out endpoints has increased dramatically in the sports nutrition area,” Fink mentioned. “The sports nutrition community embraces ingredients into which these types of investments have been made and on which exciting claims that can be easily communicated and trusted by the consumer are possible.” NIE

For More Information:

Bergstrom Nutrition, www.bergstromnutrition.com
BI Nutraceuticals, www.botanicals.com
FutureCeuticals, www.futureceuticals.com
HORN, www.ethorn.com
HP Ingredients, www.hpingredients.com
Kyowa Hakko USA, www.kyowa-usa.com
Nutrition 21, www.nutrition21.com
PLT Health Solutions, www.plthealth.com
Van Drunen Farms, www.vandrunenfarms.com

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