Amongst those asked, there was a consensus that cognitive health and microbiome-related products are going to be a huge area for innovation. First, as noted in last year’s Cognitive Health Report, cognitive health products such as nootropics—supplements focused on cognitive enhancement—are increasingly entering the market with more than half of sports nutrition brands developing products that target cognitive function. Partially due to the rise of esports, this has resulted in the convergence of markets, with the category experiencing exponential growth, Miller says. This was especially pertinent during the pandemic where esports consumers accounted for the significant decline in traditional sports product use. For instance, where traditional athletes were not consuming energy drinks, 38% of Germans said they consumed them while playing video games. Additionally, the quick evolution of the esports category has had a knock-on effect within the wider industry, increasing research efforts due to the larger consumer base. E-consumers—who traditionally consumed energy drinks—are now seeking ingredients akin to traditional sports consumers, covering areas like mental stimulation, physical fatigue, relaxation, and recovery, says Pavildou. One area of considerable potential includes adaptogenic ingredients. For example, a recent review highlighted that Rhodiola rosea—which has been shown to influence the release of stress hormones in normal populations1 —also has the potential to reduce oxidative stress and muscle pain, while improving muscle recovery during training and explosive power in athletes2. However, as noted by the International Olympic Committee (IOC), there is a “pressing need for randomised controlled trials” with sufficient participant numbers to enable more conclusive results on athletes3. And although the pandemic stalled studies during the last two years, it produced a plethora of scientific reviews and meta-analyses which should spur future efficacious research.
Brain health innovation is being driven by nutrient combinations, according to Dr Manfred Eggersdorfer
This convergence of markets is consistent with the notion that consumers are seeking overall holistic health. Accordingly, another example is astaxanthin—traditionally used for healthy ageing—which has been shown to provide diverse benefits, says Liat Shemesh, head of marketing at Solabia- Algatech Nutrition, including for endurance and exercise performance. For example, a recent study conducted by a consortium of universities in the UK concluded that supplementation of 12 mg⋅day−1 astaxanthin for seven days “provided an ergogenic benefit to 40km cycling time trial performance” and enhanced whole-body fat oxidation rates in the final stages of such activity4. Secondly, the gut microbiome has been permeating the sports nutrition sector for several years now. Pavlidou says this is one of the most innovative areas to keep an eye on, fuelling a new wave of sports and F&B supplements. Criado highlights a collaborative study that outlines how the interconnection between the gut microbiota and aerobic sports performance depends on exercise intensity and training type5. Despite concluding that probiotics—mostly—have no proven effects on direct performance, the review outlined that probiotic supplements may improve oxidative and inflammatory markers, something which could ultimately improve recovery. Furthermore, the authors outline a different study which highlights a potentially new generation of probiotics6. Identified as belonging to the Veillonella genus, these bacteria feed on lactic acid while producing propionate which has the potential to increase endurance capacity7. They were first identified in elite athletes’ microbiome while undergoing exercise and have shown promising results in mouse performance models.
Consequently, the first study’s results highlight an integrative approach which may prove beneficial to personalised nutrition companies, allowing them to tailor sports specific programmes based on microbial composition correlated with intensity and training type. Moreover, microbiome-based solutions for both health and performance could be developed which provide a higher ecological validity, should training type and intensity be used diligently, allowing for a “consortium of species for a given metabolic outcome.”5
1 Ion-George Anghelescu, David Edwards, Erich Seifritz & Siegfried Kasper (2018) Stress management and the role of Rhodiola rosea: a review, International Journal of Psychiatry in Clinical Practice, 22:4, 242-252, DOI: 10.1080/13651501.2017.1417442 2 Lu Y, Deng B, Xu L, Liu H, Song Y and Lin F (2022) Effects of Rhodiola Rosea Supplementation on Exercise and Sport: A Systematic Review. Front. Nutr. 9:856287. doi: 10.3389/fnut.2022.856287 3 Maughan, R. J., Burke, L. M., Dvorak, J., Larson-Meyer, D. E., Peeling, P., Phillips, S. M., Rawson, E. S., Walsh, N. P., Garthe, I., Geyer, H., Meeusen, R., van Loon, L., Shirreffs, S. M., Spriet, L. L., Stuart, M., Vernec, A., Currell, K., Ali, V. M., Budgett, R. G., Ljungqvist, A., Mountjoy, M., Pitsiladis, Y., Soligard, T., Erdener, U., and Engebretsen, L. (2018). IOC Consensus Statement: Dietary Supplements and the High-Performance Athlete. International Journal of Sport Nutrition 4 Daniel R. Brown, Ashley R. Warner, Sanjoy K. Deb, Lewis A. Gough, S. Andy Sparks, Lars R. McNaughton, The effect of astaxanthin supplementation on performance and fat oxidation during a 40 km cycling time trial, Journal of Science and Medicine in Sport, 24:1, 2021, https://doi.org/10.1016/j.jsams.2020.06.017. 5 Clauss et al, ‘Interplay Between Exercise and Gut Microbiome in the Context of Human Health and Performance’, 2021, Front. Nutr., 10 June 2021 | https://doi.org/10.3389/fnut.2021.637010 6 Scheiman J, Luber JM, Chavkin TA, MacDonald T, Tung A, Pham L-D, et al. Meta-omics analysis of elite athletes identifies a performance-enhancing microbe that functions via lactate metabolism. Nat Med. (2019) 25:1104–9. doi: 10.1038/s41591-019-0485-4 7 Ibid