What's next for sports nutrition?
Converging markets, the focus on sustainable sources, and efforts concentrated around testing, certification and science are giving rise to an amazing array of products. Powders, waters, pods, sticks, gels and sachets—brands have developed new formats and delivery systems that delight consumers. Looking forward, the future of this market is exciting and bright with many changes predicted to come in the next few years.
While the emergence of the active lifestyle subcategory has blurred category lines over the last few years, Miller would like to see sports nutrition return to its performance roots and distinguish itself from the plethora of mainstream food and drink with a sports nutrition stamp.
Similarly, Hughes believes the concept of sports nutrition will become increasingly redundant in the mainstream. Instead, sports nutrition products will continue to be seen as better-for-you options in comparison to traditional snack products and drinks. “At the same time, these consumers will also continue to have reservations about issues such as after-taste and price. Evolution will come not necessarily in ingredients used but instead, how easy these products can be incorporated into daily diets—such as launching products in new flavours beyond traditional flavours such as chocolate and vanilla,” he predicts.
With any market, there is always the potential for backlash. This is especially true when it comes to everyday consumers who can sometimes think that simply turning to these products—without making any changes to other areas of their diets and lifestyles—will improve health, says Hughes. When this doesn’t happen, they can become increasingly sceptical about the products and market.
To counter this, brands should look to increasingly broaden the concept of sports nutrition, moving products with functionality and trendy positioning into the spotlight to encourage consumers to adopt a broader and well-balanced approach to healthy living.
Click here to hear about data and 'the death of sports nutrition' with Nick Morgan, Sports Integrated
Dr Adam Carey is chair at The European Specialist Sports Nutrition Alliance . After initially training as a doctor, specialising obstetrics and gynaecology with a sub-specialist interests in reproductive endocrinology and nutrition, Carey left the NHS in 1998 to deliver nutritional and lifestyle solutions to improve personal performance, health and wellbeing. In his capacity as ESSNA chair and CEO at CorLife and Corperformance, Carey works to deliver solutions for the elite sport deliver in the elite sport space. ESSNA is the trade association representing the interests of the sport nutrition sector across the European Union.
Rick Miller, associate director, specialised nutrition, Mintel, provides expert perspective insight into emerging innovations and opportunities within the specialised nutrition sector. He has an established clinical background in dietetics and performance nutrition from his 15-year career in hospitals and working with professional teams and athletes up to Olympic level. Miller is experienced within FMCG, FSMP and supplementation sectors, supporting NPD, regulatory affairs and scientific communication to multiple global brands.
Orla O'Sullivan, Ph.D., senior research officer, Teagasc Food Research Centre, is a computational biologist focusing on elucidating the microbiome from a variety of ecosystems including soil, food, rumen and the human gut. Of particular interest to her is the role of exercise and diet, specifically whey protein, on the human gut microbiome both in healthy and diseased cohorts.
Dr. Julia Wiebe, Ph.D., director of R&D and technical marketing at Nektium Pharma is a trained biologist and agricultural engineer with a doctorate in molecular biology and immunology. Nektium Pharma’s multiple innovation ingredient is Zynamite®, a patent-pending, clinically studied, botanical developed as a clean-label, caffeine-free ingredient for mental and physical energy. First launched in 2018, the product has already won five prestigious international awards.
Mike Hughes, head of research and insights at FMCG Gurus, has over 13 years’ experience analysing consumer trends, attitudes and behaviours and currently heads up the research and insight division at FMCG Gurus. Mike has a particular interest in highlighting how consumer attitudes and behaviours can often differ and what the true meaning of trends are for the industry.