By Paulette Lanzoff and Barbara McCarthy, Contributing Editors
Sports nutrition isn't just for serious athletes anymore. From its early years catering to the likes of pro wrestlers and bodybuilders, the sports nutrition market has grown to include a vast number of health-conscious consumers seeking both physical and mental well being. Their collective message to the industry is “taste matters.”
Sports nutrition manufacturers are taking this message seriously. The global market for their products has jumped sharply to $27 to $32 billion annually, with the United States contributing about 12%. Industry analysts project continued growth through at least 2013 (Business Insights, July 27, 2009).
Soccer players, joggers, golfers, teenagers, weekend warriors, men, women, seniors and juniors all look to the sports nutrition sector to provide support for an active, healthy lifestyle. Every group is different, but several key factors apply to all their needs: brands they trust, performance and/or health benefits based on reliable science, innovation, and natural origin.
Manufacturers have responded with gusto, launching an array of new and reinvigorated brands. Driven by ever widening demand and product marketing, the sports nutrition sector has left its “bodybuilder” origins far behind.
In its place? The usual, critically important ‘form and function’ behind all successful brands—ingredient origin, performance and, new to sports nutrition, taste. The broader consumer market doesn’t like the traditional “good for you”-tasting protein supplement at the core of sports nutrition products for a decade or more. These products will now have to deliver solid performance and taste good.
Performance matters
Product development is galloping to keep pace with the rapid growth of the sector, along with growing product differentiation to serve the diverse consumer groups.
For many target groups, protein enrichment is the key to delivering the refreshing drink, healthy snack, recovery beverage or muscle care they are seeking. For many years, protein presented technical and processing challenges to the manufacturer—including solubility, taste, heat stability and shelf life issues—and left consumers with bitterness, mouthfeel and appearance concerns.
New generations of proteins, whey proteins in particular, have helped overcome many of these hurdles. Hydrolyzed whey proteins overcome many of the issues associated with high protein nutritional bars, giving improved shelf life and good eating characteristics. Clear whey protein isolates have been developed specifically for beverages to deliver high protein content, clarity and heat stability. New processing technologies are used to optimize flavor, solubility and instant properties.
Healthy, protein-enhanced, alternatives to confectionery and carbonated drinks can be developed easily, creating opportunities for fortified drinks, cereal bars, snacks and specialty products for professional, lifestyle and recreational fitness enthusiasts.
Next-generation whey proteins are not only easier to incorporate into products, they are also championed by a mounting body of evidence that supports their health credentials.
Research carried out at the Department of Physical Education and Sports Science at the University of Limerick, Ireland, highlighted the increased insulinotrophic effects of hydrolyzed whey protein compared to native whey protein, underlining the value of an increased insulin response in aiding recovery and reducing muscle injury post exercise (Amino Acids, 2009; 37(2):333-339). In trials using young, healthy adults, hydrolyzed whey protein produced 28% higher peak plasma insulin levels than native whey protein, as well as a 43% increase in circulating insulin levels in the three hours after ingestion. Circulating amino acid levels were also significantly elevated over this period. By enhancing the body’s insulin release, rapid glycogen synthesis is assisted, which, alongside adequate carbohydrate intake, increases the rate of muscle refueling after exercise.
Flavor of the month... the year... the decade
Allowing flavor to compromise the palatability of sports nutrition products for the sake of functionality would also compromise a growth opportunity in the food market. And it’s no longer necessary. The changing consumer profile, including the hugely increased number of women who make up a significant proportion of the revised target audience, are seeking new and interesting flavors—flavors that are already on the shelves across the country.