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Vitamin Retailer reached out to Trisha Sugarek MacDonald, BS, MS, Sr. Director of Research & Development/ National Educator for Sugar Land, TX-based Bluebonnet Nutrition (bluebonnetnutrition.com) with a few questions about sports nutrition, and here’s what she had to say.
VR: What are main drivers of the sports nutrition space?
Sugarek MacDonald: Drivers of the sports nutrition space are numerous, but a key factor is the growth of the younger consumer segment that is adapting to fitness and lifestyle regimens and their growing acceptance of sports nutrition products, like protein powder and creatine, to fuel that growth—with an emphasis on plant-based items. Moreover, social media has greatly influenced the sports nutrition market, highlighting that strong is the new skinny, propelling this category beyond just weight management. With media influencers bringing in a whole new awareness to nutrition like never before—what rolls out in the next couple of years will greatly impact the industry to a new level that has never been seen before. Let’s say—the category has gone mainstream in a good way.
VR: Are whey protein isolates still big at retail? If so, any trends?
Sugarek MacDonald: Whey protein isolate is still the king of protein sources and is expected to grow at a CAGR of 3.7 percent until 2028. Whey protein is easily digested and absorbed by the body. Protein increases lean muscle mass, fueling strength, which, when combined with a healthy weight, improves cardiometabolic health. Plus, whey protein isolate is easy to use, mix, and incorporate in favorite foods and beverages.
Presently, consumers are seeking “cleaner” products. Product safety and purity are a top priority for all categories at Bluebonnet, including sports and active nutrition. Bluebonnet focuses on clean, unadulterated, and effective sports nutrition supplements for anyone from bodybuilders to weekend warriors that address their individual nutritional needs before, during, and after training. Our sports and active nutrition line is free of excess protein and stimulants, artificial flavors, sweeteners, or colors. Bluebonnet’s products are free of unnatural excipients, binders, hormones, antibiotics, artificially-derived sweeteners, flavors, and colors, making them ideal for professional athletes, weekend warriors, and health enthusiasts alike for optimal muscle recharging, refueling, and recovery.
Bluebonnet offers:
Whey Protein Isolate Powder (award-winning)
• 26 g of cross-flow microfiltered protein per serving, sourced from U.S. grass-fed cows not treated with antibiotics or growth hormones along with BCAAs and L-glutamine
• May Support: Muscle refueling, strength, gains & recovery*
• No artificially-derived sweeteners, flavors, or colors!
• Available in three delicious flavors: Original, Vanilla & Chocolate
Whey & Casein Powder
• 26 g of protein from a combination blend of whey protein isolate, calcium caseinate, and micellar casein per serving, sourced from U.S. grass-fed cows not treated with antibiotics or growth hormones, along with BCAAS and L-glutamine
• May Support: Muscle refueling, strength, gains & recovery*
• No artificially-derived sweeteners, flavors, or colors!
• Available in two delicious flavors: Vanilla & Chocolate
VR: What are your predictions for the sports-and-active nutrition category at retail?
Sugarek MacDonald: There is an emergence of consumers who are seeking organic, plant-based protein options to power their workouts.
In fact, Bluebonnet Nutrition recognizes that these types of consumers will fuel the active nutrition segment throughout 2023 and beyond. This is because approximately one-third of the U.S. population, meaning that over 100 million people—or one in three Americans—make plant-based dietary choices daily. Whether it be a conviction, nutrition knowledge, or dietary restraint, plant-based lifestyles have increased tremendously!
This is because plant-based lifestyles not only help support the body after intense training and exercise but also help to curb nutritionally dependent illnesses such as type II diabetes, as well as cardiovascular and digestive diseases.
Plant protein products, like Bluebonnet’s Organic Plant Protein Powder, which offers 18 grams of protein per scoop and is soy-free, dairy-free, and gluten-free, and has become a cornerstone for those who engage in an active lifestyle. Organic Plant Protein Powder benefits consumers looking to improve immune function, support a healthy weight and lean body mass, and aid in maintaining healthy blood pressure, cholesterol, and glucose levels that are already within the normal range.
VR: What are main drivers of the sports nutrition space?
Sugarek MacDonald: Drivers of the sports nutrition space are numerous, but a key factor is the growth of the younger consumer segment that is adapting to fitness and lifestyle regimens and their growing acceptance of sports nutrition products, like protein powder and creatine, to fuel that growth—with an emphasis on plant-based items. Moreover, social media has greatly influenced the sports nutrition market, highlighting that strong is the new skinny, propelling this category beyond just weight management. With media influencers bringing in a whole new awareness to nutrition like never before—what rolls out in the next couple of years will greatly impact the industry to a new level that has never been seen before. Let’s say—the category has gone mainstream in a good way.
VR: Are whey protein isolates still big at retail? If so, any trends?
Sugarek MacDonald: Whey protein isolate is still the king of protein sources and is expected to grow at a CAGR of 3.7 percent until 2028. Whey protein is easily digested and absorbed by the body. Protein increases lean muscle mass, fueling strength, which, when combined with a healthy weight, improves cardiometabolic health. Plus, whey protein isolate is easy to use, mix, and incorporate in favorite foods and beverages.
Presently, consumers are seeking “cleaner” products. Product safety and purity are a top priority for all categories at Bluebonnet, including sports and active nutrition. Bluebonnet focuses on clean, unadulterated, and effective sports nutrition supplements for anyone from bodybuilders to weekend warriors that address their individual nutritional needs before, during, and after training. Our sports and active nutrition line is free of excess protein and stimulants, artificial flavors, sweeteners, or colors. Bluebonnet’s products are free of unnatural excipients, binders, hormones, antibiotics, artificially-derived sweeteners, flavors, and colors, making them ideal for professional athletes, weekend warriors, and health enthusiasts alike for optimal muscle recharging, refueling, and recovery.
Bluebonnet offers:
Whey Protein Isolate Powder (award-winning)
• 26 g of cross-flow microfiltered protein per serving, sourced from U.S. grass-fed cows not treated with antibiotics or growth hormones along with BCAAs and L-glutamine
• May Support: Muscle refueling, strength, gains & recovery*
• No artificially-derived sweeteners, flavors, or colors!
• Available in three delicious flavors: Original, Vanilla & Chocolate
Whey & Casein Powder
• 26 g of protein from a combination blend of whey protein isolate, calcium caseinate, and micellar casein per serving, sourced from U.S. grass-fed cows not treated with antibiotics or growth hormones, along with BCAAS and L-glutamine
• May Support: Muscle refueling, strength, gains & recovery*
• No artificially-derived sweeteners, flavors, or colors!
• Available in two delicious flavors: Vanilla & Chocolate
VR: What are your predictions for the sports-and-active nutrition category at retail?
Sugarek MacDonald: There is an emergence of consumers who are seeking organic, plant-based protein options to power their workouts.
In fact, Bluebonnet Nutrition recognizes that these types of consumers will fuel the active nutrition segment throughout 2023 and beyond. This is because approximately one-third of the U.S. population, meaning that over 100 million people—or one in three Americans—make plant-based dietary choices daily. Whether it be a conviction, nutrition knowledge, or dietary restraint, plant-based lifestyles have increased tremendously!
This is because plant-based lifestyles not only help support the body after intense training and exercise but also help to curb nutritionally dependent illnesses such as type II diabetes, as well as cardiovascular and digestive diseases.
Plant protein products, like Bluebonnet’s Organic Plant Protein Powder, which offers 18 grams of protein per scoop and is soy-free, dairy-free, and gluten-free, and has become a cornerstone for those who engage in an active lifestyle. Organic Plant Protein Powder benefits consumers looking to improve immune function, support a healthy weight and lean body mass, and aid in maintaining healthy blood pressure, cholesterol, and glucose levels that are already within the normal range.
