Admin
A look inside the current state of the sports nutrition market.
Spring brings with it new growth and change. Outside, the world in many parts of the country is reawakening after a long winter’s nap. Spring cleaning and changing out seasonal clothes offer important insights. What’s worn and dated? What needs replacing or sprucing up?
Similarly, it’s a great time of the year to assess and revamp one’s physical health. Sports nutrition plays an important role in that process. For manufacturers and retailers of these products, it’s important to know what the outlook is, what new and popular trends are dominating the market now and which ingredients are currently most important. Busy retailers can be better prepared for the warmer weather months by displaying and promoting sports nutrition products in efficient and effective ways.
Market Outlook for Sports Nutrition Products: What Does it Look Like Now?
While much of the focus in the past few years has been on immune health support and in part, products that may promote heart health, the sports nutrition market is another area expected to see continued growth, according to the Sports Nutrition Market Global Research Report 2023.
Grand View Research published “Sports Nutrition Market Size, Share & Trends Analysis Report By Product Type,” which indicates that the sports nutrition market size globally was valued at $42.9 billion (U.S.) in 2022. That number is expected to grow at a compound annual growth rate (CAGR) of 7.4 percent from 2023 to 2030. The expectation is that the global sports nutrition market will reach $81.8 billion (U.S.) by 2030.
While this news may have many manufacturers and retailers celebrating, the how for this anticipated growth is still morphing as consumer habits change. Now, more and more individuals accept recommendations from social media influencers who sample and promote health-related lifestyles and products. “Strong is the new skinny,” is a trend that’s showcased widely on social media and has “greatly influenced the sports nutrition market,” said Trisha Sugarek MacDonald, BS, MS. Sugarek MacDonald works as the senior director of research and development and is a national educator at Bluebonnet Nutrition Corporation, headquartered in Texas.
Of course, this practice isn’t without risk. An article in Business Insider stated that 90 percent of the time social media influencers are giving out inaccurate or misleading information. Manufacturers of sports nutrition products are wise to look carefully at any collaborations—via social media or elsewhere—to maintain the reliability of their brands.
Though important, social media isn’t the only driving factor in this market. “Drivers of the sports nutrition space are numerous,” said Sugarek MacDonald, “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,” she said.
Another area of concern for individuals and businesses alike is the use of unhealthy ingredients and unethical claims around them. “Many supplements currently on the market are loaded with stimulants and unhealthy chemicals with long names that are hard to pronounce,” said Matthew Crowder CTO/CMO of Bionox, a sports nutrition brand with headquarters in South Carolina. Bionox, Crowder stated, has transitioned to a more whole-foods approach. In addition, it’s changed its tagline to “High Performance Health,” to move in the direction of its customers, he said.
Of course, sports nutrition isn’t for only very serious-minded athletes. Many are interested in active nutrition, a term that Annie Eng, CEO, of HP Ingredients in Florida, used to describe many consumers in the sports nutrition demographic. Individuals interested in active nutrition, she said, are not interested in competing or pursuing an athletic endeavor but choose to be active because it makes them feel good and may help them enjoy perks like improved immunity. Sports Nutrition Trends: What’s Popular?
“A trend that seems to be growing in the overall sports nutrition category is ‘restorative fitness’ which includes yoga, barre and Pilates, that combines physical activity with mental wellness,” said Eng. “Also, walking is gaining popularity as people understand the benefits, and it doesn’t require gym memberships.” Additionally, Eng noted that building endurance is another sought-after physical component of working out.
Convenience continues to be a trend, one that likely isn’t going anywhere soon. Vice President of Marketing at Epsom-It, Kate Hendershott, said that the New Hampshire-based company utilizes a topical application for its sports nutrition product. This allows for easy access. “Epsom-It users love our product because it provides the same relief as an Epsom Salt soak but without the tub. They love the convenience of the ability to apply a muscle relief product right after a workout so they can feel good within minutes of their workout,” she stated. Particularly popular with runners, Hendershott stated that the packets of Epsom-It can easily be slipped into a pocket or backpack, allowing individuals to use them on the go. “Convenience is the trend we’re seeing,” she said.
At Bionox, Crowder stated, “People are more worried about ingredients from China, and other non-U.S. sources. The consumer wants traceability of ingredients and clean, contaminate-free products.”
Sugarek MacDonald agrees. “Consumers are seeking ‘cleaner’ products,” she said. “Product safety and purity are a top priority for all categories at Bluebonnet, including sports and active nutrition.” The company 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, Sugarek MacDonald explained. “Our sports and active nutrition line is free of excess protein and stimulants, artificial flavors, sweeteners or colors,” she stated.
Christian Olsen, retail operations manager at Total Health Nutrition Center, a retailer in Wisconsin, stated that he’s noticed this same focus on clean products with the store’s customers. In addition to collagen, which Olsen stated is an always-popular product, customers visit to the store looking specifically for clean products. “They know they’ll find what they’re looking for when they come to us,” said Olsen. Following collagen and clean labels, Olsen stated, customers are also interested in mushrooms. Additionally, pre-workout drinks which he stated “come and go” in interest level for the store’s customers. “They’ll probably pick up with the new year,” Olsen stated.
Gummies continue to be popular with customers. Until three years ago, the store frowned upon them, due to their added sugar and other less-than-healthy ingredients found in some. Still, Olsen said that the sports nutrition section is sadly lacking gummies of any type. “I haven’t found any that were clean enough or viable enough,” said Olsen. The store did offer collagen gummies, but they weren’t successful. Powders in this market, on the other hand, do very well. “We sell powders like crazy,” said Olsen.
NOW Sports, located in Illinois, is a manufacturer of several types of sports nutrition products.
The company’s Brand Manager, Bryan Morin, agreed that clean labels—including statements such as non-GMO (genetically modified organsim) and no artificial sweeteners—are trending currently. He noted another current hot topic in the world of sports nutrition: no banned substances. “As WADA’s (World Anti-Doping Agency) banned substances list continues to grow, athletes, in particular, are concerned about taking sports nutrition products,” Morin said. Third-party certification companies—such as Informed-Sport—said Morin tests finished products for all of the substances on WADA’s list. Consumers can go to sport-wetestyoutrust.com to search for these certified products, Morin said, along with the date that product was tested. “The majority of NOW Sports products are Informed-Sport certified,” said Morin.
Other trends, according to Morin, include the increased interest in plant-based ingredients such as pea, soy, and pumpkin seed proteins and interest in pre-workout formulations. “Consumers are looking for more substantive pre-workout formulations that use ingredients at the dosage used in clinical studies. They do not like to see ‘proprietary blend’ on the label,” said Morin.
Lastly, he believes that personalized nutrition is a growing trend that has impacted sports nutrition products as well. “Consumers do not just want a product that is geared toward their performance goal,” Morin explained. “They also want something that is geared toward their individual digestive and metabolic profile.”
Ingredients, Delivery Methods, and New Research in Sports Nutrition Products
With all growth comes change. This is as true in the sports nutrition market as anywhere else. “Sports nutrition is no longer a category easily defined and is changing at a ferocious speed,” Sugarek MacDonald noted. “Gone are the days of jam-packed weight-gaining formulas delivering inferior materials and laced with artificial ingredients—colors, sweeteners and flavors,” she said. Today’s consumers are now focused on naturally functional foods that are plant-based, sugar-free and contain keto-friendly fats, said Sugarek MacDonald. In addition, they’re looking for proteins targeting healthy weight management and are conscious of energy levels, mood and digestive health, she explained. Sugarek MacDonald said that this results in a rebirth of fat for energy and fuel, an emergence of nootropics for mental acuity, and probiotics for gut and immune support within the sports nutrition category.
Bionox utilizes a series of different ingredients to help its customers gain the most benefit from sports nutritional products, said Crowder. “We love to use natural nitrates for vasodilation, nitric oxide boosts, and general health and energy,” he noted. “We are sourcing our natural nitrate formulas from both beets and arugula. Tannin-free grape seed oil and C60 also seem to be great new ingredients we are looking to incorporate into formulas, perhaps in the future,” he stated.
Consumers in the sports nutrition category are looking for more value-adds in products, said Morin. Products that do double duty and support other systems in the body such as immune health or potentially promote vision, joint or cognitive health are popular now. “This has caused the category to see an increase in nontraditional sports nutrition ingredients such as boswellia, curcumin, zeaxanthin and branded ingredients like MaquiBright and EnXtra,” said Morin. “The traditional ingredients such as whey protein, BCAAs (branched chain amino acids), EAAs (essential amino acids), creatine and beta-alanine still dominate the market space, but these value-added ingredients help support the expanding sports nutrition consumer group.”
As Morin noted, whey continues to be a top seller in this market, but there is an increase in plant-based proteins, which Morin explained have been growing at a faster rate over the last several years. Likewise, Morin noted, “BCAAs continue to hold the top spot when you look at the amino acid category but EAAs are growing at a faster rate. One of the reasons for this shift is the widening consumer audience, which has inevitably impacted product development, from formulations to packaging to market positioning.”
Nootropics top the list of popular ingredients in the sports nutrition market for Eng. “Promoting extended mental energy, focus and clarity is an essential component of a fulfilling workout,” she stated. “Our IQ200 kesum (Persicaria minor and Polygonum minus) has long been associated with promoting healthy brain function and serves as a nootropic,” stated Eng. “Nootropics are the hot fitness category, and for good reason. Consumers understand that staving off brain fog is critical to extending the duration of a workout; or in athletes’ case, performance.”
Hendershott noted, “Since Epsom-It is not a consumable but rather an applied lotion, I can’t comment on what consumers are gravitating to for nutritional products. However, we are seeing an increase in consumers looking for more natural remedies for their bodies,” she noted. “Magnesium (Epsom salt) is a natural mineral compound.”
An article titled, “Can Magnesium Enhance Exercise Performance?” via PubMed stated, “Magnesium (Mg) is an essential mineral that plays a critical role in the human body. It takes part in the process of energy metabolism and assists the maintenance of normal muscle function. A number of studies evaluated the association between Mg status/supplementation and exercise performance and found that the need for Mg increased as individuals’ physical activity level went up.”
What Advice Do Manufacturers and Brands Have for Retailers Regarding Sports Nutrition Products?
“As a brand, we do in-store demos, and utilize sales reps in the field to educate,” said Crowder of Bionox. “We use ExpertVoice to do training videos,” he noted. Additionally, “We advertise mostly on Amazon due to it being the most cost-effective means to acquire new customers.”
Olsen wants manufacturers and brands to remember to support their retail stores. “Stop emphasizing Amazon. They are not a good business in our opinion. Buy books and music on Amazon, not vitamins,” Olsen said. Companies bear the responsibility of knowing where their products are going. “Amazon reps know nothing about the products, they’re just taking an order,” said Olsen.
Sugarek MacDonald noted that Bluebonnet offers a plethora of marketing help for retailers. “With a national sales team to assist, we work with our stores on a one-on-one basis to help support sales, demos and marketing plans, creating visuals, videos and various marketing materials,” she said. The company also has a team dedicated to providing its retailers with product images, labels and product details to help stores get their sites off the ground or maintain their current sites.
With the increased focus on health and wellness, the projected growth of the sports nutrition market seems inevitable. As more and more individuals take control of their health through lifestyle changes and the use of supplements, natural product retailers, manufacturers and brands have a bright outlook for this market’s future. VR
For More Information:
Bionox, www.bionoxusa.com
Bluebonnet Nutrition Corporation, www.bluebonnetnutrition.com
Epsom-It, www.epsomit.com
HP Ingredients, www.hpingredients.com
NOW Sports, www.nowsportsproducts.com
Total Health Nutrition Center, www.totalhealthinc.com
Extra! Extra!
A look inside the current state of the sports nutrition market.
Spring brings with it new growth and change. Outside, the world in many parts of the country is reawakening after a long winter’s nap. Spring cleaning and changing out seasonal clothes offer important insights. What’s worn and dated? What needs replacing or sprucing up?
Similarly, it’s a great time of the year to assess and revamp one’s physical health. Sports nutrition plays an important role in that process. For manufacturers and retailers of these products, it’s important to know what the outlook is, what new and popular trends are dominating the market now and which ingredients are currently most important. Busy retailers can be better prepared for the warmer weather months by displaying and promoting sports nutrition products in efficient and effective ways.
Market Outlook for Sports Nutrition Products: What Does it Look Like Now?
While much of the focus in the past few years has been on immune health support and in part, products that may promote heart health, the sports nutrition market is another area expected to see continued growth, according to the Sports Nutrition Market Global Research Report 2023.
Grand View Research published “Sports Nutrition Market Size, Share & Trends Analysis Report By Product Type,” which indicates that the sports nutrition market size globally was valued at $42.9 billion (U.S.) in 2022. That number is expected to grow at a compound annual growth rate (CAGR) of 7.4 percent from 2023 to 2030. The expectation is that the global sports nutrition market will reach $81.8 billion (U.S.) by 2030.
While this news may have many manufacturers and retailers celebrating, the how for this anticipated growth is still morphing as consumer habits change. Now, more and more individuals accept recommendations from social media influencers who sample and promote health-related lifestyles and products. “Strong is the new skinny,” is a trend that’s showcased widely on social media and has “greatly influenced the sports nutrition market,” said Trisha Sugarek MacDonald, BS, MS. Sugarek MacDonald works as the senior director of research and development and is a national educator at Bluebonnet Nutrition Corporation, headquartered in Texas.
Of course, this practice isn’t without risk. An article in Business Insider stated that 90 percent of the time social media influencers are giving out inaccurate or misleading information. Manufacturers of sports nutrition products are wise to look carefully at any collaborations—via social media or elsewhere—to maintain the reliability of their brands.
Though important, social media isn’t the only driving factor in this market. “Drivers of the sports nutrition space are numerous,” said Sugarek MacDonald, “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,” she said.
Another area of concern for individuals and businesses alike is the use of unhealthy ingredients and unethical claims around them. “Many supplements currently on the market are loaded with stimulants and unhealthy chemicals with long names that are hard to pronounce,” said Matthew Crowder CTO/CMO of Bionox, a sports nutrition brand with headquarters in South Carolina. Bionox, Crowder stated, has transitioned to a more whole-foods approach. In addition, it’s changed its tagline to “High Performance Health,” to move in the direction of its customers, he said.
Of course, sports nutrition isn’t for only very serious-minded athletes. Many are interested in active nutrition, a term that Annie Eng, CEO, of HP Ingredients in Florida, used to describe many consumers in the sports nutrition demographic. Individuals interested in active nutrition, she said, are not interested in competing or pursuing an athletic endeavor but choose to be active because it makes them feel good and may help them enjoy perks like improved immunity. Sports Nutrition Trends: What’s Popular?
“A trend that seems to be growing in the overall sports nutrition category is ‘restorative fitness’ which includes yoga, barre and Pilates, that combines physical activity with mental wellness,” said Eng. “Also, walking is gaining popularity as people understand the benefits, and it doesn’t require gym memberships.” Additionally, Eng noted that building endurance is another sought-after physical component of working out.
Convenience continues to be a trend, one that likely isn’t going anywhere soon. Vice President of Marketing at Epsom-It, Kate Hendershott, said that the New Hampshire-based company utilizes a topical application for its sports nutrition product. This allows for easy access. “Epsom-It users love our product because it provides the same relief as an Epsom Salt soak but without the tub. They love the convenience of the ability to apply a muscle relief product right after a workout so they can feel good within minutes of their workout,” she stated. Particularly popular with runners, Hendershott stated that the packets of Epsom-It can easily be slipped into a pocket or backpack, allowing individuals to use them on the go. “Convenience is the trend we’re seeing,” she said.
At Bionox, Crowder stated, “People are more worried about ingredients from China, and other non-U.S. sources. The consumer wants traceability of ingredients and clean, contaminate-free products.”
Sugarek MacDonald agrees. “Consumers are seeking ‘cleaner’ products,” she said. “Product safety and purity are a top priority for all categories at Bluebonnet, including sports and active nutrition.” The company 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, Sugarek MacDonald explained. “Our sports and active nutrition line is free of excess protein and stimulants, artificial flavors, sweeteners or colors,” she stated.
Christian Olsen, retail operations manager at Total Health Nutrition Center, a retailer in Wisconsin, stated that he’s noticed this same focus on clean products with the store’s customers. In addition to collagen, which Olsen stated is an always-popular product, customers visit to the store looking specifically for clean products. “They know they’ll find what they’re looking for when they come to us,” said Olsen. Following collagen and clean labels, Olsen stated, customers are also interested in mushrooms. Additionally, pre-workout drinks which he stated “come and go” in interest level for the store’s customers. “They’ll probably pick up with the new year,” Olsen stated.
Gummies continue to be popular with customers. Until three years ago, the store frowned upon them, due to their added sugar and other less-than-healthy ingredients found in some. Still, Olsen said that the sports nutrition section is sadly lacking gummies of any type. “I haven’t found any that were clean enough or viable enough,” said Olsen. The store did offer collagen gummies, but they weren’t successful. Powders in this market, on the other hand, do very well. “We sell powders like crazy,” said Olsen.
NOW Sports, located in Illinois, is a manufacturer of several types of sports nutrition products.
The company’s Brand Manager, Bryan Morin, agreed that clean labels—including statements such as non-GMO (genetically modified organsim) and no artificial sweeteners—are trending currently. He noted another current hot topic in the world of sports nutrition: no banned substances. “As WADA’s (World Anti-Doping Agency) banned substances list continues to grow, athletes, in particular, are concerned about taking sports nutrition products,” Morin said. Third-party certification companies—such as Informed-Sport—said Morin tests finished products for all of the substances on WADA’s list. Consumers can go to sport-wetestyoutrust.com to search for these certified products, Morin said, along with the date that product was tested. “The majority of NOW Sports products are Informed-Sport certified,” said Morin.
Other trends, according to Morin, include the increased interest in plant-based ingredients such as pea, soy, and pumpkin seed proteins and interest in pre-workout formulations. “Consumers are looking for more substantive pre-workout formulations that use ingredients at the dosage used in clinical studies. They do not like to see ‘proprietary blend’ on the label,” said Morin.
Lastly, he believes that personalized nutrition is a growing trend that has impacted sports nutrition products as well. “Consumers do not just want a product that is geared toward their performance goal,” Morin explained. “They also want something that is geared toward their individual digestive and metabolic profile.”
Ingredients, Delivery Methods, and New Research in Sports Nutrition Products
With all growth comes change. This is as true in the sports nutrition market as anywhere else. “Sports nutrition is no longer a category easily defined and is changing at a ferocious speed,” Sugarek MacDonald noted. “Gone are the days of jam-packed weight-gaining formulas delivering inferior materials and laced with artificial ingredients—colors, sweeteners and flavors,” she said. Today’s consumers are now focused on naturally functional foods that are plant-based, sugar-free and contain keto-friendly fats, said Sugarek MacDonald. In addition, they’re looking for proteins targeting healthy weight management and are conscious of energy levels, mood and digestive health, she explained. Sugarek MacDonald said that this results in a rebirth of fat for energy and fuel, an emergence of nootropics for mental acuity, and probiotics for gut and immune support within the sports nutrition category.
Bionox utilizes a series of different ingredients to help its customers gain the most benefit from sports nutritional products, said Crowder. “We love to use natural nitrates for vasodilation, nitric oxide boosts, and general health and energy,” he noted. “We are sourcing our natural nitrate formulas from both beets and arugula. Tannin-free grape seed oil and C60 also seem to be great new ingredients we are looking to incorporate into formulas, perhaps in the future,” he stated.
Consumers in the sports nutrition category are looking for more value-adds in products, said Morin. Products that do double duty and support other systems in the body such as immune health or potentially promote vision, joint or cognitive health are popular now. “This has caused the category to see an increase in nontraditional sports nutrition ingredients such as boswellia, curcumin, zeaxanthin and branded ingredients like MaquiBright and EnXtra,” said Morin. “The traditional ingredients such as whey protein, BCAAs (branched chain amino acids), EAAs (essential amino acids), creatine and beta-alanine still dominate the market space, but these value-added ingredients help support the expanding sports nutrition consumer group.”
As Morin noted, whey continues to be a top seller in this market, but there is an increase in plant-based proteins, which Morin explained have been growing at a faster rate over the last several years. Likewise, Morin noted, “BCAAs continue to hold the top spot when you look at the amino acid category but EAAs are growing at a faster rate. One of the reasons for this shift is the widening consumer audience, which has inevitably impacted product development, from formulations to packaging to market positioning.”
Nootropics top the list of popular ingredients in the sports nutrition market for Eng. “Promoting extended mental energy, focus and clarity is an essential component of a fulfilling workout,” she stated. “Our IQ200 kesum (Persicaria minor and Polygonum minus) has long been associated with promoting healthy brain function and serves as a nootropic,” stated Eng. “Nootropics are the hot fitness category, and for good reason. Consumers understand that staving off brain fog is critical to extending the duration of a workout; or in athletes’ case, performance.”
Hendershott noted, “Since Epsom-It is not a consumable but rather an applied lotion, I can’t comment on what consumers are gravitating to for nutritional products. However, we are seeing an increase in consumers looking for more natural remedies for their bodies,” she noted. “Magnesium (Epsom salt) is a natural mineral compound.”
An article titled, “Can Magnesium Enhance Exercise Performance?” via PubMed stated, “Magnesium (Mg) is an essential mineral that plays a critical role in the human body. It takes part in the process of energy metabolism and assists the maintenance of normal muscle function. A number of studies evaluated the association between Mg status/supplementation and exercise performance and found that the need for Mg increased as individuals’ physical activity level went up.”
What Advice Do Manufacturers and Brands Have for Retailers Regarding Sports Nutrition Products?
“As a brand, we do in-store demos, and utilize sales reps in the field to educate,” said Crowder of Bionox. “We use ExpertVoice to do training videos,” he noted. Additionally, “We advertise mostly on Amazon due to it being the most cost-effective means to acquire new customers.”
Olsen wants manufacturers and brands to remember to support their retail stores. “Stop emphasizing Amazon. They are not a good business in our opinion. Buy books and music on Amazon, not vitamins,” Olsen said. Companies bear the responsibility of knowing where their products are going. “Amazon reps know nothing about the products, they’re just taking an order,” said Olsen.
Sugarek MacDonald noted that Bluebonnet offers a plethora of marketing help for retailers. “With a national sales team to assist, we work with our stores on a one-on-one basis to help support sales, demos and marketing plans, creating visuals, videos and various marketing materials,” she said. The company also has a team dedicated to providing its retailers with product images, labels and product details to help stores get their sites off the ground or maintain their current sites.
With the increased focus on health and wellness, the projected growth of the sports nutrition market seems inevitable. As more and more individuals take control of their health through lifestyle changes and the use of supplements, natural product retailers, manufacturers and brands have a bright outlook for this market’s future. VR
For More Information:
Bionox, www.bionoxusa.com
Bluebonnet Nutrition Corporation, www.bluebonnetnutrition.com
Epsom-It, www.epsomit.com
HP Ingredients, www.hpingredients.com
NOW Sports, www.nowsportsproducts.com
Total Health Nutrition Center, www.totalhealthinc.com
Extra! Extra!
