Admin
The panel:
Izhar Basha, Founder and CEO, EHPLabs, Valley Cottage, NY, https://ehplabs.com
Ramona Billingslea, Marketing Manager, Betsy’s Health Foods, Spring, TX, https://betsyhealth.com
Carl Germano, CNS, CDN, Vice President of Verdant Nature, Consultant for Bluebonnet Nutrition, Sugar Land, TX, https://bluebonnetnutrition.com
Niki Kennedy, Director, Insights & Content, Glanbia Nutritionals, Chicago, IL & Galway, Ireland, www.glanbianutritionals.com
Spencer Lynn, Sales Director, Kaged, Irvine, CA, www.kaged.com
Karyn McCarthy, Vice President of Sales, Blueshift Nutrition, Boston, MA, www.blueshiftnutrition.com
Maggie McNamara, Marketing Director, Gencor Pacific, Austin, TX, www.gencorpacific.com
Bryan Morin, Sports Brand Manager, NOW Foods, Bloomingdale, IL, www.nowfoods.com
Currently estimated at approximately $45 billion, the global sports nutrition market reflects a dynamic industry that consistently experiences year-over-year growth.
Vitamin Retailer (VR) has invited a panel of industry experts to provide some valuable insights.
VR: Sports nutrition means more today than just aminos or whey protein isolate. Please describe what the sports nutrition market looks like today.
Billingslea: We have a very small sports and amino section just because of the general nature of the kind of customers we serve, but I have noticed a greater emphasis on things like nitric oxide support and a move to provide new and improved methods of delivery to increase absorption.
Also, collagen has really exploded in our store recently for its effects on skin health, but also for all the other good things that collagen does in the body, including being used by the body to repair injuries that sports enthusiasts inevitably experience.
We started with plain collagen peptides from bovine. We now also have a vegetarian collagen, a multi-source collagen and even collagen creamer!
This product, with its growing popularity, can only help the sports section of any health foods store.
Morin: The sports nutrition market has seen significant growth in recent years, which is a direct result of an expanded and new audience of consumers. For years, the market focused on the development of nutrition products that were specifically designed for body builders and elite athletes. Increased consumer awareness and attention to general well-being has led to an increase in sports nutrition consumers.
Segments that saw the most growth in 2023 were hydration, protein powders, pre-workout and creatine. At NOW Sports we saw similar growth with our segments. Protein powders were up significantly in 2023. The big winner for NOW Sports in 2023 was creatine with the highest growth out of all products.
Lynn: The term “Sports Nutrition” has evolved. It’s a lot more than just aminos and whey protein and it’s a lot wider than just individuals that are participating in sports. I believe Active Nutrition or Active Lifestyle is a more appropriate name for the broader category whereas sports nutrition is really now its own segment within active nutrition.
McCarthy: Great sports nutritionals can help with motivation, perseverance, maximizing results and faster recovery. Yet, while 67 percent of young males use sports nutrition products, less than 25 percent of the rest of gym-goers use them. At Blueshift we believe this is because the majority of sports nutrition products are designed for young men, with high levels of caffeine and beta-alanine, artificial sweeteners like sucralose and Ace K that boost insulin/blood sugar/disrupt the gut biome, and use intense sweetness to cheaply mask active ingredients with artificial flavor profiles like Blue Razz, Jolly Rancher, Cotton Candy, etc.
There is an underserved market of gym-goers and fitness-minded people looking for clean labels with natural and plant-based solutions. They are trying to avoid excessive caffeine to prevent crashing and for better sleep. They are trying to reduce their sugar intake, and don’t enjoy “sickly sweet” or artificial flavors. And they want optimum short-term results—but also want products to promote long-term health. This is where Blueshift comes in.
Our Blueshift Superblend drink mixes are powered by plants with beneficial polyphenols, powerful herbs, and adaptogens for energy and stress, and complemented with other science-based active ingredients, including amino acids, electrolytes, vitamins and minerals. Plus, Blueshift never uses any added sugar, artificial sweeteners, flavors, colors or preservatives, and instead uses a unique Flavor Weaving approach to appeal to an adult palate with modest sweetness to avoid insulin release.
McNamara: Sports nutrition has evolved significantly, encompassing many products beyond traditional protein supplements. The contemporary sports nutrition industry accommodates various requirements, encompassing recovery, performance enhancement and general well-being.
Basha: Sports nutrition has evolved over the years from being considered “bodybuilding supplements” to now being regarded as mainstream “active nutrition” supplements.
Products within this category have expanded to include a variety of health and wellness products, such as OxyGreens super greens and OxyReds super reds powders, in addition to hydration electrolytes powders. The industry continues to be dominated by pre-workout supplements, designed to assist with a variety of goals such as the clean energy metabolic boosting OxyShred.
VR: The global sports nutrition market has been sized at about $45 billion. How would you look at the market size?
McCarthy: Currently estimated at approximately $45 billion, the global sports nutrition market reflects a dynamic industry that consistently experiences year-over-year growth. One major trend, as mentioned above, is the mainstreaming of sports nutrition beyond “bros in the gym” to the mainstream consumer, including older consumers, a phenomenon referred to as active nutrition. This trend is calling for products that deliver results, but with a less “hard core” consumer, the products need to taste better, tap into current interest in plant-based approaches, and generally have a cleaner label than might have been acceptable for legacy sports nutrition customers. The global focus on nutrition and fitness has become a cornerstone of active lifestyles, and there is no sign of this trend slowing down.
Basha: The scale of the global sports nutrition market is remarkable and indicative of the mainstream acceptance and reliance on better-for-you functional performance-enhancing and recovery products. In addition, there is a blurring of lines between the sports nutrition market as well as the massive energy drinks global market, which is more than double the size of the sports nutrition market, and pegged to grow at a compound annual growth rate of 8 percent.
Lynn: It’s huge and I think it’s only going to continue to grow as the term continues to evolve to active nutrition and includes a larger addressable market. More and more (good) products are finding their way onto the shelves at mainstream traditional box retailers and grocery stores. The average consumer has more options than ever before to find something that’s right for them and makes them feel good about their decision.
Morin: For those in the industry or consumers of sports nutrition products, this is an exciting time. The potential for innovation grows as consumers are looking for more out of their sports nutrition products. Consumers are looking for benefits beyond improved performance such as gut health, eye support, immunity support and cognitive support. As the category continues to grow, we will see more products address these benefits. There will continue to be growth in new sports nutrition segments such as plant-based products, personalized nutrition, esports. Overall, the global sports nutrition markets will continue to see innovation and expansion.
VR: What are the latest ingredients used for these products, and has that changed recently?
Basha: The most popular ingredient in the sports nutrition industry is creatine monohydrate, which has been studied since the 1970s. It has made a huge resurgence in current times based on the virality of TikTok.
Morin: Consumers are concerned and skeptical about exaggerated or misleading health claims when it comes to sports nutrition products. Brands must use clinical studies and other scientific evidence to support health claims of their sports nutrition products. NOW Sports has always operated on being transparent and following the science. That is one of the reasons our traditional sports nutrition products have seen some of the most growth in recent years, including products like beta-alanine, arginine, and HMB (ß-Hydroxy ß-Methylbutyrate).
McCarthy: Blueshift stands at the forefront of sports nutrition, aligning with the latest trends by incorporating cutting-edge ingredients into its Superblend formulations. Recognizing the modern preference for lower sugar content and better, health-conscious sweeteners, Blueshift has embraced the trend toward natural sweeteners, such as stevia and monk fruit, while steering clear of both added sugar and artificial sweeteners like aspartame, sucralose and saccharin.
Moreover, Blueshift goes beyond conventional ingredients by integrating innovative elements, such as adaptogens, mushrooms, and antioxidant-packed real fruits and vegetables. These superfoods not only contribute to the overall nutritional profile but also align with the contemporary demand for functional and performance-boosting elements. By staying ahead of the curve in embracing these advancements, Blueshift Nutrition ensures that its products not only meet but exceed the expectations of individuals seeking a holistic and innovative approach to sports nutrition.
Lynn: Yes, the ingredient space is constantly changing as new clinical research is conducted and innovative ingredients are brought to market sometimes using cutting edge technology. PeptiStrong from Nuritas is a really interesting new ingredient from fava beans that was discovered using AI and has some really fascinating data behind its effectiveness for increasing muscle and/or preventing muscle catabolism. MAX Catalyst is another interesting ingredient that’s a patented black pepper extract clinically proven to increase the absorption of other ingredients that it’s attached to by shielding the underlying ingredient from breakdown until it reaches the proper place to be absorbed.
VR: Please discuss e-sports and the latest ingredients.
McNamara: The global e-sport community has flourished, encompassing individuals who engage in professional competition, recreational play or embrace the role of passionate fans.
However, along with its popularity, concerns have emerged regarding gamers’ physical challenges, including muscle pain resulting from gamer posture, headaches and cognitive health issues affecting focus and concentration. As a result, the field of esports nutrition has emerged, aiming to address these concerns and promote long-term health among gamers, encompassing mental performance and aspects like mood, stress, immunity, pain management and sleep.
Gencor’s Levagen+, a bioavailable Palmitoylethanolamide (PEA), supports immunity, pain relief, mood enhancement, and improved sleep. HydroCurc is a cold-water dispersible curcumin renowned for its potent antioxidant and anti-inflammatory properties that can further enhance cognitive function, immune health, joint health, sports recovery and more. Both Levagen+ and HydroCurc utilize an advanced delivery technology that ensures superior absorption. This allows formulators the flexibility to explore various convenient delivery formats suitable for gamers’ preferences and needs.
Additionally, natural ingredients like Calmaluma have been clinically studied to highlight their potential to reduce stress and anxiety, contributing to overall mental well-being and performance under pressure.
McCarthy: In the dynamic world of e-sports, nootropics and adaptogens take center stage in enhancing focus and performance during intense gaming sessions. Harnessing the power of rhodiola, cordyceps and huperzine A, Blueshift Energy + Focus powdered drink mix formula synergistically supports cognitive performance for gamers. Organic green tea and guarana seed provide a clean and sustained energy boost, while L-theanine contributes to heightened alertness without the unwanted side effects of crashes or jitters. The meticulous formulation ensures that e-sports enthusiasts can achieve and maintain optimal mental acuity, giving them a competitive edge in the gaming arena.
For players seeking post-competition relaxation, a blend of adaptogenic herbs, amino acids and botanicals can effectively soothe the nervous system and promote a calmer mental state. Blueshift Calm formula, with its blend of 18 naturally relaxing ingredients such as chamomile, lemon balm, L-theanine and ashwagandha, is specifically designed to support stress reduction. This thoughtful formulation caters to the distinctive cognitive and emotional needs of the e-sports community, providing a holistic solution for those looking to unwind after intense gaming sessions.
Morin: One of the latest ingredients in the esports space is Xtenergy. This is a natural caffeine derived from green coffee bean using a unique extraction process and a patented delivery technology that allows for a sustained release profile over several hours. Consumers look for ways to increase energy but try to move away from consuming excessive caffeine. Ingredients like Xtenergy help meet that need.
Another ingredient in the esport space is enXtra. EnXtra is a proprietary extract of Alpinia galanga, a commonly used spice in Asian cooking. This caffeine-free alternative has been clinically shown to support alertness and help focus.
NOW Sports will be getting into the esports space with the launch of our E-SPORT REACTION supplement in the first half of 2024.
Lynn: Supplementation associated with e-sports has grown tremendously in popularity. Gamers have realized the benefits that nootropics can have on their performance the same way traditional athletes have. NooLVL by Nutrition21 and TeaCrine and Dynamine by Compound Solutions are nootropic ingredients that have specifically been studied in gamers and have been shown to increase things like focus, memory, reaction time, and accuracy. Brands are aware of this data and formulating products primarily targeted at gamers and e-sports.
VR: What research on ingredients for sports nutrition are manufacturers interested in?
Morin: Older adult nutrition is another growing trend. According to Mintel’s Sports Nutrition 2023 Market Report 58 percent of sports nutrition users over the age of 55 would be interested in more age inclusive products. Active aging is a trend the retailers and manufacturers need to keep an eye on.
Lynn: The most interesting and promising research is almost always double-blind, placebo controlled, peer reviewed studies from [top-flight] universities. That’s the gold standard in my opinion. When evaluating research, it’s also always important to consider the study subjects. Just because an ingredient showed promising benefits in sick, elderly individuals … doesn’t mean it would have the same (or any) impact on fit, trained, young individuals.
McCarthy: Manufacturers in the sports nutrition industry are increasingly interested in ingredients backed by clinical research, aiming to provide consumers with scientifically validated products. In line with this trend, Blueshift places a strong emphasis on clinically researched ingredients that enhance the efficacy and safety of its formulations. Notably, Blueshift Turmeric incorporates CuminUP60, a clinically studied curcumin extract with 14 times higher bioavailability compared to regular curcumin.
In Blueshift Joint Defense Plus, the inclusion of TamaFlex underscores the commitment to evidence-based formulations. TamaFlex, derived from botanical sources like turmeric and boswellia, has demonstrated efficacy in supporting joint health and flexibility through rigorous clinical studies with results guaranteed in as little as five days.
Basha: The key focus and reliance on the credibility of raw material ingredients is critical to the growth and development of the sports nutrition industry.
Achieving gold standard clinical trial results through double-blind placebo control studies with large sample sizes of people studied ensures the credibility of the research findings.
VR: What are the latest trends in sports and active nutrition?
Morin: There is new research on traditional recovery ingredients, such as HMB, while also introducing new ingredients like Oxyjun. HMB is a clinically researched, naturally occurring metabolite of the branched-chain amino acid leucine. HMB normally plays a role in the regulation of protein breakdown in the body, helping to preserve lean muscle tissue. HMB therefore can help to maintain muscle strength and mass when combined with regular exercise and a healthy diet. In addition, it may help to enhance recovery from intense exercise. Oxyjun is a clinically studied aqueous botanical extract of Terminalia arjuna that has been shown to enhance endurance, support heart health and reduce fatigue in sports performance.
Lynn: Several category trends like creatine and hydration are really at the forefront right now. I think consumers are realizing that both creatine and proper hydration have huge health benefits outside of just improving workout performance. Both have general health benefits and can increase brain performance too. A rapidly growing format trend right now is single-serving sachets/stick packs for on-the-go convenience. We’re seeing this take off in a number of categories, probably most notably in hydration and greens. Also convenience in pre-workout but usually more so in the form of RTDs (ready-to-drinks).
Basha: Hydration supplements and super greens supplements have been on an exponential growth trajectory. In addition, the creation of “clear whey” protein water style products in a growing sub-category of protein powders.
McNamara: Consumers are no longer solely looking for nutrient-dense, whole foods but for supplements that offer functional nutrition—focusing on specific needs such as exercise recovery, sleep support and stress management.
Gencor proudly offers a variety of gold-standard, clinically researched ingredients derived from botanical extracts traditionally used in ayurvedic medicine to support all aspects of sports and active nutrition
VR: Talk about pre-workout, workout and recovery products.
McNamara: By 2031, the pre-workout market alone is estimated to reach an astounding $28.58 billion, and with overall wellness at the forefront of consumers’ minds – male and female alike – we can expect to see growth in workout and recovery products as well.
However, with only a handful of ingredients researched to support muscle growth and recovery in women, Gencor’s fenugreek extract, Libifem, is a groundbreaking ingredient that supports increased muscle strength in females.
Lynn: Pre-workout is a huge category … typically the largest (or very close to) at the major specialty retailers, such as GNC and The Vitamin Shoppe. What I like about the development of this category is that there are a lot of niches within it. You have high-stim options, performance focused options, nootropics heavy options, stim-free options, entry level/budget friendly options, fully loaded/kitchen sink options, and the list goes on. There’s really something for everyone here. It does seem like the Intraworkout and Postworkout categories have taken a little bit of a backseat lately though. Maybe some whitespace for something innovative to capitalize on!
Basha: The key premise of pre-workouts is to improve your performance and energy output during your workout or training session. For example, with our Pride Pre-workout, the core focus is on boosting energy in a progressive way and reducing the crash, nutrient blood flow (vasodilation/pumps), mental focus, strength and power.
VR: What about clean protein and plant-based proteins?
Morin: Clean proteins continue to gain in popularity as more consumers today are looking for clean, unflavored, and unsweetened protein powders. NOW Sports unflavored protein powders make up the majority of our protein category, based on sales, and saw a substantial increase in 2023 sales. Consumers are looking for sports nutrition products that use third-party certification companies, such as Informed-Sport, to test finished products for all the banned substances on WADA’s (World Anti-Doping Agency) list. The Informed-Sport seal on sports nutrition products gives consumers the assurance that the product is safe.
Lynn: Plant-based proteins will always have their niche in the market. Plant-based protein grew rapidly in the past couple years (even with those that aren’t “plant-based”) but seems to have leveled off. It’s interesting how the popularity of plant-based proteins can fluctuate with the costs of whey, which have gone up again in the past couple months and that will soon trickle down to the end-user cost. Another spike in plant-based protein popularity incoming?
McNamara: With growing concerns over ultra-processed, enhanced products, we see an uptick in grass-fed, grass-finished protein options. Especially when considering protein intake, grass-fed animal products are believed to offer higher antioxidant levels in a cleaner, less processed form of protein.
Basha: Plant proteins such as Blessed Plant Protein provide an alternative source of protein other than whey, which is dairy-derived. It’s great for vegans and anyone that has a dairy intolerance.
McCarthy: Protein is certainly having “a moment” and it is becoming clear that boosting protein levels to 30-plus grams per meal is critical for muscle protein synthesis, especially as you age. This is key for anyone looking to improve their body composition, but particularly critical as people start to experience age-related muscle loss, known as sarcopenia. While diet ideally makes up the vast majority of protein intake, protein drinks/shakes/smoothies and bars make these higher targets much easier to achieve consistently.
VR: How do brands support retailer sales?
Morin: NOW Sports supports retailers with education on stacks of supplements that support muscle endurance, mass building, muscle recovery and more. We provide educational videos to retailers through ExpertVoice on the latest products, research and trends within the sports nutrition market. This year we introduced NOWSPORTSHUB.COM, a resource for athletes and active nutrition consumers providing intel on proven benefits of science-backed ingredients, latest supplement regulations, professional workouts, and nutrition stacks. It’s also an educational resource for retailers who would like to learn more about NOW Sports products and ingredients.
Basha: As a brand, EHPlabs is community-centric and has amassed a large social media following through our own channels, as well as our athlete and ambassador network. This enables us to create awareness about our various retailer partnerships we have.
McCarthy: Manufacturers often boost retailer sales through quarterly percentage-off promotions, accompanied by digital or paper coupons and shelf talkers at the point of purchase. At Blueshift, our goal is to revolutionize the vitamin category with our innovative powdered drink formulas, offering a tasty and enjoyable alternative to traditional pill consumption. In 2024 and beyond, we are committed to bringing innovation and growth to retailers with our lineup of 10 game changing formulas – where superfoods meet supplements.
Lynn: Supporting retailers and making the relationship a true partnership is critical to the success of a brand on-shelf. Selling in is the easy part … selling through is the challenge.
In specialty retail (GNC, The Vitamin Shoppe), partnering with regional directors and district managers to educate the store managers and associates on everything from ingredients, to flavors, to key talking points of the brand, and even to upcoming promotions or marketing initiatives is how sell-through is achieved. In specialty, store managers and associates are massively influential on the purchasing decision of a customer.
Oftentimes, when a customer walks into a GNC it’s quite literally their first ever interaction with the supplement space. They’re brand new, lost in the sauce, and seeking guidance. That first interaction with the store manager can shape the entire outlook of the customer on the industry and we want to make sure that the store manager is educated and has the resources and tools necessary to best assist the customer on our products.
The more comfortable the store manager is talking about my products (through my education of the store manager) the more likely they are to bring my products into the discussion and make a recommendation. It’s a win-win partnership.
Brands also need to support retailers with a steady and fair promotional cadence to drive trial and give back to the retailer via tradespend. Finally, another critical way brands can support retailers is with sampling, whether that be product demos sampled out to customers in-person, or via single-serving samples that can be given to customers to let them take home and try on their own time to incentivize a return and purchase in the future.
VR: What other differentiators should retailers be aware of?
Lynn: One thing we do really well at Kaged is mixing up our assortment offering to different retailers. For example, we don’t have the same line in The Vitamin Shoppe that we do in GNC. This is done on purpose to prevent two of our most major partners from having to directly compete with each other to sell our products. It prevents cannibalization and keeps their customers coming back to their stores specifically for what they like.
Basha: Brand is the key differentiating factor in the sports nutrition industry. The EHPlabs brand stands for premium quality, science-backed and proven products that taste phenomenal. American consumers can feel confident that when they buy a product with the EHPlabs logo on it, they are investing in a product that is safe and will work for them, assist them in their fitness journey and their specific goals, as well as taste amazing.
VR: What sports-nutrition botanicals should retailers be aware of?
McNamara: A new blend of two botanical extracts (Punica granatum and Theobroma cacao) referred to as Tesnor has begun to have new retail launches relevant to sports nutrition following the two recent clinical trials that have been published, demonstrating the blend’s ability to support healthy free and total testosterone levels in young and aging men.
McCarthy: Blueshift Nutrition’s cutting-edge products feature a variety of powerful botanicals that can enhance athletic performance and recovery. Noteworthy adaptogens and nootropics like rhodiola, cordyceps and huperzine A, found in the Blueshift Energy + Focus Superblend, are game changers when it comes to supporting overall physical and mental performance. They can help the body manage the stress associated with training, and support enhanced endurance and cognitive function during physical exertion.
Lynn: MR-10 from ALREXA is a relatively new botanical ingredient that I believe is going to grow in popularity soon. It’s a blend of Korean dandelion-rooibos extract that’s been shown to increase free and total testosterone in a clinical study. An ingredient that’s gone pretty mainstream over the past couple years is ashwagandha and I think that’s one more traditional grocery stores and big box retailers will continue to add to their shelves.
VR: Talk about stim and non-stim products.
Lynn: It’s a smart play for brands to offer both stim and non-stim options for products when applicable, most notably in the pre-workout category. Some gym goers train late at night, are sensitive to stims, or are just taking a stim break, so it’s important to still give them other acutely beneficial ingredients like citrulline, nitrates, tyrosine, cholines, etc., to help improve their performance. I believe brands should keep their non-stim offering as close to the stim version as possible (minus the stims obviously) to give their customers as similar and true of an experience as possible. I think non-stim nootropics are also a really cool category that we’re seeing grow in popularity. There are a lot of cognitive boosting ingredients out there that don’t have the (sometimes) negative side-effects of stimulants.
VR: What are your projections for the sports-nutrition category?
Morin: The sports nutrition category will see growth from both its core and expanded consumer base. The top priorities for sports nutrition products will remain consistent. When seeking out optimal products, athletes and active nutrition consumers want clean quality products that they can trust. Most importantly it is about finding products that are effective and supported by research-backed ingredients.
Lynn: The category as a whole is only going to get bigger. Brands will come and go, some will grow. The ones who succeed and end up with staying power are the ones who keep one foot on the base of the basics of great product, solid brand marketing/story, and excellent retail execution and the other foot with an ambitious leadoff toward new innovation in ingredients/formulation, product formats, and seamlessly integrating e-commerce and retail performance in a complimentary way.
Germano: The future of the sports nutrition category is bursting with potential, fueled by several key trends and projections:
Personalization and Tailored Solutions:
• Genetic testing and targeted supplements: The rise of personalized nutrition is expected to impact the sports nutrition landscape. Genetic testing may guide individuals toward supplements catering to their specific needs and predispositions.
• Focus on gut health and microbiome: Recognizing the gut-brain axis and its influence on performance, products promoting gut health are gaining traction. Prebiotics, probiotics and fermented foods are becoming increasingly popular within sports nutrition.
Sustainability and Ethical Sourcing:
• Eco-friendly packaging and sustainable ingredients: Consumers are increasingly seeking environmentally conscious products. Manufacturers are focusing on sustainable packaging and ethically sourced ingredients like plant-based proteins and organic compounds.
• Transparency and clean labels: The demand for transparency is rising, with consumers valuing products showcasing all ingredients clearly and prioritizing natural options over those with artificial additives.
Tech-Driven Trends:
• Wearables and data-driven insights: Wearables and apps tracking performance metrics are integrating with sports nutrition. Personalized supplement recommendations and workout plans based on real-time data are likely to become commonplace.
• Focus on mental performance: Recognizing the crucial role of mental fitness, ingredients promoting cognitive function, stress management, and sleep quality are finding their way into sports nutrition products.
Emerging Ingredients and Trends:
• Plant-based protein dominance: Plant-based protein sources are expected to continue gaining traction due to ethical concerns, sustainability and potential health benefits. Innovative blends and combinations with other nutrients will further enhance their appeal.
• Microdosing and adaptogens: Microdosing of functional ingredients like mushrooms and adaptogens for potential performance and health benefits without intense effects is a trend worth watching.
• Focus on recovery and longevity: Beyond immediate performance enhancement, products promoting long-term health, injury prevention and recovery are anticipated to gain importance.
Overall, the future of the sports nutrition category is bright, shaped by personalization, sustainability, technological advancements, and exciting new ingredients. By anticipating these trends and addressing potential challenges, manufacturers and retailers can cater to the evolving needs of athletes and fitness enthusiasts, propelling the market towards continued growth and success.VR
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