Sports nutrition by degrees

Published: 27-May-2015

BI Nutraceuticals' President and CEO, George Pontiakos, reflects on the development of the sports nutrition market

When I look at the sports nutrition market, I can’t think of another situation in which a university based academic project has had such a profound effect on a commercial market as the Florida Gators and Gatorade.

Gatorade changed the way professional and amateur sports looked at nutrition. I may be dating myself, but I clearly remember buckets of salt tablets at my high school football team’s summer practices. Today, hydration, carb loading, pre- and post-performance nutrition science is a massive focus area for both the professional and casual athlete. Sports nutrition has matured into a mainstream market, moving from hardcore athletes and bodybuilders to anyone looking for an edge in both performance and recovery.

The market is now transitioning further from 'sports nutrition' to 'active nutrition, as companies understand that not every consumer comprehends the dynamics of sports performance products. Now we’re seeing performance products that take the guesswork out of the equation: one product, one stickpack or one bar and the casual consumer is good to go with a healthy option that not only improves performance but also enhances health and recovery.

Also, with a growing generation of 50+ individuals playing softball, basketball, skiing and leading a lifestyle more associated with thirty-somethings, recovery products are becoming a much more compelling nutrition option for this demographic. Products that are geared towards helping individuals minimise muscle recovery time after a workout and replenish nutritional needs are part of a rapidly developing market.

Another aspect of sports nutrition that has improved markedly during the past few years is the movement toward clean labels, healthy ingredients and unadulterated raw materials. Ignoring the BALCO scandal, the plague of steroid-infected products for the mass market has been reduced considerably as the breadth of the sector has broadened.

The category for natural, non-steroid sports supplements formulated to build muscle mass, increase strength and reduce fat mass is still the Holy Grail for many formulators and there are far more components available in the marketplace to achieve that objective without sacrificing safety.

Ingredients such as guayusa, quinoa, rice protein, pumpkin seed and guarana offer clean, natural sources for energy and protein that are safe to ingest, contain no synthetic chemicals and offer excellent solubility and stability. Plant-based proteins offer high quality attributes for formulators developing non-GMO, vegan and/or clean label products.

It’s most impressive to see how nutriscience companies have worked to improve the image of this market by focusing on the delivery of safe, quality and efficacious products, as well as meeting the needs of a growing consumer segment with health and recovery products. BI is proud to be a major provider of components and custom blends to our customers who service this category.

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