If you’re not cheating, you’re not trying.” Sad and cynical as this is, it has become almost a mantra for far too many professional athletes. HGH (and who knows what else) may have supplanted steroids in Major League Baseball, but many observers believe the era of performance-enhancing drugs is far from finished.

Amphetamines, familiarly known as “greenies” or “beans,” were once more common than candy in NFL locker rooms. They are now officially prohibited.

And, although the 2009 and 2010 Tour de France events were free of positive doping tests, allegations are now spinning around the cycling world’s biggest star Lance Armstrong almost as quickly as he can pedal his Trek racing bike. According to news reports released in early August, Mr. Armstrong is the focus of a criminal investigation to determine whether he and others representing the U.S. used illegal methods, including blood transfusions, to gain an unfair advantage.

Pro athletes subject their bodies to pain and pressure beyond limits that most people cannot imagine, let alone endure. With their livelihoods on the line, and an injury-ending career one slide or tackle away, it’s small wonder that they are lured by the siren call of banned substances.

And when they are caught, the resulting media coverage is almost certain to state that a “dietary supplement” containing X-Y-Z was at fault. Fair or not, this is one of the recurring battles facing the nutraceuticals industry—overcoming bad press when an unapproved or illegal drug is misidentified as a nutritional supplement.

The consequences are not small. Consumers may be frightened away from healthful, useful supplements, and legislators and regulators often are emboldened by erroneous reports to call for stricter regulations or outright bans of one or more products.

That’s why everyone involved in sports nutrition should be especially scrupulous about issues of safety, efficacy and legality, says Andrew Shao, PhD, senior vice president, Scientific & Regulatory Affairs, at Washington, D.C.-based Council for Responsible Nutrition (CRN).
 
“This category represents ‘low hanging fruit’ to regulators,” Dr. Shao warns. “Violations by some can be overtly evident whether related to advertising, labeling claims, use of certain ingredients, lack of substantiation or even poor manufacturing standards. In some cases, a regulator (or member of Congress) need only pick up a magazine and read a few ads to identify perpetrators. So in some respects, the industry is its own worst enemy.”

Including ingredients that look and sound like anabolic steroids, or making claims that a product is a “legal version” of an anabolic steroid, is a quick and easy way to attract FTC and FDA attention, he emphasizes.

Douglas Kalman PhD, RD, FACN, director of business development for Miami, FL-based Miami Research Associates, a clinical research company, also acknowledges that there are “bad seeds” in the industry. These players, presumably a small minority, run afoul of local and federal laws and guidelines, thereby attracting unwanted attention.

Dr. Kalman opined, “Some talk about industry self policing. As a research scientist, I would like to see more studies on finished products evaluated in the intended population—to determine whether a product works and, of course, whether it is safe.” He urges industry members to follow the lead offered by CRN, the Natural Products Association (NPA) and other like-minded professional groups. This is the route, he says, to stop people from thinking of sports nutrition as “an easy target.”

Size of the Market

Despite the concerns expressed by Dr. Shao and Dr. Kalman, the sports nutrition sector continues to score big volume. According to Boulder, CO-based Nutrition Business Journal (NBJ), sales of sports nutrition supplements reached $2.7 billion in 2008 on 6% growth over the previous year.
 
Offering another perspective, Vertical Edge Limited, London, U.K., cites statistics from the Centers for Disease Control (CDC), showing that the U.S. population is increasingly becoming more active. According to CDC, the percentage of Americans engaged in recommended moderate-intensity physical activity rose from 45% in 2001 to 49% in 2007.

The Atlanta, GA-based agency indicates that increased physical activity was most pronounced among consumers aged 18–34-years-old, with the rate of increase highest among men aged 25–34-years-old.
 
At NBJ, Carla Ooyen, director of market research, says the publication segments sports nutrition supplements along the following lines: powders/formulas (by far the biggest category), pills and core sports drinks.
 
Ms. Ooyen explained, “Sports and energy drinks and nutrition bars are categorized separately from sports nutrition supplements. In 2008, NBJ estimated that sports and energy drink sales rose 7% to $10.8 billion driven by the rising popularity of energy shots, while nutrition bar sales grew 3% to $2.2 billion.”

The NBJ executive says these three categories, as well as low-carb foods, weight-loss pill-form supplements and weight-loss meal supplements, comprise the nearly $21 billion sports nutrition and weight-loss market.

Who Is Buying?

If sports nutrition is selling, the next question is “Who are the buyers?” Virtually all sources agree that the sector’s early adopters were dedicated bodybuilders—individuals who had specific goals and were willing to make significant lifestyle changes in order to achieve them.

But sports nutrition never would have become the multibillion-dollar market it is today if bodybuilders and fitness fanatics were the only customers. Many of the sources for this article attest to a perceptible shift in the direction of  “Joe” and “Josephine Average.”  These mainstream consumers will never bench 200 pounds or compete in a triathlon; they simply want to look and feel a little bit healthier.
 
Abhijit Bhattacharya, COO, OmniActive Health Technologies, Short Hills, NJ, says, “Sports and performance nutrition products continue to extend their domain from the core followers, professional athletes and bodybuilders, to an ever-expanding group that includes recreational and lifestyle users such as fitness enthusiasts, weekend sportspeople and gym-goers.”

Mr. Bhattacharya also noted the relative growth in the number of women in the market. He judges this demographic to be “even more striking if one analyzes the statistics of women participants in sports, gym and fitness activities.”

Concurring, Sam Wright IV, CEO of The Wright Group in Crowley, LA, is convinced that “most sports nutrition consumers are not hard core athletes, but normal consumers who want to stay healthy, and also want their functional foods and beverages to taste good and deliver the benefits sought.”

“[During] the past seven to 10 years, we have seen sports nutrition products become more mainstream, as they are so much more accessible,” said Blake Kraemer, sales manager for Chemi Nutra, headquartered in White Bear Lake, MN. “In addition, people are putting more emphasis on health and fitness.”

Scott Steil too sees business being dominated by “the average Joe.” Nonetheless, as president of Shoreview, MN-based Nutra Bridge, he also has great respect for the importance of “elite athletes and professional body builders,” whom he sees as a “niche market” driving sales growth for the entire category.

Columbus, OH-based Abbott Nutrition, parent company of EAS, likewise sees a broadening of appeal for sports nutrition products. Monica Hysell, division vice president and general manager of Global Performance Nutrition, says, “Consumers now include more fitness enthusiasts—those individuals who are highly active and take an interest in nutrition and fitness. Whether it’s going to the gym or regularly participating in sporting activities, fitness enthusiasts are focused on their training regimen and are nutritionally conscious.”

Clinging to a different notion, Lorraine Niba, PhD, regional marketing manager/Americas for Paramus, NJ-based FrieslandCampina Domo, insists that “the biggest consumers of sports nutrition products are still overwhelmingly athletes and performance exercisers. Marketing to this demographic therefore is still primarily through endorsements by successful athletes or former athletes.”

Even Dr. Niba, however, recognizes the vast potential among those who are less committed. She cites research from Business Insights, showing an increasing number of casual and non-athlete exercisers entering the market. The best approach to wooing this group, she believes, is through gyms and fitness programs, as well as dietary supplement outlets.

In an effort to sum up the entire marketplace at a glance, Mark Robinson, beverages marketing manager for Rosemont, IL-based Fonterra, cites research compiled by Datamonitor. He says Datamonitor breaks sports nutrition shoppers into three segments:
 
1. Performers: driven by performance; product efficacy is key; strong understanding of product benefits and science. Estimated to be up to 8% of the U.S. population by the end of 2010.

2. Part-time performers: influenced by performers; gym trainers; base level of understanding of nutrition and benefits. Estimated to be up to 15% of the U.S. population by the end of 2010.
 
3. Mainstream fitness seekers and gym-goers: by far the biggest target group. Heavily influenced by brands, advertising, image, taste. Estimated to be as large as 55% of the U.S. population by the end of 2010.
 
“As each of these three groups continues to grow,” Mr. Robinson explained, “so does the need for sports nutrition products to help them reach their goals and match their lifestyles. The biggest opportunity for manufacturers is the third group above, but credibility for sports nutrition brands continues to be driven by performers and part-time performers.” In order to succeed with the mainstream group, he adds, taste is the most important factor.

Protein Is Prominent

At Fonterra, Mr. Robinson says protein is the most prominent sports nutrition ingredient. He lists two major products: 1. Clear Protein, which is formulated for use in water-based beverages and is intended to provide hydration and refreshment in addition to all the nutritional benefits of high-quality whey protein; and 2. Power Protein, which is intended for use in nutrition bars and combines the advantages of high-quality dairy protein with functionality, texture and flavor.

In stressing protein, Fonterra is like the majority of ingredient suppliers interviewed here. Highly digestible, easily absorbed protein would appear to be the “Holy Grail” sought by virtually every serious user of sports nutrition products.
 
CRN’s Dr. Shao explains why: Recovery is one of the most prominent trends in sports nutrition, and one of the most efficient pathways to improved recovery is through macronutrients (like high-quality protein and carbohydrates) that stimulate a strong insulin response, along with branched-chain amino acids and creatine. “Insulin is a potent anabolic hormone that facilitates muscle uptake of amino acids and stimulates muscle protein synthesis,” he said.

Dr. Kalman affirms this, noting that “by sheer volume within sports nutrition, protein or protein-based powder and RTD drinks are the largest segments of active industry.”

At Aurora, IL-based Optimum Nutrition, says communications coordinator Tim Weigard, “We see ourselves as the ‘Protein Professionals.’” Featured products include Gold Standard 100% Whey, Gold Standard 100% Casein (which Mr. Weigard claims is the first all-micellar casein protein on the market), and the recently introduced Platinum Hydrowhey, a single-source whey protein made entirely with hydrolyzed whey protein isolates. Mr. Weigard says, “It’s Optimum Nutrition’s fastest and purest whey yet.”

Peter Sokoloski, private label manager for NOW Foods, Bloomingdale, IL, says the company produces a large variety of natural protein powders, sourced from whey, soy, egg and peas. An interesting new twist has been added with stevia-sweetened protein powders, he says.

Declaring that EAS helped pioneer the development of sports nutrition foods with protein bars and shakes, Ms. Hysell lists the following as brand leaders: Myoplex Strength Formula shakes, with 25 grams of protein to help refuel and rebuild lean muscle after exercising; Myoplex Strength Formula bars, offering a convenient approach to needed protein, carbohydrates, vitamins and minerals; Myoplex Original, providing 42 grams of protein for highly active individuals and strength builders; AdvantEDGE Perfect, available in both bars and ready-to-drink shakes, for nutritious snacking; AdvantEDGE Carb Control, with 17 grams of high-quality protein and 110 calories, for snacking and/or management of net carb intake; and 100% Whey Protein, which, she says, is “excellent for boosting daily protein or for making a custom meal shake or smoothie.”

Proteins and protein hydrolysates in whey-based as well as non-dairy based versions, are the major sports nutrition products at FrieslandCampina Domo. Dr. Niba describes the firm’s LE80GF-US as a “high-quality, partially hydrolyzed whey protein with readily available essential amino acids and branched-chain amino acids (BCAAs).” Other products include Refit milk protein and Nutriwhey whey protein concentrate, as well as glutamine peptide, a wheat-based protein hydrolysate that Dr. Niba calls “a cost-effective source of glutamine, an amino acid which aids in restoring muscle tissue” and may also support the immune system.

Also emphasizing protein, albeit at its most basic level, is Kyowa Hakko Bio, which has world headquarters in Tokyo and a U.S. office in New York City, NY. Karen Todd, director of marketing, says her company offers more than 50 amino acids and related compounds, including D-amino acids and branched-chain amino acids, as well as nucleic acids, bio-products and fine chemicals. She spotlights Sustamine L-alanyl-L-glutamine as a recently introduced ingredient that helps rehydrate and refuel the body’s energy stores.
 
According to Ms. Todd, “Sustamine is a revolutionary dipeptide form of L-glutamine that supplies a combination of pure L-glutamine (the most important amino acid for stimulating muscle protein synthesis) and L-alanine (an amino acid needed for rebuilding glycogen stores).” It can be absorbed quickly to support the body’s ability to rehydrate, replenish and recover, she adds.

Kyowa Hakko also is high on BCAAs, Ms. Todd pointed out. “These comprise 35% of the amino acids from which muscles are formed, and are important in order to help maintain and build muscles. BCAAs are also effective in improving exercise performance, for example, by inhibiting lactate formation and improving mental concentration during exercise. Additionally, it has also been found that they improve liver function.

According to Kristopher Hanson, sales/business development manager, Premium Ingredients International has “the largest inventory in North America of vitamins, amino acids and proteins of any distributor.”

The Carol Stream, IL-based executive states that whey protein is currently the most highly sought-after product in the nutrition segment. “It is now being incorporated into mainstream food and beverage lines, and this massive demand has put a huge strain on producers and created a shortage worldwide.”

If diminished availability and the price rises that could bring are chinks in protein’s preeminence, they may not be the only ones. While quick to acknowledge protein’s dominant position in dollar and unit sales, Anthony Almada, MS, FISSN, still questions whether everything said about protein is unassailable.
 
For example, Mr. Almada, who is president and CEO of GENr8, located in Laguna Niguel, CA, remarks, “What still remains to be demonstrated is that a ‘partially hydrolyzed’ or ‘predigested’ protein source is superior in relation to performance enhancement or improvements in muscle mass when compared to the exact same ‘intact,’ undigested protein.” He cites a recent university study comparing the top three “pre-workout/nitric oxide” powdered products, and an amino acid (glycine propionyl-L-carnitine) showing them all to be no better than maltodextrin powder as a pre-workout/muscle blood flow/performance-enhancing agent.

Mr. Almada says that GENr8’s leading sports nutrition ingredient is Vitargo S2, a patented, sugar-free starch extract that he says moves through the intestinal tract, enters the blood, enters muscle (and replaces glycogen) about as fast as maltodextrin + sugars—the most commonly used carbohydrates—and about four to six times faster than waxy maize starch. He claims that Vitargo taken after exhaustive exercise allows a user to perform up to 23% more work two hours later.

It’s Not All About Protein

At Minneapolis, MN-based Bioenergy Life Science, the leading product is Bioenergy Ribose. Sales manager Gabe Herrick describes this patented ingredient as an “ally” to “creatine and protein, [which] have really established themselves over the years.”

According to Mr. Herrick, “Ribose is used to increase the body’s natural form of energy, ATP.” He notes that even though it is a 5-carbon sugar; ribose is not like other sugars. Instead of being burned for fuel, it is absorbed into cells for production of ATP (adenosine triphosphate). By increasing available ATP, it increases energy naturally.

And energy is the key word for CRN’s Dr. Shao, who lauds protein for its role in recovery but has the same high regard for substances that address the body’s energy needs—“not energy in the sense of calories or fuel, but ‘energy’ in the sense of feeling alert and vibrant.” According to Dr. Shao, many individuals, including elite athletes, rely on caffeine-containing products to help them maintain top performance and training levels. As he points out, caffeine may come in various forms—liquids, drinks, gels and capsules—and from various sources, including botanicals.
 
Missoula, MT-based TSI Health Sciences, Inc. promotes its Peak ATP as a beneficial ingredient for the stimulation of blood flow in athletes. The company also produces Promilin, a patented ingredient derived from fenugreek. Standardized to 4-hydroxyisoleucine, it is intended to significantly increase the body’s production of glycogen following exercise.
 
At Allendale, NJ-based Lonza, the leading sports nutrition product is Carnipure brand L-carnitine, a sports nutrition ingredient said to be essential for energy production and fat metabolism.
 
Kevin Owen, PhD, NAFTA head of technical marketing and scientific affairs, said, “Carnipure plays a fundamental role in fat metabolism, which may result in multiple benefits for athletes and physically active people, including optimization of performance, delayed onset of fatigue and improved recovery. Carnipure is essential for energy synthesis, acting as a transport vehicle for long-chain fatty acids across the inner mitochondrial membrane. Once inside the mitochondria, Carnipure releases fatty acids which are broken down through a process called beta-oxidation for the production of ATP, or energy.”

There are multiple delivery forms for Carnipure, says Dr. Owen, including bars, beverages, energy shots and supplements. “The shot application has been successful due to its relative immediacy,” he said. “The consumer can literally buy one dose of the product, open it and drink it, completing the entire process in seconds.”

Chemi Nutra’s Mr. Kraemer agreed. “Shots are huge right now! Even in a very saturated market, we continue to see products launch on what seems to be a daily basis. Energy will not be the only focus of shots,” he said, “I believe that we will begin seeing more condition-specific options, including relaxation shots, as well as shots that promote focus and mental clarity.”

Mr. Kraemer identified three sports-oriented products in Chemi Nutra’s line: SerinAid phosphatidylserine (PS), often thought of as a cognitive ingredient, is also effective for combating exercise-induced stress and preventing the physiological deterioration that accompanies too much exercise; AlphaSize alpha-glyceryl phosphoryl choline (A-GPC), which, Mr. Kraemer says, “can significantly increase human growth hormone levels, as well as improve power output;” and PhosphoLean (NOPE+EGCG), which, he says, helps dieters stay on their diets. Mr. Kraemer cites research showing that PhosphoLean will increase satiety, while decreasing depressive symptoms and binge eating.

Weight management has always been one of the focal points for bodybuilders. They’re not generally interested in becoming slim, but are trying to increase muscle mass and reduce fat deposits. 7-Keto, one of the leading ingredients from Nutra Bridge, is a non-stimulant, thermogenic fat burner that, Mr. Steil says, “allows the body to burn fat more efficiently; specifically, 7-Keto increases the activity of key fat-burning enzymes.”

Other entries from the Shoreview, MN company include MicroLactin, an anti-inflammatory product that provides fast relief of joint pain, and InSea2, produced from two wild brown seaweeds that are harvested from a UNESCO private reserve.

For the many Baby Boomers—a key market subset for sports nutrition products—who add flab and lose muscle as they age, Paul Dijkstra, CEO of InterHealth Nutraceuticals, Inc., Benicia, CA, suggests his company’s ZMA, an anabolic support formula containing highly bioavailable, patented zinc L-monomethionine (L-OptiZinc), zinc/magnesium aspartate and vitamin B6.

Mr. Dijkstra says, “ZMA optimizes the absorption and availability of zinc and magnesium for muscle growth and strength and has been clinically shown to increase anabolic hormone levels such as testosterone that not only help build muscle strength, but also help with muscle recovery and muscle regeneration.”

Yet another weight management ingredient is OmniActive’s Capsimax capsicum extract. Using a patented encapsulation technology called OmniBead, Capsimax is a highly concentrated natural capsicum fruit extract manufactured from the active principles of hot red peppers. Mr. Bhattacharya explained, “[Several] clinical studies on the active component of Capsimax, capsaicinoids, have shown that they help manage appetite, support healthy metabolism to burn calories, help increase energy expenditure in the body and reduce body mass and body fat, all significant benefits for weight management and sports performance.”
 
Where Are We Going?

Looking ahead, many experts expect sports nutrition to grow as a category. On the one hand, GENr8’s Mr. Almada says, there is a “massive opportunity” to provide evidence-based products that generate “true consumer confidence.” On the other hand, he said suppliers in this category should expect “more scrutiny by parents, coaches and regulators, greater demand for safety data on finished goods, more testing for banned substances on each batch, and the emergence of more ‘novel,’ questionable ingredients.”

Premium Ingredients’ Mr. Hanson believes sports nutrition will slowly merge with the general nutrition segment. As people become more health-conscious, he suggests, they will see that “sports nutrition” isn’t truly about sports, but about overall health.

Mr. Herrick of Bioenergy agrees, but believes the industry will first have to clear the hurdle of bad press before it can transition into a more mainstream market.

While it would be hard to argue with this kind of seemingly responsible assessment, some observers are more openly enthusiastic. Optimum Nutrition’s Mr. Weigard says his company “sees no limitations as far as possibilities are concerned.”

More succinctly, FrieslandCampina Domo’s Dr. Niba predicted, “Lifestyle, demographics and sports nutrition science will shape the future of sports nutrition.”
    
About the author: Alan Richman, former editor/associate publisher of Whole Foods, is now a full-time freelancer specializing in the natural products industry. His most recent contribution to Nutraceuticals World was “Antioxidants Today!” published in the March 2010 issue. You can reach him at arkr@optonline.net.