The sports nutrition/weight loss  market achieved $30.7 billion in sales in 2013, according to Nutrition Business Journal (NBJ), Boulder, CO. Sports nutrition supplement sales specifiically topped $4.5 billion.

The nutritional and performance drink market grew by 48% between 2008 and 2013, according to Mintel International. The sports drink sector grew by 30%, nutritional drinks by 38% and protein drinks by 333%. The energy drink category reached $11.3 billion in sales in 2013 (+$1.7 billion compared to 2012). Meanwhile, the market for nutrition and energy bars in the U.S. increased by 71% between 2006 and 2011, with total U.S. sales of $1.7 billion in 2011, per Mintel. These numbers indicate the sport nutrition category is of major interest to consumers and is led by the protein segment (drinks and powders), which attract more and more people every day.

Market Drivers
Increasing competition, consumer expectations and regulatory factors are playing significant roles in the evolution of this market, according to Mathieu Dondain, director of marketing and communication with France-based Nexira. “Sports nutrition companies must be able to both innovate and develop natural products that meet consumer needs while also taking health concerns and regulatory issues into account. Natural alternatives, including botanical extracts, caffeine-free products and products containing branched-chain amino acids (BCAAs) will represent a big part of the market in a few years.”

Key market drivers include a plethora of new, specialized product offerings, increased usage by a wide range of demographics and diverse distribution channels.

Moreover, the continued rise in obesity among both adults and children has fueled global awareness of the importance of exercise to overall health and wellness. This, coupled with the increasing acceptance of dietary supplements and functional foods by mainstream consumers, has fueled demand for natural sports nutrition products. “A key to growth is that companies are now offering products that have daily benefits,” noted Paul Dijkstra, CEO, InterHealth Nutraceuticals, Benecia, CA. “Sports nutrition products must fit into a larger ‘general’ category. There are far more casual exercisers than trained athletes.”

Scott Steil, president of Nutra Bridge, Shoreview, MN, said strong market growth is being driven by several factors. “Obesity rates remain at epidemic proportions. Consumers are being held more accountable for their own healthcare costs. Therefore, a new dedication to exercise, building lean muscle and losing body fat is emerging from the general population. Many consumer sectors—including men and women, young and old—are now engaged in an exercise routine of some sort. Manufacturers are now spending money to educate on the value of efficacious, science-based sports nutrition supplements. Finally, companies who develop new ingredients and manufacturers that create innovative products have increased their investment in products that cater to the consumer. Consumers now demand supplements that produce genuine results and a return on their exercise investment.” 

There has also been growth within the youth segment for sports performance supplements. Data from the National Health Interview Survey show that 1.6%, or 1.2 million kids, are now users of sports performance formulations. These changing demographics of the typical sports supplement user have led to growth of the base market for sports supplements, and in turn, helped to fuel explosive sales growth.

Interestingly, according to Sam Wright IV, CEO of the Wright Group, Crowley, LA, the Baby Boomer and Millennial generations are two main buyers of sports nutrition products. “The aging of the Baby Boomer generation, which is determined to remain active until well into their senior years, is a key driver,” he said. “Also, the coming of age of the Millennial generation, which may be the most physically active generation in history, is another major driver. To a great extent, biology and chronology have been totally delinked. Both groups feel the need for nutritional help to perform at their best.

“The rising cost of healthcare,” he continued, “and the uncertainties which surround the new system also creates an economic incentive to remain healthy, which did not previously exist. Sports nutrition resonates across segments, from elite athletes and weekend warriors to couch potatoes who may exercise only occasionally.”

Tim Hammond, vice president of sales and marketing at Bergstrom Nutrition, Vancouver, WA, agreed that a major contributing factor to the unprecedented growth of sports nutrition dietary supplements and functional foods/beverages is a shift in demographic focus. “Sports nutrition products have been ‘mainstreamed.’ Everyday consumers are now using these products for lifestyle reasons.”

Russ Hazen, PhD, premix innovations manager, Fortitech Premixes, Schenectady, NY, noted, “Hard-core bodybuilders and athletes are still a significant part of the consumer demographic. However, these products are now gaining traction among the general population. For example, the media has done a great job with increasing awareness on the benefits of protein. This is an ingredient that has interest among bodybuilders. Now, the everyday consumer is also very interested in the health benefits protein provides as it greatly impacts weight management because of its ability to induce satiety.”

While traditionally dominated by products for bodybuilders and performance athletes, Larry Kolb, president of TSI USA Inc., Missoula, MT, noted the sports nutrition market has expanded its reach, “due to increasing health awareness of the recreational and lifestyle demographic. Additionally, the market has grown to include the aging population. Sports nutrition products are not solely for bodybuilders and hard-core athletes anymore. These products attract potential consumers trying to stay active and fit during the second half of their lives.”

With the expansion of the sports nutrition market to new consumer segments, many new products are being designed to meet their needs, noted Mr. Dondain. “Now, more than ever, people are interested in personal health, especially as new technologies emerge that make tracking your personal health easier. Different groups are looking to achieve different results from their sports nutrition needs, so the market continues to grow.”

Anti-aging supplements are also widely used by mainstream consumers. Mr. Hazen believes that many of the people who buy anti-aging supplements are also turning to sports supplements because they provide anti-aging benefits. “Additionally, there are now nutrient-rich snacks that provide the necessary beneficial ingredients that will satisfy hunger during the day. These snacks allow consumers to eat smaller portions throughout the day.”

According to Mr. Dijkstra, appeal and growth in the mass market is a powerful indicator that a variety of people are buying sports nutrition products—not just serious athletes. “You don’t need to live in the gym to need sports nutrition supplements. The aging population and weekend warriors are all groups looking for and purchasing sports nutrition products.”

With greater category reach comes increased expections, according to Mr. Dondain. “With these new demographics come higher expectations from consumers who are more and more vigilant about what they eat. They are looking for healthy ingredients.”

Mr. Steil agreed, saying dedicated athletes are demanding new, innovative products and ingredients. “Middle aged consumers are going to the gym more than ever and are committed to an exercise program. These people are now including supplements as a vital part of their exercise program. Younger athletes are better educated on sports nutrition. This segment continues to grow as well.”

Consumers want products that will provide solutions for specific needs, Mr. Dondain added. “These products must also combine efficacy and safety. The market is complex and the needs are diverse: athletes in search of high-performance solutions; young adults interested in energy products; seniors who want to maintain their vitality and a good quality of life; and casual athletes who want to achieve better performance and stay in good health. There is also a growing niche of urban consumers that exercise by biking or walking with a specific objective in mind. They may commute to work on a bike or walk as part of a daily activity. Many are looking for easily accessible energy supplementation.”

Mr. Kolb, said the general expectation for sports products are that they will provide an increase in performance or ergogenic effects beyond the effect of training. “Classic ergogenic supplements have been defined as ingredients that have been shown to directly and significantly enhance exercise performance—helps you run faster, lift more weight and perform more repetitions during an exercise.

“Interestingly,” he continued, “ingredients that help athletes stay injury-free during intense training will yield an indirect improvement in performance as well. Consequently, incorporating nutritional practices that help prepare people to perform at a higher level and recover faster can also be viewed as ergogenic. This broadening health focus results in changing distribution channels, slowly shifting from the gym and natural products retailers to supermarkets and other mass channels.”

Preferred product types will vary based on age and gender, according to Mr. Wright. “Young males buy the most sports and energy drinks. However, they are also widely consumed by other groups. Women tend to be the more dominant consumers of nutrition bars, but not just as an adjunct to sports activities. They are also meal replacements and an aid to weight loss. It is quite a complex and interesting market.”

At the end of the day, the common thread is that all of these demographics are seeking to boost their energy levels and promote general health.

Compelling Ingredients Lure the Masses
In an effort to target varying consumers who are incorporating exercise into their lifestyles, manufacturers need to create products that address a range of needs. 

According to Michael Crabtree, technical director at Bioenergy Life Science, Minneapolis, MN, the market seems to respond to ingredients that are multifunctional. “Because of busy lifestyles, we are seeing an increase in hybrid products that are a cross between functional foods and supplements. These products include compelling delivery systems such as mints and gums. The same can be said on the ingredient side. There is a similar interest in multifaceted ingredients. If multiple benefits are achieved through a single product, it has an immediate market advantage.”

Mr. Crabtree also noted a trend against synthetic material. “Synthetics are generating significant negative feedback.
Pharmaceuticals, GMOs, even toxic polymers in plastics are being discarded in favor of more natural products. For example, anything leeching into the food and supplement supply that is not Generally Recognized As Safe (GRAS) certified or regulated by the FDA may come under scrutiny.”

Fortitech’s Mr. Hazen recommended the following condition-specific sports nutrition products that will not only provide a wide range of benefits, but also address the blurring demographic lines and their overwhelming interest in these ingredients:

Beetroot: A recent study conducted by the University of Exeter in the U.K. has shown that consuming beetroot juice can help people exercise up to 16% longer.  The study indicated that the nitrate content in the juice reduced oxygen uptake and made exercise less tiring. While more studies are needed on this ingredient, the sports nutrition benefits have promising potential.

Branch Chain Amino Acids (BCAAs): L-leucine, L-isoleucine and L-valine make up approximately one-third of muscle protein and are important for building and maintaining muscles. BCAAs have been called “stress amino acids” because muscles have a greater need for these aminos during physical stress and intense exercise. 

Conjugated Linoleic Acid (CLA): CLA refers to a group of eight isomers that are structurally similar to linoleic acid (omega-6). Research shows that CLA has a wide range of important biological effects, including enhanced immunity, cardio protection and helping to build muscle and promote fat loss. CLA inhibits the activity of the enzyme lipoprotein lipase, which breaks down fat particles in the blood so they can be taken by fat cells (adipocytes) and stored. Thus, CLA helps to prevent the deposition and buildup of fat in the body.

CoQ10: An important nutrient in the human body that plays a key role in energy and endurance, CoQ10 is a fat-soluble vitamin-like compound that is also known as ubiquinone. CoQ10 compounds are synthesized in the cells of all living organisms, including plants, animals and humans. There are 10 coenzyme Q compounds that occur throughout nature, but only CoQ10 is synthesized in humans. 

However, aging reduces access to CoQ10. Although it can be obtained from the diet (mainly from fatty fish, organ meats and whole grains) as well as synthesized in small amounts, both of these routes decline with age. The body’s declining capacity to extract and assimilate CoQ10 in later years plays a role in the development of various cardiovascular conditions.

Ubiquinol is a reduced form of CoQ10 that is highly absorbed. It is used directly in human metabolism as a lipid-soluble antioxidant. While ubiquinone supplements can be converted into ubiquinol in the body, this conversion can be less efficient in some individuals, based on age, genetics, blood sugar status or level of oxidative stress.

Creatine: Playing an important role in the production of energy and the process of building muscle tissue, creatine can be produced in the body from the amino acids arginine, glycine and methionine. However, because of the role it plays in creating energy and muscle, many athletes use creatine as a performance-enhancing agent. Creatine enhances the performance of high-intensity, short-duration exercise, but does not provide profound endurance benefits.

L-Carnitine: Synthesized from the amino acids lysine and methionine, L-carnitine is not considered an essential nutrient because it can be synthesized in the body. L-carnitine can be incorporated into a sports nutrition product to reduce muscle soreness and it is an important factor in energy metabolism.

Whey Protein: Typically a mixture of beta-lactoglobulin (about 65%), alpha-lactalbumin (about 25%) and serum albumin (about 8%), which are soluble in their native forms, independent of pH, whey is a much-sought-after protein in the sports nutrition industry. It is rapidly digested, which significantly contributes to the building of lean muscle mass. It can be utilized in a product that targets muscle growth, as well as satiety for weight management.

Mr. Hazen also believes that N-acetyl cysteine, beta-alanine and taurine are additional notable nutrients that are clinically validated and can be considered for inclusion in sports nutrition products.

TSI’s Mr. Kolb also noted demand for protein alternatives. “Plant based proteins have the same efficacy as whey protein and are gaining momentum. New, innovative ingredients, such as adenosine triphosphate or beta-hydroxy-beta-methylbutyric acid are also being explored based on being natural, non-steroid sports supplements that build muscle mass; increase strength and endurance; and reduce fatigue and body fat. Also, probiotics are getting a lot of attention. That said, the success of any new sports ingredient depends on scientific or clinical research supported by human studies, which is a requirement by FDA for corresponding label claims.”

Mountains of Clinical Evidence
There is a growing mountain of clinical evidence demonstrating efficacy of sports nutrition ingredients. For example, Bergstrom’s Mr. Hammond pointed to a number of recent human studies that have looked at exercise-induced muscle damage or oxidative stress and MSM. A 2011 double-blinded, placebo-controlled study by Nakhostin-Roohi et al. looked at oxidative stress from exercise in untrained healthy males and showed that the MSM treatment group showed favorable effects on biomarkers of oxidative stress following exercise. Yet another published human study by Barmaki et al. suggested that MSM may provide protection from exercise-induced muscle damage.

Eric Ciappio, PhD, RD, scientific leader, DSM Nutritional Products, Parsippany, NJ, also believes sports nutrition is a rapidly growing category with exciting new research. “While protein is the undisputed champion in the field, looking at ways to improve protein absorption is an innovative method to better support athletes. One example of this is hydrolyzed casein (DSM’s PeptoPro)—a form of casein that is treated with a special enzyme that clips these long amino acid chains into smaller fragments (mono, di- and tri-peptides). The result is a faster absorption of these amino acids into the muscle, which aids muscle protein synthesis and helps reduce muscle protein breakdown. During endurance exercise, combining hydrolyzed casein with carbohydrates helps to improve exercise performance. This also has established recovery benefits, most notably by decreasing muscle soreness following exercise. There’s no question that proper protein intake helps athletes—and now we’re finding out from clinical trials that using hydrolyzed sources of protein like casein may have additional benefits as well.”

Mr. Ciappio also cited emerging science supporting omega-3 fatty acids for sports nutrition. “Another ingredient with lots of emerging science for athletes are the omega-3 fatty acids DHA and EPA (DSM’s MEG-3 and life’sDHA). These essential fatty acids have well established roles in supporting the health of the heart, brain, and eyes; but newer human clinical research shows that they may have additional benefits for athletes as well. These benefits include supporting heart health for athletes by improving stroke volume and cardiac output, supporting muscle health by reducing markers of post-exercise damage and inflammation, and by keeping the brain healthy and strong by acting as a key structural component of the brain itself. The average intake of DHA and EPA among adults is 90 and 120 mg/day for women and men, respectively, which is less than half of even the most conservative dietary intake recommendations (typically between 250-500 mg/day). Athletes absolutely need DHA and EPA, just like everyone else.”

Innovative Delivery Systems Emerge
A challenge for manufacturers is developing delivering systems that will not only maximize absorption, but also appeal to the consumer. 

According to Fortitech’s Mr. Hazen, ready-to-drink (RTD) juice box type products are popular, as well as powders, sachets, stickpacks, bars and gels. “Additionally, we are also seeing, through Fortitech’s all-in-one powdered beverage service, an increase in the use of Powercap technology. Our premix, which includes nutrients, as well as sweeteners, color, flavor and stabilizers, is packaged into a universal cap that can be attached to a typical water bottle. The consumer then presses the top of the cap and the powder is released into the water. This method keeps the different components of the formulation in their most intact state.”

Nexira’s Mr. Dondain said the most popular delivery systems continue to be supplements, energy drinks and bars. “We see these delivery systems as currently being most viable and widely used.”

Nutra Bridge’s Mr. Steil said consumers of sports nutrition supplements prefer tablets, capsules and powders. “Other alternatives such as gels, gummies, shots and gums are available but still have not gained any real market penetration.”

A major obstacle in sports nutrition formulation, according to TSI’s Mr. Kolb, is that many bioactive ingredients are unstable, insoluble in the application or unpleasant in taste. “Therefore, the search for alternative delivery systems is of high interest as the standard solid dosage forms, soft gels, RTD mixes, nutrition bars and beverages can be undesirable for many consumers. Soft chews, lozenges that dissolve in the mouth or gels are gaining popularity, but consumers still do not have a full understanding of these delivery systems. Strategic marketing campaigns that include an education component will be very important moving forward.”

Interestingly, different delivery systems have certain strengths and weaknesses.

Tablets & Capsules: One thing to watch out for in tablets and capsules are binders and fillers. Binders and fillers can include lubricants and disintegrates to aid the body in absorption. But these are added ingredients the body does not need.

Soft Gels: These have become a popular dosage form for the administration of liquids and dry powders in the sports nutrition category. Soft gels can be an effective delivery system, especially poorly soluble nutrients. This is because the fill can contain liquid ingredients that help increase solubility or permeability of the ingredient across membranes in the body. Liquid ingredients are difficult to include in any other solid dosage form such as a tablet. Because of their smooth contour and shape, soft gels are very easy to swallow regardless of size. They also offer superior shelf-life to capsules, liquids and powders since they are completely sealed and air-tight. The manufacturing of soft gels is specialized and considerably more expensive than tablets or capsules. Therefore, soft gel product pricing is also more expensive.

Powders: Like liquid supplements, powder is more rapidly absorbed by the body than some other delivery systems. This is one of the reasons that protein powders are often seen as superior to other protein delivery systems. Although the topic is hotly debated, many bodybuilding experts believe the ideal time for protein absorption is immediately after exercise. If protein is consumed in delivery systems other than powders, the body isn’t able to utilize the protein as quickly. In addition, many supplements that are available in powder form are soluble, or dissolvable in water. This allows for powdered supplements to be consumed in liquid form, which is preferable and easier for many people.

Liquids: Many consumers do not like swallowing pills, so a liquid supplement may be the delivery system of choice. Liquid sports nutrition supplements enter the bloodstream faster than powdered vitamins because the body begins absorbing liquid vitamins through the mucus membranes in the mouth and throat. Be aware that liquids may taste great, but many liquid supplements include preservatives that can interfere with the active ingredients.

Isotonic Vitamins: Meaning “same pressure,” isotonic has the same chemical resemblance of the body’s blood, plasma and tears. This means the body has less work to do to obtain maximum absorption of the nutrients. The isotonic state allows nutrients to pass directly into the small intestine and absorb rapidly into the bloodstream. Little nutritive value is lost, making the absorption of nutrients highly efficient while delivering maximum results. The fluids in the body that are the same or close to the same concentrations to one another include blood, tears, sweat, urine, breast milk and the contents of the intestines.

The stomach protects the walls of the intestines. It doesn’t matter what is eaten, the stomach will make every effort to break it apart, adjust the acidity and appropriately dilute food to an isotonic state. The concept at the root of isotonic supplements is that rather than taking pills, capsules, liquids or anything else that will be held up in the stomach for up to 4 hours, exposed to acid and generally broken down, why not take an isotonic vitamin on an empty stomach and allow it to pass through virtually unscathed into the small intestine where very high absorption rates can be achieved?

Another widely used delivery system is a gummy or chewable supplement. These can be appealing because of their colors and tastes. However, most are very high in sugars and have fewer active ingredients, making them less effective in delivering the desired benefits.

Manufacturers are constantly scrutinizing a large and technologically impressive array of delivery systems. Today’s advanced delivery systems are extraordinary in their ability to enhance nutrient bioavailability, provide supplement versatility and offer options based on specific nutritional needs. In the end, in a nation that is largely devoid of nutritional discipline, will these delivery systems entice people to take their dietary supplements and functional foods every day? That is the challenge for manufacturers.

With a great deal of innovation within the sports supplement industry, there is a blurring line between the professional athlete and the recreational exerciser. There is increasing evidence of the efficacy of many sports performance formulations. The sports nutrition category will continue to flourish and prove to be a profitable segment. With a wide selection of product offerings available, manufacturers are re-focusing their efforts and resources to address this growing category.

The natural products industry continues to innovate and bring compelling new sports nutrition products to the market. With the popularity of fast and inexpensive processed foods on the rise, consumers struggle to get all the nutrients they need from their diet. That said, many remain either confused about what to take or are skeptical.

Nonetheless, the global sports nutrition market has been benefiting from changing consumer habits. Many consumers who are not part of the traditional sports nutrition community are opting for products in an effort to maintain good health. Demand is also growing in tandem with disposable income as the economy recovers from the global recession. All these factors point to an innovative, science-based and compelling growth category.