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Scientific evidence suggests maintaining muscle strength and function is a critical factor in lifelong health and wellness.
June 2, 2021
By: Mike Montemarano
Increasing the strength, size, and performance of muscles through an exercise regimen and proper nutrition is important not just for athletes, bodybuilders, and extremely active people, but for everyone seeking to maintain vitality and wellness throughout all stages of life. While the muscle health market was once skewed toward elite athletes, gaining and preserving strength, mobility, and muscle mass is becoming an increasingly important area in modern life. Adults and children alike are often sedentary as they spend more time in front of screens, and this increase contributes to age-related declines in muscle mass, which can begin to occur as early as age 30. According to the American Heart Association, sedentary jobs have increased 83% since 1950. As more research reveals a plethora of benefits associated with maintaining healthy muscle mass, dietary supplements with these clinical endpoints are shifting to the mainstream. Interest has grown in not just athletes, but among people of all ages and walks of life who want to stay active and physically perform at their best regardless of their current level of fitness. “The interest in muscle health transcends generations, however, the path to get there is slightly different for each consumer depending on their fitness goals and age,” said Elyse Lovett, vice president of marketing for Nutrition21. “Our muscles play a vital role in our health at all stages of life, from allowing movement and balance to contributing to physical strength, organ function, immunity, and wound healing, said Daniela Boyd, vice president of global sales and marketing for Advance Protein. “Muscles are the largest component of our total lean body mass.” Top ingredients featured in the majority of muscle health supplements include protein isolates and concentrates, with a wide variety of sources, as well as protein constituents such as peptides and amino acids. However, this market is expanding to include other essential nutrients and bioactive compounds, including amino acid metabolites, antioxidants, vitamins/minerals, and botanicals with clinically-backed ties to muscle protein synthesis, exercise/inflammation recovery, overall metabolism, bone and joint health, and more. The muscle health market, like some other categories within the nutraceuticals space, faces the pressure of having to deliver noticeable health benefits within a certain timeline. “Not seeing visible results despite training hard can be extremely demotivating,” said Angie Rimel, marketing communications manager for Gelita. “For this reason, more and more consumers are looking to make smart food, beverage, and supplement choices that deliver motivation in the form of results that are noticeable and also quickly achievable.” According to Steve Fink, vice president of marketing for PLT Health Solutions, the muscle health market can be categorized in a multitude of ways. Consumers have nuanced goals and needs depending on the type of sport or activity they’re engaging in, along with demographic differences. As the market changes, and segments blur—such as bodybuilding, endurance, high-intensity interval training (HIIT), active-lifestylers, and weekend warriors—it’s important for formulators to keep in mind how people use their products. For example, goals can range from high-performance, maximizing protein, pre-workout, post-workout, recovery, and even condition-specific usage, such as joint health, skin health, immune health, and more. “All are interested in muscle building, but to different extents,” Fink said. “Endurance and strength are also significant muscle health benefits that consumers want. Science shows us that good muscle health improves performance and serves as a foundation for a whole range of healthy states. Pre-workout, post-workout, and daily use products are those we typically see in the muscle health market. But we increasingly see a muscle health component in areas like weight management products where the goal is to increase lean muscle mass as a contributor to weight control. Finally, there is increasing interest on the part of seniors in sarcopenia where muscle health products can play a role in maintaining muscle mass.” Major market trends include clinically-studied ingredients that offer rapid, consistent results, he added. “Other trends include offering novel delivery systems—from powders and pills to beverages and foods. This will take a special class of ingredient. Finally, results must move the needle for consumers. Results are necessary for these audiences.” Demand has increased for clinically-backed solutions that address recovery, with goals such as restoring or maintaining muscle during a period of inactivity or injury, which call for more acute, fast-acting formulations, according to Larry Kolb, president of TSI Group Ltd. Meanwhile, Tim Hammond, vice president of sales and marketing for Bergstrom Nutrition, also noted the need for short-term care can vary among age groups, with Millennials often in need of “addressing injuries caused by active use and preventing future ailments,” while Generation X is more preoccupied with the aches and pains of aging. In Baby Boomers, some acute benefits to address include pain relief, and “diminishing symptoms associated with diseases of aging like sarcopenia and osteo-related issues, in order to increase quality of life and daily function.” He added that, with the mainstreaming of sports nutrition as a category that goes beyond bodybuilding, with a historical focus on men, the industry is evolving to fill in a shortage of scientifically valid data for female athletes. “With the drive, focus, skill, and physicality of female athletes being showcased on a global scale, recognizing how nutritional needs can differ significantly between genders is an evolution within the industry that presents exciting opportunities,” Hammond said. “Unfortunately, the opportunity to provide women with quality nutritional support has been underdeveloped. Bergstrom Nutrition is actively investing in female-focused OptiMSM research to add to existing published research on endurance and resistance athletes showing reductions in muscle pain, damage, and soreness. A new focus on the often-overlooked dietary needs of the female population and their requirements for proper metabolism presents growth possibilities, new marketing challenges, and creative formulation opportunities.”
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