Interview: Sports nutrition has not just grown – it has evolved

Protein is undeniably the biggest food and beverage trend of the past two decades, radically transforming the face of the industry. From a background of traditional sports nutrition where protein powders were the delivery format of choice, the sector has evolved into a convenience-led and innovation-driven segment that today is more about fitting in with consumers’ busy lifestyles, and where protein is now associated with general wellbeing.

So where does this leave the sports nutrition segment, and the realm of protein-fortified foods in general? FoodBev spoke with Lindsey Ormond, nutrition expert and owner of LO Health Solutions, to find out where the industry stands today.

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with Lindsey Ormond
Nutrition expert
 

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What are your thoughts on how sports nutrition has grown and how it has changed?

Sports nutrition hasn’t just grown but evolved. While the original core consumer is still a key part of the true sports nutrition market, the newer consumer base has been key to sports nutrition’s success. This evolution has brought in new types of consumers, their needs and different product types. This wider category, often termed ‘active nutrition’, comes in the form of other product formats, such as Bounce balls, protein water, confectionery-style protein bars and raw bars, not to mention other flavour options. The needs of these consumers are more holistic than just muscle building, including enhanced satiety, weight management, blood glucose control, faster muscle recovery and better performance. Developments in ingredients, allowing for higher-quality, better-tasting products in new formats, has also been key in facilitating new products providing the nutrients consumers are looking for in great tasting formats.

What do you think is helping to drive growth?

Three key reasons the sports nutrition market has seen the growth it has are:

• Increasing consumer consciousness of health, fitness and appearance. Tying in with movements such as ‘strong is the new skinny’, the boom in social media and improved awareness of the role diet plays in health and wellbeing, sports nutrition has been and still is perfectly placed to satisfy these requirements
• Enhanced recognition of protein’s role in the body and the benefits of dietary protein. Dietary protein’s role in building and maintaining muscle is now recognised as a benefit for all, not just bodybuilders. Weekend warriors and general gym-goers who are looking to tone up and live healthier lifestyles appreciate that spreading protein throughout the day can help them achieve their goals. More and more women are taking up power sports, weight lifting and cross training, and with that, recognising that dietary protein benefits muscle recovery, as well as helping them reach their targets. Furthermore, maintaining muscle mass and reducing the rate of muscle loss through sarcopenia in an ageing population is critical to longevity. For those looking to achieve and maintain a healthy weight, protein is known to be the most satiating nutrient, thus playing a key role in hitting weight loss and maintenance goals
• Higher demand for convenient products due to busy lifestyles. Convenient, protein-rich products are more available now, with greater distribution making it easier to pick up high-protein offerings on the go. RTDs and bars are growing at a rate higher than powders (even although powders are still the bulk of the sports nutrition industry), with flavour offerings and formats now more diverse than ever before. Not only does this make it easier for new consumers to enter the sports nutrition market, it also provides more options for those already utilising sports nutrition products

What are the main trends in sports nutrition right now?

Protein is king and the bulk of the sports nutrition industry. But lower protein levels than what sports nutrition traditionally provided, such as 10-20g, as opposed to 40-50g, gives consumers what they want without compromising on taste.

There’s also greater product variety, including wider flavour profiles and product formats; natural ingredients, from proteins, to flavours and fibres; reduced sugar; and high-quality proteins, meaning consumers get more ‘bang for their buck’ with lower amounts of protein versus lower quality proteins.

And where is the sports nutrition market headed?

From a product perspective, high-quality products which satisfy both consumer needs in great-tasting formats will continue to win and protein-rich products will be a key part of this. Protein’s wider benefits will also become increasingly recognised by a wider consumer group, such as older consumers.

On a higher level, as is happening across numerous industries, the environmental and social impact of products (from packaging, to their ingredients), alongside transparency around these, can provide an incentive for some consumers to pick up one product over another.