2019 Sports Nutrition Report
Product sophistication spurs category growth.
Sports nutrition is a big business, and it’s not just for professional athletes or gym rats. Even casual gym-goers are seeking products related to sports nutrition, whether that is to help lose weight or to bulk up or for extra protein to fuel workouts.
“Sports nutrition products obviously appeal to athletes, whether they are professional or weekend warriors at the gym. While there are new gym registrations every day and an increase in awareness and popularity in staying fit, there has been a newer demographic growing that gravitate toward sports nutrition products, considered lifestyle users. This group will use sports drinks or other products as a beverage or snack rather than as a recovery drink after a workout,” said Shannon Race, vice president product development with Illinois-based Vital Proteins.
Jennifer Weinhardt, senior research & development specialist with the Texas-based manufacturer Bluebonnet, agreed with the lifestyle user demographic, adding, “This new group uses these products for meal replacements, etc. as opposed to recovery from exercise. Sports nutrition has become mainstream in the sense that everyday lifestyle and health enthusiasts have now accepted the category as beneficial for them,” she said.
Tyshawn Bryant, CEO of Green Regimen, a manufacturer based in California, said that sports nutrition products also appeal to people who seek to live a highly organic and optimal lifestyle by choosing plant based diets and proteins.
“Consumers increasingly view sports nutrition products such as supplements and protein shakes as contributors to their performance and results,” said Sébastien Bornet, vice president, global sales and marketing with Horphag Research, supplier of Pycnogenol, based in New Jersey.
Consumer Demand
When it comes to nutrition in general, consumers are demanding clean label products in the food that they consume; that desire naturally spills into the sports nutrition category. They’d like transparency of ingredients and manufacturing processes, which aligns with a healthy and fit lifestyle.
Flavor is important, of course, and some manufacturers are being creative, extending beyond basic chocolate and vanilla when it comes to protein shakes, for example.
“Chocolate and vanilla are still a go-to, but now we have flavors like guava or lemon crème, and there are definitely consumer studies that show an affinity and curiosity for what could be considered out of the box or exotic flavors,” she said.
Bryant noted that Green Regimen products appeal primarily to people between 25-50 who fall into the “healthy living” demographic. “These are individuals who are extremely discerning about what they put into their bodies. Many of our customers are either former athletes or people who have decided to make fitness a part of their lifestyle,” he said. In conjunction with this, consumers are demanding organic and non-GMO (genetically modified organism) products.
“Sports nutrition has become a more complex and sophisticated category,” said John Quilter, vice president & general manager: Wellmune & GanedenBC30. The ingredient company, Kerry, is headquartered in Ireland, with U.S. offices in Ohio. “The entry of mainstream consumers into the sector has inspired innovative companies to create products and brands that will appeal to more casual users such as ‘weekend warriors.’ These consumers prefer user-friendly formats such as RTD (ready-to-drink) beverages and snack bars to traditional shakes and gels. Taste and enjoyment also tend to rank highly for them, alongside performance.”
When it comes to sports recovery, such as soreness after workouts, Debbie Ecksten, president and CEO of Colorado-based Viscos, said that people are shying away from traditional medications. “Sports medicine, orthopedics, chiropractors and physical therapists all report to us that their patients are always asking for an alternative to OTC and/or prescription drugs for body aches and pains,” she said.
“Most of our customers ask for something to build muscle, trim fat and help with energy,” reported Marty Burman, owner of Burman’s Health Shop located in the suburbs of Philadelphia, PA.
Market Trends
Sports nutrition products appeal to many ages and demographics and for that reason, it is not going away any time soon. In fact, it’s a huge, huge industry.
Citing a report prepared by Euromonitor International, Quilter said that the global sports nutrition market is the fastest growing category in the consumer health market. “The U.S. is by far the largest market for sports nutrition, with 62 percent of global sales in the past decade, and this market will continue to be the largest for the foreseeable future,” he said, adding that protein products represent the largest category within sports nutrition.
Another report by Allied Market Research said the Global Sports Nutrition Market is expected to reach $44,003 million by 2021. “This is because ‘sports nutrition’ is no longer just for bodybuilders and athletes. Lifestyle and recreational users have adopted this category as well and the number of users has consistently increased year after year, and that for families who have more disposable income, they’re spending it on their health,” said Weinhardt.
Bornet said that the Millennial generation is becoming more interested in sports nutrition products, as they are motivated by wellness goals as well as the desire to prevent health issues later in life. But it’s also the Baby Boomer generation that is driving the sports nutrition market, as they, too, have a desire to exercise and stay fit into their senior years.
Ecksten elaborated, saying that one advancement in this product category is the recognition that the consumers of sports nutrition products should not be pigeonholed into the 16-30 male category. “There's such a large contingent of customers including active people of all ages who may hike, bike, swim, golf, play team sports and much more. Women are a very important market—I've been happy to see products and formulations designed specifically for active women,” she said.
“Sports nutrition has always been a hot category and it’s hard to imagine that its potential has any limits. People want to look and feel their best and products that help achieve that will always be in high demand,” concluded Race.
Products
Sports nutrition products range between RTD beverages and shakes, nutrition bars and mix-in powders.
At his Brookhaven shop, Marty Burman said he stocks about 10 SKUs worth of clean fit private label sports nutrition products, which include amino acid powders and testosterone male performance enhancers. Bestsellers include whey proteins, L-carnitine, MCT oils and paleo diet protein. “Paleo is huge, and we are capitalizing on it. All the others are emerging diet and energy aids that don’t have stimulants,” he said.
Vital Proteins launched their first fitness-focused product in 2016 with the introduction of its Collagen Whey Protein product. “Our original goal and reason for entering the space was to help introduce the benefits of collagen to the sport nutrition and fitness world. Marrying the benefits of collagen with whey protein was a no-brainer, and the reception to collagen in the sports nutrition industry has since been well-received,” said Race. The company focuses on clean label sports nutrition and sources minimally processed ingredients. The company also does not use artificial flavors, sweeteners, added sugars or thickening agents.
“While collagen isn’t a new ingredient, it has had an emergence in the sports nutrition sector, and everyone from pro athletes to CrossFit goers are appreciating the benefits it has on joint health and mobility,” said Race.
The California-based BN Labs, which manufactures most of its raw materials, makes a sports nutrition product called Organic Greens that includes 15 powdered ingredients, such as wheat grass, spirulina, turmeric root and ashwagandha. “KSM66 Ashwagandha is a game-changing ingredient in this product because it provides a really noticeable surge in energy, on top of all the vitamins and minerals the product is delivering,” said company president Bharath Reddy.
Green Regimen offers multi-functional plant-based supplements that have gained a lot of popularity over the past year. Instead of being chalky, said Bryant, their products have received accolades for taste, such as their Elite Protein product. “It's very rare to find a complete plant-based protein that is infused with super foods, such as spirulina, yet still maintain a delicious flavor profile. If we didn't take the time to survey our customer's wants and desires, we would never have been able to create a top-selling product, such as Elite Protein,” he said.
Viscos LLC focuses on recovery for post-workout sore muscles and tendons. Its product is called Play Again Now, a recovery drink that contains high-molecular weight hyaluronic acid and MSM as the active ingredients. “Hyaluronic acid is naturally occurring at the cellular level and helps keep our entire body hydrated, joints, muscles and connective tissues lubricated and it is a natural anti-inflammatory. As we age, get injured or have surgical intervention, our bodies stop making enough hyaluronic acid (HA) to reduce pain and inflammation naturally. We are simply replenishing the supply of HA daily, which helps reduce chronic pain. MSM, an organic form of sulfur, has been commonly used for muscle and joint soreness and connective tissue support,” said Ecksten.
Kerry supplies functional ingredients and actives to manufacturers of dietary supplements, functional food and drink products, including Wellmune, a yeast beta glucan, and GanedenBC30 probiotics.
Quilter explained that research on the particular strain of the probiotic GanedenBC30 shows that it enhances the body’s ability to effectively utilize protein, thereby enhancing the potential to speed up recovery. And Wellmune has been studied for its positive immune health effects on marathon runners and its effect on the reduction in severity of upper respiratory tract infection symptoms associated with intense exercise stress. Both of these ingredients are suitable for a wide range of product formats, he said.
Horphag Research supplies Pycnogenol French maritime pine bark extracts and recently introduced Robuvit French oak wood extract. Bornet explained that the latter product is targeted to support energy and sports endurance and reduce the effects of fatigue.
Bluebonnet’s Sports Nutrition line, Extreme Edge, is popular with body builders and weekend warriors alike. “The daily core regimen consisting of three great-tasting formulas: Pre Workout, Carbo Load and Post Workout, plus the ancillary products: Whey Protein Isolate, Nitro, BCAA + Glutamine. They are all free of unnatural excipients, binders, hormones, antibiotics, artificially-derived sweeteners, flavors or colors and banned substances,” said Weinhardt. For example, the formula in the company’s Nitro product bonds arginine, an amino acid, with silicate, which is important for the strength and flexibility of arterial walls.
Merchandising
A retail staff educated about the sports nutrition products they sell will go a long way toward building trust with customers.
Burman is a proponent of this. “Education is key and at the forefront of everything we do. We make eye contact and listen, and when possible demonstrate or sample our products. It’s the special human touch people need in the world today,” he said. People can easily order products online, which is why he said it is important to establish a relationship with the employees at the store.
Many manufacturers help their retail partners learn the ins and outs of the products. For example, Vital Proteins will train retail staff and demonstrate products in-store at thousands of locations nationally, and BN will help wholesale customers develop social media posts, for example. They also offer wholesale pricing with tiered discounts and other help.
“We work with our retailers to help educate them on our formula, our clinical research and who the consumer is that would be interested in our formula. We have plenty of literature available, online support and in-person support as needed,” said Ecksten.
In fact, having experience with or having used the product can help sales. “Endorsed pro athletes aren’t going to push your retail sales alone. Retailers need to show the consumers the people are who are actually using these products,” said Bryant. He said retailers should ask themselves, which store employees are using these products? And, which store regulars are raving about these products?
Displaying/Marketing Sports Nutrition Products
Don’t be afraid to think outside the box when it comes to promoting sports products. As Race pointed out, “There are many products that could potentially serve sports nutrition, such as adaptogens like ashaganda or curcumin-rich turmeric extracts, as well as collagen or hyaluronic acid. If you believe in the product and teach the customer the benefits and how they can incorporate it into their lifestyle, the excitement will follow,” she said.
To display sports nutrition products, it is important that shelves be stocked but uncrowded, a key to catching a consumer’s eye, suggested Reddy, adding, “Change up your monthly displays, and pay attention to how you light your products. New and expensive products should always be placed close to the door so they are highly visible. Sample your products regularly, and group your products by use.”
Quilter’s idea is to merchandise branded ingredients together, noting that reputable branded ingredients offer product differentiation, innovation opportunities, and add value to a product, often commanding a premium. “It allows manufacturers and retailers to showcase specific research and information that supports the branded ingredient. This builds confidence in a product and then, once their trust is gained, it helps to keep active consumers loyal to a product they know works for them and their exercise regime,” he said.
At Burman’s Health Shop, Burman follows a few simple but effective techniques for displaying sports products: “Stack it high and watch it fly. Abundance sells,” he said. He added that he provides good signage and makes sure he provides samples, lest risking losing out on current and future sales
