Sports nutrition is the science of formulating products for athletes, body builders and active fitness enthusiasts. Traditionally, these products have been targeted to strength sports, such as weightlifting and bodybuilding; as well as endurance sports, such as cycling, running or swimming. The goal, of course, is to help professionals and non-professionals alike improve nutritional intake and various aspects of health, well-being, performance, muscle growth and/or recovery from exercise.
Today finds sports nutrition flexing its market muscle. That’s because mainstream consumers are expressing more interest for all forms of performance foods and beverages that aid their active lifestyles. In tandem, manufacturers and retailers are responding and extending product distribution. More mainstream outlets are carrying products previously available only in specialty health stores, health clubs and gyms.