For example, sports bars are using more nuts, fruits, vegetables and other botanical ingredients, and even in more specialist sports protein categories, plant-powered products are emerging. Pea protein (used in 32% of plant based launches in 2019) and rice protein (21%) are particularly popular ingredients, but there is still room for alternatives, with ongoing experimentation with more unusual options such as fava bean, microalgae and pumpkin seed proteins.

Sports nutrition came to the clean label party a little later than many areas of food and drink but is now increasingly focused on this issue. About one-third of launches in 2019 carried clean label claims, up from just 20% in 2015. No additives/preservatives claims are also particularly important, having doubled penetration over the same period.

Younger consumers are still the primary audience for sports nutrition products, and with Gen Z and Millennials expressing great interest in products that meet their individual needs or tastes, it is no surprise to see further segmentation of the sports category. 

Products geared towards pre- and post-workout needs are already well established. Classic benefits –related to performance, endurance and energy—have now also been joined by newer diet trends, e.g. Keto. Meanwhile, ingredients for alternative needs are also emerging, e.g. CBD, adaptogens and nootropics.

Lu Ann Williams, Director of Innovation at Innova Market Insights, will present a webinar on this topic on 11 May 2020 as part of Vitafoods’ Digital Week. REGISTER NOW