Meta-analysis published in the Journal of the International Society of Sports Nutrition confirms that the polyphenol anthocyanins in 2before™ blackcurrant powder, deliver a significant sports performance improvement (0.45%), higher than the common athlete go-to caffeine (0.41%).

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. 

Demand for sports-nutrition products is broadening. No longer fueled by bodybuilders and competitive athletes alone, the global market for sports-performance foods, beverages and supplements is forecast to grow at a 9.7% compound annual rate through 2025—driven increasingly by purchases from recreational athletes and “everyday” consumers.

Plant-based nutrition is a major trend and shows no signs of slowing down. Innova Market Insights identified "Plant-Based Revolution" as one its Top Ten Trends for 2020 and that follows last year’s designation of "The Plant Kingdom" as a top 2019 trend.

The new version of SpeedNut includes hemp oil, a nutritious superfood ingredient. Hemp oil contains essential fats and antioxidants, and the cold press version of the oil is known as a good source of omega-3 and -6 fatty acids.

During workouts – primarily strength training – lactic acid builds up in the body’s muscles, causing soreness, which can make it difficult for some people to continue pushing forward.

Product developers seeking to meet the needs of more active consumers are adopting new approaches to crafting products for sport and activity.

Consumers are more likely to say that exercising is worth the effort (48% vs 31% eating healthy), fun/enjoyable (28% vs 17%), empowering (27% vs 16%) and a source of pride (21% vs 15%) than eating healthy. 

The quick-shot mint-flavored spray is composed of a refreshing formula that gives an extra energy kick to consumers with active lifestyle and to fitness enthusiasts engaged in high-endurance sports.

Here's an example of a food and beverage category flexing its muscle. The concept of "active nutrition" is developing more widely as interest spreads beyond the traditional core base of bodybuilders, endurance athletes and high-level sportsmen.