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Brands can bridge attitude-behavior gaps among mass consumer groups with convenient, personalized, and clean-label solutions.
March 2, 2022
By: Mike Montemarano
The lifestyle-oriented consumer now makes up the largest portion of the overall performance nutrition pie, according to experts who have noted an evolution in a market that appeals to more than only elite athletes. Top market shifts include making products more convenient and experiential. This means appealing product formats, sustainable packaging and ingredients, clean/free-from qualities communicated on-pack, trust through third-party certification, and other ways to eliminate commitment barriers among the everyday consumer. Haleigh Resetar, corporate communications specialist at SPINS, noted key trends influencing a market positioned for a major rebound following the pandemic shake-up. “The performance nutrition market is actively growing with a 40% increase in growth compared to this time last year,” she said. “During the pandemic, consumers were taking a closer look at their health, and their emphasis on immune support translated into the pursuit of overall health and wellness. More shoppers are working from home, eliminating commutes that they are replacing with trips to their local gym or home workouts.” The popularity of plant-based alternatives will be a mainstay, Resetar said. “In addition to energy support and weight loss, shoppers are interested in active nutrition products that are multi-purpose, including the support of their mood. Some performance products have been focusing on joint health by the addition of collagen into their formulas.” Steve Fink, vice president of marketing for PLT Health Solutions, said the active/sports nutrition category is “vibrant,” with more new product development discussions “and a significant uptick in new product launches in the last six months of 2021. We’re seeing more reformulations and launches of the traditional types of sports products like pre-workouts than we did a year ago, but we’re also seeing products targeting everyday active people … It might just grow differently than it has in the past, with products requiring differentiated features and benefits, better and more believable clinical sciences, and experiential or fast-acting results.” High-Priority Applications Oftentimes, the biggest hurdles consumers must overcome in their pursuit of more active lifestyles are related to mindset. Sleep and stress management are critical to maintaining a healthy diet and workout plan, for example. Nutrition products formulated to offer overlapping benefits to muscle, bone, and joint health and other everyday pain points like energy could speak to consumers who might be contending with other need states that affect their motivation. “Active nutrition consumers are always looking for products that are quick, easy, and experiential,” said Elyse Lovett, vice president of marketing for Nutrition21. “Ingredients have to be versatile, with the ability to be incorporated in a variety of applications like powders, gummies and supplements, at clinically relevant doses. However, taste and texture will continue to be a determining factor when it comes to purchase.” Joint issues are a key concern for consumers, especially for those ramping up their exercise routines for the first time, or after a prolonged break. At the same time, ongoing protection is just as important to those who’ve been in the game for many years. The exercising population is aging, and a growing number of people are working sedentary jobs, making mobility a key issue to tackle. Jaqueline Rizo, digital engagement and communications specialist at Stratum Nutrition, said that the category once dominated by now-commodity ingredients like glucosamine and chondroitin is experiencing a renaissance of novel ingredients which boast low dosages and fast-acting efficacy. “These ingredients serve an important function for those creating formulations, since the formulas can be more specialized and perhaps benefit multiple areas of bone and joint health,” Rizo said. “Some ingredients such as NEM (Natural Eggshell Membrane) display multiple benefits to joint health. NEM can provide significant reductions in pain and stiffness within seven to 10 days, both for individuals with discomfort and stiffness on a regular basis, and for those who need joint support when working through a new exercise regimen.” The post-workout segment held a revenue share of over 35% of the sports nutrition market, according to Grand View Research. “The quick movements and long stretches that are integral to almost any athletic activity can result in injury to the ligaments, muscles, and tendons surrounding the joint,” said Rizo. “These constant onslaughts, even minor ones, can significantly affect endurance and increase recovery time. In addition, small injuries cause inflammation, which can impede activity and contribute to further injury if not resolved appropriately.” Just like other systems in the body, she continued, “a weakness in one part can have ramifications throughout the entire system. It is normal to concentrate on one area of weakness in the body without considering how that weakness impacts other areas … Supplements that provide nutrients that support bones, joints, and even the surrounding tendons and ligaments, can help the body compensate for some weaknesses in one part of the system.” For both the young athlete and the aging Boomer, “the ability to move about freely is vital to overall health,” Rizo added. “This ability to move can go a long way toward supporting the health of the rest of the body, both physically and mentally. Between the increasing age of the Baby Boomer generation, those living sedentary lifestyles, and the growing popularity of consumers seeking an active lifestyle, it’s never too late for consumers to care for their joints.” Angie Rimel, North American marketing communications manager for Gelita, said that as consumers of all ages increase their focus on active lifestyles, “they are also realizing both overuse and increasing age make tendons, ligaments, and joints more injury prone and put bones at increased risk of stress fractures. So, it is no surprise that white tissue injuries today account for more than 70% of time away from exercise regimens, with personal, financial, and emotional consequences to the active person.” Proper joint function is important for preventing stress fractures as well, which account for up to 20% of all injuries seen in sports medicine clinics, Rimel said. “Sports of non-weight bearing nature, such as endurance cycling, also put many well-trained athletes and active lifestyle consumers at risk of low bone mineral density, at premature age. Poor bone health ultimately manifests as osteoporosis later in life and is characterized by critically low bone mineral density and deterioration of the bone microarchitecture.” Recovery is a component of health experiencing a groundswell of interest from today’s active lifestylers, said Rick Pope, senior vice president of B2B nutraceuticals for Arctic Bioscience, adding that optimizing performance of mainstream recovery ingredients, such as omega-3s, will become competitive. “Due to its anti-inflammatory properties, Romega, a source of phospholipid-bound omega-3 EPA and DHA from herring caviar, has a unique ability to relieve muscle soreness via its natural abundance of specialized pro-resolving mediators (SPMs) and their precursors,” said Pope. “This is why many athletes, especially runners and cyclists, take Romega to prevent muscle soreness and decrease restitution time.” For everyday people trying to stay active and healthy, inflammation is a painful impediment, but there is a growing awareness about negative side effects from non-steroidal anti-inflammatory drug (NSAID) use, according to Eric Meppem, co-founder and commercial director of Pharmako Biotechnologies, which offers HydroCurc, a water-dispersible, bioavailable curcumin through distributor Gencor. Maggie McNamara, marketing director of Gencor also noted Levagen+, a form of palmitoylethanolamide (PEA), which is an endogenous fatty acid amide produced naturally in the body in response to injury and stress. Inflammation-centered products have seen versatility in terms of positioning, including both pre- and post-workout, she said. “The joint health category appears alive and well but anecdotally it seems like post-workout is the fastest growing category,” noted Dan Murray, vice president of business development for Xsto Solutions. “Young people are willing to make a full investment in healthy living and this means consuming protein and other supplements that will enhance the exercise experience.”
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