• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges

    Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention

    New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance

    Tapping Functional Beverages to Meet Modern Wellness Needs

    Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Kensing Acquires Vitae Naturals

    CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise

    Shiitake Mushroom Extract Appears Helpful in HPV Infections

    Fi & Hi Europe Returns with Over 20,000 Global Attendees Expected

    United Plant Savers Launches First Film Festival
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Kensing Acquires Vitae Naturals

    Lynside® Forte B offers full range of B-vitamin benefits with nutritional yeast

    CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise

    Shiitake Mushroom Extract Appears Helpful in HPV Infections

    United Plant Savers Launches First Film Festival
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Kensing Acquires Vitae Naturals

    Lynside® Forte B offers full range of B-vitamin benefits with nutritional yeast

    CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise

    Shiitake Mushroom Extract Appears Helpful in HPV Infections

    Fi & Hi Europe Returns with Over 20,000 Global Attendees Expected
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Lynside® Forte B offers full range of B-vitamin benefits with nutritional yeast

    CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise

    Shiitake Mushroom Extract Appears Helpful in HPV Infections

    Upcycled Coffeeberry® Cascara Offers Versatility in Functional Beverage Development

    Botanical Gum for Kids Aims to Curb Sugar Cravings
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Bioactive Resources

    Verdure Sciences

    Sabinsa Corporation

    Nutrition21, LLC

    Aiya America, Inc. (Aiya Matcha)
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Bioactive Resources

    Verdure Sciences

    Sabinsa Corporation

    Nutrition21, LLC

    Aiya America, Inc. (Aiya Matcha)
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Breaking News

    The Sports Sector Looks to ‘Real Food’ for Fuel

    New Nutrition Business report finds consumers in the sports nutrition market looking for natural, unprocessed, whole food formulas.

    The Sports Sector Looks to ‘Real Food’ for Fuel
    Related CONTENT
    • Bioenergy Life Science, Inc. (BLS)
    • Who’s Winning the Protein Wars? Cauliflower Outperforms Meatless Burgers
    • Move Over Mainstream, Healthy Foods Are Here to Stay
    • GELITA’s Collagen Proteins Prevent Sports Injuries and Promote Healing
    • MegaFood Introduces Healthy Farm Standard
    06.25.19
    Entrepreneurial brand Veloforte’s sports twist on a traditional Italian treat packed with fruit and nuts—which has won the start-up a cult following—highlights the growing opportunity in repositioning “real foods” as a sports food product, according to a new report from New Nutrition Business.

     “While sports nutrition products are going mainstream, the much stronger trend is in the opposite direction—‘real’ foods are becoming more attractive for people to use in sports,” said food industry analyst Julian Mellentin, director of consultancy New Nutrition Business and author of a new report, “Real food” – the strategy that’s transforming sports nutrition. 

    “Both professional and amateur athletes are increasingly dropping gels and sports bars laden with ‘artificial’ ingredients from their diets, and making instead ‘real food’ choices, like peanut butter and flapjacks to maple syrup, Nutella and traditional Italian panforte,” Mellentin added. 

    The trend is powered by sports dietitians. The Collegiate and Professional Sports Dietitians Association, which represents America's leading sports dietitians, has adopted the “food first” principle that "whole foods are the best fuel.”

    “‘Real food’ is a message that resonates with a wider audience—not just serious athletes—as in more and more countries, consumers are trying to build activity and maintaining weight wellness into their everyday lives,” Mellentin said.

    "Regular" food and drink businesses are enjoying success by positioning products as "real food for sports"—some by re-inventing established, traditional products, others by creating new products. Not only are they getting more volume, they are almost always earning premium prices – the reward for connecting to consumer needs. Examples include: 
    • California-based Clif Bar, which has become a $750 million annual sales supermarket brand by firmly tethering its identity to sports and activity and the idea of “naturally healthy”
    • Soreen, a fruit-based cake from the U.K. whose re-positioning for recreational cyclists has driven a 70% increase in retail sales, despite selling at a 100% price premium.
    • Low-sugar protein bar Grenade Carb Killa markets its products in the confectionery aisle as a real food alternative to sports nutrition bars and has become the third fastest-growing brand in the U.K. grocery market. 
    “Any product that offers on-the-go convenience with benefits such as more protein, less sugar, fewer carbs or better-quality carbs can use the ‘real food’ strategy to get good growth,” Mellentin added.

    Related Searches
    • Natural
    • sports nutrition
    • Protein
    • Whole Foods
    Related Knowledge Center
    • Consumer Trends
    • Nutrition Bars & Snacks
    • Functional Foods & Beverages
    Suggested For You
    Bioenergy Life Science, Inc. (BLS) Bioenergy Life Science, Inc. (BLS)
    Who’s Winning the Protein Wars? Cauliflower Outperforms Meatless Burgers Who’s Winning the Protein Wars? Cauliflower Outperforms Meatless Burgers
    Move Over Mainstream, Healthy Foods Are Here to Stay Move Over Mainstream, Healthy Foods Are Here to Stay
    GELITA’s Collagen Proteins Prevent Sports Injuries and Promote Healing GELITA’s Collagen Proteins Prevent Sports Injuries and Promote Healing
    MegaFood Introduces Healthy Farm Standard MegaFood Introduces Healthy Farm Standard
    Fermented Formulas: Traditional Processing Method Appeals to Modern Consumers Fermented Formulas: Traditional Processing Method Appeals to Modern Consumers
    Plant-Powered Proteins Thrive in the Sports Nutrition Sector Plant-Powered Proteins Thrive in the Sports Nutrition Sector
    Successful Dairy Companies Embrace Powerful Consumer Trends Successful Dairy Companies Embrace Powerful Consumer Trends
    OptiMSM Earns ‘Informed-Choice’ Certification OptiMSM Earns ‘Informed-Choice’ Certification
    MegaFood Launches Line of Chewable Multivitamins MegaFood Launches Line of Chewable Multivitamins
    Caveman Foods Launches Collagen Bars and Grain-Free Granola Bars Caveman Foods Launches Collagen Bars and Grain-Free Granola Bars
    Mondelēz International Invests in Prebiotic Food Start-Up Mondelēz International Invests in Prebiotic Food Start-Up
    Bone & Joint Formulas Provide Foundations for Fitness Bone & Joint Formulas Provide Foundations for Fitness
    Start-Up Brands See Moderately More Success than Established Food Companies Start-Up Brands See Moderately More Success than Established Food Companies
    The Importance of Omega-3s in a Healthy Diet The Importance of Omega-3s in a Healthy Diet

    Related Buyers Guide Companies

    • Bioenergy Life Science, Inc. (BLS)

      Bioenergy Life Science, Inc. (BLS)

      ...
      Penny Portner, Director of Marketing 06.28.22

    • Breaking News | Consumer Trends | Functional Foods & Beverages | Industry & Market News | Proteins, Peptides, Amino Acids
      Who’s Winning the Protein Wars? Cauliflower Outperforms Meatless Burgers

      Who’s Winning the Protein Wars? Cauliflower Outperforms Meatless Burgers

      Consumers want simple, natural, and least-processed foods.
      06.10.19

    • Delivery & Dosage Technologies | Flavors & Colors | Functional Foods & Beverages | Natural/Organic | Sweeteners
      Move Over Mainstream, Healthy Foods Are Here to Stay

      Move Over Mainstream, Healthy Foods Are Here to Stay

      Thanks to the efforts of flavor and color companies, healthy products are officially upstaging sugar-laden, artificially flavored/colored counterparts.
      By Becky Wright, Contributing Writer 06.03.19


    • Delivery & Dosage Technologies | Healthy Aging | Proteins, Peptides, Amino Acids | Sports Nutrition
      GELITA’s Collagen Proteins Prevent Sports Injuries and Promote Healing

      GELITA’s Collagen Proteins Prevent Sports Injuries and Promote Healing

      Collagen peptides support sports and healthy aging applications, as well as offer fill release opportunities for soft capsules.
      05.06.19

    • Breaking News | Functional Foods & Beverages | Herbs & Botanicals | Industry & Market News | Natural/Organic | Quality & Safety | Research
      MegaFood Introduces Healthy Farm Standard

      MegaFood Introduces Healthy Farm Standard

      New program designed to encourage sustainable sourcing and improve soil health.
      04.24.19

    Loading, Please Wait..
    Trending
    • Three Grams Of Omega-3s May Be Optimal Dose For Reducing Blood Pressure
    • 3 grams of Omega-3s May be Optimal Dose for Reducing Blood Pressu
    • High Blood DHA Levels Linked To 49% Reduced Risk Of Alzheimer’s
    • CoQ10 And Royal Jelly Supplementation May Improve High Intensity Exercise
    Breaking News
    • Kensing Acquires Vitae Naturals
    • CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise
    • Shiitake Mushroom Extract Appears Helpful in HPV Infections
    • Fi & Hi Europe Returns with Over 20,000 Global Attendees Expected
    • United Plant Savers Launches First Film Festival
    View Breaking News >
    CURRENT ISSUE

    June 2022

    • Tapping Functional Beverages to Meet Modern Wellness Needs
    • Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    • New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance
    • Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges
    • Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Kensing Acquires Vitae Naturals
    CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise
    Shiitake Mushroom Extract Appears Helpful in HPV Infections
    Coatings World

    Latest Breaking News From Coatings World

    Sheboygan Paint Company Adds Rosey Malchow as Customer Experience Manager
    PPG to Announce Second Quarter 2022 Results July 21
    Evonik Unveils Range of Sustainable Liquid Polybutadienes
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Researchers Develop New Apparatus for the Treatment of Cardiovascular Diseases
    NovaXS Unveils New Prototype of Needle-Free Injection Therapy Smart Medical Device
    Meddux Opens New Facility in Boulder, Colorado
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Phastar Appoints Chris Schoonmaker as Chief Operations Officer
    Charles River Labs Opens Plasmid DNA CoE in Cheshire, UK
    EQT Private Equity Acquires SPT Labtech from Battery Ventures
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Highlights from Paris Packaging Week
    Walgreens Boots Alliance Decides Not to Sell Boots and No7 Beauty Company Businesses
    WWP Beauty Unveils New Packaging Collections in Collaboration with Eastman
    Happi

    Latest Breaking News From Happi

    Evonik Holds Groundbreaking Ceremony for Commercial Rhamnolipid Production Facility
    CHT USA Hosts Groundbreaking Ceremony for $20 Million US Headquarters Expansion
    Azelis Expands Global Flavors & Fragrances Platform with Acquisition in India
    Ink World

    Latest Breaking News From Ink World

    Temporary Content Title
    Amcor Lift-Off Initiative Shortlists Start-ups for Seed Funding
    Barentz Highlights Lincoln MFG’s New ISO 9001:2015 Certification
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Sibress launches FADS3D flexo plate measuring device
    Mike Brown appointed VP for Davis-Standard’s Canadian operations
    Constantia Flexibles introduces chemical resistant recycle-ready laminate
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Suominen Launches Hydraspun Reserve
    Richard Knowlson Receives Lifetime Technical Achievement Award
    Skylark Launches Thicker Label Closure Technology in North American
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Tecomet Appoints Bill Dow as President & CEO
    Medacta, InSilicoTrials Partner on Orthopedic Device Development
    Researchers Develop Microfluidic Sensors to Improve Implant Survival Rates
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Avery Dennison Launches New Dual-Frequency RFID Inlay
    Avery Dennison Highlights New Approach to Apparel with ADX Lab
    trinamiX Face Authentication Protects Users from Fraud Attacks During Mobile Payments

    Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login