The sports nutrition and active nutrition markets are both on an upward trajectory and are overlapping in consumer interest. For one, the sports nutrition market grew at 190% between 2004 and 2018, at a CAGR of 7.9%. In 2020, the global active nutrition market was already valued at over $23 billion in retail value and is anticipated to return a healthy growth rate of 6.1% CAGR through 2026. We are here to show you how best to maximize your chances of succeeding even more in 2023, as these nutrition markets evolve into a more inclusive, wholistic era.
Segmenting the segment
If you are totally focused on sports nutrition, there is high growth potential for your sales. Arla Food Ingredients’ survey exploring how consumers buy into the sports nutrition market and perceive healthy living, “Mainstream Exercise and Nutritional Global Consumer Segments Report” identified three consumer types:
1. Enthusiasts: consumers who exercise strenuously and regularly, often choosing food and beverages to support their athletic performance.
2. Easy Health: those who follow a relatively active lifestyle, balanced with an interest in nutrition. These consumers are likely to respond positively to popular health trends. Like Enthusiasts, they choose protein-rich foods to help with areas such as sports recovery.
3. Healthy FeelGoods: they do not prioritize exercise but are strongly focused on the way their diet impacts their overall health.
Tune in for better sales
Expanding your offers means listening to customer needs. Another survey conducted by New Jersey-based Lycored assessed 508 physically active consumers’ biggest concerns. As a result, the company found that about two thirds of these consumers were interested in avoiding skin damage while exercising outdoors (63%), preceding the 53% who wish to avoid muscular injury and immune health/general illness (51%). Considering that 70% of the consumers had experienced skin damage, like sunburn, this survey proves that sports nutrition is no longer just about muscle-building and muscle recovery, it now includes areas such as skin protection and immune health system support, leaving it up to you to innovate and capitalize on a moment.
Consider what consumers are most interested in and adhere to it. That way, you are optimizing your supply for demand. If you know they like to exercise regularly but want to avoid muscle injuries, then adding a pre-workout powder to your sports nutrition line that is specifically tailored to muscle wellness would likely attract more customers.
Both hardcore athletes and active consumers are interested in dietary supplements that will help them recover faster post-workout. In this case, you may expand your existing sports nutrition line to include a powder that promotes muscle growth and repair. That way, all of your customers, whether repping it at the gym, or taking a run on the trail, can benefit. Whey protein is one of, if not the most important powder you can have a supplement manufacturing consultant help create. Why?
Benefits of whey protein post workout
Derived from milk, whey protein is quick to digest and contains all the essential amino acids needed for muscle inflammation, growth, and repair. There are a few popular types of whey to manufacture:
Whey Protein Isolate: This pure form of whey undergoes a process which eliminates fat and carbs, making it a more concentrated protein. Isolate contains very little lactose because of the processing and contains approximately 90-95% protein.
Whey Protein Hydrolysate: Hydrolysate has endured more manufacturing that breaks down proteins into amino acids. It is absorbed more quickly than isolate and concentrate and is used in supplements to support digestion of whey protein. In addition to providing a high-quality protein source, hydrolyzed whey protein can help curve cravings and has been shown to help reduce muscle recovery time and muscle soreness.
Whey Protein Concentrate: To understand whey protein concentrate, we must first understand a bit about cheesemaking. Cheesemakers heat milk and then add an acid, which causes solid curds to form. When these curds are removed, the liquid that remains is whey. Whey protein concentrate is that liquid, just dried into a powder. It is one of the most digestible and bioavailable proteins on the market. Since whey protein concentrate increases the body’s glutathione content, cells are more protected from stress. More antioxidant activity makes for a more supported immune system, making it a great supplement option with which to expand your private label line.
Serving all consumer interests
Whey protein supports goals of avid gym goers as well as all three consumer types. After a strenuous workout or a taxing day on the job, whey protein’s antioxidant properties can support muscle recovery, while also promoting immune health. Whey, therefore, encompasses the physical aspects of a pro athlete, and also those that active nutrition consumers are interested in addressing.
Mental health supplements
There has also been a significant shift in focus from plain workout supplements for physical performance to supplements that encompass mental health. According to Jim Roza, chief scientific officer at Layn Natural Ingredients, the global nootropic supplement market is projected to experience a CAGR of 14.7% from 2022-2027, and “a good portion of that growth can be attributed to the rise of nootropic ingredients in sports supplements. Although data is still emerging regarding its share of the market, it is clear that cognition is commanding more attention in sports supplementation, evidenced by increased usage of ingredients that emphasize cognition, brain health and focus in pre-and post-workout formulas.”
Which ingredients for nootropics?
There are several ingredients that are best suited for individuals looking for better concentration, a more relaxed mind and mental clarity in their exercise routine, sports game, and daily life. Here are a few:
- Rhodiola rosea: supports healthy norepinephrine, serotonin, and dopamine levels
- Goji berry extract: helps to increase neuroplasticity and has neuroprotective agency
- Rosemary extract: may increase acetylcholine, which is important for neurotransmission These ingredients can also help people with physically demanding jobs and egamers. Believe it or not, egamers sometimes take supplements to up their game, or should I say, e-game. Nootropics can help these e-athletes retrace their steps in gameplay, and ultimately gain a competitive edge. A whole lot to consider when thinking up your next product.
Signing on with Makers Nutrition
With the trajectory looking up for the sports and active nutrition markets, you should be thinking the same for your private label business… but only when partnered with a provider as experienced as Makers Nutrition will you be able to unlock your fullest potential.
Why Choose Makers Nutrition for Supplement Manufacturing?
We have every resource and tool need to access your untapped potential. If you have been in business for quite some time now, then Makers Nutrition can elevate your health brand through next-generation manufacturing capabilities, advanced flavor systems, and more efficient modes of production. If you are a startup brand, then you can skip the lines at other providers that do not make your success their priority. While another supplement manufacturer may turn you away because you ask for too many specifications, we invite them. We want you to put our capabilities to the test with your specifications so we can continue improving how we get your product to market. While other supplement manufacturing companies close down shop, we service you 24/7. Someone always answers our phones, and you can even reach us through social media outlets, like Facebook. Click today!
- “How to Win the Sports Supplement Arena.” Nutrition Industry Executive, Oct. 2022, pp. 34-42.