Sports nutrition, weight management products address health-conscious consumers’ needs

Sports Nutrition Appeal Broadens
At one point, only a very specific and narrow group of consumers were core users of sports nutrition products, namely weightlifters and endurance athletes. Today’s sports nutrition consumer is much more diverse and increasingly includes the growing group of active lifestyle consumers looking to sports nutrition products to improve their energy, protein intake and long-term health.

Not surprisingly as the user group broadened, what they wanted from sports nutrition products changed. This group of savvy wellness athletes was not going to fall for quick-fix gimmicks or empty product promises. They sought out products with science-backed ingredients, from companies that offer efficacy, transparency and evidence-based results. 

“The pandemic has caused a lot of consumers to be concerned with their overall health and wellness,” said Joe Herne, vice president of sales FDM at Boston-based Force Factor. “There are a lot of new shoppers in the space, but we also see purchase frequency increasing from consumers that had not previously been heavy buyers, suggesting that supplementation is simply becoming a more mainstream practice.” Beyond vitamins and minerals, Herne said consumers now have the ability to remedy a variety of concerns with products that target specific goals, and with specialized formulations that work to meet their individual needs.

And, as more people come to understand the importance of diet, health and immunity, there is a push for products that integrate such holistic wellness themes as vegan, sugar-free, GMO-free and gut friendly. Today’s wellness athletes also want more plant-based sports nutrition products ,as well as those that are sustainably sourced and free of artificial colors, flavors and sweeteners. 

Pea protein has become one of the most popular plant-based proteins in sports nutrition. It is high in leucine, which fuels muscle protein synthesis, and when partnered with other proteins such as chia, sunflower or pumpkin seeds, it delivers an optimal balance of amino acids. Another rising star is curcumin, which is purported to support joint health and promote a healthy inflammatory response. Data from Persistence Market Research shows the plant-based protein market is predicted to reach $16.3 billion by 2025.

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“Hotshot consumers, more and more, are looking for plant-based nutrition and solutions,” Wohl said. “In 2020, we heard from more athletes who were digging into the nutrition labels of what they were consuming as they focused on fine-tuning their health. Clean labels have been big, but the role of plant-based benefits is growing ever larger.” 

Products that address physical health are just one piece of the wellness puzzle. This summer’s Olympics helped highlight the role mental wellness plays in one’s life, be it with the weekend warrior or those competing at the highest level possible. This awareness has put the spotlight on pre-workout products that offer energy and mental focus support. As a result, experts said products containing stress-reducing adaptogens and medicinal mushrooms to improve focus and energy are predicted to see sales growth this year.

And, as more people adopt a whole health perspective, products that help with exercise recovery are gaining in popularity, particularly those that include L-theanine and melatonin to support restful sleep and probiotics to aid in better nutrient absorption, reduce muscle damage and increase recovery.

Regardless of the reasons that drive people to the category, value — whether that is reflected in lower price points or larger sizes — is important to consumers. “For too long, consumers have had to choose between low cost, low quality formulas and high cost premium options. We set out to remedy this by providing value premium formulations by way of product benefits, days of supply and retail price points,” Force Factor’s Herne said.

Admittedly, weight loss products have been around for a long time, undergoing many iterations over the years. And, as often as weight management products have changed, so too, has what motivates consumers to take them. For a long time, fad diets and quick-fix products were popular, but after many stops and starts, consumers have come to the realization that they cannot just waive a wand or take a pill and magically lose weight. 

While it is their physical shape they wish to change, increasingly consumers understand the solution to long-term weight loss lies in changing one’s lifestyle. Often this means letting go of years’ worth of bad habits and recognizing the psychology of why we eat what we do. For many, the stress associated with living in these unprecedented times has led to weight gain. At the same time, consumers have become focused on incorporating more functional nutrition, immunity-enhancing products and quality proteins in their lives that support performance and a healthier lifestyle.  

Iovate Health Sciences of Oakville, Ontario, Canada, with offices in New York City makes several weight management products, including Hydroxycut. The company recently kicked off a “No Fads. Just Weight Loss” campaign, aimed at addressing the confusion and struggle so many people face on their weight loss journeys. Kayleigh Dunn, associate director of Hydroxycut, said the campaign taps into the emotional component weight loss carries and teaches people that weight loss can be a fun process that includes making healthy lifestyle changes.

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“From full day juicing and cleansing teas to child-sized portions, we want people to know that weight loss doesn’t involve a quick-fix fad solution,” Dunn said. “Hydroxycut provides science-backed weight loss as part of a three-step solution, which includes proper diet and an active lifestyle.”