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An ideal match for the burgeoning sports nutrition marketProtein +
GanedenBC30
Sports NutritionThe sports and fitness nutrition market can no longer be considered nitche. Expected to reach a whopping $67 billion by 2017, This category is evolving at a breakneck clip. Its products have greatly expanded beyond supplements and protein powders and bars to include performance gels, foods and beverages. Its consumer base is wider than ever even as non-athletes up their fitness activity and want energy and an edge. Novel sports and fitness product ingredients and delivery systems are coveted by manufacturers and ultimately, consumers. Here, we look more closely at this market and how shelf-stable probiotics, like Ganeden’s GanedenBC30, are a game changer in this dynamic market.
The sports and fitness nutrition market is expected to reach a whopping $67 billion by 2017,
Largest Global Market
Fastest Growing Market
An expanding marketSports nutrition is no longer relegated to bodybuilders and professional athletes. Today, fitness is top-of-mind for a growing number of individuals, from stay-at-home moms and weekend warriors to seniors and high schoolers. Products that previously targeted athletes and body builders are now gaining popularity among the general population as the role of sports nutrition products is changing from muscle building to one that promotes good health. A fitness-crazy generation and the good-health image of sports drinks are driving growth in sports and energy foods and beverages, according to a market report from Global Industry Analysts.
New venues for sports and nutrition productsProducts once relegated to gyms are now selling at drug stores, grocery stores, online and through multi-level-marketing. Consumers are hungry for novel ingredients that will boost beverages and foods with a healthy twist, according to the GIA report. As, more consumers shun artificial or synthetic products, natural sports and fitness nutrition products are making inroads into the market. Delivery formats are also evolving as manufacturers are attempting to offer formats that are not only convenient to use but which also facilitate optimized dispersion of active ingredients in the body, according to GIA.
Where’s the market?In the global sports and fitness nutrition products market, the United States represents the single largest regional market, as stated by GIA’s report. In terms of future growth, the Asia-Pacific market displays immense potential and is poised to expand at the fastest pace.
Probiotics — the next hot sports ingredientNow a household word associated with healthy digestion, emerging research demonstrates that probiotics may play a healthy role in the use of protein for muscle growth and human recovery.
Research has demonstrated that Ganeden’s GanedenBC30 probiotic (Bacillus coagulans GBI-30, 6086) may benefit protein absorption. Data from a recent study demonstrated that in just two weeks, combining one billion colony forming units (cfus) of GanedenBC30 with one serving of protein per day increases the absorption of 23 important amino acids over the baseline, compared to protein without GanedenBC30. The results are particularly important to food manufacturers that target the sports nutrition and active adults markets that feature protein as a key ingredient.
“We have known for some time that GanedenBC30 benefits those consuming protein, but this study provides the data” said Mike Bush, Vice President of Business Development, Ganeden.
GanedenBC30 Increases the Absorption Rate of1-Methyl-histidine3-Methyl-histidinea-Aminoadipic acida-Amino-N-butyric acidAlanine (a-Alanine)AsparagineB-Aminoiso-butyric acidCitrullineCystineGlutamineHistidineIsoleucineLeucineLysineMethionineOrnithinePhenylalaninePhosphoserineSerineThreonineTryptophanValine
640500500580
35100115
TryptophanCitrulline
LeucineIsoleucineValineGlutam
ineOrnithine
+23% +20%
+7%
+116%
+100% +100%
+128%
Effect of GanedenBC30
on absorbtion of seven
key amino acids
Dr. Ralf Jäger, President of Increnovo LLC, certified sports nutritionist and a Fellow of the International Society of Sports Nutrition, stated that “Improved protein utilization might benefit people supplementing their diets with protein such as athletes trying to increase pre-workout effect on muscle protein synthesis, or people trying to balance the loss of skeletal muscle mass and strength associated with aging.” Jäger adds, “Previously considered inferior protein sources which are naturally lower in leucine such as soy or rice, might specifically benefit from GanedenBC30, giving athletes with allergies against lactose or who are cautious about cholesterol a valuable alternative to whey protein.”
The effects of GanedenBC30 with protein were examined in a randomized double blind crossover clinical trial on key amino acids including leucine (the regulator for muscle protein synthesis), isoleucine and valine (branched chain amino acids), as well as histidine, alanine, asparagines, citrulline, cystine, glutamine (a key amino acid for supporting pH balance and the immune system), methionine, ornthinine, serine, threonine, tryptophan and phenylalanine. Raw data indicated that GanedenBC30 had a positive effect (increases) on the absorption of a number of these key amino acids: leucine by 23%, isoluecine by 20%, valine by 7%, glutamine by 116%, ornithine by 100%, tryptophan by 100% and citrulline by 128%.
» Increased levels of glutamine have been shown to slow degradation of muscle protein and supports immune system and gut integrity from the exercise-induced stress.
» Leucine is the only dietary amino acid that has the capacity to stimulate muscle protein synthesis and has been found to slow the degradation of muscle tissue by increasing the synthesis of muscle proteins. Leucine has recently earned more attention as a catalyst for muscle growth and muscular insurance.
» Tryptophan is an essential amino acid that cannot be synthesized by the body and must be obtained through diet. It functions as a biochemical precursor for niacin, an essential human vitamin, and serotonin, an important neurotransmitter.
ApplicationsWeekend warriors, elite athletes, adults on the go and individuals on special diets all want convenient foods and beverages fueled with protein. The emerging research on probiotics could be good news for this fast growing sports nutrition and active adults market.
One example of such a product is illustrated by the success of Gaspari Nutrition’s Myofusion Probiotic and Real Mass Probiotic formulas, both of which contain GanedenBC30. When describing the choice to utilize GanedenBC30, Dan Pierce, Vice President of Brand Strategy and Product Development for Gaspari Nutrition said, “When choosing GanedenBC30 as our probiotic of choice for the Gaspari brand, Ganeden Labs’ commitment to continuing research was a high priority for us. We are pleased to see that the benefits for the sports nutrition community are now being validated and elucidated publicly with this new study.”
What’s unique about GanedenBC30
The composition differentiates itself from other probiotics with its ability to survive manufacturing processes, shelf life, stomach acids and intestinal bile. This allows GanedenBC30 to be incorporated into a variety of foods ranging from frozen yogurt and baked goods to hot cereals and confections. The utility of GanedenBC30 can be linked to its naturally occurring layer of organic material that protects the genetic core of the bacteria. Other probiotics, such as Lactobacillus and Bifidobacterium, are unable to form this protective layer, making them more vulnerable to manufacturing conditions.
New products for a growing marketGreek Yogurt Sales of Greek yogurt now account for 21 percent of all yogurt sales. This higher protein formula has literally taken over the yogurt category. But most Greek yogurt does not contain probiotics and isn't marketed for active and athletic individuals. Combine Greek yogurt and GanedenBC30 and you've got a stand-out product for the sports nutrition market.
Got Chocolate Milk? The Got Milk campaign hopes so. It's part of a growing push to make chocolate milk the next go-to sports recovery drink. Proponents tout that chocolate milk has the protein to carbohydrate ratio (between 3:1 and 4:1) proven to hasten recovery and that it contains vitamin D and calcium to boot. There’s no doubt the market for a GanedenBC30 boosted chocolate milk sports drink is ripe for the picking.
Nuts for Nuts (and Dried Fruit) Nuts, once maligned ‘boring’ natural snack is now a super-nutritious protein-packed tasty treat available in myriad flavor combinations. Toss some dried fruit in and you’ve got a natural snack that tastes great and sports a mighty health halo. Considering that the $7.2 billion dollar nuts and dried fruit category posted a gain of 36.1 percent in dollar sales from 2007-12, according to Mintel, the market is well poised for product introductions. Add some GanedenBC30-infused yogurt covered superfruit to a trail mix and you’ve got the next quick sports snack.
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