Sports Nutrition Market & Ingredients Review

7.25.2014

Richard Wang, MPH

The sports nutrition market has grown and matured to the stage where it is ready to shed its image of hard-core gym rats and professional athletes. In fact, it is estimated now that 55 percent of regular supplement users also include sports nutrition products in their general health maintenance according to Datamonitor. Consumer interest in sports nutrition is growing rapidly, forcing brands to redirect their marketing attention from fans of Ronnie Coleman (the 8 time Mr. Olympia) to regular folks who consider protein & other sports nutrition products to be a foundational component of their nutrition. Historically, it was the hardcore bodybuilder or professional athlete that was considered the “prime” demo for sports nutrition products. Lately, that focus has been on people who may never even visit a gym but prefer to do their exercise outdoors.

Who’s using sports nutrition supplements?

In the US, the sports nutrition and weight loss category is one of the fastest-growing segments in the dietary supplement industry and clocked in 3.99 billion in sales for 2012 according to Nutrition Business Journal. Ironically, back in 2008, Datamonitor forecasted that annual revenue for sports nutrition to grow to $ 3.5 billion by 2013! RTD beverages are growing the fastest in the sports nutrition market and and posted a 17% growth 2012, the largest increase in any of the sports nutrition segments. According to NBJ, the sports nutrition market will see an average annual growth of 8.5% between 2013 and 2020. The two largest players in the sports nutrition space are Glanbia, parent company of Optimum Nutrition, BSN & ABB & CtyoSport. Both did north of 200million USD revenue in the sports nutrition segment 2012. Given the popularity of protein powders and their wide presence across multiple retail channels, both Glanbia & CytoSport will continue to lead the pack.

So who is using these products? There’s a long & varied cross section of consumers; aging active seniors, business professionals, pro-am athletes, club teams, cross-fit enthusiasts, bikers, women who balance a career and home, weight conscious consumers among others.

Sports Nutrition Science & Bro Science

Research, either published or internal manuscripts have played a critical key role in influencing product development and escalating the growth of the sports nutrition market. Research studies and recommendations from experts suggest that nutrient-based supplements may not only help improve stamina and athletic performance through muscle building and support, but also support a range of cross functional health functions that deliver optimal exercise performance. Meta-analysis of popular ingredients such as creatine affirms long term safety and efficacy. As end users become more knowledgeable about their supplements, data supported by independently reviewed experts will become the norm.

The better marketing brands have used published data or their own research to convince consumers that their product will achieve top level results. “Bro science”, anecdotal evidence & advice passed around by serious gym goers also lends a helping hand when utilized effectively. The popularity of forums broad and niche enable senior forum members to have an outsized influence on sports nutrition products & ingredients, whether or not their advice is based on sound data.

Popular & Upcoming Ingredients in Sports Nutrition

Protein: This is a no brainer and anyone with a remote connection to the sports nutrition industry understands the importance of protein. According the NBJ, protein powders & formula make up to 86% of the sports nutrition market. Well-documented studies show that adequate protein intake, especially that critical window 30 to 120 minutes post activity, is needed for muscle recovery & support. Protein aids quick recovery by reducing sore muscles after exercise, promoting synthesis of glycogen and increasing muscle mass and strength. Protein also helps promote satiety and enhances energy production in the body.

Whey protein is considered a complete protein and because of its high bioavailability and an amino acid profile, it is one of the most popular forms of proteins used in manufacturing sports nutrition supplements. Hydrolyzed whey protein plays a more functional role in the production of glycogen. (Glycogen is known to assist muscle growth by increasing protein synthesis and decreasing protein breakdown.) A recent innovation in protein manufacturing is the development of clear whey protein isolates which are finding more inclusion in ready to drink beverages.

Other growing segments of protein include soy, the only complete plant based protein, brown rice, pea & hemp. One recent published study by Reidy PT et al, demonstrated that using a combination of whey & soy protein was superior in achieving a net amino acid balance after exercise than using whey alone.

Beta-Alanine is a popular sports nutrition ingredient found in many pre-workout supplements. It is a non-essential amino acid. When ingested, it converts into carnosine. Carnosine serves as buffer, stabilizing ph values and minimizing lactic acid buildup. Carnosyn, a well regarded patented version of beta alanine is often found in branded sports nutrition supplements.

Conjugated linoleic acid (CLA) is a well studied naturally occurring fatty acid popularly used for building lean muscle mass and reducing body fat composition.

Creatine, a natural substance found in muscles, is known to enhance lean muscle mass, increase muscle strength and improve recovery time from a muscle injury. Over 300 studies on creatine have affirmed its unique role in sports nutrition.

AstraGin is a patented fractionated ratio of astragalus membraneceus & panax notoginseng. It is reported to assist with amino acid uptake in the small intestine, enabling higher bioavailability of nutrients in the bloodstream for muscle tissues to utilize.

L-Arginine is a naturally occurring amino acid. Studies have shown that when large doses of L-arginine are ingested, it leads to enhanced nitric oxide production, leaving positive effect on increasing vascular function.

L-Citrulline is another naturally occurring amino acid. L-citrulline actually converts into arginine but has demonstrated to be more bioavialable as it is not subject to pre-systemic elimination and could be a more efficient way to elevate extracellular levels of L-arginine by itself. According to a published paper by Sureda A et al, dosages of 6 grams were most beneficial. Supplementing with citrulline itself has shown no positive benefits from a sports nutrition perspective.

L-Tyrosine is a non essential amino acid and is serves as a foundational building block for key neurotransmitters, including epinephrine, norepinephrine, and dopamine.

Branched-chain Amino Acids (BCAAs): Roughly one third of amino acids found in muscles are BCAAs. They help improve both aerobic and anaerobic performance by decreasing the production of lactate, a substance the body creates in response to strenuous exercise. High levels of lactate are associated with painful muscles. Research indicates a 2:1:1 ratio of leucine, isoleucine, and valine work synergistically to repair and rebuild muscle tissue. However, formulas have included as high as a 10:1:1 ratio since leucine is commonly understood to be the most important BCAA.

Phosphatidylserine is known to support cognitive health improving memory and mental acuity. Research indicates that it may also help lower cortisol levels in the body. Lower cortisol levels are associated with speedy recovery and the ability to cope with exercise-induced stress.

Bitter Orange (citrus aurantium) is a popular thermogenic agent, assisting a person’s own resting metabolic rate. Commonly found in stimulant free weight loss products.

Capsaicinoids are derived from red peppers. A published paper by Whiting S. et al, demonstrated that capsaicinoids enhance energy expenditure by approximately 50 kcal/day, which would result in clinically significant levels of weight loss in 12 to 24 months. It was also observed that regular consumption significantly reduced abdominal adipose tissue levels and reduced appetite.

Huperzine A is a substance purified from a plant called Chinese club moss. It’s a expensive but popular neuro-stimulant as it reportedly helps with higher levels of acetylcholine in the brain. Acetylcholine is one of the chemicals that our nerves use to communicate in the brain, muscles, and other areas.

ActiGin is endurance & recovery ingredient that has demonstrated in published studies to increase exercise to exhaustion times by an additional 20%. Oxidative inflammation markers such as IL6, MDA & Creatine Kinase were also reduced significantly post exercise.

Caffeine, like protein, is ubiquitous in sports & weight loss products. Here is a direct quote from International society of sports nutrition position stand: caffeine and performance.

“1.) Caffeine is effective for enhancing sport performance in trained athletes when consumed in low-to-moderate dosages (~3-6 mg/kg) and overall does not result in further enhancement in performance

when consumed in higher dosages (≥ 9 mg/kg). 2.) Caffeine exerts a greater ergogenic effect when consumed in an anhydrous state as compared to coffee. 3.) It has been shown that caffeine can enhance vigilance during bouts of extended exhaustive exercise, as well as periods of sustained sleep deprivation. 4.) Caffeine is ergogenic for sustained maximal endurance exercise, and has been shown to be highly effective for time-trial performance. 5.) Caffeine supplementation is beneficial for high-intensity exercise, including team sports such as soccer and rugby, both of which are categorized by intermittent activity within a period of prolonged duration”