Powders dominate key sports nutrition categories

Powder-based formulas are all over the lists of best-selling sports nutrition products at top retailers including Amazon, Walmart and Bodybuilding.com. Powder products dominate certain categories more than others. For instance, Amazon’s protein, pre-workout and post-workout/recovery categories are mostly owned by powder products, specifically ready-to-mix (RTM) formulas.

Mixable powders more popular in sports nutrition compared to other sports nutrition formats, including capsules, bars and ready-to-drink (RTD) products.

Capsules have the advantage of more easily hiding off flavors and not having to contend with liquid from consumer mixing before use. However, consumers increasingly seek more food- and drink-like experiences rather than a litany of pills, so RTM powders offer a way for consumers to drink their sports supplements in a range of palatable flavors. Further, RTM powders often involve “scoops,” each of which delivers anywhere from 5 g to more than 30 g of ingredients. It would take many capsules to deliver an equivalent amount of product.

For ingredients such as protein, which is typically dosed at 20 to 30 g per serving, powders are the primary delivery format, followed by RTD and bar products. RTD sports nutrition products can deliver the amounts of protein sports nutrition consumers want and offer pleasurable convenience, but they cost more to ship (no water content) and have a shorter shelf life than RTM products, especially with high-protein products.

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