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The relationship between sleep aids and stress management

Sleep aids are rapidly growing in popularity across the globe, posting a compound annual growth rate (CAGR) of 6.5 percent between 2012 and 2017 to reach retail sales of US$2.3 billion in 2017, according to market research firm Euromonitor International. Driven by an increasingly stressed and sleepless consumer base, particularly in the developed world, sleep aids are expected to continue growing through 2022.

Stress and sleep management are essentially one in the same when looking at consumer response: lack of sleep leads to increased stress, which results in an increase in reported sleeplessness. As a stressed consumer base turns to over-the-counter (OTC) sleep aids for relief, products positioned to address both conditions will continue to grow in popularity.

Sleep Aids Among Fastest-Growing OTC Categories

Though retail sales of sleep aids amounted to just $2.3 billion in 2017—far below cough, cold and allergy remedies, which is the largest OTC category—sleep aids experienced strong growth over 2012-2017, second to emergency contraception, which posted a CAGR of 9.4 percent over the same period. Looking forward, sales of sleep aids are expected to post a CAGR of 2.6 percent globally through 2022, according to Euromonitor.

Sales of sleep aids are heavily affected by demographic and epidemiological factors, particularly in the developed world as consumers increasingly report higher levels of work- and family-related stressors as well as a decline in number of hours slept each night. As stress levels continue to increase, consumers will likely continue to turn to OTC sleep aids for relief.

Increasing Stress Levels

The most common sources for consumers’ increasing stress levels are their jobs, familial obligations and, often, pressure from peers or society to work harder and accomplish more to achieve perceived success. Surveys of consumers’ attitudes toward work/life balance and stress management activities indicate across global markets (though largely excluding the developing world), consumers report being more stressed and under more perceived pressure in 2016 than in previous years, and there is every reason to believe these attitudes will persist and strengthen in the coming years as well.

Since the market for sleep aids is tied so closely to stress management, any discussion of retail sales of products to promote sleep must necessarily include a discussion about the psychological health of the consumer base and their motivations for buying sleep aid products in the first place.

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Body boosting ingredients for the serious athlete

Branched chain amino acids (BCAAs) are incredibly popular with hardcore athletes and body builders. BCAAs include leucine, isoleucine and valine, which are essential amino acids that humans only get from food and beverage because the body doesn’t make them on its own. Among the benefits of BCAA products  are stimulation of muscle protein synthesis (MPS), prevention of muscle breakdown and delaying of muscle fatigue.1

There are hundreds of BCAA products on the market, and some of the most popular brands include Cellucor, BPI Sports and Dymatize. BCAA supplements are most often sold as powders with sweet and citrus flavors, but brands such as Optimum Nutrition and Scivation have developed ready-to-drink (RTD) beverages, as well.

Collagen is the most abundant protein found in the human body and is the basis of connective tissues that help give structure to tendons, ligaments, skin, bones and teeth. It is also sold as a supplement in products that are rapidly growing in popularity. The ingredientworks with endogenous hyaluronic acid (HA) to improve joint health,2 enhance hair,3 skin4 and nails.5 As a bonus, it may also help repair muscle tissue, although whey and casein are generally regarded as more effective for that purpose.6

The source of the collagen isn’t quite so sexy. It comes from animals such as cattle, fish, turkeys and chickens, which means it is not vegan and can cause issues with a product’s kosher status. Allergenic concerns also need to be taken into consideration for sensitive consumers. Formulating with collagen can be challenging because it can have solubility issues, but brands such as Eviva Collagen Elixir, Beauty & Go and Pure Gold Collagen have successfully developed RTD collagen supplements. Many collagen protein powders are on the market, as well, including in  brands such as NeoCell, Ancient Nutrition, Vital Proteins and Sports Research.

Micellar casein is an up-and-coming ingredient for active consumers and is generally regarded as the most effective form of casein compared to similar ingredients like calcium caseinate. It is the slowest digested caseinate protein and is a source of high-quality BCAAs and glutamine.

“The mechanism of action is a stark contrast to hydrolyzed whey, which is known for fast-acting, quick absorption into the body,” explained Jason Dompeling, beverage scientist at Imbibe. “Micellar casein is known for very slow absorption. The casein micelles form a sort of ‘clot’ in the gastrointestinal (GI) tract that slow down the protein breakdown and amino acid absorption.”

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Sports nutrition retail shift offers growth opportunities to brands taking new approaches

Let’s face it: the world feels like it is changing faster and more aggressively than any other time in recent history. In the sports nutrition industry, iron-clad brands are now showing cracks in their armor. This is especially true for legacy sports nutrition brands.

These brands are feeling the squeeze to stay relevant against an onslaught of emerging competitors that have entered the market due to today’s lower barrier of entry. Over the past decade, the increasing popularity of e-commerce has made it easier for brands to sell their products directly to consumers. This direct connection has given rise to a plethora of sports nutrition startups, that are in turn fragmenting the market and fundamentally changing how consumers purchase products.

Gone are the days of generating a reliable, perpetual growth trajectory through the previous sales and marketing models that fueled decades of industry success. These legacy sports nutrition brands now face pressure as consumer behaviors shift and the channel landscape changes. To win in the coming years, sports nutrition legacy brands need to reduce their reliance on and diversify their offline channels. Despite sports nutrition products being a relatively difficult category for consumers to shop for online without prior product knowledge, online sales continue to dramatically increase.

This increase of the self-directed consumer has given online retailers like Amazon a further cognizance to invest in the category. Simply put, the main question pondered by most legacy sports nutrition brands is not whether they should have an e-commerce presence, but rather what level of presence they need to grow. Regardless, the sooner legacy sports nutrition brands start building an e-commerce strategy, the better they will be able to compete with more agile, digitally native challengers.

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Sports nutrition performance ingredients

Performance in sports goes beyond competition to include training or regular exercise. By definition, performance is the execution of an action or the ability or manner used in completing a task. Sports nutrition researchers define performance in terms of strength, power and endurance, as well as sport skills including speed, agility and reaction time. Recently, cognitive function—focus, processing and memory—has drawn rising interest in the market for its impact on overall sports performance.

It could be confidently said that all sports nutrition ingredients have an ultimate effect on performance, even if their primary benefit is in weight management or recovery.  However, many ingredients are researched for an influence on specific performance metrics used by sports nutrition researchers and, thus, have a more direct impact on performance.

Strength and power metrics are tied to the muscles, which are built and driven by protein/amino acids and energy. Each protein source, from dairy to plants and algae, has a unique profile of essential amino acids (EAAs) and specific rates of action. Whey is fast acting, while casein is slower. Each protein can play a role in muscle development and function, and blending different protein types is sometimes advantageous. The branched chain amino acids (BCAAs), specifically leucine, are EAAs singled out for muscle building. Leucine is considered a limiting factor in muscle protein synthesis (MPS), the process of building new muscle mass.

Also involved in muscle building is mTOR (mammalian target of rapamycin), a regulatory pathway for MPS. Leucine and ingredients such as HMB (beta-hydroxy-beta-methylbutyrate) may signal mTOR-activated muscle growth.

Protein boosters, which help increase MPS, and testosterone boosters are other popular categories of ingredients for strength and power.

On the energy side, which also plays into endurance, ingredients that support production of adenosine triphosphate (ATP), the cellular energy molecule, can support performance gains. Creatine helps energize short bursts of activity, such as resistance training and sprinting, while carnitine helps shuttle fatty acids into the mitochondria for use in later stage energy production.

On the flip side, compounds that inhibit fatigue can also improve performance. Beta alanine and carnosine help buffer fatigue-causing ions in the muscles, whereas caffeine disrupts fatigue signaling in the brain and stimulates the central nervous system.

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Trends driving supplement industry growth

 

Supplements are food but they’re not food. People don’t need to ‘pick up that apple’ with supplements. So, what’s your omnichannel strategy? The question you’re going to have to answer is: What’s your Amazon strategy.”
—Rick Polito, New Hope Network

Part 1: Supplement sales and growth  overview

-Supplement growth is strong. It’s neither spiking or slumping.

-The smart money is in the convergence of food and supplements.

 

Part 2: Defining growth by category

-The supplement industry has a powerful growth story.

-A look at the following categories: Herbs and Botanicals, Whole Food Supplements, Sports & Nutrition, Weight Management/Loss, Functional Food & Beverages and Probiotics.

 

Part 3: Sales by channel

-Supplement sales are growing the fastest in the online channel.  

-Blurring channels fuel opportunities, as well as challenges.  

 

Part 4: Global trends

-Regional overviews give insight to the fastest growing markets.

-Aspirations for a healthy lifestyle lead the global key forces affecting the industry.

-Connected, better informed consumers desire customization and personal engagement.

 

Part 5: How insights to global forces fuel innovation

-Formulations, memberships, ready-to-drink meals and digital packaging are global forces fueling innovation.

-Consumer goals, aimed at prevention and healthy lifestyle, place high demand on the supplement industry to help lower health care costs.

 

Part 6: Q&A

-How will we redefine categories as FDA changes guidelines on packaging for food vs. supplements?

-How should brands handle the issue of harmonization of regulations across global markets?

 

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