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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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Report Forecasts Supplement Market to Reach $278 Billion by 2024

The global dietary supplements market is expected to reach $278.02 billion by 2024, according to a new report by Grand View Research, Inc. Favorable outlook toward the medical nutrition market in light of increasing applications for the treatment of malnutrition and cardiovascular disorders is likely to spur the market, the report said.

Rising sales of sports nutrition products in the U.S. and China on account of increasing prevalence of fitness and sports at a domestic level along with new product launches is likely to have a significant impact on the industry over the projected period. The market is expected to generate revenues worth $37.16 billion by 2024, Grand View Research predicted.

Rising consumption of clinical nutrition products as a prevention medium for reducing malnutrition is expected to have a substantial impact. Furthermore, increasing prevalence of premature births on a global level is expected to promote the use of medicinal supplements over the forecast period. The market was worth $19.17 billion in 2015 and is projected to witness growth at a CAGR of 9.5% from 2016 to 2024.

Further key findings from the report include:

 

  • The market for dietary supplement capsules was valued at $26.42 billion in 2015. The increasing use of omega-3 fatty acids in the formulation of dietary supplement capsules is expected to have a positive impact over the forecast period.
  • Amino acid-based dietary supplements accounted for 14.3% of the market share in 2015 and is projected to witness significant growth on account of increasing protein intake by bodybuilders and sports athletes
  • Gel caps and soft gels together accounted for 13.2% of the overall market in 2015. These products are expected to witness growth on account of their increasing application in confectionaries including chocolates, candies, and desserts.
  • Asia-Pacific is projected to grow at a CAGR of 11.2% from 2016 to 2024. Rising sales of green juice, royal jelly, blueberries, chlorella, and black vinegar in Japan owing to increasing awareness toward natural products is expected to promote the use of nutritional supplements over the forecast period.
  • North America accounted for 28.5% of the total market in 2015 and is projected to witness growth on account of increasing consumption of products with reduced calorie level and high nutritional content.
  • Key participants include Amway Corporation, Pfizer Pharmaceuticals, Abbott Laboratories, Herbalife International, ADM, DuPont, and Carlyle Group. In April 2016, Amway Inc. launched a new sports nutrition energy drink under the brand name, XS Sports Nutrition line. This type of product innovation is expected to force manufacturers to develop new products over the next eight years.

 

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Versatile Capsules for Sports Nutrition

The sports nutrition market is generally the supplement industry’s first adopter and first mover of cutting-edge products. This history bodes especially well today for the entire industry.  Sports nutrition, once a smaller niche market of elite athletes and sports teams, is now the fastest growing and leading supplement market due to the entry of active mainstream consumers seeking healthy living and fitness trends driven by Millennials and Gen Xers as well as seniors bent on maintaining mobility and independence.

Now relabeled the “sports nutrition/active nutrition” market—with emphasis on the slash!—the category is embracing a wider array of supplement ingredients that benefit and lengthen physical strength, endurance and dexterity. Dosage delivery forms are now a critical part of chemistry for creating inventive products forward-looking consumers will buy. Innovative delivery forms can meet a unique subset of consumer requirements ranging from convenience to consumption pleasure to preservation and/or enhancement of ingredient effectiveness.

Sports nutrition sales revenue rose from US$7.3 billion in 2011 to $13.6 billion in 2017, and is expected to continue growing at a fast rate (7.9 percent compound annual growth rate [CAGR] from 2016 to 2021), according to Euromonitor International. The United States has represented 60 percent of the value over the past decade.

The market’s new crowd wants supplements that will help them gain more energy and endurance, lose more weight, feel better, perform better, recover better and relieve muscle soreness. They look for products to support joints, bones and the cardiovascular system. They also want to build and maintain muscle.

While sports powders, drinks and bars are the most popular delivery forms for protein—which comprise the bulk of sales in sports nutrition—other delivery forms for a wide range of supplements are continuing to fuel demand.

According to the National Marketing Institute’s (NMI) 2018 Supplements, Over-the-Counter, and RX Database (SORD) study (data collected in 2017), capsules are not only the top delivery form for the population (41 percent), but also for the sports nutrition supplement crowd—beating out tablets (second), softgels (third) and other novelty delivery systems.

Versatility is the core appeal of the capsule as a delivery form. Not only can it meet clean label claims, but it can be neater (no messy packages from sport bars), more convenient (slides right into purses, bags and pockets) and easier to consume (no mixing and stirring of powders).

A variety of innovative hard-capsule technologies also can meet delivery challenges of sports nutrition ingredients. These technologies can bolster stability, bioavailability, and targeted and/or timed release—all beneficial to promoting the effectiveness of a supplement ingredient.  Some can also mask odors and bitter tastes, which can support compliance of a supplement regimen.

 

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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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