Sports nutrition for everyone

Sports nutrition isn't just for serious athletes anymore. From its early years catering to the likes of pro wrestlers and bodybuilders, the sports nutrition market has grown to include a vast number of health-conscious consumers seeking both physical and mental well being. Their collective message to the industry is taste matters.

Sports nutrition manufacturers are taking this message seriously. The global market for their products has jumped sharply to $27 to $32 billion annually, with the United States contributing about 12%. Industry analysts project continued growth through at least 2013 (Business Insights, July 27, 2009).

Soccer players, joggers, golfers, teenagers, weekend warriors, men, women, seniors and juniors all look to the sports nutrition sector to provide support for an active, healthy lifestyle. Every group is different, but several key factors apply to all their needs: brands they trust, performance and/or health benefits based on reliable science, innovation, and natural origin.

Manufacturers have responded with gusto, launching an array of new and reinvigorated brands. Driven by ever widening demand and product marketing, the sports nutrition sector has left its bodybuilder origins far behind.

In its place? The usual, critically important form and function behind all successful brandsingredient origin, performance and, new to sports nutrition, taste. The broader consumer market doesnt like the traditional good for you-tasting protein supplement at the core of sports nutrition products for a decade or more. These products will now have to deliver solid performance and taste good.

Performance matters

Product development is galloping to keep pace with the rapid growth of the sector, along with growing product differentiation to serve the diverse consumer groups.

For many target groups, protein enrichment is the key to delivering the refreshing drink, healthy snack, recovery beverage or muscle care they are seeking. For many years, protein presented technical and processing challenges to the manufacturerincluding solubility, taste, heat stability and shelf life issuesand left consumers with bitterness, mouthfeel and appearance concerns.

New generations of proteins, whey proteins in particular, have helped overcome many of these hurdles. Hydrolyzed whey proteins overcome many of the issues associated with high protein nutritional bars, giving improved shelf life and good eating characteristics. Clear whey protein isolates have been developed specifically for beverages to deliver high protein content, clarity and heat stability.  New processing technologies are used to optimize flavor, solubility and instant properties. 

Healthy, protein-enhanced, alternatives to confectionery and carbonated drinks can be developed easily, creating opportunities for fortified drinks, cereal bars, snacks and specialty products for professional, lifestyle and recreational fitness enthusiasts.

Next-generation whey proteins are not only easier to incorporate into products, they are also championed by a mounting body of evidence that supports their health credentials.

Research carried out at the Department of Physical Education and Sports Science at the University of Limerick,  Ireland, highlighted the increased insulinotrophic effects of hydrolyzed whey protein compared to native whey protein, underlining the value of an increased insulin response in aiding recovery and reducing muscle injury post exercise (Amino Acids, 2009; 37(2):333-339). In trials using young, healthy adults, hydrolyzed whey protein produced 28% higher peak plasma insulin levels than native whey protein, as well as a 43% increase in circulating insulin levels in the three hours after ingestion. Circulating amino acid levels were also significantly elevated over this period. By enhancing the bodys insulin release, rapid glycogen synthesis is assisted, which, alongside adequate carbohydrate intake, increases the rate of muscle refueling after exercise.

Flavor of the month...the year...the decade

Allowing flavor to compromise the palatability of sports nutrition products for the sake of functionality would also compromise a growth opportunity in the food market. And its no longer necessary. The changing consumer profile, including the hugely increased number of women who make up a significant proportion of the revised target audience, are seeking new and interesting flavorsflavors that are already on the shelves across the country.

Market demand now extends beyond the traditional standard flavors of strawberry, chocolate and vanilla. Consumers want increasingly sophisticated flavors, such as exotics, tropical and superfruits, berries, citrus and flavor fusions that make their chosen beverage or snack a repeat purchase.

Manufacturers are partnering with experts who can predict and track global flavor trends, enabling them to develop fresh, innovative, marketable flavors that are specially formulated to perform exceptionally well in protein sports supplements. As the science evolves, specialist suppliers are moving the focus from flavor masking toward flavor engineering, where flavors are designed to work with a range of protein types.

This approach aids the creation of high-impact flavors that help deliver the healthy, convenient and premium positioning that is sought by many sports nutrition manufacturers.

The science supporting flavor engineering of whey proteins is evolving rapidly. A research program at North Carolina State University (NCSU), Raleigh, for example, is currently studying the sensory profiles of a range of protein ingredients. The intent of the study is to identify and isolate characterizing flavor components, providing a guide map that will allow flavors to be engineered specifically for use in nutritional products.

Professor Mary Anne Drake of the Food, Bioprocessing, and Nutrition Sciences faculty at NCSU explains: The addition of proteins can contribute to flavor challenges in finished-product applications. By identifying the specific volatile components that contribute to these flavor challenges, our study will help complement our sponsors analytical toolkit. Flavors can then be more specifically engineered to work with individual protein sources.

As a result of the study, it is believed that manufacturers will be able to further optimize the taste of best selling flavors like chocolate and vanilla in protein-based health and wellness products. By providing the detailed insight that connects analytical and sensory approaches, a range of great tasting creative flavors will be feasible for use across the whole nutrition product sector.

We're all consumers

Whatever our day jobcopywriter, construction worker, food technologist or housewifewere all eager to keep body and mind in sound and healthy order. Exercise, whether daily or weekly, amateur or professional, is an increasingly important part of our lives. So, too, are the supplements, beverages and foods that once focused on a small and distinct sports nutrition sector.

As more and more consumers enjoy the benefits of sports nutrition-derived products, manufacturers, ingredient suppliers and retailers need to deliver their products in formats, textures and tastes as attractive and appealing as any other product on the surrounding shelves. Performance matters, but taste is crucial.

Paulette Lanzoff is technical director of Synergy Flavors USA, Wauconda, IL, and Barbara McCarthy is ingredient applications manager for Carbery, Balineen, County Cork, Ireland. For further information about Synergy, please e-mail Greg Bach at [email protected] , or visit synergytaste.com.