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The new active nutrition market – digital magazine
A balanced diet of proteins, carbohydrates and fats is crucial for energy, muscle growth and overall health. These macronutrients, however, can be boosted with specific active nutrition supplements to enhance energy production, recovery and general well-being.
November 13, 2024
3 Min Read
Active nutrition is a multifaceted approach that involves a combination of diet, exercise and supplementation to optimize physical and mental performance.
Strong muscles are essential for performance, injury prevention and metabolic health. Key ingredients that support muscle health include protein, BCAAs, creatine, hydroxymethylbutyrate (HMB) and probiotics.
The nutrients targeting energy and cellular mitochondria are L-carnitine, omega-3s, ubiquinol, magnesium, pyrroloquinoline quinone (PQQ), and D-ribose. Joint health support can be achieved with cutting-edge ingredients like boswellia, chondroitin sulfate, collagen, hyaluronic acid, palmitoylethanolamide (PEA) and turmeric.
Specific considerations should be considered for women and Gen X supplement buyers, who have unique approaches to dynamic nutrition programs. Get the full analysis on the entire spectrum by downloading this digital magazine. The articles include:
Viewpoint: Who’s the poster child for active nutrition?
Content Director Todd Runestad contends that the average person seeking active nutrition support might be more relatable than celebrities touting brands in the category. It’s an evolution of the sports nutrition category overall, he suggests, which traditionally was focused on muscle building but now has expanded to include a wider range of fitness goals and demographics.
You go, girl
Despite dominating gym memberships, women are underserved by sports nutrition, Shara Rutberg writes. But sector innovators might be catching on. Women have specific nutritional requirements, including iron, bone health and hormone balance. These needs vary across different life stages, such as menstruation, pregnancy, perimenopause and menopause.
X marks the spot
Gen X, a growing market segment, seeks supplements for sustained energy, brain health and overall wellness, according to Adel Villalobos. It’s a demographic that values quality, holistic health and products that support their active lifestyles, and they’re looking for supplements that address age-related concerns like energy, sleep and cognitive function.
Active nutrition = hybrid sports nutrition
Essential ingredients for muscle health, energy production and joint support can fuel an active lifestyle. Ingredient guru David Foreman highlights some disruptors. Among the ingredient standouts: omega-3 fatty acids that can reduce inflammation and support heart and cognitive health.
Ingredients we love
Innovation and science are the hallmarks of successful natural bioactive ingredients, so here are four of our market favorites. Companies in the spotlight this time are ADM, FrieslandCampina Ingredients, Gelita and NutriScience Innovations.
The value proposition
Ace sci-guy Blake Ebersole exposes the industry’s pitfalls and offers insights for consumers seeking authentic, effective products. A significant portion of the population, particularly those with limited income or health literacy, are underserved by the supplement industry, and Ebersole theorizes there’s a need for honest, effective and affordable supplement options.
Active nutrition ingredient supplier resource directory
Discover the suppliers and branded ingredients driving the top trends identified throughout the issue, with these editor choices.
Examples of active nutrition takeaways for your business include:
Creatine’s benefits for women encompass enhancements in strength, exercise performance, bone, mood, cognition, hypertrophy (increased muscle mass), energy, memory and even fertility.
Some interesting characteristics specific to Gen X consumers include: more cash than perceived, motivated by value, high brand loyalty and interest in holistic health.
As the power plant inside every cell, CoQ10 may help exercise performance by decreasing cell oxidative stress and improving mitochondrial function and may help reduce fatigue potentially improving exercise performance.
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