Developing Products for Athletic Performance

Companies that desire to target supplements to athletes need to determine what type of products physical activity enthusiasts will actually purchase and what they want these products to accomplish. There are many available products for athletes, especially for muscle building. The “athletic performance” market may include body builders, weekend warriors, devoted joggers, marathon runners, swimmers or skiers. These athletes may or may not compete professionally in sports but they have increased nutritional needs compared to sedentary counterparts.

Athletes look for products to improve performance by increasing power to burn fat, control appetite and boost metabolism; to increase energy; and to enhance recovery. They also expect relatively rapid results.

Because athletes require more nutrients daily, one product to consider developing is a targeted multiple vitamin/mineral that is nutrient-dense and contains a higher recommended dietary allowance (RDA) for vitamins and minerals. Men who are active in sports already consume more nutrients than female athletes do, but they still may not be consuming a wide spectrum of nutrients needed daily. Because of the levels of nutrients needed, it is unlikely that a formulator could deliver an efficacious multi in a one-a-day capsule. In addition, for minerals, formulators may wish to consider using quality mineral chelates with high bioavailability, such as calcium citrate over calcium carbonate.

Meal replacements for athletes may be helpful to supply calories with carbohydrates, protein and fat. The addition of certain vitamins and minerals may also eliminate the need for an additional multiple vitamin mineral. Meal replacements are usually inexpensive, convenient and supply a high amount of protein, moderate to low carbohydrates and low fat.

Another area for product development is in ergogenic aid products. Ergogenic ingredients help to improve or enhance an athlete’s performance, energy production or recovery. The use of dietary supplements as ergogenic aids has significantly increased and it has been estimated that almost all bodybuilders, three-quarters of college athletes and more than half of the general population use them.

There are many different delivery systems available. For example, ergogenic formulations may be delivered as an energy gel providing a quick burst of energy for long distance aerobic events. Such a formulation provides simple carbohydrates and has research to make claims. Various ingredients are available to provide further support.

Finally, consider developing products to assist in recovery from athletic performance. Such dietary supplements could include antioxidants to scavenge free radicals produced during high intensity workouts, carbohydrates to replenish glycogen stores, or protein and individual amino acids.