2024 Active Nutrition Science Flash  - Report

The world of active nutrition has engulfed the old-school sports nutrition category and expanded it beyond bodybuilders and elite athletes. This high-growth sector now also includes weekend warriors, knowledge workers, wellness enthusiasts, college students and even the geriatric set intent on staying alive and kicking. One reason for the boom is that women are entering the market in force.

Hank Schultz, Senior Editor

June 28, 2024

1 Min Read
2024 Active Nutrition Science Flash

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At a Glance

  • Plant protein has been coming on strong, but the standard-bearer remains the O.G. source not derived from plants.
  • Hydration and electrolytes have grown 50% in just the last year alone. What’s to account for this sudden growth?
  • Creatine is experiencing a renaissance. What does the research say its affect on women? 

Just since the start of 2023, hundreds of scientific papers have been published. In this exclusive report from Natural Products Insider, we focus on five hot ingredients that are responsible for so much froth in the sports nutrition marketplace — protein, electrolytes, creatine, HMB and ashwagandha. We dig into the published papers so you don’t have to, and give you a real time update on specific ingredient types, dosage, demographics — and how this new research can inform your new product development efforts.  

  • Protein: Plant protein has been coming on strong for the last few years, but the standard-bearer remains the O.G. source that is not derived from plants. Is there a benefit to blends?  

  • Electrolytes: Hydration and electrolytes have grown 50% in just the last year alone. What’s to account for this sudden growth, and what does the science say about its value for performance — and hangovers?   

  • Creatine: The old school muscle-building supplement is experiencing a renaissance. What does the research have to say about how the female demographic is responsible for so much of this growth?   

  • HMB: The newest kid on the block, beta-hydroxy-beta-methylbutyrate improves muscle protein synthesis. But how much should you put in formulations?  

  • Ashwagandha: The king of the adaptogens helps with stress, memory, sexual function — and promotes muscle strength, size and recovery. How does that work?  

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About the Author(s)

Hank Schultz

Senior Editor, Informa

Hank Schultz has been the senior editor of Natural Products Insider since early 2023. He can be reached at [email protected]

Prior to joining the Informa team, he was an editor at NutraIngredients-USA, a William Reed Business Media publication.

His approach to industry journalism was formed via a long career in the daily newspaper field. After graduating from the University of Wisconsin with degrees in journalism and German, Hank was an editor at the Tempe Daily News in Arizona. He followed that with a long stint working at the Rocky Mountain News, a now defunct daily newspaper in Denver, where he rose to be one of the city editors. The newspaper won two Pulitzer Prizes during his time there.

The changing landscape of the newspaper industry led him to explore other career paths. He began his career in the natural products industry more than a decade ago at New Hope Natural Media, which was then part of Penton and now is an Informa brand. Hank formed friendships and partnerships within the industry that still inform his work to this day, which helps him to bring an insider’s perspective, tempered with an objective journalist’s sensibility, to his in-depth reporting.

Harkening back to his newspaper days, Hank considers the readers to be the primary stakeholders whose needs must be met. Report the news quickly, comprehensively and above all, fairly, and readership and sponsorships will follow.

In 2015, Hank was recognized by the American Herbal Products Association with a Special Award for Journalistic Excellence.

When he’s not reporting on the supplement industry, Hank enjoys many outside pursuits. Those include long distance bicycle touring, mountain climbing, sailing, kayaking and fishing. Less strenuous pastimes include travel, reading (novels and nonfiction), studying German, noodling on a harmonica, sketching and a daily dose of word puzzles in The New York Times.

Last but far from least, Hank is a lifelong fan and part owner of the Green Bay Packers.

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