The sports nutrition industry is targeting not only athletes, but everyday consumers, too. The sector is always in search of something new and innovative, which forces companies to react quickly and revamp a product. But ingredients cant be altered without affecting the taste of the final product, so flavor companies are constantly challenged to reformulate products while still meeting the desired nutrition specifications and the growing demand for recognizable, natural ingredients. Takeaways include: *Sports nutrition foods and beverages make the transition from athlete-only to mainstream consumers *How flavor companies are meeting nutritional demands without sacrificing taste *Industry is paying attention to sports nutrition beverage trends and overcoming challenges with taste, natural and more
