The gut-muscle axis: A new innovation target for supplements
The sports performance and active nutrition industry is going from strength to strength.
September 27, 2023
At a Glance
- Consumers are blurring lines between sports and general well-being.
- Probiotics feed the future.
- Research powers success.
Mordor Intelligence predicts that from 2023 to 2028, the sports nutrition market in North America alone will register a compound annual growth rate (CAGR) of 11.67%.
While traditionally popular whey proteins and carbohydrate drinks continue to own a significant share of this market, new ingredients that activate the gut-muscle axis or help athletes tackle the gastrointestinal (GI) issues associated with heavy training are starting to shape the industry.
But what’s driving this trend? For one, there’s been a blurring of lines between specialist performance nutrition products, sports nutrition applications and general consumer food, drinks and supplements. Tubs of protein powders are becoming more commonplace at grocery stores, as are protein bars at corner shops.
Additionally, many consumers—most of whom don’t consider themselves serious athletes—are turning to nutrition to improve their performance, recovery and general well-being. Couple this with what Innova Market Insights identified as an increased consumer focus on holistic well-being through improved gut health, and the environment is perfect for innovative active nutrition solutions that support a person’s overall well-being as well as helping them reach that new personal best.
Plant protein power
Protein will always be at the heart of sports nutrition product development. And dairy proteins are the reigning champion, claiming around 65% of the revenue in the protein supplement market, per Grand View Research. Loved for their clean taste, fast absorption and availability in a wide range of applications, dairy proteins aren’t going anywhere. But a new challenger is on the market—plant proteins. Statista estimates global sales of plant-based foods to near $78 billion by 2025, with the market more than doubling by 2030.
Flexitarianism is on the rise with one study stating that 12% of all U.S. consumers consider themselves flexitarians, and another study suggesting this number rises to 54% for 24- to 39-year-olds. But—just as with animal sources—protein quality and format are essential purchase drivers. Not all plant proteins are complete proteins (which contain all nine essential amino acids [EAAs] that the human body cannot make on its own). And those plant sources that are complete proteins, like soy and pea, can vary in quality, bioavailability, taste and texture, depending on the processing methods used.
By employing premium plant proteins with a focus on nutritional value and functional properties, brands can ensure that active consumers keep coming back for more. But protein is not the only ingredient that makes a sports nutrition product stand out.