Dairy Processing - May/June 2024 - 12

82% of
consumers consider
wellness a top or
important priority in
their everyday lives.
McKinsey & Company,
2024
energized product developers to explore more
diverse concepts for the sports nutrition sector.
They have essentially redefined it to be the
active nutrition category, with products often
formulated for specific age ranges and gender.
" The sports nutrition category has expanded
both in user base and application format, " said
Catherine Kwik-Uribe, chief science officer for
Nutrition21, Saddle Brook, NJ. " No longer is the
category limited to only sports beverages and
protein powders, as there's a growing range of
sports supporting supplements in gels, gummies,
effervescent tablets and other emerging formats.
The expansion of new product formats has
also drawn in new users, including younger
consumers, women and especially aging
active adults. "
Some people may be trying to
build muscle or increase strength and
endurance while others are looking for
an energy boost during their workouts.
Sometimes it's simply about hydration.
Whatever the need, products must be
formulated with efficacious ingredients to
deliver the desired results.
" While proteins, electrolytes and caffeine
have been staples in sports nutrition, we are
seeing the continuing expansion of the category
to include a range of novel compounds, " KwikUribe
said. " From bioactives like flavanols
that promote blood flow, urolithin A that
works at the mitochondrial level to support
energy metabolism and muscular function, and
even herbals like ashwagandha and ginseng
for the management of physical and mental
stresses. Athletes of all types are incorporating
ingredients that can help to not only optimize
12 MAY-JUN 2024 | DAIRYPROCESSING.COM
performance - both physically and mentally -
but also accelerate recovery. "
Beverages, especially ready-to-drink
beverages, are recognized as the most
convenient format for many functional
ingredients. With their inherent high-water
content, beverages speak to the need
of hydration.
" Preference for beverages is driven by
their convenience, versatility and ability
to promote hydration while also delivering
essential nutrients to support performance
and recovery, " said Vaughn DuBow, global
director of marketing - microbiome solutions,
ADM, Chicago. " Whether in the form of sports
drinks, protein shakes or electrolyte-infused
waters, beverages support consumers with an
accessible and effective way to fuel their bodies
and optimize their performance before, during
and after a workout. "
Research conducted for Dairy Management
Inc. (DMI), Rosemont, Ill., showed that among
health and wellness consumers, the No. 1
function they seek is hydration. And they
want the products to be natural, simple and
inexpensive.
GoodSport, a Chicago-based startup, with
the help of DMI, developed a clear hydration
beverage that is 97% dairy. GoodSport
launched in 2021 and delivers three times the
electrolytes and 33% less sugar than traditional
sports drinks.
After hydration, products providing
sustained energy for performance are sought
by active consumers. Sustained energy may
come from various ingredients, including the
carbohydrate isomaltulose.
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Dairy Processing - May/June 2024

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