Of all the condition-specific sectors, sports supplements appear to be the hands-down champion seller. Nutrition Business Journal reports a million-dollar surge in sports supplements from 2011 to 2012 ($9,240,000 to $10,230,000), and predicts sales will increase by a million dollars every year through 2030. We give you the inside scoop, courtesy Larry Kolb, president of TSI, the manufacturer of Peak ATP, and David Janow, president of Axiom Foods and Growing Naturals.
Fi: How does the sports/performance segment look to you at this time?
LK: It remains a very strong market, especially because it is driven by innovation. Sport industry is always interested in what’s new, especially products driving a new category. Consumers in this segment are very dialed in to the science, and are looking for the latest improvements to help in their performance.
DJ: Supplements aren’t just for body builders anymore. With the changing perception of health and exercise in the mainstream market, there is a continuous increase in powders, RTDs, bars, chews and more targeting weekend warriors and casual exercise enthusiasts. Our plant protein ingredient production has had double-digit growth year after year as their markets are opening up. The message is catching on that every human needs to replenish thier protein supply on a daily basis, and that there are excellent alternatives to whey. People are looking at the labels and realizing their favorite whey often has the sodium and cholesterol they need to avoid.
Fi: Where are the best markets for these products?
LK: The U.S. market is much stronger here than in Europe, Southeast Asia, or China. Australia, though, is a becoming a strong market. Most of the brands that are launching here have a plan to launch in Australia. However, their regulatory climate is tough to negotiate, so companies must be careful, especially with products in solid dosage form. And I still see a lot of US brands launching in central Europe.
Fi: Examples of innovation?
LK: We’re pioneering an area called muscular excitability, the ability to cause the muscles to contract. The greater the muscular excitability, the greater the force and endurance properties of the muscle. ATP increases the amount of calcium in the cell, and the release of calcium serves as a trigger for contraction. At the right pre-workout dosage, it provides measurable improvement in lifting and repetitions. Studies are underway.
DJ: Plant-based proteins that are as good as whey. With more than 30 million people in the U.S. realizing they have dairy issues, and recent research showing that Axiom Food’s Oryzatein® rice protein is as beneficial as whey protein at building lean muscle, power and strength, plus aiding exercise recovery – we are slowly changing the way sports enthusiasts think about plant-based proteins. As a matter of fact, this study (http://www.nutritionj.com/content/12/1/86) has quickly become the most viewed study published in the Nutrition Journal and thus has the honor of being ranked “Highly Accessed.”
There also is innovation happening in protein blends – that is, mixing protein from different sources (whey, rice, casein) to use as a post-workout supplement. Preliminary research indicates that protein blends may have some added benefit over a single source due to their varying amino acid profiles, plus rates of digestion and absorption. Innovation in protein powders is a must, whether it be protein blends, vegan proteins, or clean-label proteins, which add value (e.g. proteins that don’t have soy, corn, aspartame, GMOs, hexane extraction process, etc.).
Fi: What’s hindering growth?
LK: Adulteration. Anabolic steroids masquerading as other ingredients. FDA is doing a good job of going after these, but the next, the NDI process, is kind of a mess right now.
DJ: The slow creep of public knowledge. Crest had to teach the public about why they needed fluoride and so must we teach the public about plant proteins. While we’ve made progress getting the word out, there are still those die-hard whey fans that aren’t interested at looking at change (or at their bloated gut, often due to a dairy intolerance.) Further growth is coming as we develop smoother plant proteins that meet the texture and flavor profiles consumers are looking for and as more and more research is published.
Gabiotein, sprouted brown-rice protein
AIDP’s Gabiotein Sprouted Brown Rice Protein is ideal for today’s sports market. Sprouting enhances nutritional benefits making it a complete protein. Gabiotein’s vertically integrated field to manufacturing provides a more neutral tasting and better texture product. Rice protein has been shown to have similar muscle-building capabilities as whey protein.
Creatine MagnaPower Magnesium Creatine Chelate
Creatine and Magnesium are both intimately involved with the production of ATP, which in turn, fuel muscle contraction. Albion’s patented creatine magnesium chelate, Creatine MagnaPower, enhances ergogenic activity and is more effective than creatine in the regeneration of energy for anaerobic activity.
AMT Labs & Kelatron
Anderson Global Group LLC
Montmorency tart cherries have been the subject of more than fifty compelling clinical studies making tart cherries perhaps today’s hottest source for natural muscle recovery. Research has linked tart cherries to anti-inflammatory benefits, reduced pain from gout and arthritis and reduction of post-exercise muscle and joint pain. CherryPURE is the premier tart cherry ingredient option in the marketplace.
Bioenergy Life Science, Inc.
High-intensity exercise drains muscle energy pools, contributing to delayed onset muscle soreness (DOMS), exertional fatigue, loss of peak performance, and tissue damage. Clinically proven Bioenergy RIBOSE helps accelerate recovery time, reduces muscle soreness, and limits the onset or severity of fatigue for athletes. It also helps improve endurance and performance.
Biotropics Malaysia Berhad
Physta, Patented Freeze-Dried Standardized Tongkat Ali Root Extract
PHYSTA is clinically researched and shown to support overall health, energy, muscle strength, muscle mass and enhance masculine vitality. PHYSTA uses a patented water extraction and freeze dried technology developed in collaboration with the Massachusetts Institute of Technology (MIT) to deliver the purest and efficacious form of tongkat ali.
NIAGEN is a nature-identical, first and only commercially-available and patent protected nicotinamide riboside (NR), shown to boost NAD+ levels. Indicated to improve endurance due to enhanced mitochondrial function and demonstrated higher O2 consumption rates and increased flexibility in the use of energy substrates in animal studies.
949 6009 694
ProHydrolase is a multi-enzyme formulation designed to build muscle mass and accelerate muscle recovery when used as an ingredient in protein supplements or meal replacements. It’s clinically proven to increase in the availability of amino acids in the blood, as well as break down large peptides that are responsible for stomach discomfort associated with protein consumption.
InterHealth Nutraceuticals, Inc.
Just 40 mg of UC-II improves knee extension in healthy, active adults for better flexibility, mobility and joint comfort. It may be possible to exercise longer with UC-II before experiencing joint discomfort. UC-II may be a great addition to sports nutrition products such as extended workout formulas and protein shakes.
Carnipure™ L-carnitine is a nutritional ingredient that enables the generation of energy from fat by transporting long-chain fatty acids across the mitochondrial membrane. Studies show Carnipure™ tartrate supplementation supports recovery after exercise.
Nascent Health Sciences, LLC
PQQ stimulates mitochondrial biogenesis, increasing the size and number of mitochondria inside your cells. Increased mitochondrial mass has been associated with increased cellular ATP (energy) production. Also, exercise is a form of oxidative stress. PQQ protects cells and mitochondria from the damages associated with strenuous activity.
A must-have ingredient for pre workout and sports nutrition formulas, Advantra Z improves exercise tolerance as much as 83 percent. Plus, its antioxidant properties help protect against the natural inflammatory response and oxidative tissue damage associated with strenuous physical activity.
973-882-7773 ext: 302
RhodioLife is a clinically studied rhodiola rosea extract. As an adaptogen, it plays a role in helping the body maintain a healthy response to chemical, biological and physical stressors. RhodioLife supplementation has been clinically shown to provide protection from physical exercise induced muscle damage and inflammation.