Energetic shoppers search sports activities vitamin vitality

Self-education in health and wellness continues to grow, particularly through readily available online resources and content. This allows consumers more personal responsibility in managing their personal nutritional needs.

This growing knowledge base in the health sector – together with the desire for more product convenience and optionality – has driven the change in terms of delivery formats for sports nutrition and other categories. A stronger focus has arisen on how people can more easily incorporate food into their bodies, be it for human performance or general health and well-being.

In the energy category in particular, consumers seem to have a better understanding of the energy in sports nutrition. It’s not just about getting a quick jolt from traditional ingredients like caffeine or other stimulants. Today’s consumers are looking for products that will help them achieve more sustainable energy levels through more comprehensive dietary practices. Consumers are exploring many avenues, such as ketones, electrolytes, complex carbohydrates, grains, and vegetables. Adaptogens are another growing interest in supplements and nutrition that can provide a more holistic boost to improving a combination of energy, mood, and focus.

Over the past year, manufacturers and sports nutrition brands have mainly focused on the challenges and hurdles created by the pandemic, which is limiting the industry’s ability to innovate and evolve during product development. Alternatively, innovation in delivery formats in the form of strategy shifts and the diversification of categories into existing delivery formats has had a greater impact that can best help brands meet the demands of today’s evolving market.

Rise in ready-to-drink (RTD)

One of the most notable delivery formats that is rapidly changing in the sports nutritional energy market is RTDs. Because of the convenience and accessibility associated with these products, more and more dietary supplement brands are turning to RTD as a hub to gain additional market share and reach more potential customers looking for an easy way to get their energy boost on the go .

Many sports nutrition companies normally associated with health and wellness, nutritional supplements, and powder products – such as GHOST or Performix – are now focusing on a range of RTDs and positioning them to be in the same space as brands like Monster Energy, Red Bull, and . to compete bang energy.

This article appears in full in the digital magazine “Energy Ingredients with market Buzz”. Click the link to read it.

Tito Sanchez has been in the health and fitness industry for over 15 years. With a bachelor’s degree in sports and exercise sciences, he always strives to improve human performance through science, research and nutritional supplementation. Sanchez is a sales specialist at Dear laboratories, an innovator in product idea and formulation for the nutritional supplement market. The contract manufacturer has a state-of-the-art, full-service cGMP (current good manufacturing practice) facility that offers tailor-made solutions for a variety of supplement categories.