Dr. Susan Kleiner, founder and owner of High Performance Nutrition LLC, and Nick Morgan, director at Nutrition Integrated, recently provided their perspectives on the current state of the sports nutrition market as part of a panel within Vitafoods Europe’s online conference. The category is centered around two key pillars – growth and anti-inflammation, both of which are supported by a foundation of gut health.
Morgan discussed the mass market appeal of the category and its potential confusion for innovators. He emphasized the importance of understanding the difference between elite athletes focused on performance and the mass market consumer driven by convenience. Plant protein has become a big area of innovation in recent years, particularly in overcoming previous challenges related to flavor and texture. The “range architecture” of plant protein is also much simpler than that of whey, providing a more straightforward entry point for consumers.
Dr. Kleiner noted that any athlete who needs to consume large amounts of protein throughout the day can also benefit from changing up protein sources, particularly strength athletes who previously relied heavily on dairy protein. Plant protein, alongside whey protein, can provide variety in supplementation.
In terms of innovation opportunities related to women’s health, Dr. Kleiner emphasized the importance of adequate fuel intake for optimal performance. Many female athletes fail to consume enough calories, leading to breakdowns in the body. Carb supplements can help fuel training, but products designed and packaged in a way that appeals to female athletes’ tastes can also play a significant role.
Dr. Kleiner also highlighted the importance of adequate protein intake and the role micronutrients like iron, vitamin D, and B6 play in supporting female athletes. Education around proper body fueling is critical, as societal pressures often contribute to women feeling the need to maintain a smaller frame. Morgan pointed out that personalization and technology can play a significant role in supporting female athletes, but it remains unclear whether brands should focus on developing specific products for this audience or opt for educating female consumers to choose the correct products from their standard range.
