In the increasingly dynamic sports nutrition market, it’s more important than ever for brands to stand out from the crowd by keeping up with the latest trends. But in a sea of new product launches, which applications are making waves? For forward-thinking manufacturers, sports drinks are the ones to watch Performance in a bottle: 2024 ready to drink sports nutrition trends, with their seemingly endless formulation opportunities and convenient format bringing widespread appeal.
Today’s health-savvy consumers are turning to ready to drink (RTD) protein – but not just for the reasons you might think. High-protein RTDs have shed their niche nutrition status to cater to the growing number of active consumers looking to nutrition products to help them thrive in the gym – and beyond. Here, we explore the rise of gut health-specific protein-plus products gaining interest in the sports nutrition arena for their total mind and body wellness benefits.
63% of consumers take a proactive approach to well-being,
FMCG Gurus, Holistic Health trends, 2023
pre-emptively improving multiple aspects of their health – so the market for holistic health applications is growing fast. And as a result, gut health is high on the agenda for consumers of all ages. As awareness has grown about the mighty gut microbiome, people have become more conscious of the role it plays in the bigger picture. In fact, figures show that not only do a third of consumers say their gut health is important to them,
Innova Market Insights, Top Trends, 2022
but over half believe it influences factors like mental wellness.
Innova Market Insights, Top Trends, 2022
And they’re not wrong – studies have shown that a healthy gut microbiome can influence mental well-being,
Johnstone et al., 202
as well as other areas such as immunity,
Rinninella, E., Cintoni, M., Raoul, P., Lopetuso, L., Scaldaferri, F., Pulcini, G., Miggiano, G., Gasbarrini, A., & Mele, M. (2019). Food Components and Dietary Habits: Keys for a Healthy Gut Microbiota Composition. Nutrients, 11. https://doi.org/10.3390/nu11102393
metabolic health,
Fan, Y., & Pedersen, O. (2020). Gut microbiota in human metabolic health and disease. Nature Reviews Microbiology, 19, 55 – 71. https://doi.org/10.1038/s41579-020-0433-9
gut health
Krumbeck et al., 2018, Schoemaker et al. 2022
and more. This is part of the reason why demand is growing for fermented products – such as kimchi or gut health drinks containing kefir – which are increasingly recognised for their positive gut-supporting benefits. The fermented product market increased by 38% from 2018 to 2021 in the Western Europe region alone.
Clauss, M. et al. Interplay Between Exercise and Gut Microbiome in the Context of Human Health and Performance. Frontiers in Nutrition. Volume 8 (2021)
But where does exercise fit in? As well as addressing their gut health, more and more consumers interested in improving their overall health and well-being are turning to exercise to help them make the most out of life. Whether it’s running a 5km race, going for a bike ride with the kids or lifting heavy groceries from the car, there’s an increased awareness that movement is non-negotiable in the pursuit of body-and-mind health. To help them achieve these active goals, consumers frequently look to increase their protein intake, often in the form of ready to drink (RTD) protein shakes and bars.
But here’s the catch – while exercise can have benefits for gut health, certain factors such as type, duration and intensity can all tip the balance towards issues occurring when performing exercise regularly.
Sohail et al 2019: Impact of Physical Exercise on Gut Microbiome, Inflammation, and the Pathobiology of Metabolic Disorders.
,
Gastro-Intestinal Problems and Endurance Athletes, Jo Scott-Dalgleish, 2021, endurancesportsnutritionist.co.uk
Stress and dietary habits linked with strenuous activity have been shown to cause gut discomfort that affects sports performance. In fact, 86% of athletes suffer from gastro-intestinal issues believed to be associated with stressors such as training and competition.
Sohail et al., Impact of Physical Exercise on Gut Microbiome, Inflammation, and the Pathobiology of Metabolic Disorders, 2019
With all these factors at play, there is a huge opportunity to address these growing concerns, while catering to modern consumers’ desire for comprehensive health benefits in one convenient package.
So, what does this mean for the sports nutrition market? As consumers focus on total body and mind well-being, all eyes are on protein ‘plus’ products that go beyond the benefits of traditional proteins. These innovative solutions offer protein and additional ingredients, like prebiotics, to target multiple health areas at once.
Products that target the gut-muscle axis are one of the key gut health trends in the protein RTD space today. But what does the gut-muscle axis mean, exactly? Emerging research shows that there could be a link between gut health, muscle strength and overall well-being.
Przewłócka, K. et al. Gut-Muscle Axis Exists and May Affect Skeletal Muscle Adaptation to Training. Nutrients.12(5):1451, doi:10.3390/nu12051451 (2020)
,
Pugh JN, et al. Gastrointestinal symptoms in elite athletes: time to recognise the problem? Br J Sports Med. 2018 Apr;52(8):487-488. doi: 10.1136/bjsports-2017-098376. Epub 2017 Oct 10. PMID: 29018062.
Results found that the gut microbiome can have wide-reaching effects beyond digestion, including benefits for immunity, brain health, lungs – and in this case, muscles.
Marilia C., et al. The gut-brain axis: interactions between enteric microbiota, central and enteric nervous systems. 28(2): 203–209 (2015)
,
Iman Salem, Amy Ramser, Nancy Isham, and Mahmoud A. Ghannoum. The Gut Microbiome as a Major Regulator of the Gut-Skin Axis. (2018)
Growing evidence shows that the gut microbiome can impact muscle mass and function, muscle recovery and athletic performance. Proof that our gut and muscles are more in tune than previously thought!
With interest in the gut health benefits of fermentation and demand for protein products at an all-time high – as well as growing interest surrounding these exciting new gut-muscle discoveries – there is a gap in the performance and active nutrition market for a unique, multi-dimensional gut health solution. Fermented protein solutions could offer substantial potential – and brands are muscling in on the opportunity, with targeted RTD protein products for the burgeoning holistic gut health market.
Now that we know that performance nutrition and gut health are, in fact, linked, we no longer have to treat them as separate issues. Our unique Biotis® Fermentis solution works by targeting the gut-muscle axis, designed to nourish a healthy gut and support athletic performance from the inside-out. This first-of-its-kind solution combines the benefits of whey protein, prebiotic galacto-oligosaccharides (Biotis® GOS) and probiotic cultures by fermenting them together, creating a unique formulation that supports both athletic performance and holistic health.
Part of this winning formula is down to fermentation: a complex process whereby beneficial microorganisms use the carbohydrates, proteins and fats from a natural substrate, such as whey, to produce metabolites that provide health benefits. Biotis® Fermentis leverages Lactobacillus Rhamnosus GG (LGG), a strain famed for its probiotic health benefits,
Doron S, et al. Lactobacillus GG: bacteriology and clinical applications. Gastroenterol Clin North Am. 34(3):483-98 (2005)
as well as our Biotis® GOS which has been shown to influence gut microbiota composition, producing beneficial effects on gut health and mental well-being.
Johnstone et al., 2021
And thanks to the use of our high-quality protein, it also supports muscle health and recovery after exercise.
But the holistic benefits don’t stop there. One consumer study found that Biotis® Fermentis supports the body in more ways. Respondents found that their overall gut health improved after consuming Biotis® Fermentis for three weeks, resulting in a notable reduction in bloating, as well as and perceived improvements in feeling more active and energetic.
Kersch-Counet C. et al. An Exploratory Study on the Effect of a Fermented Dairy Product on Self-Reported Gut Complaints in US Recreational Athletes. World Academy of Science, Engineering and Technology International Journal of Nutrition and Food Engineering Vol:17, No:04 (2023) [Available at https://publications.wasetorg/abstracts/157469/an-exploratory-study-on-the-effect-of-a-fermented-dairyproduct-on-self-reported-gut-complaints-in-us-recreational-athletes].
With sports nutrition products that target holistic health showing no signs of slowing down, there’s an opportunity to formulate protein-plus RTDs that offer multiple wellness benefits in one convenient, tasty beverage. Biotis® Fermentis is the ideal choice for formulators looking to tap into this growing trend, to keep active consumers of all abilities at the top of their game. With protein innovation at our core, FrieslandCampina Ingredients is the go-to partner for helping you create protein-plus RTDs with a difference.
Look out for our other blog posts in our Spotlight on RTDs trend series – sign up to our newsletter to stay ahead of the competition: Insights – FrieslandCampina Ingredients
Interested in meeting gut health trends with protein RTDs? Find out more about how Biotis® Fermentis can elevate your sports nutrition solutions: www.biotis.com/ingredient/biotis-fermentis/
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