Formulators of sports nutrition prioritize flavor selections.
Kansas City As the sports nutrition market becomes more and more popular, formulators are focusing more on taste selections to provide their products a competitive advantage.
Traditionally, the primary selling point for sports nutrition supplements has been their effectiveness, with taste frequently coming in second. According to a study by Innova Market Insights, 41% of consumers who buy for sports nutrition believe that flavor is a crucial consideration, even if cost and health concerns continue to be the key factors influencing consumer decisions. According to the firm, millennials are the most adventurous consumers when it comes to flavor and are the most inclined to include sports nutrition items in a standard grocery basket.
The paper claims that offee tastes are being used to improve energetic characteristics.
Gu Energy Labs, a sports nutrition energy gel manufacturer located in Berkeley, California, has an espresso love taste. In addition to vital electrolytes and branched amino acids to assist reduce muscle damage, the product contains 40 mg of caffeine.
Danone North America, located in Broomfield, Colorado, offers high-protein dairy products called Oikos Pro that come in tastes including caramel macchiato and coffee. The goods, which come in drinkable bottle and snack cup sizes, were made to assist strong bones and muscles. A plant-based beverage called Silk ULTRA was introduced by the firm in January, targeted at athletes who are increasing the amount of plant protein in their diets and exercise routines.
A Danone representative stated, “The Silk team selected espresso as one of its single-serve format flavors when considering flavor options.” With 100 mg of caffeine per serving, Silk ULTRA Espresso provides the advantages of high-protein for maintaining muscle mass and caffeine for energy. Given that consumers favor coffee as the primary flavor in single-serve high-protein products, Silk selected espresso as a key flavor in addition to the caffeinated benefit.
According to the report, fruit and citrus flavors are also being employed to improve hydration and energy profiles.
PepsiCo Inc., located in Purchase, New York, bases its Gatorade Juiced line on the natural energy found in fruit juice’s sugars. This beverage, which comes in mixed berry, apple raspberry, and citrus berry punch variations, has the same amount of electrolytes as standard Gatorade.
Chicago-based Goodsport’s signature sports nutrition beverage, available in lemon lime, fruit punch, berry, and citrus varieties, is made with milk’s electrolytes, vitamins, and carbohydrates.
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According to Michelle McBride, CEO of GoodSport, “taste is crucial because it must be pleasant and appealing to athletes and active people in order for them to consume the product at a level that will support their hydration needs.” We started out with four tastes because studies have shown that consumers are most drawn to them whenWe were able to create them using all-natural components to obtain the ideal thirst-quenching and delectable taste because they are hot, sweaty, and in need of water.
Another trend is hybridization, wherein protein-dense goods are being offered under well-known dairy and coffee brands. Apart from its athlete-focused Oikos Pro and Silk Ultra lines, Danone North America also sells ready-to-drink protein-infused coffee under the SToK brand.
Businesses are also choosing to get into license agreements so that current sports nutritionists can use their flavors and branding. Under its Remix Nutrition brand, Bodybulding.com, located in Boise, Idaho, debuted flavored protein powders last year under the Hostess Twinkies and Hostess Chocolate CupCakes brands.
For their flavored ISO100 protein powder, Cocoa Pebbles and Fruity Pebbles, Dallas-based Dymatize Enterprises partnered with Post Holdings. According to Leah Broeders, head of partnerships and licensing at Post Consumer Brands, the agreement offers customers “the chance to enjoy the unmistakable, classic flavor of Pebbles cereal that they have come to know and love in a different form.”
The COVID-19 pandemic is influencing immunity-related flavor preferences. As per the survey, the percentage of immunity claims in sports nutrition launches rose from 7% to 12% in 2020, with flavors like green tea, ginger, honey, citrus fruits, and berries providing support.
In the meantime, decadent and nostalgic flavors are being driven by the pandemic’s penchant toward comfort meals. PepsiCo is relaunching its Evolve line of plant-based nutrition shakes and protein powders under the Active Nutrition brand, featuring flavors inspired by vanilla beans and double chocolate. The company is also capitalizing on the current trends in coffee and berry flavors by offering a café mocha variant and a berry medley type.