There has perhaps been only one change to the recent sports nutrition market, but it is significant: the industry is no longer just about elite athletes who weightlift or seek to train for a sports event like a marathon or triathlon.

“The most prominent trend in sports nutrition is the evolution of the sector toward ‘active nutrition,’ encompassing consumers beyond the elite athlete. Across demographics, consumers want to lead an active lifestyle to support their long-term wellness,” says Patricia Hammond, senior marketing manager for dairy and specialized nutrition, North America, at Chicago-based ADM. “This expansion and acceptance of different consumers turning to fitness and movement has led to a surge in new innovation potential for sports and active nutrition, including functional dairy and alternative dairy products.”

Sports drink innovation is increasing to meet consumer needs, adds Lisa Jackson, director of marketing, Kalamazaoo, Mich.-based FlavorSum. “U.S. innovation in sports drinks increased by 21% during the past five years, more than double the rate of energy drinks, according to Circana,” Jackson states. “Sports nutrition is expanding beyond energy and hydration to include ingredients that support immune systems, brain health, skin and bones.”

IFPC is seeing a clear shift toward clean-label, multi-functional formulations. “Brands are combining whey or plant-based proteins with ingredients that support hydration, joint health, energy, or gut health. Consumers expect products like protein waters, recovery shakes, and high-protein snacks to deliver on both performance and taste,” states Jennifer Adams, director of ingredient technology and applications for the St. Louis-based company.

Protein is evolving

The old favorite, protein, is still very much in vogue, Hammond says.

“Overall, protein is a priority macronutrient for consumers. ...Many shoppers are targeting consuming 30 to 40 grams of protein with each meal to support muscle maintenance and recovery, as well as satiety,” she states. “Ready-to-drink (RTD) dairy beverages, yogurts and frozen treat bites with high protein content can help consumers reach this goal, while also conveniently fitting into different routines and busy everyday lives.”

Protein remains a top consumer priority, but the focus has evolved, Adams adds. “Today’s consumers are looking for easy-to-digest, complete proteins with clean labels and low- or no- added sugar. We offer a wide range of options, including whey protein isolate, rice protein, and pea protein, and help customers choose the right one based on taste, texture, and cost,” Adams suggests. “There’s also growing interest in combining plant and dairy proteins for a synergistic effect that may enhance muscle recovery and performance.”

“The era when protein powders were primarily associated with bodybuilders is long gone, continues Juliana Hirata, area sales manager, North America, BENEO, Parsippany, N.J. “Today, casual exercisers are also turning to high-protein products not just in sports nutrition but in everyday food items. Alongside traditional dairy-derived proteins, plant-based options are gaining significant traction.”

Hirata also points to high-quality carbs and hydration as additional trends altering the sports nutrition landscape.

“There is increasing awareness that not all carbohydrates are equal. Here, we see the trend shifting toward ‘better and fewer’ carbs, emphasizing quality over quantity,” she notes referencing high-quality carbs. “As consumers gain deeper understanding of metabolism and blood sugar management, they actively seek products designed to maintain stable blood sugar levels.”

In regards to hydration, “Sufficient drink intake for hydration and compensation of sweating are important, so that performance can be maintained during exercise and rehydration for recovery afterwards,” Hirata relays. “Therefore, choosing the right hydration method can significantly impact both training and competition day performance levels. This becomes even more important when undertaking an endurance sport competing in hotter climates.” 

ADM’s Hammond stresses that protein itself is changing. “While traditional whey and casein are great sources of protein, there is a trend toward using diversified protein sources through blends for improved nutritional value. These blends may include both animal and plant proteins or a mix of plant-based and wholesome ingredients,” she notes.

Gut health has also come into focus in the sports and active nutrition space, Hammond adds. “Dairy products like yogurts align well with this trend since they already have a health halo connected to gut microbiome support. Consumers are beginning to recognize the role their microbiome plays in holistic well-being, with gut microbiome-supporting solutions like pre-, pro- and postbiotics moving into the limelight to support digestive, immune and muscle health.”

Supporting sleep quality and managing stress are crucial for general well-being, as well as for performance and recovery, key for sports nutrition. “There is evidence suggesting a connection between the gut microbiome and the brain, or the ‘gut-brain axis,’ with clinical research demonstrating biotic support for stress, sleep and mood,” Hammond maintains.

Taste test

As dairy sports nutrition products add more and more protein, it is difficult not to sacrifice taste in the process. Striking the balance between great taste and plenty of protein — something consumers definitely seek — is challenging. 

“Formulation is tricky. High protein can affect viscosity, solubility and flavor. That’s where our Ingredient Technology & Applications team comes in,” Adams maintains. “We help customers overcome gritty texture, bitter offnotes, or stability issues by recommending the right combination of masking agents, texturizers and stabilizers. Whether it’s a ready-to-mix powder, high-protein dairy drink, or plant-based shake, we build systems that meet your nutritional targets and deliver on taste.”

On the protein front, a big consideration is how the protein is hydrated, adds Regina Draper, director of R&D for dairy and dairy alternatives at Cargill.

“In a ready-to-mix powder, the priority is rapid dispersibility. If you’re moving to a ready-to-drink product, solubility and stability become more important. The protein needs to withstand heat treatment and remain in suspension throughout shelf life. Ingredients like pectin make that possible,” Draper says.

The executive for the Wayzata, Minn.-based company adds that taste is another big issue, especially in reduced and no-sugar-added formulations. “Whether it’s a dairy or plant-based formulation, high-protein products bring along flavor challenges and off notes. That’s where we often recommend our most advanced sweetening system, EverSweet stevia sweetener + ClearFlo natural flavor.”

Protein supplementation at every meal is becoming the new norm. “We’ve developed a plant-based, gluten-free chocolate chip cookie using a combination of rice and faba bean protein,” Hirata states. “With a serving size of 30 grams, it qualifies as a ‘good source’ of protein, delivering nutritional benefits without compromising texture or taste.

“With Palatinose, new and modern concepts of ready-to-drink and powdered sports drinks are possible, providing prolonged energy with a mild and natural sweetness. For example, in recipe formulation trials, Palatinose has been used to create a reduced glycemic response sports drink powder. The end result is a powder that delivers exceptional results in terms of having a sugar-like taste, is dissolvable in cold water and has excellent flowability and dispersibility,” Hirata continues.

To overcome the flavor versus protein challenge, ADM taps into an extensive library of plant-based ingredients and systems. “Our portfolio includes clean-tasting, highly functional soy and pea proteins. These proteins offer different textural functions, including supporting creaminess in a protein shake or drinkable yogurt,” Hammond maintains. “Working alongside our plant-based ingredients is our sophisticated flavor modulation technology, TasteSpark. Within this suite of solutions is our TasteSpark Masking, which neutralizes any offnotes from certain plant-based and functional ingredients.”

Blake Lyon, FlavorSum’s applications manager, reveals that some ingredients are more challenging to formulate with than others, however. “For example, it can be difficult to include efficacious amounts of BCAAs (branched-chain amino acids) or magnesium into a beverage without introducing bitter offnotes. Developers must also consider the pH of a protein beverage to ensure stability and flavor delivery,” Lyon says. 

New flavor trends

As Dairy Foods discusses in other articles, including some in this issue, the latest flavor trends often influence dairy sports nutrition beverage formulations. Two big current trends are pistachio and brown butter. 

“Pistachio has already made its way into sports and active nutrition and is gaining momentum with flavor profiles like chocolate pistachio and pistachio ice cream. Brown butter, on the other hand, hasn’t gained as much traction, but we do see it as a flavor profile that would complement a lot of the staple flavors in sports nutrition like vanilla, chocolate and cinnamon,” Hammond notes.

The ADM executive adds that flavor profiles like salted caramel and birthday cake have transitioned from indulgent treats to protein powders and bars. “There is also an opportunity with coffee flavor profiles in protein drinks,” she says.

Looking ahead, several flavor trends are poised to influence sports and active nutrition innovation. “Think of flavors, such as citrus varietals, that have some sort of association to wellness products but are also a little more adventurous than the traditional profiles. For example, flavors like yuzu and camu camu are associated with immune support,” Hammond says. “Also expected to be featured more prominently is grapefruit, which is known for its refreshing taste and is perceived in connection to energy benefits. Unexpected pairings like sweet and spicy, or ‘swicy,’ are also emerging in the sports nutrition space. A prime example is hot honey, which blends honey with chili peppers.”

Flavor trends will continue to influence the sports nutrition market, BENEO’s Hirata adds, which recently has included high-protein snacks with savory flavors like salsa and chili lime. “Beyond flavors, the rising demand for functional ingredients is driving innovation across the industry. Consumers are increasingly seeking products that deliver proven benefits and the highest efficacy.”

One big future opportunity lies in gender-specific and life stage-focused formulations, reveals Bret Barhoover, Cargill’s category marketing manager for specialized nutrition.

“Despite making up a large share of active consumers, women remain underrepresented in the category, with less than 5% of products specifically targeted to them,” he states. “Healthy aging is another emerging area, with growing interest in products that support joint health, muscle recovery and vitality for older adults.”

At the same time, category lines will continue to blur, he continues. “Sports nutrition and wellness are converging as consumers seek holistic solutions that support performance, recovery and long-term health. As consumer expectations evolve, the sports and active nutrition market will continue to expand beyond traditional performance-driven solutions, embracing a more holistic view of health and wellness.”

FlavorSum’s Jackson anticipates continued migration of traditional beverages into sports nutrition. “For example, some juice brands have developed products with electrolytes (magnesium) positioned to help with hydration,” she concludes. “We’ve noticed an uptick in do-it-yourself (DIY) sports nutrition with recipes featuring juice, honey, and salts as people look for affordable, customizable solutions with known ingredients. Some brands may bring the DIY benefits into their innovation plans.”