Sports Nutrition - PERFORMANCE & ENERGY - Natural ...

Vol. 6, No. 26

November 2016

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Sports Nutrition PERFORMANCE & ENERGYIngredients and product marketing for active consumers

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2 INSIDER Sports Nutrition Performance & Energy Digital Magazine November 2016

CONTENTS naturalproductsinsider.com

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Pump it Up: Sports Nutrition Products Appeal to Global Consumer BaseDriven by core athletes and mainstream consumers who are embracing a healthier lifestyle, the global sports nutrition market is projected to grow from US$28 billion in 2015 to more than $50 billion in 2022. Judie Bizzozero examines factors driving growth and opportunities for brands to innovate and deliver products with proven ingredients to attract this growing consumer base.

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Dietary Ingredients for Improved Energy and PerformanceImproved performance is one of the top goals of sports nutrition consumers of all levels, from elite to recreationally active, but such performance gains require adequate and surplus energy, as well as muscle function support. Steve Myers investigates natural ingredients that have been researched for such mechanisms and resultant performance benefits.

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Viewpoint: On the Go

Vol. 6, No. 26 November 2016

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Takeaways for Your Business

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Clean Energy for Active LifestylesThe sports nutrition market continues to attract mainstream consumers who want to increase energy and improve mental and physical performance to help drive active lifestyles. Heidi Rosenberg details how supplement and beverage manufacturers are working to reach more consumers with tailored energy formulas that meet the exacting needs of each segment.

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On the GoSports is not about standing still. There is always another goal: bigger muscle, better tone, more power, greater strength and faster race times.

The sports nutrition market has been a consistent top performer, especially in the United States. Riding a wave of new active consumers, the sports nutrition market is expected to grow a solid 8.4 percent compound annual growth rate (CAGR) over the next six years, nearly doubling total worldwide revenue from US$28 billion in 2015 to $50 billion in 2022 (P&S Market Research).

Protein has been an obvious draw for scores of mainstream active consumers crossing over into sports nutrition, but energy drinks have been another popular gateway.

In this special Digital Magazine of INSIDER, we look at the popular and upcoming ingredients directly involved in energy production, highlighting some of the recent human clinical research results that demonstrated performance benefits. Also included are other ingredients that promote performance improvements, whether or not they indirectly support energy production.

With the market expansion into new and potential sports nutrition consumers, manufacturers are tasked with marketing to a group of people that do not necessarily shop the same way as bodybuilders, elite athletes and other core sports consumers. In this issue, Heidi Rosenberg, from the longtime supplement industry marketing firm BrandHive, outlines important marketing considerations for this new sports nutrition demographic range, including ways to deliver messaging on formulation, labeling, science, research, safety and efficacy to this expanding audience.

Of course, the issue also provides a closer look at the latest market figures and trends behind the sports nutrition market’s continued rise.

Ready, set … go!

Steve MyersManaging Editor(480) [email protected]

@stevomyers

Viewpoint


https://twitter.com/@stevomyers

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IN THIS ISSUE Viewpoint p.3 Market Data p.31 Table of Contents p.2

INSIDER's Take

Several dietary ingredients directly and indirectly support the production of energy required for exercise performance.

Botanical compounds can address oxidative stress and inflammation during exercise, increasing endurance and performance.

Amino acids and other dietary compounds offer muscle support that help increase strength and power for better performance.

Ingredients

Dietary Ingredients for Improved Energy and PerformanceResearch details how several natural compounds fuel and maximize exercise and competition by Steve Myers

Without the proper fuel, the body and its muscles are nearly useless. The body requires nutritional substrate to produce energy for muscles and other cells important for exercise and competition. Carbohydrates and fats are the primary macronutrients converted to energy in the body under normal circumstances, but a wider range of nutritional compounds is used by the body to convert carbs and fats into energy.

Energized muscles have an obvious direct impact on performance, but so do energized organs, including the brain and the heart. In fact, cognitive and cardiovascular functions are as important to athletic performance as are efficient and powerful muscles. Therefore, in addition to several dietary compounds directly involved in the body’s energy production processes, other ingredients help support focus, attention, reaction time, blood flow and oxidation that can greatly influence the quality and duration of performance.

Initial Energy: Fuel for LaunchEnergy for performance comes from breaking the terminal bonds of

adenosine triphosphate (ATP), a nucleotide called the energy currency in the body. A series of reactions takes place in the mitochondria within body cells to produce ATP. Called cellular respiration, the production of ATP starts with nutritional substrate, usually carbohydrates or fatty acids, and runs through a sequence of aerobic and anaerobic processes, including glycolysis, the citric acid (aka Krebs) cycle and oxidative phosphorylation.

Dietary supplements and functional foods contribute to all steps in this energy cascade. ATP itself is comprised of adenine and a chain of three phosphates coming from a central molecule of ribose, a five-carbon carbohydrate. The body makes ribose from glucose, and some ribose comes from the diet. However, both sources generate only small amounts

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of ribose. For increased needs, athletes have turned to supplemental ribose to support ATP production for increased energy.

Ribose supplementation (as Bioenergy Ribose®, from Bioenergy) can restore ATP levels more quickly than sucrose or maltodextrin alone (placebo), according to a small randomized crossover study involving healthy active males performing intermittent, intense cycling exercises.1 A double-blind, placebo-controlled trial on healthy male bodybuilders showed four weeks of Bioenergy Ribose supplementation, compared to placebo (dextrose), significantly increased muscle strength and work performed.2

While ribose is a structural part of the energy molecule ATP, creatine is among the other dietary compounds factoring in ATP production. With the help of creatine kinase (CK), creatine phosphate is stored in the muscles and contributes a phosphate to adenosine diphosphate (ADP) to make ATP. The body uses such ATP stored in muscles to produce energy for the first 10 or so seconds of intense exercise. Supplemental creatine is a popular tool for increasing muscle stores of creatine to enhance this early energy production, called the phosphagen system.

Supplementation with creatine helps to increase strength and lean muscle mass, and to boost performance in high-intensity exercise.3 Recent research showed regular supplementation with creatine monohydrate (from Probiotica) in elite athletes may help

Ingredients

Sports Drinks and CarbsAll carbs are not created equal. Energy production in the body uses glucose,

but several different types of carbs, especially sugars, can feed the process—fructose, sucrose, maltodextrin, etc. Dextrins are hydrolyzed from components of starch (e.g., amylopectin) in plants such as potato and corn. Like glucose, they typically have low molecular weight and are absorbed quickly in the body.

When used in a beverage, such as an energy drink, low molecular weight carbs such as glucose increase osmotic pressure, causing gastric emptying time to also increase. Conversely, a form of maltodextrin called highly branched cyclic dextrin (HBCD) has a higher molecular weight and when added to such a beverage does not increase osmotic pressure. A drink with HBCD could handle additional vitamins, minerals and organic acid ingredients without delaying gastric emptying (Int J Sports Med. 2005; 26(4): 314-319).

Researchers comparing supplementation with HBCD (as Cluster Dextrin®, from Glico Nutrition) against glucose or water (control) in adult male swimmers found HBCD increased optimum output (70 percent), compared to either glucose or water (Food Sci and Tech Res. 2015;21(3):499-502). Further the HBCD group had higher plasma glucose levels prior to swimming exercises, suggesting HBCD sustained energy-driving glucose more consistently and effectively than other carbs.

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preserve power in leg muscles during exercise, compared to dextrose (placebo), which has a negative effect on power under the same conditions.4

Creatine monohydrate is the most studied and popular form—it might even help golfers drive farther.5 However, other forms of creatine are available and even have research to support performance benefits. For instance, a 2016 randomized, double-blind, crossover study found creatine nitrate supplementation was well-tolerated and significantly increased muscle creatine stores after days.6 Those taking the highest assigned dose of creatine nitrate (3.0 g) had improved leg press lifting power and bench press peak power, compared to those taking a lower dose (1.5 g) of creatine nitrate, a high dose of creatine monohydrate (5.0 g) or placebo (6.5 g dextrose).

Creatine magnesium may also deliver an anaerobic energy boost. Research comparing the effects of two weeks of supplementation with either creatine stacked with magnesium oxide, a magnesium-creatine chelate (as CreatineMagnaPower®, from Albion) or placebo (maltodextrin) found only the chelate group had increased torque power and peak power (per anaerobic Wingate testing).7,8

The Importance of Blood FlowCreatine is often combined with other sports performance ingredients such as nitrates.

Found in a number of different foods—mostly vegetables—and formed in the body as a result of certain oxidation reactions, nitrates have often been considered negative for health. However, these compounds have become popular in sports nutrition due to an ability to increase body levels of nitric oxide (NO), a vasodilator that increases blood flow. The idea is that improved

blood flow increases the delivery of important energy- and performance-related compounds, such as glucose, to the muscles and reduces oxygen demands during exercise, thereby lowering energy demands. But the research on nitrate supplementation’s benefit to energy and performance has not been definitive.

A high-nitrate diet was shown to increase plasma nitrate and nitrite concentrations, and provide some performance and oxygen demand benefits during various levels of cycling exercises.9

NO is produced in the body from its precursor L-arginine, an amino acid. Supplementation with arginine bonded with silicon (as

Nitrosigine®, from Nutrition 21) may increase blood arginine and NO levels.10 Recent research showed Nitrosigine supplementation may

increase blood flow to the muscles and the brain, resulting in improved muscle health and cognitive functioning.11,12 However, a 2013 trial found arginine did not offer any benefit to hormonal, metabolic or cardio-respiratory responses during exercise.13

Citrulline, a non-essential amino acid, is a precursor to arginine and has been explored for NO-related performance benefits. In a 2002 trial, citrulline malate supplementation in adult males significantly reduced the feeling of fatigue and increased the rates of

Ingredients

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both oxidative ATP production and phosphocreatine restoration.14 More recently, a 2015 research publication detailed how supplementation with a combination of citrulline and glutathione (as Setria®, from Kyowa Hakko) in vitro and in vivo (resistance-trained males) increased NO and nitrate levels.15

Beetroot is a popular nitrate source in the sports nutrition market, and some research has found supplementation in healthy adults increases blood NO and lowers blood pressure both at rest and

during exercise.16 A 2016 study detailed neuromuscular benefits from nitrate supplementation with a beetroot extract.17 However, a 2015

study publication reported beetroot juice supplementation in well-trained male runners failed to deliver a meaningful and consistent improvement to altitude running performance.18 It similarly did not improve oxygen demands and cycling performance in well-trained cyclists.19

A newer entrant to this nitrate field is amaranth, also known as red spinach. Results from a placebo-controlled

crossover study demonstrated a single dose of amaranth extract (as Oxystorm®, from DolCas Biotech and PLT) in healthy adults

increased nitrate and nitrite levels; researchers said this mechanism may improve overall performance in rigorous physical activities.20 Subsequent clinical research presented at the American College of Sports Medicine (ACSM) 64th Annual Meeting in June 2016, revealed Oxystorm supplementation in male and female recreationally trained adults improved ventilator threshold, the point during intense prolonged exercise when breathing surpasses normal ventilation rate.21

Some scientists are concerned higher doses and chronic supplementation could be detrimental to health. A 2015 research review noted recent trials found supplementation with arginine, beetroot or other nitrates had little to no positive effect on exercise performance, especially in trained athletes, and more research is needed on high-dose supplementation.22

Advanced Energy Production for Sustained PerformanceOxygen taken in during exercise is important to energy production, but only after

about 30 to 45 seconds of activity. After ATP from the phosphagen system exhausts about 10 to 12 seconds into exercise, glycolysis begins to turn glucose—from dietary

Ingredients

Sports nutrition consumers have turned to carnitine to increase muscle stores in hopes of driving better performance.

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carbohydrates and from glycogen stored in muscles—into ATP, but the initial phase of glycolysis is anaerobic, as the oxygen from increased breathing has not yet reached the cells. During this “fast” glycolysis period, ATP is replenished quickly. Inside the muscle cells, glucose is converted into hydrogen ions and pyruvate (pyruvic acid), which is then is broken down enzymatically into lactate (lactic acid). This process results in a net of a small amount of ATP.

Calcium pyruvate is available as a dietary supplement, but there is little clinical research on the ingredient’s use in energy support.

Once oxygen begins to hit the cells, pyruvate heads into the cell’s inner membrane, called the mitochondria, where it is oxidized into the coenzymes CoA and NADH. Some carbon dioxide is released as a result of this reaction. CoA then enters the citric acid or Krebs cycle, where it will be oxidized to make ATP.

Dietary fats can also be converted into CoA for use by the Krebs cycle. Lipolysis is the breakdown of fats (stored as triglycerides) into glycerol and free fatty acids. These fatty acids then can be broken down into hydrogen and CoA. For this process to happen, however, the fatty acids need to enter the inner membrane of the cell, the mitochondria. Carnitine helps shuttle medium- and long-chain fatty acids from the cytoplasm (the outer area of the cell) into the mitochondria matrix.

Carnitine is made in the liver and kidneys, with 95 percent stored in the skeletal muscles. Carnitine is also taken in from the diet, mostly red meat and dairy. Sports nutrition consumers have turned to carnitine to increase muscle stores in hopes of driving better performance.

While researchers are still looking for definitive evidence on how supplemental carnitine can affect muscle bioenergetics to improve performance, some science shows a positive effect. According to a 2011 research publication, healthy males who ingested a combination of carnitine tartrate (as Carnipure®, from Lonza) and carbohydrates had 11 percent higher work output during exercise than those who took the carb-only control.23 The researchers noted chronic intake of carnitine plus carbs increases carnitine levels in human muscles and spares muscle glycogen levels during low-intensity exercise.

The Krebs cycle creates a decent amount of ATP for use as energy, but the bulk of ATP production comes from the electron transport system, which is where another dietary ingredient synthesized in the body and ingested from meat shines. Coenzyme Q10 (CoQ10) plays a vital role in the electron transport chain, in which byproducts of glycolysis and Krebs (NADH and FADH2) undergo oxidation

Ingredients

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(oxidative phosphorylation) to make ATP. With an ability to accept and donate electrons, CoQ10 takes electrons from high energy states in NADH and FADH2 and moves them to lower energy acceptors, releasing energy. This energy moves protons into the outer membrane, creating an electrochemical gradient between the inner and outer mitochondria. As the protons move through this gradient and back into the inner matrix (via ATP synthase enzymes), ATP is created.

In a 2008 placebo-controlled trial on both acute and chronic CoQ10 supplementation in both athletes and non-athletes, muscle levels of CoQ10 rose after acute ingestion, while plasma levels rose after two weeks of supplementation.24 After two weeks, those taking CoQ10 took longer to reach fatigue during various exercises than those taking placebo. Researchers speculated CoQ10’s impact on oxidative phosphorylation may contribute to increased energy and time to exhaustion.

CoQ10’s ability to swap electrons offers antioxidant benefits that could help active consumers. In a 2016 randomized controlled study, two weeks of supplementation with reduced form CoQ10, ubiquinol, taken before strenuous exercise decreased oxidative stress and increased plasma NO.25 The researchers noted these results showed potential benefits to endothelial function, energy production and muscle protection. Ubiquinol supplementation (as Kaneka QH, from Kaneka) for six weeks was also shown to enhance maximum power output (+2.5 percent) in a double-blind, placebo-controlled study involving 100 male and female German athletes training for the 2012 London Olympics.26

Ingredients

Starving for Energy and Performance Efficiency?

An unlikely and somewhat controversial method for increasing efficient energy production for improved performance may come from starvation, sort of. The body normally uses stored carbohydrate (as glucose or glycogen) and fat to produce energy, but when these nutrient substrates are restricted, the liver produces ketone bodies—beta-hydroxybutyrate and acetoacetate—to keep the brain, heart and muscles energized. Ketone body energy production uses less oxygen than other production methods, and the muscles rapidly take up the ketones.

A ketogenic diet consists of very low amounts of carbohydrates and has been shown to produce performance gains similar to a traditional western diet (J Int Soc Sport Nutr. 2014;11(Suppl 1):P41). However, many athletes are hesitant to adopt a low-carb diet, as normal energy production requires carbs. Supplementation with ketone esters enables athletes to get the benefits of ketogenesis without forgoing carbs. University of Oxford, England, researchers reported their numerous studies on high-performance athletes showed supplementation with ketone esters “increased intramuscular triacylglycerol oxidation during exercise, even in the presence of normal muscle glycogen, co-ingested carbohydrate and elevated insulin” (Cell Metab. 2016 Aug 9;24(2):256-68).

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While carnitine is stored and used primarily in the skeletal muscles, CoQ10 is in all cell membranes, including the energy-hungry heart and brain. Research has shown CoQ10 administration can restore CoQ10 levels in the heart for the sake of improved energy,27 and may address both oxidative stress and bioenergetics in the brain to improve function.28 These cardio and cognitive mechanisms could be secondary benefits for sports nutrition.

Managing Oxidative Stress and Inflammation Other antioxidant ingredients have been studied for benefits to athletic performance.The carotenoid astaxanthin can reach the entire body, delivering antioxidant and

anti-inflammatory actions to muscle tissue, the heart and the brain—it can pass through the blood brain barrier. A 2011 trial involving trained cyclists reported astaxanthin supplementation for about a month improved time trial performance, including power output (15 percent increase) and race times (5 percent faster), compared to placebo.29 However, the exact mechanism behind these benefits was not definitive.

A 2008 publication reported healthy young men taking astaxanthin (as AstaReal®, from Fuji health Sciences) for six months had a three-fold improvement in strength and endurance compared to those taking placebo.30 The researchers suggested astaxanthin protected cell membranes—including the mitochondria—from oxidative stress generated during intense exercise, thereby preserving muscle cell function. And a Japanese study found reduced muscle fatigue and lactic acid buildup during exercise in adult men taking astaxanathin supplements for four weeks, compared to those taking placebo.31

Tart cherry supplementation also offers athletes antioxidant benefits including possible performance enhancement. Research published in 2016 suggested endurance-trained runners and triathletes supplementing with Montmorency tart cherry (as CherryPURE™, from Shoreline Fruit) 10 days before a race (half marathon), during the race and for two days after the race had faster race times (13 percent), more consistent pacing, increased antioxidant activity and lower inflammation, compared to those taking placebo.32

Found in many fruits and vegetables, including onions, apples, berries, tea, grapes and red wine, the antioxidant flavonoid quercetin has antioxidant properties that help address oxidative stress during exercise and may improve exercise capacity. A study reported in 2010 demonstrated quercetin’s small but significant ability to improve exercise performance and increase muscle mitochondria biogenesis.33 Further, a small study found quercetin supplementation for as little as seven days could increase endurance in untrained adults, as evidenced by increases in VO2max (oxygen volume) and time to fatigue during bike rides.34 Additional evidence came from an Iranian trial, in which quercetin supplementation in badminton players improved endurance exercise performance, as time to exhaustion increased significantly compared to placebo.35

Grapes are another well-known antioxidant and can address oxidative stress, inflammation, blood pressure and performance for sports nutrition consumers. In a 2009 publication, elite athletes from a variety of sports who supplemented with grape extract (as Powergrape®, from Naturex SA) showed improved

Ingredients

• Elevates arginine levels for up to 6 hours*1

• Increases energy quickly and safely*2,6

• Improves mental acuity and focus within 15 minutes*3

• Increases muscle volume*†4-6

• Reduces muscle damage from exercise*†2,6

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*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

†Results compared to baseline.

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©2016 Nutrition 21, LLC Nitrosigine® is a registered trademark of Nutrition 21, LLC U.S. Patents: 5,707,970; 6,156,735; 6,344,444; 6,803,456; 7,576,132 1. Komorowski J, Perez Ojalvo S.

A pharmacokinetic evaluation of the duration of effect of inositol-stabilized arginine silicate and arginine hydrochloride in healthy adult males. The FASEB Journal. 2016; 30(1) Supplement

690.17. 2. Rood-Ojalvo S, Sandler D, Veledar E, Komorowski J. The benefits of inositol-stabilized arginine silicate as a workout ingredient. Journal of the International Society of Sports

Nutrition. 2015;12(Suppl 1):P14. 3. Harvey P, Rood-Ojalvo S, Komorowski J. The effects of inositol-stabilized arginine silicate on cognitive function. Journal of the American College of Nutrition.

2015;34(6):544. 4. Kalman D, Feldman S, Samson A, Krieger D. A clinical evaluation to determine the safety, pharmacokinetics and pharmacodynamics of an inositol-stabilized arginine

silicate dietary supplement in healthy adult males. Clinical Pharmacology. 2015;7:103-109. 5. Komorowski J, Rood-Ojalvo S, and El-Sohemy A. Arginine silicate supplementation decreases

markers of cardiovascular, renal and metabolic dysfunction and increases markers of vasodilation and cardiovascular health in healthy adult males. The FASEB Journal. 2015;29(1):748.2.

6. Data on file 2016, Nutrition 21, LLC. DRA683050316

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oxidative stress/antioxidant status balance during competition leading to enhanced performance.36 In another trial, recreational runners ingesting purple grape juice for 28 days experienced an ergogenic effect via increased time to exhaustion, compared to those taking a placebo drink;37 the grape juice group also had increased antioxidant and anti-inflammatory activities.

Tea contains antioxidant compounds and not only counters oxidative stress during exercise, but also promotes energy production. A 2015 study found four weeks of supplementation with decaffeinated green tea extract enhanced substrate utilization, namely fatty acid oxidation.38 However, tea also naturally contains stimulants including caffeine and theacrine.

Stimulants: Energy and Performance at a Cost?Caffeine works as a central nervous system (CNS) stimulant by occupying receptors

that would otherwise host adenosine. Adenosine concentration builds after ATP is broken to produce energy. As more adenosine attach to receptors in the CNS, fatigue signals increase. Thus, caffeine can stave off the perception of fatigue. This game of musical chairs (called competitive inhibition) can mess with the body’s flight-or-flight mechanism, as the fast speed of caffeine’s effect can trigger a state of emergency in the brain, which results in a flood of adrenaline that increases heart rate and sugar release to the blood. Chronic caffeine stimulation may increase the number of adenosine receptors in the brain, which can lead to caffeine tolerance and increasingly severe withdrawal symptoms.

Still, caffeine is a popular ingredient in energy and sports products. The stimulant is not without its potential benefits to performance, although the benefits may be more perceived than real. Research has indicated low and moderate doses of caffeine, especially late in exercise, can improve performance compared to placebo, as evidenced by faster time trials in male and female cyclists.39

While caffeine is considered habit-forming, theacrine is not. A 2016 study showed theacrine supplementation (as TeaCrine®, from Compound Solutions) in healthy men and women was safe for cardiovascular health and non-habituating, and there was no rapid decline associated with caffeine and other CNS stimulants.40 With its safety established, researchers turned to performance benefits.

Two small randomized controlled pilot studies pitting TeaCrine against placebo in healthy adults found an increase in energy, focus and concentration in the supplement group, with no dose-response effect.41 Using a visual

analog scale (VAS), researchers determined a lower dose of TeaCrine (200 mg/d), but not the higher dose (400 mg/d) increased the willingness to

exercise, anxiety, motivation to train and libido, compared to placebo. There were no significant changes in heart rate blood

dynamics or other negative side effects in any of the groups.A recent study explored the effects of a pre-workout

supplement containing caffeine, creatine nitrate and arginine, as well as the amino acids beta-alanine and N-acetyl tyrosine

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without the addition of p-synephrine (bitter orange)—on energy expenditure, cognitive function and exercise performance.42 Compared to placebo, the pre-workout supplement increased resting VO2, VCO2 (carbon dioxide volume), respiratory exchange ratio (CO2 produced vs. O2 used) and resting energy expenditure. Adding p-synephrine to the supplement increased metabolic response for the first five to 10 minutes, but not afterward. Neither supplement protocol increased heart rate or blood pressure compared to placebo.

Strength, Power and EnduranceAmino acids, including beta-alanine and glutamine, can play a part in both energy

production and performance. Carnosine is a dipeptide made in the muscles from the amino acids histidine and beta-alanine. Carnosine helps buffer hydrogen atoms left behind from anaerobic glycolysis during the early immediate phase of exercise. Hydrogen atoms left to build up in the muscle from anaerobic glycolysis would trigger muscle fatigue. However, carnosine helps neutralize and export hydrogen from the muscles, staving off early fatigue.

Eating meat can increase both beta-alanine and carnosine levels, but supplementation with beta-alanine has become an increasingly popular method of increasing carnosine levels beyond the diet, especially for consumers looking for muscular and performance benefits.

Supplementation with beta-alanine (as Carnosyn®, from Natural Alternatives International) has been shown to greatly increase muscle carnosine levels (close to 80 percent) and boost total work output, according to research involving a cycling test.43 Similar research on sprint-trained athletes found CarnoSyn not only increased muscle carnosine, but the carnosine loading had a slight but significant inhibition of fatigue during repeated bouts of exhaustive dynamic muscle contractions.44 And endurance cyclists taking CarnoSyn for eight weeks had significantly increased power output during a post-time trial sprint, compared to those taking placebo.45

Additional research on combined supplementation with CarnoSyn and creatine monohydrate found benefits to both strength and performance in athletic and non-athletic men. In one placebo-controlled study, four weeks of CarnoSyn supplementation with or without creatine monohydrate in untrained men was associated with increased physical work capacity at the neuromuscular fatigue threshold, delaying onset of fatigue.46 In another randomized placebo-controlled trial, collegiate football players taking creatine with or without CarnoSyn for 10 weeks had significant strength gains following a 10-week

Ingredients

Supplementation with beta-alanine has become an increasingly popular method of increasing carnosine levels beyond the diet.

THESE STATEMENTS HAVE NOT BEEN EVALUATED BY THE FOOD AND DRUG ADMINISTRATION.THIS PRODUCT IS NOT INTENDED TO DIAGNOSE, TREAT, CURE, OR PREVENT ANY DISEASE.

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resistance program, compared to the placebo group; the creatine was alone in testing for slightly increased resting testosterone, while creatine with CarnoSyn had the greatest effect on lean muscle growth and body fat composition.47

L-alanine combined with L-glutamine (as Sustamine®, from Kyowa Hakko) appears to increase endurance and delay exhaustion, according to a small controlled study.48

Endurance trained men ingesting a sports drink featuring either a low dose (300 mg·500 ml−1) or high dose (1 g·500 ml−1) of Sustamine had a significantly longer time to exhaustion during treadmill running than both the sports drink without Sustamine and the no hydration groups. Plasma glutamine levels rose in the Sustamine groups 45 minutes after ingestion and remained elevated at the one-hour mark.

The amino acid glycine is the precursor to betaine (aka, trimethylglycine), which may positively impact performance. Betaine is also available from intake of certain foods, including spinach, cereal grains, seafood, wine and sugar beets. However, supplementation has been explored for maximum performance benefits.

Two weeks of betaine supplementation in active college men improved muscle endurance during exercise (leg squats) and was associated with increased quality of repetitions, compared to placebo.49 In another small study, two weeks of betaine supplementation in trained athletic males enhanced the anabolic endocrine profile and corresponding anabolic environment, indicating an increase in protein synthesis.50 A published review suggested a few mechanisms behind betaine’s performance benefits, including stimulation of lipolysis (required for oxidation and ATP production from fats), growth hormone secretion, increased creatine synthesis and increased muscle protein synthesis (MPS).51

Various protein-derived compounds including essential amino acids (EAAs) increase MPS, which helps build muscle. While protein tends to be a last resort substrate for energy production and many sports nutrition enthusiasts see protein as a recovery ingredient, supplemental protein, especially the branched chain amino acids (BCAAs) leucine, isoleucine and valine, help replenish depleted muscle BCAAs during exercise and stave of muscle catabolism.

There is not yet much evidence on the ability of supplemental protein or BCAAs to improve performance. A 2016 study of NCAA division II female basketball players found eight weeks of whey protein supplementation both before and after anaerobic and resistance training was associated with greater gains from bench presses and improved agility, compared to placebo (maltodextrin).52 Another study published in 2016 showed chronic supplementation with BCAAs in trained cyclists improved sprint performance, including power output and race time to completion.53

Similarly, a small study on male and female handball players demonstrated combination supplementation with BCAAs and arginine improved performance during intermittent sprints, potentially by limiting fatigue.54 The researchers theorized BCAAs compete with tryptophan across the blood-brain barrier, resulting in reduced cerebral uptake of tryptophan that would otherwise increase serotonin, a fatigue trigger.

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HMB (beta-hydroxy-beta-methylbutyrate) is produced naturally from leucine metabolism and appears to convey muscle-related performance benefits. Twelve weeks of supplementation with HMB (as BetaTOR®, from MTI Biotech) in weightlifters increased total strength (bench press, squat and deadlift combined) and vertical jump power, as well as lean body mass.55 In a 2016 study, power and strength increased during resistance training in trained subjects taking BetaTOR and ATP, compared to those taking placebo.56

Further, a dietary supplement (MaxxTOR™, from Max Muscle) containing HMB, leucine, vitamin D3 and phosphatidic acid (as Mediator®, from Chemi Nutra) increased lean body mass and muscle strength in bodybuilders.57

On its own, supplemental ATP (a disodium salt, as Peak ATP® from TSI Inc.) taken for 15 days by weightlifters showed a moderate tendency to decrease muscle fatigue and increase muscle low peak torque through successive sets of exhaustive exercise.58 Dietary ATP does not affect mitochondrial ATP but delivers extracellular effects such as muscle excitability, anabolic signaling, vasodilation and increased blood flow.59 In fact, a 2013 clinical trial featuring three phases of intense resistance training found Peak ATP supplementation increased strength (147 percent), power (30 percent), muscle thickness (96 percent) and lean body mass (100 percent) over placebo gains, and even reduced muscle protein breakdown.60

Ingredients

Peat PerformanceAs evidence that increased blood ATP can deliver

performance benefits, a recent study showed supplementing with a combination of ancient peat bioinorganic compounds and apple extract (as elevATP™, from FutureCeuticals) may enhance exercise performance, including strength and peak power (BMC Complement Altern Med. 2016 Jul 18;16:224).

Researchers from FutureCeuticals conducted a small pilot trial on a single dose of elevATP in adults, which proved to increase whole blood levels of ATP without affecting reactive oxygen species, glucose or lactate (J Aging Res Clin Practice 2013;2:178-184). Based on this early discovery, they performed a subsequent trial in a larger cohort, demonstrating a single dose of elevATP (150 mg) significantly increased whole blood, but not plasma, ATP levels (40 percent) (J Aging Res Clin Pract. 2014;3:56–60.). “elevATP™ appears to selectively and acutely increase ATP levels within the cellular component of blood,” they noted. There was no change in ATP levels in free plasma, but there were increases to ATP levels in biopsied muscle tissue.

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Amino acids and related compounds aren’t the only compounds to increase strength and power for performance. Minerals such as zinc and magnesium can support muscle dynamics important to performance.

Magnesium is a cofactor in hundreds of enzymatic reactions and helps manage glycolysis and the Krebs cycle. And ATP bound to magnesium ions (MgATP) is the most active and utilized form of ATP in the body. Research has shown supplemental magnesium enhances glucose availability in the muscles, blood and brain, and improves lactate clearance during exercise.61 Magnesium supplementation has also improved lactic anaerobic metabolism in athletes who were not deficient in the mineral.62 Even active

seniors can get performance benefits from magnesium supplementation.63

Zinc inhibits aromatase, an enzyme that converts testosterone to estrogen. Increased bioavailable zinc can preserve and boost testosterone. Research has found exercise decreases thyroid hormones and

testosterone, but supplementation with zinc prevents these declines.64,65 A combination of zinc and magnesium (as ZMA®, from InterHealth, a Lonza

Group company) increased strength and free testosterone levels in football players during eight weeks of supplementation and performance tests, as part of a double-blind randomized trial.66

Several other specialty ingredients address testosterone levels for improved performance. Tongkat ali (Eurycoma longifolia jack) is an

adaptogenic herb from Malaysia that offers ergogenic benefits to sports nutrition consumers. A 2003 pilot study reported healthy men taking

tongkat ali (as LJ100®, from HP Ingredients) in conjunction with an intense strength training program had increased muscle size and strength, compared to those taking placebo.67 Mountain bikers taking LJ100 30 minutes prior to endurance exercise had a 16.4 percent increase in testosterone and an improved anabolic state, compared to those taking placebo.68 Recent pilot research has also suggested LJ100 can increase total and free testosterone concentrations and muscular force in active male and female seniors.69

Fenugreek seed is another botanical ingredient studied for testosterone and performance enhancement. A 2010 study publication showed bodybuilders taking

fenugreek supplementation (as Torabolic™, from Indus Biotech India) significantly improved upper and lower body strength and body composition, compared to those taking placebo.70 More recently, eight weeks of fenugreek supplementation (as Testofen®, from Gencor Pacific) in healthy men undertaking resistance training

impacted anabolic and androgenic activities to improve muscle strength and repetitions-to-failure, compared to placebo, as part of a 2016 pilot controlled study.71

The body of research on dietary ingredients for sports-related energy and performance enhancement is continuing to expand, and scientists are gaining more details on not just the end results but the mechanisms behind the benefits. Further, as researchers discover more about how the body produces and manages energy, muscle function, and cognitive and cardiovascular contributions to performance and endurance, the possible supplement targets and pool of potential ergogenic aids expands.

Ingredients


References

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2. Van Gammeren D et al. “The effects of four weeks of ribose supplementation on body composition and exercise performance in healthy, young, male recreational bodybuilders: a double-blind, placebo-controlled trial.” Curr Thera Res. 2002;63(8):486-95.

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7. Brilla LR et al. “Magnesium-creatine supplementation: stacking vs. chelate on knee extension torque.” Med Sci Sport Exer. 2013;35(5):S217.

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13. Forbes SE et al. “The acute effects of L-arginine on hormonal and metabolic responses during submaximal exercise in trained cyclists.” Int J Sport Nutr Exerc Metab. 2013 Aug;23(4):369-77.

14. Bendahan D et al. “Citrulline/malate promotes aerobic energy production in human exercising muscle.” Br J Sports Med. 2002;36:282-289.

15. McKinley-Barnard S et al. “Combined L-citrulline and glutathione supplementation increases the concentration of markers indicative of nitric oxide synthesis.” J Int Soc Sports Nutr. 2015 Jun 10;12:27.

16. Curry BH et al. “Effects of a Dietary Beetroot Juice Treatment on Systemic and Cerebral Haemodynamics- A Pilot Study.” J Clin Diagn Res. 2016 Jul;10(7):CC01-5.

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18. Arnold JT et al. “Beetroot juice does not enhance altitude running performance in well-trained athletes.” Appl Physiol Nutr Metab. 2015 Jun;40(6):590-5.

19. MacLeod KE et al. “Acute Beetroot Juice Supplementation Does Not Improve Cycling Performance in Normoxia or Moderate Hypoxia.” Int J Sport Nutr Exerc Metab. 2015 Aug;25(4):359-66.

20. Subramanian D and Gupta S. “Pharmacokinetic study of amaranth extract in healthy humans: A randomized trial.” Nutrition. 2016 Jul-Aug;32(7-8):748-53.

21. Martin JS et al. “The Effects Of A Novel Red Spinach Extract On Graded Exercise Testing Performance.” Med Sci Sports Exer. 2016 May;48(5 Suppl 1):247.

22. Poortmans JER at al. “Nitrate supplementation and human exercise performance: too much of a good thing?” Curr Opin Clin Nutr Metab Care. 2015 Nov;18(6):599-604.

23. Wall BT et al. “Chronic oral ingestion of L-carnitine and carbohydrate increases muscle carnitine content and alters muscle fuel metabolism during exercise in humans.” J Physiol. 2011 Feb 15;589(Pt 4):963-73.

24. Cooke M et al. “Effects of acute and 14-day coenzyme Q10 supplementation on exercise performance in both trained and untrained individuals” J Int Soc Sports Nutr. 2008;5:8.

25. Sarmiento A et al. “Short-term ubiquinol supplementation reduces oxidative stress associated with strenuous exercise in healthy adults: A randomized trial.” Biofactors. 2016 May 19, ahead of print.

26. Dietmar A et al. “Ubiquinol supplementation enhances peak power production in trained athletes: a double-blind, placebo controlled study.” Ubiquinol supplementation enhances peak power production in trained athletes: a double-blind, placebo controlled study.” J Int Soc Sports Nutr. 2013;10: 24.

27. Sharma A et al. “Coenzyme Q10 and Heart Failure: A State-of-the-Art Review.” Circ Heart Fail. 2016 Apr;9(4):e002639.

28. Horecky J et al. “Effects of coenzyme Q and creatine supplementation on brain energy metabolism in rats exposed to chronic cerebral hypoperfusion.” Curr Alzheimer Res. 2011 Dec;8(8):868-75.

29. Earnest CP et al. “Effect of astaxanthin on cycling time trial performance.” Int J Sports Med. 2011 Nov;32(11):882-8.

Ingredients


30. Malmsten CL and Lignell A. “Dietary Supplementation with Astaxanthin-Rich Algal Meal Improves Strength Endurance – A Double Blind Placebo Controlled Study on Male Students.” Carot Sci. 2008;13:20-22.

31. Sawaki K et al. ““Sports performance benefits from taking natural Astaxanthin characterized by visual acuity and muscle fatigue improvement in humans.” J Clin Ther & Med. 2002;18(9):1085-1100.

32. Levers K et al. “Effects of powdered Montmorency tart cherry supplementation on acute endurance exercise performance in aerobically trained individuals.” J Int Soc Sports Nutr. 2016;13:22.

33. Nieman DC et al. “Quercetin’s influence on exercise performance and muscle mitochondrial biogenesis.” Med Sci Sports Exer. 2010 Feb;42(2):338-45.

34. Davis JM et al. “The dietary flavonoid quercetin increases VO(2max) and endurance capacity.” Int J Sport Nutr Exerc Metab. 2010 Feb;20(1):56-62.

35. Daneshvar P et al. “Effect of eight weeks of quercetin supplementation on exercise performance, muscle damage and body muscle in male badminton players.” Int J Prev Med. 2013 Apr;4(Suppl 1):S53-7.

36. Lafay S et al. “Grape extract improves antioxidant status and physical performance in elite male athletes.” J Sports Sci Med. 2009 Sep; 8(3):468-480.

37. Toscano LT et al. “Potential ergogenic activity of grape juice in runners.” Appl Physiol Nutr Metab. 2015 Sep;40(9):899-906.

38. Roberts JD et al. “The effect of a decaffeinated green tea extract formula on fat oxidation, body composition and exercise performance.” J Int Soc Sports Nutr. 2015 Jan 21;12(1):1.

39. Talanian JL and Spriet LL. “Low and moderate doses of caffeine late in exercise improve performance in trained cyclists.” Appl Physiol Nutr Metab. 2016 Aug;41(8):850-5.

40. Taylor L et al. “Safety of TeaCrine®, a non-habituating, naturally-occurring purine alkaloid over eight weeks of continuous use.” J Int Soc Sports Nutr. 2016;13:2.

41. Ziegenfuss TN et al. “A Two-Part Approach to Examine the Effects of Theacrine (TeaCrine®) Supplementation on Oxygen Consumption, Hemodynamic Responses, and Subjective Measures of Cognitive and Psychometric Parameters.” J Diet Suppl. 2016 May 10:1-15.

42. Jung Y et al. “Effects of 8 Weeks Ingestion of a Pre-Workout Supplement With and Without Synephrine on Cognitive Function, and Perceptions of Readiness to Perform.” FASEB J. 2015;29(1):S-LB239.

43. Hill CA et al. “Influence of beta-alanine supplementation on skeletal muscle carnosine concentrations and high intensity cycling capacity.” Amino Acids. 2007 Feb;32(2):225-33.

44. Derave W et al. “beta-Alanine supplementation augments muscle carnosine content and attenuates fatigue during repeated isokinetic contraction bouts in trained sprinters.” J Appl Physiol (1985). 2007 Nov;103(5):1736-43.

45. Van Thienen R et al. “Beta-alanine improves sprint performance in endurance cycling.” Med Sci Sports Exerc. 2009 Apr;41(4):898-903.

46. Stout JR et al. “Effects of twenty-eight days of beta-alanine and creatine monohydrate supplementation on the physical working capacity at neuromuscular fatigue threshold.” J Strength Cond Res. 2006 Nov;20(4):928-31.

47. Hoffman J et al. “Effect of creatine and beta-alanine supplementation on performance and endocrine responses in strength/power athletes.” Int J Sport Nutr Exerc Metab. 2006 Aug;16(4):430-46.

48. McCormack WP et al. “Effects of l-Alanyl-l-Glutamine Ingestion on One-Hour Run Performance.” J Am Coll Nutr. 2015;34(6):488-96.

49. Hoffman JR et al. “Effect of betaine supplementation on power performance and fatigue.” J Int Soc Sports Nutr. 2009 Feb 27;6:7.

50. Apicella JM et al. “Betaine supplementation enhances anabolic endocrine and Akt signaling in response to acute bouts of exercise.” Eur J Appl Physiol. 2013 Mar;113(3):793-802.

51. Cholewa JM et al. “Effects of betaine on performance and body composition: a review of recent findings and potential mechanisms.” Amino Acids. 2014 Aug;46(8):1785-93.

52. Taylor LW et al. “Eight weeks of pre- and postexercise whey protein supplementation increases lean body mass and improves performance in Division III collegiate female basketball players.” Appl Physiol Nutr Metab. 2016 Mar;41(3):249-54.

53. Kephart WC et al. “Ten weeks of branched-chain amino acid supplementation improves select performance and immunological variables in trained cyclists.” Amino Acids. 2016 Mar;48(3):779-89.

54. Chang CK et al. “Branched-chain amino acids and arginine improve performance in two consecutive days of simulated handball games in male and female athletes: a randomized trial.” PLoS One. 2015 Mar 24;10(3):e0121866.

55. Wilson JM et al. “The effects of 12 weeks of beta-hydroxy-beta-methylbutyrate free acid supplementation on muscle mass, strength, and power in resistance-trained individuals: a randomized, double-blind, placebo-controlled study.” Eur J Appl Physiol. 2014 Jun;114(6):1217-27.

56. Lowery RP et al. “Interaction of Beta-Hydroxy-Beta-Methylbutyrate Free Acid and Adenosine Triphosphate on Muscle Mass, Strength, and Power in Resistance Trained Individuals.” J Strength Cond Res. 2016 Jul;30(7):1843-54. 57. Escalante G et al. “The effects of phosphatidic acid supplementation on strength, body composition, muscular endurance, power, agility, and vertical jump in resistance trained men.” J Int Soc Sports Nutr. 2016;13:24.

58. Ratchmacher JA et al. “Adenosine-5’-triphosphate (ATP) supplementation improves low peak muscle torque and torque fatigue during repeated high intensity exercise sets.” J Int Soc Sport Nut. 2012;9:48.

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59. Lowery RP et al. “Oral ATP administration improves blood flow responses to exercise in both animal and human training models.” Presented at 10th Annual ISSN Conference, Colorado Springs, June 2013.

60. Wilson JM et al. “Effects of oral adenosine-5’-triphosphate supplementation on athletic performance, skeletal muscle hypertrophy and recovery in resistance-trained men.” Nutrition and Metabol. 2013;10:57.

61. Chen HY et al. “Magnesium enhances exercise performance via increasing glucose availability in the blood, muscle, and brain during exercise.” PLoS One. 2014 Jan 20;9(1):e85486.

62. Sitaro L et al. “Magnesium status and the physical performance of volleyball players: effects of magnesium supplementation.” J Sports Sci. 2014;32(5):438-45.

63. Veronese N et al. “Effect of oral magnesium supplementation on physical performance in healthy elderly women involved in a weekly exercise program: a randomized controlled trial.” Am J Clin Nutr. 2014 Sep;100(3):974-81.

64. Kilic M. “Effect of fatiguing bicycle exercise on thyroid hormone and testosterone levels in sedentary males supplemented with oral zinc.” Neuro Endocrinol Lett. 2007 Oct;28(5):681-5.

65. Kilic M et al. “The effect of exhaustion exercise on thyroid hormones and testosterone levels of elite athletes receiving oral zinc.” Neuro Endocrinol Lett. 2006 Feb-Apr;27(1-2):247-52.

66. Brilla LR and Conte V. “Effects of a Novel Zinc-Magnesium Formulation on Hormones and Strength.” J Exerc Phsyiol. 2000;3(4):26-36.

67. Hamzah S and Yusof A. “The ergogenic effects of Eurycoma longifolia jack: a pilot study.” Br J Sports Med 2003;37:464-470.

68. Talbott J et al. “Effect of [LJ 100] Eurycoma longifolia Extract on Anabolic Balance During Endurance Exercise.” J Int Soc Sport Med. 2006;3(1):S32.

69. Henkel RR et al. “Tongkat Ali as a potential herbal supplement for physically active male and female seniors–a pilot study.” Phytother Res. 2014 Apr;28(4):544-50.

70. Poole C et al. “The effects of a commercially available botanical supplement on strength, body composition, power output, and hormonal profiles in resistance-trained males.” J Int Soc Sports Nutr. 2010 Oct 27;7:34.

71. Wankhede S et al. “Beneficial effects of fenugreek glycoside supplementation in male subjects during resistance training: A randomized controlled pilot study.” J Sport and Health Sci. 2016;5(2):176-82.

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IN THIS ISSUE Ingredients p.5 Brand Marketing p.36 Table of Contents p.2

Sports nutrition is a unique marketplace, and one of the largest in terms of potential consumer engagement. Long popular among bodybuilders, athletes and weekend warriors, the sports nutrition sector is gaining a loyal following of active consumers embracing a healthier lifestyle and seeking supplements, foods and beverages formulated with proven ingredients that deliver results.

The global sports nutrition market is projected to grow from US$28 billion in 2015 to more than $50 billion in 2022, according to a May 2016 report from P&S Market Research that predicted robust sector growth representing a 8.4 percent compound annual growth rate (CAGR) from 2015 to 2022.

Factors Driving GrowthGlobal sports nutrition market activity is being driven by greater health-consciousness

among the population, increasing urbanization, new product development and growth in the number of retail outlets, gyms and health clubs.

Sports nutrition products come in a host of delivery methods, such as powders, tablets, bars, ready-to-drink (RTD) beverages and gels, designed to boost energy and endurance, increase muscle growth and body mass, or aid in recovery post-exercise. According to P&S Market Research, the global sports nutrition market is steadily turning from traditional products to specific products for mainstream customers. While proteins have been the most popular ingredients in sports nutrition products, non-protein ingredients, such as amino acids, creatine, beta-creatine and alanine, are gaining acceptance.

Market leaders in the global sports nutrition sector include Glanbia, PepsiCo, Abbott Nutrition, Nestlé S.A., GNC Holdings, The Coca Cola Co., GlaxoSmithKline, Clif Bar & Co., Universal Nutrition, Creative Edge Nutrition, Monster Beverage, Reckitt Benckiser Group, Yakult Honsha Co. Ltd., and MaxiNutrition Ltd.

Sports nutrition products fall into three segments: beverages, food and supplements. Data from Transparency Market Research found sports drinks accounted for the largest segment of the sports nutrition products market in

Market Data

Pump It Up: Sports Nutrition Products Appeal to Global Consumer Base by Judie Bizzozero

INSIDER's Take

The global sports nutrition market is projected to grow from US$28 billion in 2015 to more than $50 billion in 2022.

Consumers aged 25 to 34 years are the largest target demographic for sports nutrition products.

The desire for energy continues to dominate consumers’ yearning for a healthy lifestyle.


2013, largely driven by the rise in disposable income and rapid urbanization. Sports supplements held a 10 percent overall market share in terms of revenue and are anticipated to remain strong during the forecast period. Interestingly, the sports food segment is projected to grow at the fastest pace, at 9.6 percent CAGR from 2014 to 2020.

Targeting ConsumersAccording to Euromonitor International’s “Sports Nutrition in the US” report released

in September 2016, the United States is the largest market for sports nutrition in the world, posting a current value growth of 12 percent in 2016, with much of its growth driven by the continued expansion of the sports nutrition demographic base, i.e., casual users who are becoming more aware of the health benefits of protein and the importance of active lifestyles.

Moreover, statistics from the Datamonitor Consumer Survey, 2014, found consumers aged 25 to 34 years are the largest target demographic for sports nutrition products (16 percent), compared to only 1 percent of consumers aged 65 and older.

Brands are taking note of the evolving consumer base and positioning their products and marketing messages toward a particular sport and demographic, noted Euromonitor International. One example is Gear 49, which in August 2016 introduced a sports nutrition range targeted for motorsports professionals—with product names including AXLE Natural Testosterone Boost, THROTTLE Power Pre-Workout and TURBO Energy & Focus.

Brands such as StrongGirl from Iovate Health Sciences International are also getting in on the action, targeting women, who comprise another booming consumer group.

Market Data

U.S. Sports Nutrition Consumers by Age

1% 1% 2% 7% 10% 16% 14%

65+ 55-64 45-54 15-17 35-44 25-34 18-24

Source: The Datamonitor Consumer Survey in 2014

Brands are taking note of the evolving consumer base and positioning their products and marketing messages toward a particular sport and demographic.


In addition to younger consumers pursuing wellness, more middle-aged and older consumers are engaging in active leisure activities. In fact, senior consumers continue to show greater interest in taking sports nutrition products to help maintain muscle mass and sustain optimal levels of protein intake.

Focus on EnergyWhether nine-time Olympic gold medalist Usain Bolt or an Average Joe going from the

couch to 5K, consumers are looking for that elusive edge for their workouts, and there is a growing roster of science-based ingredients that can make a difference in improving performance and providing energy.

Speaking at the “Capitalizing on the Future of Energy Drinks, Shots and Supplements Workshop” at the 2016 SupplySide West show in Las Vegas, Natural Marketing Institute’s (NMI) managing partner Steve French said the desire for energy continues to dominate consumers’ yearning for a healthy lifestyle, and concerns about lack of energy are growing—impacting more than 175 million U.S. adults. What’s more, concern over lack of energy is not just an issue in the United States; consumers across the globe are concerned about dealing with low energy levels.

During the same presentation, NMI’s president and managing partner Maryellen Molyneaux said a host of options can help consumers solve the energy crisis—some of which include food and beverages, supplements, bars, shots, powders and chewables.

Among Millennials, she noted, protein is the ingredient most associated as having benefits for improving energy. What’s more, protein continues to offer a strong opportunity for formulators, as 57 percent of the general population sought out foods high in protein in 2015, compared to 39 percent in 2006.

Market Data

Top Ingredients Associated With Boosting Energy

Source: Natural Marketing Institute, Capitalizing on the Future of Energy Drinks, Shots and Supplements workshop presentation at 2016 SupplySide West.

ProteinSuperfruitsGreen Tea

AntioxidantsVitamin D

Omega-3sWhole Grains

FiberProbiotics

AcaiCalcium

20%

13%

13%

13%

11%

9%

8%

8%

7%

6%

5%


Molyneaux also said among supplement users, 15 percent used condition-specific supplements for energy in the past 30 days; and among those currently using those products, 65 percent said they were very or somewhat effective. NMI data also found 41 percent of the general population said they were very likely to use supplements to manage or prevent lack of energy in the future.

What’s AheadThe sports nutrition products market is strong and only getting stronger as consumers

worldwide embrace a healthier lifestyle. Opportunities exist for brands to innovate and deliver products with proven ingredients that will attract this growing consumer base.

Market Data

Percentage of consumers who use the following supplements to treat or prevent lack of energy/fatigue issues

1. Vitamin B12 30%

2 Ginseng 29%

3. Choline 24%

4. Iron 24%

5. Vitamin B Complex 19%

6. Vitamin B1 (Thiamine) 18%

7. Amino Acids 15%

8. DHEA 14%

9. Antioxidants 13%

10. Soy Protein/Vitamin B2/Astaxanthin (tied) 13%

Source: Natural Marketing Institute, Capitalizing on the Future of Energy Drinks, Shots and Supplements workshop presentation at 2016 SupplySide West.

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The booming sports nutrition market continues to attract non-core and mainstream consumers who want to increase energy and improve mental and physical performance. For most of these new users, a large part of health and wellness means having the energy to lead an active lifestyle.

Supplement, food and beverage manufacturers are working to reach fitness enthusiasts, weekend warriors and active consumers, along with more traditional athletes, with tailored energy formulas that meet the exacting needs of each segment.

At the same time, brand transparency is at the forefront as concerns about the safety, authenticity and sourcing of raw materials have increasingly been raised by the media and regulatory bodies.

Energy products, in particular, have come under scrutiny. On the heels of negative press about questionable, unsafe ingredients in energy supplements, as well as lawsuits regarding energy drinks and shots, many consumers are looking for safer, more natural energy alternatives.

Solid Research and Easy-to-Swallow ScienceConsumers across the natural products industry, including sports

nutrition, have access to a wealth of information, and continue to grow savvier. This, along with the influence of negative media and industry concerns about quality, is driving demand for specific research evidence and scientific support. It is important for brands to be clear about the testing and scientific validation associated with ingredients. Doing so helps build a solid foundation for making structure/function claims, minimizing consumer concerns, and increasing consumer loyalty and repeat sales.

Convenience and Alternative Delivery FormsTrends in health and wellness are driving innovation with

energy formulas that tout supportive nutritional profiles as well as unique delivery forms. Consumers are looking for convenient and on-the-go options for energy supplementation. Additionally,

INSIDER's Take

New mainstream and non-core users are bringing an increased desire for transparency and clean labels to the sports nutrition market.

Brands that explain how research supports product claim substantiation in clear and understandable terms are poised to see success.

Safety concerns are top of mind to consumers, especially in the sports nutrition energy product category.

Clean Energy for Active Lifestyles by Heidi Rosenberg

Brand Marketing

IN THIS ISSUE Market Data p.31 Takeaways p.39 Table of Contents p.2

Consumers across the natural products industry,

including sports nutrition, have

access to a wealth of information, and continue to

grow savvier.


a large part of the population is either incapable of or resistant to swallowing pills. Brands should consider alternative delivery forms, including liquids, squeeze tubes, shots, gummies and effervescents to best meet the demands of these active individuals.

Advanced technologies, such as microencapsulation and low-moisture hydroxypropyl methylcellulose (HPMC) capsules, can help to retain stability and improve bioavailability, as well as enable timed and sustained release dosing for certain types of energy ingredients.

Ingredient TrendsMany consumers want natural energy boosters as opposed to chemical or artificial

stimulants. Supplement and beverage manufacturers are opting to remove artificial ingredients in favor of natural alternatives.

While many questions and regulatory issues remain regarding energy ingredients, consumers are also changing the way they look at energy. These active individuals are becoming more educated about the energy production process and the

connections between nutrition, health and increased energy levels. These consumers seek ingredients that play a role in facilitating the body’s natural energy production cycle.

While some consumers may be looking for instant energy effects that are quickly noticeable, many informed consumers are looking beyond the quick fix or instant energy burst. Many active individuals want to avoid an anxious, jittery feeling and prefer ingredients that provide sustained energy.

What about caffeine? While caffeine remains a mainstay in energy formulations, naturally occurring forms are preferred over synthetic

Brand Marketing

While some consumers may be looking for instant energy effects, many informed consumers are looking beyond the quick fix or instant energy burst.


options. Caffeine has been under the microscope as the media has uncovered a controversy regarding the potential safety of a number of caffeine-containing products, even alleging links to some cases of cardiac arrest.

Consumers tend to expect more than just nervous stimulation from energy products. They look for energy supplements that support other neurochemical pathways and deliver additional functional benefits beyond increased wakefulness and alertness. While many people enjoy the perk from caffeine, the stimulant is also associated with an unpleasant “crash,” wherein alertness fades and mood declines. Informed, educated consumers are also looking for energy ingredients that may help improve focus, concentration and overall performance.

As concerns continue to grow regarding the source and quality of ingredients, many consumers are turning to nutrition and energy ingredients that have long histories of use, and proven evidence of safety and efficacy. These include vitamins, minerals, protein and electrolytes. While these ingredients may not directly provide energy, they do perform vital functions in the production of usable fuel for the body.

At the same time, several specialized ingredients with proven track records and popularity in sports nutrition—such as taurine and beta-alanine—are now getting serious attention from mainstream, active consumers.

Clear Messages, Clean LabelsSafety concerns, coupled with demand for clean labels, have stimulated innovation in

the energy supplement category. The industry has increased its introspection on these issues and is working harder than ever to improve the quality of materials and finished products. The current environment absolutely demands an increase in transparency and accountability within the industry.

The rise in mainstream consumer awareness of energy-enhancing products provides major growth opportunities for companies and brands that:

Remain transparent and effectively communicate about forms, sources and authenticity of specific ingredients;

Meet the specific, targeted needs of active individuals;

Provide research studies and scientific validation; and

Emphasize convenience in delivery forms and dosing.

Heidi Rosenberg currently serves as senior public relations counsel for BrandHive. She has held key positions

within a number of successful nutritional supplement and natural product companies, including Source Naturals,

Nature’s Way, GNC and Planetary Formulas. She is passionate about natural health and wellness, allowing it to

lead a course in many aspects of her life.

Brand Marketing

http://www.brandhive.com/


IN THIS ISSUE

Improved performance is one of the top goals of sports nutrition consumers of all levels, from elite to recreationally active. Such performance gains require adequate and surplus energy, as well as muscle function support. A number of natural ingredients have been researched for such mechanisms and resultant performance benefits.

Energy is created in the body by a process called cellular respiration that features many biochemical processes inside the cell mitochondria that convert mainly carbohydrates and fatty acids to energy—the breaking of phosphate bonds from the “energy molecule” adenosine triphosphate (ATP). Compounds such as ribose, creatine, carnitine and coenzyme Q10 (CoQ10) play direct roles in these processes and are foundational starting points for energy formulas targeting performance.

Other ingredients such as citrulline, arginine, beetroot and beta-alanine offer support to energy production by increasing blood flow and limiting buildup of fatigue-promoting compounds. And antioxidants including astaxanthin, tart cherry and tea support performance goals by addressing oxidative stress and even inflammation that can hinder exercise and endurance.

Another popular sports ingredient is protein. There is some debate, as well as a lack of studies, on the usefulness of taking protein as part of a pre-workout regimen, as its bread and butter benefit seems to involve muscle recovery. However, there are theoretical benefits to taking protein before a workout, including the ability to immediately replenish branched chain amino acids (BCAAs) broken down during exercise and delay fatigue. Meanwhile, protein-related compounds including amino acids and derivatives have some early research results suggesting performance benefits such as increased strength and power output.

Global sports nutrition market activity is being driven by greater health-consciousness among the population, increasing urbanization, new product development and growth in the number of retail outlets, gyms and health clubs. Riding a wave of new active consumers, the sports nutrition market is expected to grow a solid 8.4 percent compound annual growth rate (CAGR) over the next six years, nearly doubling total worldwide revenue from US$28 billion in 2015 to $50 billion in 2022 (P&S Market Research).

While the sports nutrition market continues to attract more mainstream consumers who want to increase energy and improve mental and physical performance, supplement and beverage manufacturers must keep in mind that brand transparency is at the forefront as concerns about the safety, authenticity and sourcing of raw materials have increasingly been raised by the media and regulatory bodies.

Energy products, in particular, have come under scrutiny. On the heels of negative press about questionable, unsafe ingredients in energy supplements, as well as lawsuits regarding energy drinks and shots, many consumers are looking for safer, more natural energy alternatives.

Consumers in all segments have access to a wealth of information, and continue to grow savvier. This, along with the influence of negative media and industry concerns about quality, is driving demand for specific evidence and scientific backing.

Brand Marketing p.36 INSIDER Contacts p.41 Table of Contents p.2

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Contacts

Natural Products INSIDER is the leading information source for marketers,

manufacturers and formulators of dietary

supplements, healthy foods and cosmeceuticals.

Since 1997, INSIDER has been serving the

needs of the global nutrition industry. INSIDER

boasts the largest magazine and web audience

in the industry delivering news, analysis and

features to executives involved in the expanding

market of global nutrition. The Natural

Products INSIDER brand includes a print

magazine, a website, e-newsletters, reports,

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image galleries.

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