Natural Products Insider

SEP-OCT 2018

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.

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16 INSIDER September/October 2018 Powder-based formulas are all over the lists of best-selling sports nutrition products at top retailers including Amazon, Walmart and Powder products dominate certain categories. For instance, Amazon's protein, pre- and post-workout/recovery categories are mostly owned by powders, specifi cally ready-to-mix (RTM) formulas. Mixable powders are more popular in sports nutrition compared to other sports nutrition formats, including capsules, bars and ready-to-drink (RTD) products. Capsules have the advantage of more easily hiding off-notes and not having to contend with liquid from consumer mixing before use. However, consumers increasingly seek more food- and drink-like experiences rather than pills, so RTM powders offer a way to drink sports supplements in a range of palatable fl avors. Further, RTM powders often involve "scoops," each of which delivers anywhere from 5 g to more than 30 g of ingredients. It would take many capsules to deliver an equivalent amount of product. Sports Nutrition: Powders Powder formulas can deliver larger doses of sports ingredients and allow consumers some level of customization. Protein blends, creatine, stimulants and branded ingredients for muscle, energy and recovery are popular in powder formulation. Powder ingredient types affect taste, with proteins tied mostly to creamy dessert flavors and many energy ingredients locked into fruity and acidic flavors. Powders Dominate Key Sports Nutrition Categories by Steve Myers INSIDER's Take Derived from whole coff ee fruit, NeuroFactor™ is clinically shown to signifi cantly increase levels of a key neuroprotein (BDNF) vital to learning, memory, and higher thinking.* Derived from whole NATURAL SUPPORT FOR BRAIN HEALTH 888-452-6853 | *This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. For ingredients such as protein, which is typically dosed at 20 to 30 g per serving, powders are the primary delivery format, followed by RTD and bar products. RTD sports nutrition products can deliver the amounts of protein sports nutrition consumers want and offer pleasurable convenience, but they cost more to ship (no water content) and have a shorter shelf life than RTM products, especially with high-protein products. "We decided to make a pre-workout powder because we knew we could make a really delicious fl avor profi le," said Kaelin Tuell, founder of LadyBoss, which makes an energy and pre-workout powder for women called LadyBoss FUEL. "When you can take something that tastes like candy before you work out, it's more satisfying than pills or any other form of pre- workout. Powder products also absorb in the body much quicker because it's mixed into a liquid, like water, and liquid is easier for your body to break down and digest than pills." Another advantage of powder products is they can be custom blended by the consumer. While many multi-ingredient pre- and post-workout formulas contain 15 or more dietary ingredients, some popular products focus on one ingredient, such as creatine, or a group of like ingredients, such as proteins or amino acids. Branched chain amino acids (BCAAs) are a popular stand-alone product. Energy formulas also can run the gamut of few to many ingredients, mostly stimulants ("stims") and vasodilators ("pumps"), as well as carbs and compounds that support mitochondrial energy production. Longtime sports nutrition formulator Bruce Kneller, currently a partner with HiQ Financial Holdings Inc., said consumer mixing of different powder formulas is part of a cycle in sports nutrition that sees formulation go from involving few ingredients to long lists of ingredients. "The sports nutrition industry vacillates on an 18- to 24-month cycle where consumers want inexpensive products with few ingredients, so they can mix and make their own potions in their houses via kitchen chemistry," he noted. "Then we start to see brands and labels adding more ingredients into the formulation, usually one or two at a time, to make 'new and improved' pre-workout products, until the fi nal product has 20 plus g and 18 ingredients per serving, and it looks like the formulator threw everything possible into the mix—the proverbial 'kitchen sink' product." He explained that someone eventually relaunches a bare-bones, inexpensive type of product that is basically "high stim/high pump" with a good dollop of beta alanine so people can "feel it really working!" (Beta alanine supports increased energy/decreased fatigue and can cause paresthesia, a tingling or itching sensation.)

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