Natural Products Insider

MAY-JUN 2019

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 May /June 2019 Lynch further noted dairy and soy are on the list of major food allergens. Lactose (milk sugar) intolerance is also a growing concern. However, convenience is a big factor in sports nutrition, especially among active consumers and weekend warriors, so being able to get the benefi ts of chicken without buying and cooking the meat is a favorable proposition for these consumers. Recognizing some active consumers and weekend warriors may want something other than the traditional protein shake or bar, IDF developed chicken protein ingredients that can be incorporated into innovative protein-rich snack supplements. In addition, the ingredients are paleo- and keto-friendly, as well as gluten free. Allergens and a move away from dairy and animal products are also driving plant proteins, including in sports nutrition. In his presentation for SupplySide East 2019, PlantFusion Co-Founder and CEO Phil Vigeant noted consumer perception is at play in the plant-based movement. He said while 26 million Americans have a food allergy, as many as 50 million think they have one. Likewise, there are 22 million vegetarian or vegan Americans, a growth of 18 percent from 2012. He noted 20 percent of the population regularly consumes protein drinks or shakes, and as much as 60 percent wants to increase protein intake. This all leads to a big opportunity for plant proteins. Plant protein products come with caveats for fi nished product brands. First, many plant sources of protein (e.g., pea, hemp, rice, etc.) are low in or missing key essential amino acids (EAAs), which are not made in the body. Brands have moved to blending different plant protein types to build more complete proteins (all the EAAs in suffi cient amounts). Second, some plants have undesirable fl avors that must be masked or at least minimized. Taste is also an issue with energy ingredients. Whereas protein ingredients, with a creamier mouthfeel and base taste, can adopt popular dessert fl avorings such as chocolate, vanilla, cookies and cream, etc., the common bitterness of energy and stimulant ingredients usually calls for citrus and other "acidic" fl avors. There has been an increase in candy fl avors for energy products, including famous candy brands. Ghost Nutrition, a lifestyle sports nutrition brand, is representative of cool, trendy fl avors for both protein and energy products, including cereal milk protein powder and Warheads fl avored pre-workouts. David Sandler, chief operating offi cer at ProSupps, said blue raspberry and fruit punch still dominate this category of sports nutrition fl avoring. He said whatever the fl avor, energy is still the hot topic across the entire sports nutrition industry. However, "energy" means different things to different consumers. The body uses mitochondrial processes to "create" energy for use by muscles, but many people swear by caffeine and other stimulants to limit fatigue and provide a central nervous system boost; some stims have been shown to enhance performance. "The weekend brigade needs to 'feel it' immediately," said longtime sports nutrition formulator Bruce Kneller, partner at HiQ Financial Holdings Inc. He suggested low- to medium-level stimulants often work well for products targeting these consumers. However, Sandler said ProSupps is starting to see a greater shift to non- stimulant pre-workouts. "I think people are still using tons of caffeine but are looking for alternatives (especially later afternoon/ evening exercisers) prior to working out," he explained. Still, he noted while overstimulation is not what people are looking for, they still want energy as per their own defi nition. Here again, perception is at play. "To that end, I have formulated testosterone boosters for that population (not with ProSupps) in the past, as the middle-aged male group believes— probably thanks to the infomercial-type commercials featuring athletes talking about the "test boosters" they are taking— that will help with energy throughout the day (and in the bedroom)." One rising trend is the keto diet, which aims to increase fat metabolism for energy via very low carb, moderately low protein and high fat intake. A low carb intake leads to low glucose and glycogen, which are typically used to produce energy in intense and highly intense exercise. In response, the body makes and releases ketones that can be used for energy and also increase fat burning. Vigeant said keto dieters often overcut fruits and vegetables from their plates, which can make them defi cient in phytonutrients and fi ber. This can often be combined with higher consumption of unhealthy fats. He suggested a better approach to keto for active consumers and other athletes could be in healthy plant-based fats. The medium-chain triglycerides (MCTs) popular in keto dieting mostly come from coconut oil. Other such healthy plant fat sources include sea buckthorn, avocado, fl ax oil, mango kernel oil, threobroma oil (cacao) and sunfl ower oil. For Vigeant, these types of plant substitutions can help brands "create products that go beyond the 'early adopter' and are benefi cial for the non- hardcore athlete, while moving these products from fad to foundational nutrition within the category." Recovery Untapped All athletes experience physical stress from exercise and need a period of rest and restoration. "These physical extremes infl uence the body composition, blood fl ow and immune function, but recuperation prior to resumed Sports Nutrition: Nutrients for Weekend Warriors/Active Consumers Personalized Energy and Sports Performance Many variables can impact actual and perceived energy levels; however, the heart of energy production in the human body is the mitochondria. Factors such as available nutrients and enzymes, oxygen status, and duration and intensity of exercise can infl uence energy transfer; thus, nutritional approaches to energy management can be highly personalized for different levels of athletes and active consumers. Learn more about personalization to meet the needs of athletes by downloading INSIDER's "Personalized energy and sports performance" digital magazine. Vol. 9, No. 5 March 2019 US$20.75 Secaucus, NJ Meadowlands Exposition Center APRIL 9 & 10 Targeted energy, personal results Helping brands address segmentation in the sports nutrition market Scan Here

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