The sports nutrition market is a dynamic category that is attracting new consumers. According to Eurial I&N, the B2B division of Eurial, to stand out from the crowd, brands need to deliver on consumer expectations. The company highlights the importance of understanding protein ingredients and details how transparency has a significant impact on the sector.

Speaking to FoodIngredientsFirst on these topics ahead of the company’s webinar next week, Delphine Pelfresne, marketing manager for food and sports nutrition solutions, and Pauline Le Goër, application development manager at Eurial I&N.  

New profiles emerge
Emerging or solidifying trends such as healthy snacking with formats that can be consumed on the go are becoming more popular with consumers. 

Pelfresne says there is an increasing demand for products with claims such as high in protein or low in sugar. 

“At the same time, brands have to be able to innovate constantly to keep up with the latest trends without compromising on taste and texture.”

As sports nutrition has entered the mainstream, a range of new consumer profiles has emerged, and each has its own set of needs, according to Pelfresne. 

“The category now has to cater for a vast audience: performance-seeking athletes in search of quality and scientifically proven benefits; recreational ‘weekend warriors’ who want familiarity and convenience; and finally consumers who only take part in sport occasionally, for whom brand allegiance and characteristics like taste may be more important.”

Regarding the COVID-19 pandemic, Pelfresne says the market was slightly slowed by changes such as the closure of gyms. 

“We then observed an increase in online sales, partly driven by consumers who were not necessarily gym-goers. In addition, there has been a democratization of sports nutrition, with more diverse formats but also more diverse sales channels – products are increasingly appearing in large-scale outlets such as supermarkets,” she further explains. 

Transparency calls 
In line with Innova Market Insights’ top trend for 2021, “Transparency Triumphs,” consumers frequently look for more transparency about the ingredients and its processes.

“Sports nutrition is an international market, and consumers now want to understand more about what they’re buying, both in terms of the composition of products and their provenance,” she explains.  

This applies not only to performance but also to taste, transparency, and product information.

“It’s therefore imperative to be able to provide full transparency about the ingredients used in sports nutrition products. As part of a dairy co-operative, we’re able to ensure that our milk is traceable, all the way from our farms to the factory.”

“We’re seeing more products highlighting selling points such as organic, made with natural ingredients, environmentally friendly, and – in the case of dairy products – grass-fed,” says Pelfresne.

The company is committed to helping manufacturers deliver more transparency and cleaner labels. 

“Our new sports nutrition range comes from our new dedicated line, which guarantees maximum traceability because our milk comes directly from our farms,” notes Pelfresne.

“Our whey protein concentrate and isolates allow stable composition and optimal microbiological qualities throughout the year.”

Eurial I&N also offers proteins that meet specific consumer needs, such as native proteins for performance, and products made with milk from grass-fed cows, which help meet environmental and welfare concerns.

Why whey?
Whey ingredients can be an excellent source of high-quality protein. 

“Along with numerous other benefits, whey proteins contain all nine essential amino acids, they are the best source of leucine, and they are quickly absorbed and easily digestible,” says Le Goër. 

“This makes them particularly valuable for recovery after physical activity and the development of muscle mass,” she highlights. 

Whey proteins have the best reputation for optimal performance, which is why they’re the dairy protein most commonly used in sports nutrition products, adds Pelfresne. 

“And as the category becomes more mainstream, thanks to trends such as healthy snacking, the demand for whey protein is increasing.”

A mainstream sector
As sports nutrition attracts more consumers and becomes more mainstream, products and formats are diversifying to suit changing consumer expectations and consumption patterns. 

“These include increased demand for convenient on-the-go solutions and for products that deliver performance and high protein content without compromising on taste and indulgence,” says Pelfresne.

“Consumers also want cleaner labels and brands to be more transparent when it comes to ingredient provenance.”

What’s next?
Eurial I&N recently developed new state-of-the-art equipment for whey protein concentrate and whey protein isolate solutions. “It uses a clean filtration process specifically designed for sports nutrition applications,” says Pelfresne.

“Additionally, our application teams support our clients with the development of specific concepts and products, drawing on their expertise in proteins and knowledge of the market,” she notes. 

To help meet these needs, the R&D team at Eurial I&N has developed a range of whey protein concepts, including protein balls and ready-to-mix (RTM) recipes. 

“We’re looking forward to revealing all the details in our webinar next week,” says Le Goër. 

Last month, FoodIngredientsFirst reported that as the sports nutrition category pushes further into the mainstream and product offerings diversify beyond basic protein powders, flavor choices are becoming more important in delivering a competitive edge. 

According to a recent report from Innova Market Insights, 41 percent of sports nutrition shoppers still consider flavor to be an important factor when choosing food and drink, although it falls into third place behind health aspects and cost.