Wellness, personalization, convenience and storytelling will dominate sports nutrition in 2021, according to FrieslandCampina Ingredients (FCI). The functional ingredient supplier has released a report outlining trends for the future of performance and active nutrition.

The forecast has been heavily impacted by the COVID-19 pandemic, which has further put health and well-being into the spotlight. 

The report, Nutritional Food: Shaping the Future of New Ingredients, is based on research conducted late last year and offers exclusive insights into market developments and consumer choices driving factors. 

Grappling with COVID-19
As the challenges of COVID-19 continue to influence global behaviors, the nutrition industry is bearing witness to significantly increased levels of consumer interest in health consciousness, overall well-being and the role of nutrition in supporting individual needs.

Speaking to NutritionInsight, Floris Daamen, marketing manager, performance nutrition at FCI, says the pandemic effects will be felt over the years to come. 

“The blurring of the lines caused by the pandemic – from juggling work, family, exercise, relaxation and social interaction all from home, to less structured meal times – also means demand is evolving in a way no-one could have predicted a couple of years ago.”

Immunity will remain a priority for the longer-term, Daamen notes. “Some people think once the immediate crisis is past, it will fall down the agenda, but I disagree. One day, sadly, there will be another pandemic – and wouldn’t it be great if stronger immune systems were a characteristic of the whole global population when that day comes?”

Consumer behaviors in the spotlight
“Right now, we’re seeing behavior and needs shifting faster than ever before,” says Vicky Davies, global marketing director, performance, active and medical nutrition at FCI. 

“COVID-19 has brought health and wellness to the fore, and it will be essential for brands to keep in tune with these evolving concerns in 2021 and beyond. In our report, we aim to shed light on the trends set to shape the performance and active nutrition industry and its future.”

Diving into the trends
The four leading trends set to shape the performance and active nutrition market are: 

• A renewed outlook on health and well-being 

Consumers are paying more attention to eating well and exercising, and are looking for products to support their health and overall quality of life.

Therefore, FCI predicts a substantial growth opportunity for health-related F&B products that take into consideration key consumer needs such as clean and simple labels, convenience, hydration, protein fortification, gut health, brain health and immunity. 

• Personalization, identity and technology

Personalized, nutritious products that can be easily incorporated into work and social life are growing in popularity, creating opportunities for manufacturers to target consumers with specialized, differentiated offerings to meet their unique needs. 

Meanwhile, the female market is set for huge growth. Women account for a growing proportion of the performance and active nutrition market but still lack products that align with their goals and preferences. 

Products tailored to individual needs, driven by breakthroughs in technology and science, look set to attract consumer attention. 

• Convenience is key

An increased focus on health is leading to consumers re-evaluating their snacking habits and the reasons behind them. 

According to FCI, 51 percent of active consumers skip most or all meals due to time pressure. There is a clear demand for products that are nutritious as well as convenient. 

Evolving mealtime habits, perceptions of time-scarcity and a greater focus on health than ever before will drive demand for products that offer convenient nutritional boosts for active consumers. 

• Authentic storytelling and sustainability 

Feeding a growing population with healthy and nutritious products with the lowest possible environmental impact is a priority for all producers and brand owners. 

FCI notes that consumer trust in some brands has begun to diminish as people look for ethical, sustainable options. Clean labeling and transparency regarding ingredients will be more critical than ever in 2021, as power continues to shift to consumers.

• Changing occasions

Although routine was becoming less common before the pandemic, it has further dismantled many aspects of structure for many consumers.

“This means the snacking trend has boomed over recent months, and convenience is more important than ever, as people increasingly try to multi-task and ‘keep all the balls in the air,’” Daamen further explains. 

However, that convenience can’t come in the form of junk food, he stresses. “Health prevails; consumers need foods and drinks that are quick and easy to prepare and provide the nutrition they know they need.”

Blurred lines
Within the overall sports nutrition segment, Daamen foresees active nutrition undergoing the most significant change. 

“Historically, there was quite a clear line between performance nutrition and active nutrition. But now, with increased levels of health awareness, closed gyms and more people are exercising at home, we’ve seen these lines blur even faster than they were before,” he notes. 

Consumers are becoming increasingly aware of the importance of their health and making better lifestyle choices. As a result, there are more people in the active nutrition category, and they’re being targeted by everyday food brands and the traditional sports nutrition manufacturers, Daamen flags. 

Previously some companies focused exclusively on professional athletes and bodybuilders. There’s now more opportunity to reach the everyday consumer looking to embark on a healthier, active lifestyle. 

“This is wher easy-to-consume and – critically – tasty protein products such as shots and beverages will thrive as a greater focus on health than ever will drive demand for products that offer a convenient nutritional boost.”

According to Daamen, one of the most exciting areas is the gut-brain axis. 

“Scientific research is increasingly showing how the gut microbiota influences many aspects of physical and mental health. This opens up promising new prospects for businesses targeting both elite and amateur athletes,” he comments. 

Health underscored by clean label 
Clean label is seen as an indicator of healthiness, says Daamen.

“Transparency, inextricably linked with trust, is understandably another growing priority that’s particularly been in the spotlight since the pandemic broke out.”

All this ultimately boils down to holistic health – whole body, whole mind, whole family, whole society, whole world. 

“It’s not simply about feeding people anymore; it’s about helping them live long, healthy and happy lives. Helpful proactivity, sharing expertise, honesty about ingredients and manufacturing processes, sources – these are the factors that will help sports nutrition brands stand out in the long-term,” he affirms. 

Opportunities for dairy proteins
Health and wellness trends will continue over the next year but will last long after post-pandemic as more and more consumers seek to live healthier and for longer, Daamen forecasts. “Honesty, originality, creativity and storytelling will also thrive. Dairy proteins are undoubtedly an excellent fit for these criteria,” she says. 

While protein is a critical part of active nutrition, the future is all about “protein plus.” 

“Producers that can offer additional health benefits above and beyond muscle function will be able to differentiate better and have the advantage as more and more consumers look for products that offer them a range of health benefits,” Daamen comments. 

FCI will soon launch Biotis Immune Health for exactly that reason, he continues, focusing on the positive effects of dairy and ingredients isolated from milk. 

Ultimately, one of the most noticeable effects of the pandemic has been increased consumer knowledge about health and wellness, Daamen explains. 

“As consumers are now more conscious than ever about the foods they eat and their influence on health, we expect this to be a characteristic of our industry for many years to come,” he concludes.