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Report: 2024 Active Nutrition Science Flash

The world of active nutrition has engulfed the old-school sports nutrition category and expanded it beyond bodybuilders and elite athletes. This high-growth sector now also includes weekend warriors, knowledge workers, wellness enthusiasts, college students and even the geriatric set intent on staying alive and kicking. One reason for the boom is that women are entering the market in force. 

Just since the start of 2023, hundreds of scientific papers have been published. In this exclusive report from SupplySide Supplement Journal, we focus on five hot ingredients that are responsible for so much froth in the sports nutrition marketplace — protein, electrolytes, creatine, HMB and ashwagandha. We dig into the published papers so you don’t have to, and give you a real time update on specific ingredient types, dosage, demographics — and how this new research can inform your new product development efforts. 

  • Protein: Plant protein has been coming on strong for the last few years, but the standard-bearer remains the O.G. source that is not derived from plants. Is there a benefit to blends 
  • Electrolytes: Hydration and electrolytes have grown 50% in just the last year alone. What’s to account for this sudden growth, and what does the science say about its value for performance — and hangovers 
  • Creatine: The old school muscle-building supplement is experiencing a renaissance. What does the research have to say about how the female demographic is responsible for so much of this growth 
  • HMB: The newest kid on the block, beta-hydroxy-beta-methylbutyrate improves muscle protein synthesis. But how much should you put in formulations 
  • Ashwagandha: The king of the adaptogens helps with stress, memory, sexual function — and promotes muscle strength, size and recovery. How does that work 

Summary: The world of active nutrition has engulfed the old-school sports nutrition category and expanded it beyond bodybuilders and elite athletes. This high-growth sector now also includes weekend warriors, knowledge workers, wellness enthusiasts, college students and even the geriatric set intent on staying alive and kicking. One reason for the boom is that women are entering the market in force.