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Sports nutrition quits the gym and goes mainstream - Video

In this post-pandemic supplement market, sports nutrition is making a historic comeback with a mass market play for the broader active lifestyle consumer group. This video explores the re-emergence of creatine for new health states and demographics, the rise of next-gen nootropics for esport athletes, and the pre-workout nutraceuticals showing booming growth. 

Sports nutrition is one of the strongest supplement categories. The sports and performance field carried a markedly different trajectory through the pandemic than all other supplement sectors — flat in 2020, while supplements as a whole boomed a historic 15% year-over-year growth with immunity, of course, rising multiples higher. Yet by 2022, sports nutrition recovered and experienced one of its highest growth years in decades — as the rest of the supplement world began correcting. Notably, the rise of sports nutrition is a mass market play more than it ever has been, moving out of many specialty retail outlets. In this dynamic sector, this video explores these ideas:

  • Creatine is booming because it is branching into the mainstream in new health states and demographics.
  • Esport athletes are legitimizing computer gaming — with the aid of next-gen nootropics.
  • Which pre-workout nutraceuticals doubled in sales this past year — and why.

Timing 

0:00:00-0:21:00 – State of the sector from Nutrition Business Journal’s Editor-in-Chief Rick Polito and Industry Data Analyst Erika Craft 

0:21:00-0:53:00 – Draft picks — best active nutrition ingredients, NFL draft-style: Blake Ebersole, president, NaturPro Scientific; Doug Kalman, Ph.D., clinical associate professor, Nova Southeastern University.

0:53:00-1:24:00 – Esport athletes are legitimizing computer gaming — with the aid of next-gen nootropics: Jason Chung, director of the Esports & Gaming Initiative / clinical assistant professor of sport management, NYU Tisch Institute for Global Sport.

1:24:00-2:00:00 – The creatine boom: Why is it branching into the mainstream? Rick Kreider, professor and director of the Exercise & Sport Nutrition Lab and director of the Human Clinical Core at Texas A&M University, and author of “Creatine: The Power Supplement.”

2:00:00-2:55:00 – Panel discussion on hydration innovation: Luke Huber, vice president, science and regulatory affairs, Council for Responsible Nutrition: Liz Cummings, VP, business development, North America, Nicholas Hall Group of Companies; Eric Ciappio, strategic development manager, nutrition science, 
Balchem; Danielle Citrolo, VP, scientific and regulatory affairs, 
Kyowa Hakko USA Inc.; Vishal Patel, director, product development, Nestle Health Science U.S.; Diana Morgan, global regulatory and government affairs, Nutrabolt; Steven Kahn, product development scientist, ONNIT.

Summary: 

In this post-pandemic supplement market, sports nutrition is making a historic comeback with a mass market play for the broader active lifestyle consumer group. This video explores the re-emergence of creatine for new health states and demographics, the rise of next-gen nootropics for esport athletes, and the pre-workout nutraceuticals showing booming growth.