Read a summary of Fonterra's Athlete Incubator Project to learn how the needs of Athletes will shape future trends and opportunities for performance nutrition.
July 13, 2023
Sponsored by Fonterra
There is data suggesting that the previous strong growth and innovation in the sports nutrition category is starting to slow as the number of new products launched globally declined in 2021 and holding steady in 2022.1 With a crowded protein shelf, and a stable but arguably stagnant sports nutrition category, there is a need to innovate to drive differentiation and growth in this space.
Athletes often have an influence on popular trends, including nutrition. Because of this, athletes are widely acknowledged as first movers in performance nutrition as they seek to optimize their diets and fuel their bodies with the latest and greatest nutrition to get results. So, for nutrition brands, athletes are a demographic to watch for inspiration on the next moves to make in the performance nutrition category.
Recent instances of high-profile athletes prioritizing their mental well-being have sparked a global discussion that in order to perform our best physically, we must also take care of ourselves mentally. With 65% of global consumers believing that mental health impacts their physical health,2 active consumers are seeking products that enable them to perform physically at their best as well as focused and mentally resilient under stress.
In June of 2023, Fonterra’s wellbeing solutions brand, Nutiani, released new consumer research data supporting this notion that global consumers are highly aware of the interconnectedness of health and that multifunctionality is the top health claim they are looking for in products. Notably, nearly half of consumers believe mental wellbeing affects their ability to control their weight and exercise regularly.3 The takeaway is that performance nutrition brands targeting active consumers should consider addressing these interconnected health concerns through a single, multifunctional product that will address holistic health solutions.
Nutiani, has researched the relationship between holistic health, nutrition, and active consumer needs via Nutiani IPSOS Consumer Segmentation Research – As well as that of elite athletes via the Fonterra Athlete Incubator Project. The Fonterra Athlete Incubator Project was established to identify future trends and opportunities for performance nutrition by taking a closer look at the influential Athlete demographic. One of the most compelling results from the Athlete Incubator was that the top performing concept was the brain and body protein powder that contained both NZMP Whey Protein Isolate for Muscle Health and Strength and Nutiani Phospholipid 70 for Focus, Cognition & Stress.
Many of us will be familiar with protein and its positive impact on physical wellbeing and muscle health, however what these results show is that the exciting emerging combination of both protein and broad-spectrum phospholipids. Phospholipids have positive impact on mental wellbeing4 and can be formulated easily into existing popular protein formats such as RTM and RTD.
Lipids are essential for the smooth functioning of the nervous system and our brains.
In fact, 60% of our brain’s dry weight is made up of lipids5 and they are critical for a healthy brain.
Phospholipids are key components to the building blocks of all our bodies cells, and they are found in especially high concentrations in the brain.
However, levels of phospholipids in our brain start to decline as early as our 20s, and a healthy adult can expect as much as a 20% loss by the time they are 80 years old6 this could influence memory, focus and cognition etc.
Good news is that this decline can be combated by supplementing our diets with phospholipids to improve levels as we age and support brain health.8
This whey protein and phospholipid powder, with its ‘brain and body’ claim, is a new product concept with an innovative ingredient combination and, despite its novelty, was recommended by 100% of the elite athletes that sampled it. In addition, 58% of them said they noticed improvements in their mindset after a month of daily consumption.7
This highlighted a key opportunity for growth in performance nutrition to address both the brain and body in product formulations – could this be the next big trend in performance nutrition for active consumers? These findings, coupled with wider industry insights point towards yes.
To learn more about this consumer research into the athlete demographic and the brain and body concept you can watch Nutiani’s free webcast: Next Gen Sports Nutrition: Flexing the Mental Muscle.
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References:
Innova Database
IPSOS Nutiani, Consumer Wellness Research (August 2021)
IPSOS Nutiani, The Global State of Heath & Wellbeing Vol 3 (June 2023)
Hellhammer et al, 2010. DOI: 10.1108/00070701011080258
Hamilton et al. J Mol Neurosci (2007) 33:2–11. doi:10.1007/s12031-007-0060-1
Svennerholm et al. J Neurochem 63:1802–1811
Fonterra Athlete Incubator Project – October 2022
Cogntive decline in the elderly: a double-bline, placebo-controlled, multicenter study on efficacy of phosphatidylserine administration. Cenacchi et al., 1993
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