Content Spotlight
'I have learnt so much from indigenous and traditional approaches to health’ – Dr Vivien Rolfe [Interview]
Dr Vivien Rolfe is a gut physiologist who specialises in herbal and nutritional interactions with the human body.
The Sports and Active Nutrition space has evolved considerably over the past century. Balchem’s Jane Durga describes the key advancements that continue today, and how companies can gain (and maintain) a foothold in this increasingly competitive field.
October 28, 2024
Since the first targeted studies were conducted in Sweden back in the 1930s, sports nutrition has experienced a dramatic evolution in terms of research, product development, and market demand. In this interview, Durga – who heads up Scientific Affairs and Advocacy for Nutrition Science at Balchem – highlights core examples of how science has fuelled innovation in the field of sports nutrition, and indeed, how it continues to drive the segment forward to new frontiers, as demand shifts beyond merely improving endurance, and strengthening and growing muscle. “Top athletes want more from their products,” she tells us. “They want focus and concentration, they want faster recovery from their workouts, and elite athletes are also looking for products that can help keep them on their performance regimen, [including] products that help boost their immunity or reduce the risk of injury.”
Durga believes an even more impactful dynamic in sports nutrition is its “democratisation”, which has blown the market wide open to encompass a whole host of different consumer personas. However, ensuring accessibility is a key endeavour to winning over those new demographic groups. In this FoodTALKS interview, Durga explores what brands need to get right to flourish in the increasingly competitive sports and active nutrition space – from messaging, format, and experiential innovations, to pursuing focus to “cut through the noise”, and finally, “building trust”.
Read more about:
Sponsored Content