2020 has been a year of strains on supply chains and changes in ingredients sourcing and consumer behaviour. One F&B category that has seen major changes, is Active and Performance Nutrition. Consumers are increasingly becoming more concerned with leading healthier and more active lifestyles and are realising the significant impact nutrition and supplementation can have on their daily performance. As nutrition is becoming more personalised, the focus is no longer solely on athletic performance or visiting the gym. Consumers are rather looking for specific supplements to aid with their overall cognitive, physical and wellbeing needs.
As a result, the market for bone and joint health supplements is projected to grow at a CAGR of 6.6% from 2019 to 2025, and nootropics – ingredients and products for brain health – are also expected to grow at a CAGR of 13.2% to reach $5.32 billion by 2026. Adaptogens – botanicals and fungi (mainly) thought to help the body adapt to demands placed on it by internal and external stressors – are also said to reach a market value of about $23.4 billion by the end of 2030.
With all these shifts in consumer lifestyles, what impact does this have on foods and which ingredients can we expect to see more of going forward? Which products in the active nutrition segment have gained interest over the past couple of months, and which have seen a decline in sales? Where do the opportunities lie for energy boosting products, as well as those aimed at improving sleep quality and aiding with stress relief?
Our expert speakers, Claudia Mucciardi from ESSNA (European Specialist Sport Nutrition Alliance), Michael Hughes from FMCG Gurus, and Nard Clabbers from TNO discuss some of the trends and shifts noted within the Active and Performance Nutrition category and provide insights on designing products that can support both physical and cognitive endurance in various population groups.
Watch this webinar on the future of Active and Performance Nutrition to gain insights into which ingredients are on the rise and how to find opportunities for new product development.
Underwritten by Beneo
Current role: Senior Business Developer Personalized Nutrition and Health, TNO Healthy Living
Future role as of 1stof September 2020: Chief Knowledge Officer, FoodNed.com
As a committed mountain bike racer, nutritionist, strategic thinker and a type 1 diabetic himself, Nard believes that knowing about your health, about yourself, your motivation and your goals and using that information for personalized advice will be the future of food. After working for the food industry for more than a decade, Nard joined the Dutch knowledge institute TNO in 2011 and setup the largest international research consortium on personalized nutrition and health together with Wageningen Research. In his next role, as of the 1stof September, he will be the Chief Knowledge Officer in the personalized nutrition company FoodNed.com. FoodNed is a platform aiming to unburden the consumer with choosing and buying foods based on their personal profile.
Claudia is a Vice-Chair of the European Specialist Sports Nutrition Alliance. Claudia has over a decade’s worth of experience in compliance of sports foods and supplements, with previous roles at Herbalife and GSK. Claudia has extensive knowledge and experience working with harmonised EU legislation as well as dealing with challenges that arise from differing national legislation, or from various interpretations of existing food law.
Head of Research and Insight, FMCG Gurus
Mike Hughes is Head of Research and Insight and has over 13 years’ experience analysing consumer trends across the food, drink and supplement industry. Mike has a particular interest in challenging industry perceptions when it comes to assumptions around how consumers think and behave, as well as identifying new and evolving trends across markets.