Trade Show Trends
Last month, SupplySide West 2024 attendance exceeded 20,000 participants from the dietary supplement, food and beverage, pet health, and personal care industries gathered to network and explore offerings from more than 1,500 exhibiting companies. The event featured a diverse range of suppliers and services, from food ingredients to packaging, lab testing, and regulatory support. With more than 135 hours of education, attendees gained valuable insights from industry experts on the latest trends shaping the future of health and nutrition.1 Of those industry experts, SPINS was front and center sharing active nutrition trends. Let’s check in on the recently shared insights…
Sports Nutrition Market
The sports nutrition industry is influenced by a wide range of consumer groups, from athletes and fitness enthusiasts to busy professionals, aging adults, and casual users. This diverse interest is driven by a shared focus on health, convenience, and performance. Whether it’s for enhancing athletic performance, staying energized throughout the day, or maintaining long-term well-being, consumers across demographics are increasingly turning to functional and convenient products like protein supplements, energy drinks, and meal replacements.
Common threads among these groups include a desire for products that support overall health, fit into busy lifestyles, and offer clean, natural ingredients. Personalization and sustainability also play key roles, with many consumers seeking tailored nutrition solutions that align with their goals and values. This convergence of health consciousness and convenience continues to shape the sports nutrition market across different demographics.
Source: SPINS Natural Channel, Amazon, MULO, Convenience (powered by Circana) Department: Sports Nutrition 52 Weeks Ending 09.08.24
Sports nutrition, as defined above, represents a $50B industry. Energy and sports drinks account for nearly 2/3rds of total sales, followed by protein supplements and meal replacements (19%), wellness bars and gels (10%), and performance nutrition (6%). While growth was present across all segments, protein supplements and meal replacements posted double-digit sales increases. This sales movement comes as online trends have been encouraging consumers to increase their protein consumption.
EXPANDING HORIZONS: The Rise of Protein-Enriched Foods and Beverages
Manufacturers are responding to this movement, as they innovate their product assortments. Today, protein is being incorporated into a variety of foods and beverages – including powders, pastry snacks, chips and cereals, offering products for every time of the day.
For perspective, an active adult, or those aiming to build muscle, require between 0.6 to 1.0 grams of protein per pound of body weight.2 For a 150-pound person, this would range from 90 to 150 grams of protein per day, depending on activity levels and fitness goals. Adding protein to everyday foods like cookies, chips, pretzels, and cereals make it easier for a wide range of consumers to meet their nutritional goals without needing specialized products. It offers convenience for busy people, helps with satiety, and supports overall wellness, making protein-rich options more accessible to those who may not normally use traditional supplements.
Social Media Trends
Content creators across platforms are jumping in on the protein trend. Offering recipes for all dayparts, to meet fitness and lifestyle routines. These include breakfasts with more than 30g of protein, by including items like eggs/egg whites, cottage cheese, non-fat Greek yogurt, and/or minimally processed breakfast meats. Influencers are also offering options to meet the needs of the late-night dessert cravers, for people who are still looking to maintain their fitness and protein goals. These sweet treats incorporate protein powders, which in addition to everyday standard consumption use, is helping boost total segment sales.
Source: SPINS Natural Channel, Amazon, MULO, Convenience (powered by Circana) 52 Weeks Ending 09.08.24
Hydrate, Hydrate, Hydrate
Hydration and electrolyte supplements are vital for maintaining optimal performance, especially for athletes and active individuals. Proper hydration and balanced electrolytes help regulate muscle function, prevent cramps, and sustain energy levels during physical activity. They also aid in muscle recovery, complementing the benefits of a high-protein diet by supporting muscle contraction and nerve function.
For overall wellness, hydration is crucial for regulating body temperature, digestion, and preventing dehydration-related issues like fatigue. Electrolyte supplements help replenish essential minerals lost through sweat, ensuring the body stays balanced, making them essential for both active lifestyles and long-term health. 3
Forward Outlook
As we look ahead to 2025, several key trends are poised to shape the health and wellness landscape:
With growing consumer demand for products that support everything from mental focus to inflammation, the wellness market is primed for innovation. Keep an eye on these trends as they continue to evolve and influence consumer choices in the coming year.
Sources:
https://west.supplysideshow.com/en/home.html#:~:text=Network%20with%2020%2C000%2B%20participants%20representing,health%20and%20personal%20care%20industries.1
https://www.healthline.com/nutrition/how-much-protein-per-day#muscles-strength 2
https://www.hopkinsmedicine.org/health/wellness-and-prevention/nutrition-and-fitness/sports-and-hydration-for-athletes 3
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Looking for more information? Please contact the SPINS Account Manager for PRESENCE, Mike Murphy at mmurphy@spins.com.
(847) 277-9500