The sports and active nutrition markets are developing more personalized, science-backed solutions that can fit into their busy lifestyles. To meet demand for high-quality products in “snackable” formats, industry players are investing in real-world research and verifying ingredient quality and efficacy through third-party organizations.
Nutrition Insight discusses developments with Bioiberica, TSI Group, OmniActive Health Technologies, FrieslandCampina Ingredients, and Balchem.
Antonio Vendrell, marketing director at Bioiberica, notes that sports nutrition is no longer “just for sportspeople.”
“With a larger and more diverse generation of shoppers to please, brands have had to think outside the protein powder tub or pill packet, expanding into fun and functional formats such as bars, gummies, drink sachets, and even popcorn.”
With these changing consumer demographics in sports nutrition, Shawn Baier, VP of Business Development in Innovative Ingredients at TSI Group, says that expectations have changed dramatically.
“Today’s buyer doesn’t just want results; they want products that taste great, look appealing, and fit seamlessly into their daily routine. Flavors, textures, and presentation are now as critical as science.”
He predicts that the next wave of innovation will combine personalization with experience, considering ingredients, formulations, and delivery forms, supported by credible science, and delivered in enjoyable, portable, and “social-media ready” formats.
“Exercise-enhancing supplements are attracting a broader cross-section of consumers, from serious athletes to wellness-minded individuals,” adds Baier. “This demand will continue to grow as fitness becomes a central pillar of overall wellness.”
The future is personalized
Sabrina Di Blasio, senior director of Branding & Activation Marketing at OmniActive Health Technologies, predicts that personalization will play a “huge role” in the future of sports and active nutrition.
“As consumers gain more access to wearable data, recovery metrics, and metabolic tracking, they’ll look for supplement solutions that match their unique physiology and goals.”
Davies imagines a future where a fitness tracker detects disrupted sleep and signs of stress and recommends nutritional solutions to address it.She says OmniActive is investing in research and product development that aligns with this future and is developing ingredients that are science-backed, measurable in outcomes, and adaptable to personalized wellness platforms. “Expect more innovation from us in areas like joint-muscle performance, metabolic efficiency, and exercise recovery, with clinical substantiation to support real-world benefits.”
Vicky Davies, global senior marketing director in Performance, Active & Medical Nutrition at FrieslandCampina Ingredients, adds that sports nutrition is becoming more proactive with developments in predictive modeling and AI-driven insights.
“For brands, the message is clear: the future demands nutraceutical solutions that are more personalized, adaptive, and innovative than ever before.”
“Picture this: your fitness tracker detects disrupted sleep and elevated signs of stress. Instantly, your health app recommends a bespoke protein blend — enriched with calming botanicals or targeted amino acids to support muscle repair and nervous system balance. Behind the scenes, your supplement subscription auto-adjusts, ensuring your next delivery is aligned with your body’s current needs.”
Real-world research
As scientific research is crucial to support ingredient development, Di Blasio also notes a shift toward real-world, condition-of-use research that mirrors how consumers actually use supplements.
“OmniActive has prioritized this approach in our studies,” she details. “For example, Curcuwin Ultra+ has been clinically studied in healthy adults for bioavailability and systemic exposure, setting a new benchmark for curcumin efficacy.”
“This type of research aligns with what today’s consumers and healthcare professionals are looking for — solutions that support performance without compromising long-term wellness.”
Bioiberica’s Vendrell highlights a growing focus on clinical and human research as a “significant evolution” in nutraceuticals, specifically when it comes to participant selection.
“As the sports nutrition market expands its target audience, clinical trial recruitment has broadened to include more specific, and often previously underrepresented, demographics.”
As the sports nutrition market expands its target audience, Vendrell says that clinical trial recruitment has broadened into new demographics as well.For example, he points to a recent all-female clinical study evaluating the effectiveness of Bioiberica’s Collavant n2 native (undenatured) type II collagen for joint health.
“After six weeks, participants who received a daily 40 mg dose of Collavant n2 reported a 44.8% reduction in joint discomfort and a 10.4% increase in the distance walked without discomfort, demonstrating the efficacy of native type II collagen to support joint health — specifically in women.”
Quality is king
The importance of scientific research in active nutrition underlies a focus on quality. Dominik Mattern, VP of Science, Business Development, and Marketing at Balchem Human Nutrition and Health, notes that consumers expect the same high quality in sports nutrition solutions that professional athletes use.
“Ingredients and solutions that power premier athletes hold a level of elite credibility that is transferable to more personal performance goals,” he explains. “As the sports nutrition market continues to boom, savvy consumers want to feel confident in the quality of the products they buy.”
“Scientific research plays a crucial role here in helping brands stand out through trust and transparency,” says Mattern. “The heat is on for supplement manufacturers to demonstrate the efficacy of their products with scientific evidence, rigorous testing data, and bona fide quality seals to substantiate their products’ benefits.”
To assess quality in the chelated minerals market for human nutrition, Balchem introduced The Real Amino Acid Chelate System (TRAACS) through its Albion Minerals portfolio. Mattern says TRAACS rigorously evaluates minerals to deliver fully reacted, truly chelated minerals, with all their associated benefits.
Vendrell at Bioiberica notes that transparency is one of the primary challenges in developing solutions to enhance exercise outcomes.
“This presents a particular challenge for producers looking to tap into the runaway popularity of collagen as a joint health solution. This was highlighted during our expert-led Collagen Symposium earlier this year. The panel discussion shone a spotlight on the lack of a unified benchmark for quality in the collagen market, allowing substandard ingredients to burrow into the supply chain and undermine consumer confidence.”
Mattern notes that ingredients must be able to stand up to complex processing to enable potent final products in popular formats like gummies.In addition, he says that Bioiberica was the first company to attain NutraStrong Collagen Verification for its Collavant n2 collagen. Vendrell says this verification validates the ingredient’s composition and traceability, and that “certification like this will help supplement producers cater to credibility-conscious consumers.”
“Snackable supplements”
Balchem’s Mattern highlights that novel and popular convenient and enjoyable formats, such as hydration gels, natural energy drinks, and pre-workout gummies, result in a new set of challenges for formulators in ensuring product efficacy.
“Ingredients must be able to stand up to complex processing so final products can deliver on the promises of their labels,” he details. “Earlier this year, influencer James Smith called out manufacturers of creatine gummies for delivering a fraction of the advertised dose, with third-party testing revealing some products contained less than 2% of the claimed amount of creatine.”
Brands using protected ingredients “designed to last” throughout a product’s shelf life to avoid the risk of false promises. For example, Mattern highlights Balchem’s Creatine MagnaPower ingredient, which features enhanced stability and bioavailability by leveraging the protective properties of chelated magnesium bisglycinate.
As a result, the ingredient helps to improve anabolic signalling and muscle power, “beyond what is achievable when taking creatine monohydrate and magnesium separately.”
Baier at TSI Group adds that delivery format innovation is amplifying the “creatine boom” sweeping the active nutrition industry. He says mass commercialization and research supporting its wide health benefits are benefiting the ingredient, which is “now positioned for everyone.”
“TSI’s OptiCreatine portfolio offers multiple consumer-friendly formats from fast-dissolving powders to clear effervescents and even ‘candyceuticals’ bridging the gap between supplements and functional foods,” he details.
“This ‘snackable supplement’ approach is redefining how consumers experience exercise nutrition, with flavor, convenience, and lifestyle fit becoming as important as efficacy.”