food Marketing - Technology 4/2023

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Ingredients Improving the stability of tendons and ligaments Every sport requires some degree of strength, power and speed, and relies heavily on tendons and the intact composition of their extracellular matrix collagens, proteoglycans and elastic fibres. However, overuse can make tendons and ligaments more susceptible to injury. That’s why GELITA’s special TENDOFORTE® collagen peptides are optimised to strengthen them. Two studies conducted with these BCP® show efficacy with a daily dose of just 5g over 3 to 6 months. A study conducted by the Australian Institute of Sport (AIS) showed that subjects with long-term symptoms of chronic Achilles tendinopathy who had failed to respond to traditional rehabilitation methods were able to return to running within 3 months when supplementing with TENDOFORTE®, and were able to continue running for the remainder of the 6-month trial period. [5] “Not only does TENDOFORTE® act as a preventive nutritional intervention to strengthen tendons and ligaments, it also helps injured athletes return to their previous levels of performance more quickly and safely. Take, for example, the young French boxer Caroline Cruveillier, who has achieved amazing results with TENDOFORTE®,” reveals Martin. The 25-year-old suffered an injury to the triangular fibrocartilage complex in her right wrist – a common injury for boxers. After surgery, she started taking 5g of TENDOFORTE® daily for several months. She returned to training after only eight months, instead of the 12 months originally predicted. Multiple application possibilities Beverages are a smart way for those participating in physical activity to get the extra nutrients they need that are not provided by their regular diet, and can be consumed anywhere and at any time while exercising. GELITA’s BCP® have a neutral taste and can be used in combination with vitamins, minerals and other nutrients, making them perfect for tailor-made sports drink concepts – without compromising the sensory appeal of the end product. But the Bioactive Collagen Peptides can be incorporated into other products too. “Our range of specific collagen peptides offers almost unlimited possibilities for the development of dietary supplements and functional foods and beverages targeted at both professional and amateur athletes. They can be easily formulated into a wide range of other products such as protein bars and supplements that help strengthen the musculoskeletal system,” concludes Martin. fmt Gelita_bike_riding_copyright_ Mike Watson Images Limited_Fotolia [1] Knefeli HC, Mueller-Autz M (2018): Improved bone healing after oral application of specific bioactive collagen peptides. Nutrafoods 17:185-188 [2] König et al. (2018): Specific collagen peptides improve bone mineral density and bone markers in postmenopausal women - a randomised controlled trial. Nutrition. 16;10(1):97. doi: 10.3390/ nu10010097. [3] Moskowitz RW, 2000: Role of collagen hydrolysate in bone and joint disease. Semin Arthritis Rheum, 30, 87 – 99. [4] McAlindon TE, et al. (2021): Change in knee osteoarthritis cartilage detected by delayed gadolinium enhanced magnetic resonance imaging following treatment with collagen hydrolysate: a pilot randomized controlled trial. Osteoarthritis and Cartilage. Apr;19(4):399-405. [5] Praet et al. (2017) Oral supplementation of specific collagen peptides accelerates improvement in Achilles tendon symptoms and function in combination with eccentric exercise. S Afr J Sports Med 29, suppl 1. 22 food Marketing & Technology • August 2023
Ingredients FMCG Gurus: The Sports Nutrition Market The Sports Nutrition market initially focused on the development of nutritional products specifically designed for fitness enthusiasts and athletes. These products have been designed to enhance and optimize performance, recovery, and overall health and wellness. However, the sports nutrition market has seen significant growth in recent years, which is a result of an increased consumer awareness and attentiveness towards their health. This has led to a rise in more health and fitness conscious consumers, and has seen sports nutrition products, such as protein powders, sports drinks, energy bars, and dietary supplements move beyond being a niche, towards a market of mass appeal. Proactive Consumers Consumers turn to food and drink for a variety of reasons beyond a boost of strength and endurance when partaking in physical activity. Now, many everyday consumers are looking for food and drink products that will offer convenient nutrition to aid their long-term health. FMCG Gurus’ consumer insights reveal that 60% of global consumers have become more conscious about their health in the last two years. As a result, products with multiple health claims will appeal to consumers as this will enhance the value of the product and offer maximum efficacy. Over the last few years, consumers have re-evaluated their health and wellness. This has led to a large proportion of consumers having adopted more proactive approaches to addressing their health for the long-term. For instance, FMCG Gurus market research shows that of the consumers who are more conscious about their health, 23% of consumers state that this is because they were not suffering from any symptoms, but just wanted to take a more proactive approach. With this rise of proactive approaches and the aiding of overall, holistic health, these consumers value better-for-you products that are health-boosting and multifunctional by addressing various areas of health. The Importance of Protein Protein is a vital nutrient which plays a key role in muscle growth, repair and overall health. In the sports nutrition market, protein is incorporated into various food and drink categories to cater to the increasing consumer demand for protein-rich products. Of the consumers who have changed their diet in the last two years, 58% of global consumers increased their intake of protein. A large proportion of consumers in the mainstream market have shown interest in protein consumption in order to aid an active lifestyle, weight management, and overall wellness. Importantly, with consumers’ diverse needs and preferences, protein products are available in various food and drink formats and categories. FMCG Gurus’ consumer insights reveal that 48% of global consumers have purchased high protein cookies, as well as 52% of consumers who have purchased milk protein drinks in the last six months. This demonstrates that while the sports nutrition industry has reached more of a mainstream audience of healthconscious, proactive consumers, brands should continue to focus on product innovation and the formulation of protein-enriched foods, including yoghurts, cereals, snacks, and protein-infused beverages. Highlight Sustainability Credentials of Protein Sources The environment continues to be a key concern for consumers, in which they are aware of the environmental impact of the food production industry and their own dietary, shopping, and overall lifestyle habits. Moreover, consumers are concerned about the impact of environmental damage on their health and understand that health and sustainability are interlinked. The sports nutrition market must not underestimate the appeal of plantbased protein sources. FMCG Gurus’ research highlight that of those who have changed their diet in the last two years, 46% of global consumers increased their intake of plant protein. This is the case for both those who follow strict plant-based diets and those who do not follow this type of diet. While these proteins are rich in essential amino acids and can provide similar benefits to animalbased proteins in terms of muscle recovery, repair, and growth, the sports nutrition market should focus on innovating plant-based protein products through taste, texture, and functionality. Back-to-Basics Approach Many consumers have embraced the concept of positive nutrition and are looking to increase their intake of functional and natural ingredients to gain a health-boost beyond basic nutrition. To achieve this, brands should adopt a back-to-basics approach to nutrition, through natural ingredients and streamlined ingredient lists. For instance, 62% of global consumers deem a snack healthier if it contains natural ingredients. Sports nutrition products should not only be deemed better-for-you but also free-from dietary evils that will have an adverse effect on the health and wellness of the consumer. The sports nutrition market focuses on overall wellness, as opposed to solely focusing on athletic performance. Products may contain additional vitamins, minerals, and antioxidants to support immune function and recovery. This holistic approach caters to the broader lifestyle concerns of consumers who prioritize both exercise and general well-being. Scientific Evidence to Validate Transparency and sustainability are vital aspects of the natural approach in the sports nutrition market. This is because many consumers are concerned and skeptical about exaggerated and misleading health claims due to health-washing scandals. As a result, consumers are looking for evidence to offer reassurance that the product will do as it says on the label. FMCG Gurus’ findings highlight that 69% of global consumers find scientific claims important when choosing sports nutrition products. Therefore, to combat skepticism, brands must use clinically-proven, scientific evidence to support health claims in sports nutrition products. fmt food Marketing & Technology • August 2023 23
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