Food Business News - July 15, 2014 - (Page 27)

Raising the bar on sports nutrition More food companies are entering the fast-growing category KANSAS CITY - Sports nutrition has become an attractive category for major food companies. This year, Post Holdings added PowerBar to its growing active nutrition portfolio, and Hormel Foods recently acquired the maker of Muscle Milk. Both brands offer a variety of formats designed to aid performance, provide quick energy, support muscle gain or recover from a workout. The sports nutrition market is becoming increasingly segmented, as manufacturers work to stay ahead of competition. The market may be divided into three platforms: products for endurance sports, which grew 64% last year; products for bodybuilding, which rose 25%; and products for weight management, up 11%. "We see sports products becoming more specific, tailoring to the needs of whatever sport or workout you're doing," said Yasemin Ozdemir, market analyst, Innova Market Insights, a research firm based in Duiven, The Netherlands. Ms. Ozdemir discussed trends in sports nutrition during a presentation at the Institute of Food Technologists' annual meeting and food exposition, held June 2124 in New Orleans. Four out of 10 consumers said they would pay more for products that meet specific nutritional needs. Asked about particular benefits in sports nutrition products, 88% are interested in products that help improve physical energy, 84% would choose a product that helps burn fat, and 50% would buy a product that aids in faster workout recovery. Powered by plants Innova tracks four product categories within sports nutrition: cereal and energy bars, energy and sports drinks, nutritional gels and tablets, and nutritional powders and drinks. "Bars are more diversified than ever," Ms. Ozdemir said. "Vegan is something July 15, 2014 that we are seeing more and more." Vegan is among several diet-specific claims gaining traction in sports nutrition, supported by a growing interest in plant-based protein. Of global vegan launches last year, 30% of products contain rice protein and nearly 13% include pea protein, while hemp, potato and soy protein are lesser used sources. Vega Sport offers a range of plant-based powders, bars and gels that combine sources of protein, including peas, sprouted whole grain brown rice and alfalfa. Even the trendy Paleo diet has a product tailored for it. Paleo Protein powder from MHP L.L.C., West Caldwell, N.J., combines beef protein isolate and egg white protein. The product is free of sugar, fat, lactose and gluten. Gluten-free and allergen-friendly were the top claims on sports and energy products in 2013, growing at 22% to 25% in global launches. Simple label gains strength Clean label represents another trend within sports nutrition, driven by a focus on superfoods and functional ingredients, such as dates or dried fruits. No preservatives and additives claims are growing, up about 20% in global launches last year. "Natural is globally a key trend, and we are seeing it more and more in sports nutrition," Ms. Ozdemir said. "Clean label and natural are gaining momentum, and it's not just these claims, but you will find other value propositions as well, like vegan, coldpressed and all of those unprocessed type of claims are really appealing to this type of consumer." One example is Raw Revolution Organic Live Food Bar, which are minimally processed bars that contain such ingredients as sprouted flax seeds, spirulina, barley and wheat grass. "The raw claim is a different value proposition within clean label," Ms. Ozdemir said. Even established players in the category are responding to a desire for clean label sports products. Both CocaCola Co. and PepsiCo, Inc. recently ended their use of brominated vegetable oil, a controversial ingredient used as an emulsifier, from Powerade and Gatorade, respectively. FBN The new generation of shaft sealing. Need help sealing? Let us show you how in a Cinch! Before After Meat & Poultry Applications Dough Mixer Applications Screw Conveyor Applications Ask about our complete line of Seals for the following equipment: ribbon blenders, paddle mixers, screw conveyors, bucket elevators, cartridge seals for Dodge & Falk direct drive adapters, rotary air valves and many other pieces of rotating equipment. Let us help you Seal in a Cinch! P: 856.662.5162 * F: 856.662.5264 27 FOODBUSINESS NEWS ®

Table of Contents for the Digital Edition of Food Business News - July 15, 2014

Food Business News - July 15, 2014
ADM betting billions on flavor category
Bumper corn, soybean crops on the way
Dairy Business News - Managing the mouthfeel of dairy products
Table of Contents
Web Contents
Editorial - Food as medicine trend gaining momentum
Bob Evans trying to capitalize on chicken
Protein, gluten-free products coming from General Mills
Mars accelerating health and wellness strategy
Path cleared for Tyson to acquire Hillshire Brands
Nestle sells Juicy Juice business to private equity firm
Five profiles for protein-rich product development
Hormel adding muscle to its Specialty Foods business
Major C.P.G. manufacturers having trouble getting noticed
CVS launches better-for-you snack line
Kroger makes move to bolster e-commerce presence
Raising the bar on sports nutrition
Making insects inviting to eat
What’s for dinner?
The case for insects
Washington - 'Nano' ingredients
Health and Wellness - Cost, ‘cleanliness’ and flavor innovation
Ingredient Innovations - Masking protein’s undesirable flavors
Highlights and Photos from I.F.T. 2014
New Food Products
Ingredient Market Trends - Spring wheat production forecast 6% higher than in 2013
Ingredient Markets
Supplier Innovations and News
Ad Index
Food Business in the News

Food Business News - July 15, 2014