Today’s active set of consumers are taking cues from elite athletes to train, eat, and supplement with purpose. With so much access to the latest science, athletes of all skill levels and life stages are seeking regiments to help them set a new personal best, and that focus on healthy living is fueling major growth in the sports and active nutrition space. Products like creatine, electrolyte-infused drinks, and more that assist with performance, recovery, and overall health are in high demand, and the market shows no signs of slowing. Grand View Research valued the sports nutrition market at USD $45.24 billion in 2023 with an expected CAGR of 7.5% from 2024 to 2030.
Prioritizing nutrient-dense food helps everyone from younger athletes to active seniors continue feeling and performing their very best. Indeed, the cornerstone for active aging is active nutrition, says Susan Hamrahi, ND, Scientific Communications Specialist at AstaReal USA. “Active nutrition defines a proactive approach to maintaining health and vitality through a well-balanced diet and lifestyle interventions. It is about optimizing physical and mental performance as we age, staying energetic, agile, and mentally sharp, rather than merely avoiding illness. As research has evolved and the understanding of aging has deepened, so has the approach. It is an opportunity to maintain and even improve one’s health and wellbeing. This approach involves not only dietary intake, but also leveraging supplements to address nutritional gaps that may arise due to age-related factors.”
Smart supplementation
Supplements can help address nutritional gaps from strict diets, food allergies, or medical issues, and also provide support for peak performance, recovery, and energy. Some of the standouts consumers are gravitating towards include:
Collagen: An abundant protein in the body, collagen is key to skin, muscle, bone and connective tissue support. As we age, our body’s production starts diminishing, leading to slower healing and recovery times. As research has shown, collagen peptides can provide muscle recovery support for high-intensity athletes.
Creatine: As WholeFoods Magazine has reported, creatine has been under heavy scrutiny from several U.S. states looking to restrict its access for individuals under the age of 18. Several experts, including leading creatine expert Dr. Rick Kreider, have spoken out against the new proposed legislation and recentered the conversation around all of the health benefits creatine provides for brain health, neurological conditions, aging populations, and pregnant women. For a deeper dive into the issue, and the many benefits of creatine, read ISSN: Creatine Supplementation is Safe, Beneficial Throughout the Lifespan, and Should Not Be Restricted.
Enhanced hydration: Essential for muscle function, body temperature regulation, joint lubrication, and delivering nutrients to cells, the proper hydration can greatly impact an athlete’s performance, prevent injuries, and aid in recovery. Today’s hydration market provides consumers with a multitude of RTD (ready-to-drink) options enhanced by functional ingredients to deliver above-and-beyond performance benefits. See page 16 of this issue for the latest in functional hydration.
Omega-3s: Typically associated with heart health, researchers have found omega-3s to increase explosive power and improve feelings of fatigue and muscle soreness. Omega-3 fatty acids have also been linked to decreased inflammation after eccentric exercise.
Vitamin D: Research suggests vitamin D can have a positive influence on muscle strength and power. A study with 284 participants found that while it did not affect upper limb muscle strength it did positively affect lower limb muscle strength in athletes.
Whey protein: A complete protein containing all nine essential amino acids, this staple of dietary supplements amongst athletes is available in concentrate, isolate, and hydrolysate forms. Studies have shown the positive effects of whey protein supplementation on muscle mass and function following resistance exercise training.
…And so much more! For more on standout ingredients and the sports nutrition and active aging markets, don’t miss The Evolution of Active Aging and Active Nutrition Trends for 2025? Active Nutrition IS the Trend.
