In less than a month, San Diego will welcome brands, researchers and sports nutrition professionals to connect the business and science of sports and active nutrition. To kick off the event, we’ll hear from experts who will share insights about the state of the sports and active nutrition market from a variety of different angles. The panel will also delve into some key trends and innovations, highlight what’s capturing consumer interest and what we can expect in the year ahead.
Trends under the microscope
“Across the board, there is growing consumer demand for choice, especially regarding form and flavor. For example, there are over 30 unique flavors for top sports categories like protein, BCAAs and pre-workout products, and consumers have a favorite flavor that they are very loyal to, funneling them towards iHerb as some brick-and-mortar stores don’t have that extensive of an inventory,” said Eric Metz, director of sports and strategic brands, noting that he’s witnessed a significant increase in product licensing for flavors, such Skippy Peanut Butter, Sour Punch, Ring Pop, Kool-Aid, BSN’s Cold Stone Flavors and Cellucor’s Hershey branded items to name a few.
Metz added that for him, it’s all about convenience: “In terms of form, people want to consume their supplements in the way that best suits them. For example, I take chewable hydration tablets that don’t require water, making them perfect for my recreational scuba diving.”
“One trend I’m seeing is GLP-1 and how to optimize around that,” said Spencer Lynn, national director of sales at Applied Nutrition. “GLP-1 users will need support with supplementation, and I will look at how to best support retail categories/sets with adjacent products.”
“The ongoing acceptance of creatine, steady growth in HMB, crazy growth in RTDs, mainstreaming of sports nutrition into legacy CPG, along with clear protein finally having its moment are a few of the key trends that have really stood out to me,” said Kenneth Huntly, vice president of Merchandising/DMM - Sports & Active Nutrition at GNC.
“Overall, wellness is tied to better performance,” said Scott Dicker, senior director of market insights at SPINS. “I’ve seen a surge in companion products. For example, sleep support, so I am well rested to perform better or gut health so it doesn’t interrupt my training. So connecting those dots for the consumer is key.”
Challenges
In the ever-evolving landscape of sports and active nutrition, the category is seeing promising opportunities—as well as complex challenges. From increased whey prices to uncertainty with the new administration to counterfeit products to various restrictive bills criss-crossing the country, the panel has identified some of the biggest challenges facing the industry and they’re ready to tackle them on stage.
Esteemed panel
“I will examine personalization in sports nutrition, by looking at how brands tailor supplements to meet individual needs and preferences, from genetic profiles to specific fitness goals, and the impact this trend is having on consumer loyalty and product development.
“Another topic I will cover is the innovative formats and delivery systems, including edible films, single-dose sachets and enhanced beverages that offer convenience and enhanced absorption. And finally, I’ll provide a sneak peek at the cutting-edge developments and potential game-changers set to influence the sports nutrition market in 2025, from sustainability in sourcing to the integration of virtual fitness and nutrition tracking technologies.”
- Scott Dicker, SPINS
“I look forward to discussing the importance of channel strategy for our industry’s long term success, as well as continued migration from powders to RTD/Grab & Go options, brand consolidation and its impact on innovation, GLP1 support/alternative growth as well as healthy aging/longevity support as part of sports nutrition consumer needs.”
- Kenneth Huntly, GNC
“I will discuss sports nutrition/dietary supplements in different retail channels: FDM, Grocery, Specialty and Ecommerce. Having one line launched exclusively at The Vitamin Shoppe (AN Performance) and a different line with GNC (AN Black), I will speak to how I balance time, energy and attention between the two lines and two key retailers.”
- Spencer Lynn, AN Performance
“I plan to bring a global perspective on the sports and active nutrition category to the panel as iHerb sells to 180 countries worldwide. Our sophisticated logistics infrastructure that includes international fulfillment centers in Hong Kong, Incheon, South Korea, and soon Riyadh, Saudi Arabia allows us to deliver authentic products in a timely manner around the world.”
- Eric Metz, iHerb
SANS is almost here–register today!
The Sports & Active Nutrition Summit, run in association with the Sports Nutrition Committee of the American Herbal Products Association (AHPA), will bridge the gaps between cutting-edge science, business strategy and key regulatory developments. Over three days, the Summit will consist of a number of interactive presentations and discussions that will share new insights and innovation, boost business growth and highlight product opportunities. Key themes include a look at the state of the industry, women’s health, nootropics, the challenging regulatory climate and much more.
Register for the Sports & Active Nutrition Summit today!
