How the sports ingredient market will expand

Article published by Dairy Foods | by Brian Berk | June 24 2024

Protein remains huge, but consumers are seeking more fiber.

Matt Hettlinger, technical sales manager at Nelson-Jameson, highlights the evolving focus within the sports ingredient market. He notes that while whey protein continues to dominate, there is a growing interest in non-dairy proteins and products fortified with vitamins, minerals, Omega-3s, and nootropics to enhance focus and mental acuity. Along with other industry experts, Hettinger underscores the importance of addressing consumer preferences for clean-label ingredients and expanding protein sources beyond traditional dairy-based options to meet the diverse needs of health-conscious consumers.