NIU’s Global Round-up: Pre-workout supplements, Powerade in India, and more
Europe
Lumina Intelligence report shows pre-workout blend benefits extend beyond sports into mainstream
The potential of pre-workout blends (PWBs) remain untapped, according to a new report by Lumina Intelligence, a data service offered by William Reed – the parent company of NutraIngredients-LATAM.
Lumina’s latest report identifies over 200 brands in the PWB space that use active ingredients linked to other health benefits extending the scope beyond sports nutrition towards other sectors.
“Love them or hate them, pre-workout blends are one of the cornerstones of the sports nutrition industry, and just as with protein, they are beginning to expand out of their sports-centric niche,” said Lumina senior market analyst Tom Morgan
“We’re finding products launching for e-gamers and the common folk on the street, positioned not just for muscle pumps, but also for brain kicks and overall wellbeing,” he added.
The PWB king of ingredients is caffeine as the report finds 73% of PWBs containing the stimulant at some level present in either caffeine anhydrous form extracted from coffee plant leaves and seeds or as a component of another ingredient like green tea.
For more on this, please click HERE.
Asia
Coca-Cola India enters sports drinks category with new hydration beverage
Coca-Cola India has launched its first-ever beverage targeting sports hydration under the Powerade brand.
Sports hydration is recognized as a nascent category in India, and this launch was motivated by a ‘surge in consumer interest in sports, ubiquitous smart wearable technology, establishment of new sports leagues and rise of new age fitness centers’.
Anoop Manohar, Coca-Cola India Director of Emerging Categories, said: “[Our] research has shown that a growing population of sports and fitness enthusiasts in India are looking for evolved hydration solutions that help them perform better. Powerade is a global sports hydration brand [which] fuels fitness and sports enthusiasts, and helps them push their limits.”
For more on this, please click HERE.
LATAM
Young Living adds new farm in Ecuador for essential oil production
Utah-based essential oil brand Young Living announced it was adding a new corporate-owned farm in Pastaza Province, Ecuador to help meet the demand for ocotea essential oil.
The 120-acre farm is expected to produce harvests of ocotea starting as early as 2023, said the company in a press release.
With the latest farm in Ecuador, the company is seeking to go beyond its 5×5 Pledge goal of adding no fewer than five farms to its family every year, according to the press release.
For more on this story, please click HERE.
