Traditionally, the sports nutrition market has primarily focused on fueling athletes for peak physical performance, but the market is evolving.
The growing popularity of a holistic approach to health and wellbeing is driving brands to develop active nutrition solutions that go further, offering additional support for brain health and cognitive function, as well as muscle health.
Mental clarity, focus, and reaction times are becoming increasingly important for people looking to supercharge their sporting success. So how can brands address these shifting consumer demands? The key is developing solutions that include ingredients to support both body and mind.
One ingredient that is coming to the forefront is choline, with more and more sports enthusiasts recognizing the untapped potential of this ingredient. In fact, the choline market is expected grow from $612 million in 2024 to $1.37 million by 2034.¹
This ingredient presents brands with a unique opportunity to elevate their new formulations, so that they stand out in the crowded sports nutrition market.
Three ways choline can enable health and nutrition brands to enhance their sports nutrition offering include:
1. Supercharge the body-mind connection
When it comes to people participating in high-intensity sports – like football and basketball – strength, stamina, and endurance are key. However, performance also relies heavily on a strong body-mind connection – where mental agility meets physical performance. The ability to stay sharp and focused is vital for success on the field, court or track. This is where choline can help.
Choline is an essential nutrient for the health and function of our brains and nervous systems. It is needed for the production of the neurotransmitter acetylcholine, which plays an important role in memory, mood, and muscle control.²
Clinical testing has demonstrated choline’s ability to improve cognitive performance.³ Thanks to its role in acetylcholine it can help support with healthy muscle and nervous system control, helping to transmit messages from the brain to the muscles.²
Choline is needed to form the membranes that surround cells in our nervous systems and beyond, but nearly 90% of American adults fall short of the recommended choline intake in their diet.²⁻³
This means supplementation is more important than ever, and incorporating choline into sports nutrition applications can truly help to supercharge body and mind.
2. New sports that are growing in popularity
Today, supplement manufacturers have to consider solutions for traditional sports, as well as new types of recreational activities that are now gaining popularity. The 2024 Olympics highlighted this with a myriad of new sports added to the mix – including sport climbing, skateboarding, and breakdancing, among others.
Looking ahead to 2028, flag football and squash will also be making a debut, as well as cricket and lacrosse returning to the line-up. At the same time, consumer interest in e-sports and e-gaming is still rising. But what do all of these sports have in common? They require a sharp mind and focus, just as much as a strong physique.
As these sports come under the spotlight, more people are likely to be inspired to try them too. This might explain why demand for ‘brain-boosting’ supplements is skyrocketing. To support this evolving sports nutrition landscape, pre-workout supplements will need to serve double duty as cognitive enhancers.
Take e-gaming as an example. E-gamers require mental stamina over extended periods so, for these online athletes, pre-workout supplements are now also serving as cognitive enhancers. It is no longer just about fueling the body for physical ‘gains’, it is also about fueling the mind for performance. Choline can address this demand and develop brain-boosting supplements that help consumers stay sharp and focused.
3. Scientifically backed ingredient
Modern consumers are active information seekers and look for science-backed ingredients to support their health and wellbeing and choline is increasingly recognized as an essential nutrient due in part to its role in supporting cognitive function.¹,⁵
VitaCholine®, Balchem’s branded choline ingredient, for example, is supported by science and has been shown to support brain and cognitive health. Balchem also partners with leading institutions to advance choline research and VitaCholine was the choline source used in numerous clinical trials with demonstrated benefits for cognitive health.⁶⁻⁷
When it comes to trusted ingredients, as well as looking for scientific evidence, consumers are increasingly looking to influencers to guide them on which solutions to look for. With authentic and relatable approaches, influencers can convey the benefits of ingredients in a way that truly connects with consumers.
Balchem is tapping into this trust and connection and bridging the gap from B2B2C by collaborating with influencers, such as Olympic speed skater Joey Mantia, to raise awareness of choline and drive peaks in consumer demand for this ingredient.
This year, Balchem also announced its first-of-its-kind partnership with the New York Jets, pairing a leading sports franchise that depends on precision, agility, and accuracy with a nutrient that has been clinically shown to convey accuracy benefits by supporting muscle control.³
By conveying the science-backed benefits of VitaCholine through the trusted voices of influencers and sports stars, Balchem is empowering its partners to create sports nutrition solutions that resonate with consumers looking to support both mental and physical performance.
Learn more about how Balchem’s VitaCholine can support sports nutrition development.
References
1. Future Market Insights. Choline Supplement Market Outlook from 2024 to 2034.
2. National Institutes of Health. Choline.
3. Naber, M.; et al. Improved human visuomotor performance and pupil constriction after choline supplementation in a placebo-controlled double-blind study. Sci Rep. 2015 Aug 14;5:13188.
4. USDA, Agricultural Research Service. 2023. Usual Nutrient Intake from Food and Beverages, by Gender and Age, What We Eat in America, NHANES 2017-March 2020 Prepandemic.
5. Institute of Medicine (US) Standing Committee on the Scientific Evaluation of Dietary Reference Intakes and its Panel on Folate, Other B Vitamins, and Choline. Dietary Reference Intakes for Thiamin, Riboflavin, Niacin, Vitamin B6, Folate, Vitamin B12, Pantothenic Acid, Biotin, and Choline. Washington (DC): National Academies Press (US); 1998. 12, Choline.
6. Caudill, M.A.; et al. Maternal choline supplementation during the third trimester of pregnancy improves infant information processing speed: a randomized, double-blind, controlled feeding study. FASEB J. 2018 Apr;32(4):2172-2180.
7. Bahnfleth, C.L.; et al. Prenatal choline supplementation improves child sustained attention: A 7-year follow-up of a randomized controlled feeding trial. FASEB J. 2022 Jan;36(1):e22054.
