Insights into sports nutrition ingredients “nothing short of groundbreaking”

The sports nutrition market is evolving and experiencing dynamic growth due to increasing focus on health and innovation.

Designed to support, inform and inspire those in the industry, NutraIngredients-USA’s Sports & Active Nutrition Summit USA in San Diego, February 19 to 21, 2025, will gather professionals in the sector to explore how categories are developing and address how companies can respond to evolving consumer demand and regulatory challenges.

Tyshawn Bryant, Founder/CEO at plant-based protein powder company Green Regimen, attended the Summit in 2024 and described the experience as “transformative”.

“For the first time, I found myself in a more intimate setting with some of the most influential power players in the supplement industry. It was a space where relationships flourished, ideas were exchanged, and the industry’s future was shaped,” says Bryant.

“The industry insights on sports nutrition ingredients were nothing short of groundbreaking. The level of data and analytics shared at the Summit were unparalleled – I could not have accessed this on my own. It was a game-changer, both strategically and practically.

“Whether you’re an emerging brand or an established player, this Summit offers an unparalleled advantage to learn, grow and differentiate yourself in a competitive market,” adds Bryant.

Cassie Lewis is Head of Marketing at Helaina, a biotechnology company which focuses on advancing nutrition through the replication of functional proteins. After attending the Summit in 2024, Lewis says: “For a long time we have looked to NutraIngredients for industry information. It’s the gold standard across all facets of our business from R&D to regulatory – we learn so much.”

Helen VanTongeren, XS Brand Manager for Amway, an entrepreneur-led health and wellness company, also attended the Summit in 2024, and said the Creatine for Women and Microbiome for Athletes sessions were a highlight for her.

The 2025 Sports & Active Nutrition Summit USA will explore key trends shaping the industry including innovation in ingredients, product formats, and consumer demand. In line with previous years, the Summit will provide delegates with opportunities to network, acquire new knowledge, and spotlight their own success.

Looking ahead to the 2025 Summit, VanTongeren says she is “super excited” to learn more about gut health for sports nutrition and women’s sports nutrition.

Consumer attitudes and regulation challenges

With the general consumer now looking for ways to incorporate sports nutrition into their lifestyle, the industry has expanded its reach with scientific innovations to meet this demographic shift. Areas experiencing growth and change include creatine supplementation, AI, and women’s health.

This growth and innovation continues against a backdrop of evolving regulations for requirements. In the US, the FDA regulates dietary supplements under the Dietary Supplement Health and Education Act (DSHEA).

This framework mandates compliance with GMPs and outlines what can and cannot be said in claims. However, actual industry compliance on GMPs is not always what it should be, as shown by FDA inspection data. This allows some opponents of dietary supplements to falsely claim that the industry is ‘unregulated’.¹

With inconsistent enforcement at the Federal level, some states are stepping in. Most recently, some states have introduced bills to restrict the sale of muscle building and/or weight management supplements to people under aged 18, citing concerns that these products may be driving eating disorders among teenagers. While multiple bills were introduced across the US in 2023 and 2024, only New York State has to date implemented the restrictions as law.²

Another example is with e-commerce. In April 2024, Amazon updated its seller’s policy to require third-party verification of all dietary supplements on an annual basis.³

To address these issues and support leaders in the industry, the Sports & Active Nutrition Summit will host a session titled ‘The Regulatory Landscape’. Speakers include Robert Durkin, Partner at Amin Wasserman Gurani; Amber Littlejohn, Of Council at IceMiller; Robert Windsor Marriott III, JD MA, Director of Regulatory Affairs at AHPA; Alicia Wolf, Senior Director of Regulatory Affairs at Ritual; and Loren Israelsen, Founder and President at United Natural Products Alliance (UNPA).

The session will examine how the evolving regulatory challenges is impacting the sports nutrition industry, from state-level restrictions limiting access to supplements for those under 18 to Amazon’s stricter policies on bodybuilding products.

Add to this the obstacles faced by novel ingredients in navigating regulatory approvals, the FDA’s push for mandatory product listings, and an ongoing surge in class action lawsuits. This discussion will break down these pressing issues and explore their implications for the industry.

Creatine supplementation

Creatine is a non-proteinogenic amino acid which is traditionally associated with muscle performance.⁴ It is one of the most studied and effective ergogenic aids for athletes, but its popularity and market size is increasing as research uncovers its multifaceted benefits.⁵

Creatine supplementation attracts a wide demographic, from recreational gym-goers to serious athletes, due to its ability to enhance performance, strength and muscle growth.⁶

Research on creatine rapidly increased in the early 1990s and studies published in the last 20 years have evidenced its effects, both within and outside its athletic benefits. Additional associated health benefits include support for neuromuscular and cardiometabolic diseases, post-traumatic rehabilitation and healthy aging.⁵

Innovations in creatine formulations are also reshaping the market. While creatine monohydrate has dominated the market, new forms are being explored for their potential benefits and versatility in formats such as chews, gummies and liquids. These advancements open up exciting opportunities for brands to differentiate their products and meet evolving consumer preferences.

The session ‘Creatine’ at the Sports & Active Nutrition Summit USA includes speakers Dr. Darren Candow, Professor at University of Regina; Dr. Donald Miller, Professor at Con-Cret; and Dr. Scott Forbes, Associate Professor at Brandon University, who will discuss the multifaceted benefits of creatine. Candow and Forbes will dive into the science behind creatine formats and explore how innovation can delivery formats can extend its market appeal.

Spotlighting women’s health

The focus on women’s health not only empowers consumers but also represents a significant growth opportunity in the sports nutrition industry.

The women’s health segment in sports nutrition is gaining attention as brands and researchers address the historical underrepresentation of women in product development and scientific studies. Brands are now creating products specifically designed for women by considering factors such as hormonal fluctuations, bone density, and energy needs.

Active women across various age ranges and fitness levels are demanding high quality solutions tailored to their unique requirements. This shift is fueled by increased awareness of women’s health issues and a growing body of research dedicated to understanding female physiology in sports and exercise.

Delegates at the Sports & Active Nutrition Summit USA will hear from Rachel Jones, MS, RDN, Executive Vice President and Chief Merchandising and Science Officer at GNC Live Well; Lauren Eisen, Senior Marketing & Business Development Manager; and Tamar Serapian, Technical Business Development Manager, in a session titled ‘Women’s Health’. This session will explore how research targeting women across age ranges and at various levels of athletic performance is opening up new avenues in the industry. This session will hear from successful brands and leading researchers, as well as active women detailing what they want from companies.

AI in sports nutrition

AI is revolutionizing the sports nutrition market through innovation in ingredient discovery, product personalization, and data analysis. AI-powered platforms analyze datasets to identify trends, optimize formulations, and predict consumer preferences. This enables manufacturers and brands to develop more targeted and effective products.

AI is also driving advancements in personalized nutrition. By integrating user data such as activity levels, dietary habits, and health goals, companies can create tailored solutions that resonate with individual needs. Furthermore, AI accelerates research on novel ingredients, exploring their potential benefits and applications more efficiently than traditional methods.

In the session ‘AI for Sports Nutrition’, Afif Ghannoum, Chief Executive Officer at CPG Radar, and Erin Herdeman, Intellectual Property Attorney at Merchant Gould will hear from the innovators and pioneers in the space. Ghannoum and Herdeman will explore where AI currently stands in the industry, and how this technology can be used to innovate in the future.

The 2025 Sports & Active Nutrition Summit USA, brought to you by NutraIngredients-USA, will take place at the Hyatt Regency Mission Bay Hotel in San Diego, February 19 to 21.

Register here to attend The Sports & Active Nutrition Summit USA in 2025.

References

1. DSHEA at 30: ODSP director ticks through industry report card.
2. The New York State Senate. Senate Bill S5823C.
3. Amazon Seller Central. Dietary supplements.
4. Ostojic, S.M.; et al. Creatine as a food supplement for the general population. Journal of Functional Foods. 2021. Volume 83,104568.
5. Kreider, R.B.; et al. Creatine in Health and Disease. Nutrients. 2021; 13(2):447.
6. Cleveland Clinic. Creatine.