SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

News > Science

Read more breaking news

 

 
Dispatches from Vitafoods Europe 2012

Sports and energy categories blur

By Rod Addy from Geneva , 31-May-2012
Last updated on 31-May-2012 at 16:11 GMT2012-05-31T16:11:25Z

Sports and energy categories blur

Sports and energy food and drink categories are blurring, according to Roberta Re, nutrition research manager at Leatherhead Food Research in this exclusive video from the Vitafoods 2012 trade show in Geneva.

Re explained that products were increasingly “appealing to a broader audience”, offering mainstream consumers functions originally aimed at professional sports people, such as hydration. Such products were also being launched by brands commonly associated with sports nutrition, she said.

In addition, shoppers were using these products for occasions that were not sports-related, in order to get them through a tough working day, for example.

On the other hand, products and brands offering mainstream benefits such as a boost of energy were being consumed to prepare people for physical exercise.

Re, who gave a presentation about sports-related health claims at the Vitafoods conference, also singled out a number of future trends in the dynamically shifting market of sports nutrition and energy.

Related products

EU referendum: vote to stay, says Greencore boss

Four reasons to stay in the EU: Greencore boss

Four factors explain why the food and drink industry would be much better off...

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Smart combinations: Juices blend fruit and vegetable ingredients for nutritional punch and flavor appeal

Vegetable ingredients may boost the nutritional content of beverages: but when it comes to...

Refreshment and nutrition drive demand for vegetable ingredients

Refreshment and nutrition drive demand for vegetable ingredients

Vegetable ingredients are winning favor with consumers who value them as a healthy part...

Marketing to the ‘elderly'

Marketing to the ‘elderly’: Overcoming the taboo of getting old

There is a need for public health strategies and products to address Europe's rapidly...

What opportunities does the backlash against sugar create?

What opportunities does the backlash against sugar create?

From links with obesity and type 2 diabetes to government taxes, sugar is currently...

Eat with your eyes: Making sense of multi-sensory food

Eat with your eyes: Making sense of multi-sensory food

Food should taste and smell good but what else should and can it do...

The 4 biggest mistakes in healthy marketing

The 4 biggest mistakes in healthy marketing

The Healthy Marketing Team tells us what NOT to do when marketing a healthy...

How the food industry can boost consumer health

Three changes food industry must make to boost health

Food and drink manufacturers must make three changes across their businesses to help boost...

Food industry new starters offered top tip

Food business starters should be hungry for knowledge

Young people starting their food business careers should hungry for knowledge about the roles...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

Key Industry Events