SUBSCRIBE

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

News > Science

Read more breaking news

 

 
Loading...
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

Food firms must follow social trends

Top social trends food firms must follow

Four top trends – sobriety, risk management, nutritional supplements and everyday indulgence should guide...

Food and drink business growth held back

Perfect storm thwarting small food and drink firms

There is a perfect storm holding back fast-growing small food and drink firms, according...

Biased by industry? Do academic and business collaborations work?

Biased by industry? Do academic and business collaborations work?

Like many areas of nutrition research, probiotic and prebiotic science relies on strong collaboration...

Does the edible bugs trend have the legs to succeed?

Does the edible bugs trend have the legs to succeed?

Not a week goes by without media headlines talking about the potential of insects...

Food industry must shout about health credentials

Promote health benefits or risk political sidelining

The food industry must promote about its health benefits or risk being sidelined in...

Is low GI too complicated for consumers?

Is low GI too complicated for consumers?

As pressure on the food industry to reduce sugar in products increases, is the...

William Reed Business Media Holiday video

Happy Holidays 2014 from William Reed Business Media!

The holidays are fast upon us, so let’s put ‘business’ to one side and...

‘Wine world is under attack, and needs to up its game’, Wine Economist

‘The wine world is under attack, and it needs to up its game’, Wine Economist Mike Veseth

Eminent wine writer and economist Mike Veseth warns that the wine world needs to...

‘People should forget their brands and just market wine!’ Wine Riot

‘People should stop thinking about their own brands and just market wine!’ Wine Riot founder

The brains behind the successful Wine Riot events in the US, Tyler Balliet, believes...

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

Saturated fats may not cause heart disease: Researcher

Saturated fats may not cause heart disease: Researcher

Prof. Philippe Legrand

Director of the biochemistry laboratory, Agrocampus Ouest

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...