Baking & Snack - June 2018 - 63
Active consumers want more than just protein. Nutrients for
energy and overall health give baked goods a boost.
by Donna Berry
The sports nutrition market is no longer a niche sector.
Rather, these specialty products are designed for appealing to a mass-market health-conscious lifestyle. Today's
shoppers seek out varied food formats - including
baked goods - to get the nutrients they need to perform at their best.
"Like other food groups, baked goods are trending toward more nutritious formulations that provide multiple
benefits, such as energy management, gut health, less fat,
less sugar, fewer calories, added fiber, gluten-free and
more," said Jon Peters, president, Beneo. "Taking some
sugar out while keeping the label clean is particularly
challenging in baked goods. However, as in all categories
where there is a consumer desire, new baked goods that
qualify for the sports nutrition category will continue to
Creating indulgent baked snacks that deliver proven
health benefits will be key for bakers in this growing and
Bigger, faster, stronger
Bakers are wise to be proactive players in the US sports
nutrition market, which was valued at $28.4 billion in
2016 and is expected to reach $45.3 billion by 2022, according to Zion Market Research.
Sports nutrition is all about improving athletic performance. The target audience includes everyone from
professional athletes to those looking for an energy
boost. Products include foods, beverages and supplements specially formulated with macro and micronutrients that assist with overall health, performance and
"When formulating for sports nutrition, the carbohydrate-to-protein ratio is important for someone who
is looking to gain muscle mass," said Jeff Reget, account
manager, private label nutrition, Agropur Ingredients.
"The protein will assist with the rebuilding of the muscles while the carbs will provide the refuel energy needed for the protein to build up the muscles."
That target ratio is about 3-to-1, carbohydrates to
protein. Baked goods have the carbs. With most products, it's all about adding protein. The baked goods category includes a wide variety of finished products, so
when producers want to add a sports angle, there are
many opportunities such as refuel cookies and energizing muffins.
"On the sweet side, brownies, cookies and cakes are
a great place to start since they offer a familiar platform
to add functional ingredients," said Alison Raban, certified food scientist, BI Nutraceuticals. "And on the savory side, crackers, flatbreads and baked chips are other
platforms consumers enjoy that can be formulated to
include sports nutrition ingredients."
Ms. Raban added that some of the newest products
Protein is having its
moment in the spotlight,
but other nutrients and
vitamins can appeal to an
active consumer group.
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