by Matt Weik
I always enjoy reading other "insider" opinions on what's going to be hot next year. Well, I found an article in which someone rated the trends in sports nutrition at two cents in 2020, and I thought I would give my opinion on whether I agree with what they say, and maybe how ours Differentiate views. I saw this article on NutraIngredients.com and the author who put it all together is Shane Starling.
Before we go into that, Shane has not taken these trends out of his mind. He used insights from Lumina Intelligence to gather the information, then added his own twist to each category.
Here goes …
Supplement Reviews on the rise
It is difficult to discuss this topic, although I (personally) do not agree with most of the reviews. I even wrote an article on this subject not too long ago. Consumers like to feel better about their buying behavior and do not want to spend their money on something when people say it's a pile of garbage. I can not blame them. Will this be one of the trends for sports nutrition in 2020 that will blow up? I think so.
Look, in spite of my opinion, that brands pay for many of the reviews we read, you can not refuse the fact that the majority of consumers check the reviews before buying them – it does not matter if they are supplements or home appliances , This trend will continue and more and more brands will try to get customers to give high quality ratings for their products.
The power of protein powder
The article mentioned that protein costs are low. I'm not sure which planet they live on, but there's no money for protein (from the point of view of a manufacturer or retailer). Everyone works with low profit margins, and if you talk to a retailer, he'll probably tell you that he would prefer to sell almost every other product on his shelf instead of protein – there's no money in it. If you want to stay competitive, you have to lose margins or risk losing the sale to a competitor. And the online prices are banging around these days, making things even harder.
But will protein continue to boom and be on the list of sports nutrition trends for 2020? I think so, but I do not see it as one of the hottest trends. Protein has become very boring these days. Then there are brands like Ghost and BSN that work with food and snack brands with flavor profiles – in my opinion, this will be a 2020 trend. The protein room interests me. Brands that think outside the box, such as Ghost with its Ahoy-flavored protein protein and BSN's collaborations with Cold Stone Creamery, will set a new standard for protein powder flavors.
All aboard! The imitation train is about to leave the station. Yes, I agree with the article that transparent labels will be one of the trends in sports nutrition in 2020. However, this is a challenge in my opinion. Brands use this as the only means of marketing to claim that they have transparent labels. Who cares? There are tons of brands now, and in 2020 you need to find a differentiation point to win. If you sit back and claim transparency, your product will not be taken off the shelf.
Here are my own two cents on this topic … You should use brands that you trust. I do not care if you're using proprietary mixes or if you're really transparent. If someone does not trust your brand, he does not even have the business to buy or support your line. Trust me, I see brands that are "transparent" that I DO NOT trust, what their labels say. While I see that transparent labels are still hot in 2020, brands need to think about a longer-term strategy.
Plant protein grows
This article raised herbal proteins. Why? I could not tell you. The article even claimed that the statistics show that 75% of consumers buy a whey protein and only 15% buy a vegetable protein. No one beats the champion (whey protein) as fast as possible. And above all, no vegetable protein. I understand vegans and vegetarians pour into a vegetable protein, but if you ask the population, you'll find that the majority of consumers absolutely hate the taste and texture of a vegetable protein.
Sure, vegetable protein can increase from year to year, but not get too excited, it will never contain a candle for whey (animal protein).
Pre-workouts will change
I totally agree with the article that pre-workouts will be one of the (if not THE) biggest trends in sports nutrition for 2020 that we see. However, I have another twist on this topic.
For years we have seen how much caffeine was put into it before training. I see that changes. As more and more people find that stimulants do not have the same effects, they will look for something else. I see a trend in the form of pre-workouts with a much lower dose of caffeine (if included at all) and more in the form of "pump" formulas with the inclusion of nootropics to increase focus and mood.
I could probably make a whole new headline for it, but I'll keep things running here. The stims we see today remain in the RTDs like Reign, Bang, C4, etc. We'll even have some hardcore pre-workouts with a few stims. However, I have the feeling that nootropics are slowing down in pre-workout sales, or at least in intensive use in future versions of pre-workouts.
If brands sleep on nootropics, they will miss it. I see that nootropics are a HUGE category in the coming years, as more and more people are looking for products to select from both the office and the gym. Personally, I use and love nootropics. The more I talk to people, the more happy they are about what comes their way in this category.
Brands, if you read this, pay attention to my warning. If you are not currently working on products with nootropics (standalone or pre-workouts), they will be skipped.
BCAAs are still booming
Oh no. I totally disagree that this is on the list of sports nutrition trends for 2020. While BCAAs seem to always come off the shelves, I do not see this as a big trend next year. In fact, I'm confused as to why they think it's appropriate to make the list. If anything, EAAs should have set up the list.
In the year 2019, the trend towards essential amino acids (EAAs) towards BCAAs began, as new research was released, according to which essential amino acids are needed to build muscle – not just the big three (leucine, iso-leucine, valine). Brands have already made efforts to change formulas and even bring out certain EAA products.
The drawback is that not much research has been done on EAAs in terms of optimal dosages and brands seem to be more likely to photograph in the dark than to have some science behind the profile, as we have done with the 2: 1: 1 BCAA ratio that has been so popular over the years.
I can see that EAAs are being added to more product formulas today to improve both the recovery and muscle building potential. I do not see BCAAs disappearing, but I can see that they are losing some of their luster lately because of EAA enthusiasm. Does that mean I think BCAAs are worthless and you should not use them? Not at all. Actually, I'm still taking it all day. But I will say that with increasing research that sheds more light on EAAs, a shift in sales is expected.