Across the globe, 96% of consumers say they have purchased a sport nutrition product over the last six months¹. Indeed, far from being restricted to elite athletes, sport nutrition is expanding toward holistic wellness. Consumers now seek multiple benefits such as mental well-being, energy or even immunity – with 70% valuing multi-functional advantages as an important purchasing factor¹. In this evolving market, plant-based proteins stand out as efficient, natural, and sustainable solutions, appealing to 73% of consumers¹.
Two profiles emerge — performance-driven versus active lifestyle. How to serve both?
of sport nutrition consumers exercise at least once a week1
CONSUMER NEEDS
The sport nutrition market is evolving rapidly, balancing two key demands: supporting performance-focused consumers with efficient, science-backed solutions, and addressing the needs of active individuals seeking holistic health benefits. Protein remains the undisputed hero — valued for muscle support, synthesis and recovery — yet today’s consumers also expect it to be clean, well-sourced, and multifunctional, without compromising on general health concerns and taste. With 72% of users prioritizing scientific claims1 and 67% citing price as a barrier1, brands must stand out and deliver visible value. This means innovating beyond traditional formats, proving product benefits and embracing plant-based and hybrid protein to stay ahead in a competitive, inflation-sensitive market.
CHALLENGES
In a world where sport nutrition is no longer limited to elite athletes, our role is to offer ingredients that align with these new expectations while complying with strict regulations.
With PISANE™ we provide a high-quality vegan-friendly protein source, rich in BCAAs and Arginine, an amino-acid that enhance strength, power performance and muscular recovery2, with 4 times the content of whey protein! PISANE’s amino acid score of 0.96 makes it an almost complete protein, easily completed with other plant (eg. rice), or animal proteins to overcome its minor deficiency in methionine and cysteine. Furthermore, its excellent digestibility (98%) and fast-intermediate nature allow prolong AA intake and support recovery over a longer period.
Combined in bars with FIBRULINE™ & FIBRULOSE™ chicory root fibre, the experience goes even further: no added sugars that “helps maintain healthy blood glucose levels ”3 and reduces the use of polyols.
COSUCRA offers solutions to the complex challenge of providing products that meet expectations while complying with regulatory standards. Choose our PISANE™ pea protein and FIBRULINE™ & FIBRULOSE™ chicory root fibre for a real winning combo that meets growing consumer demand for natural, effective and multi-functional sport nutrition. Discover the health benefits of our ingredients by downloading our insights.
Let’s shape the future of performance and wellness – naturally!
1A Spotlight on Sports Nutrition – Global Report 2024 – FMCG GURUS – May 2024. 2This is not a EU authorized health claim. Scientific literature review available on request. 3“Contributes to reducing glycaemic response” – Conform to EU Regulation N°1924/2006 EC and its amendments
