Choline in the context of active nutrition

We often find ourselves looking at the complete product – the end result, the supplement that we ultimately end up taking. But what if we pulled that product apart and started focusing on the individual components involved in getting us to that end point?

That’s precisely why today our focus turns to choline – an essential nutrient that the body needs for proper cell structure, metabolism and nervous system function. And two categories of particular note are pre-workouts and energy drinks. According to our August 2026 ingredient tracker data, 98% of the 599 pre-workout products we track feature choline, alongside 97% of the 86 energy drinks. But what branded opportunity currently exists?

While branded choline solutions have historically represented a smaller proportion of the landscape, we’re beginning to see greater visibility around specific branded ingredients. Cognizin currently features across 13% of tracked pre-workouts and 6% of energy drinks, while VitaCholine sits at 4% and 7%, respectively. And it’s VitaCholine that provides an interesting lens through which to explore how brands are using choline within the wider performance network.

Take Alpha Lion ’s Super Human Pump , a non-stim performance proposition that deliberately spotlights its use of VitaCholine across four core performance outputs. The formulation breaks down into pump and vascularity [L-citrulline and agmatine], hydration and fullness [taurine and an electrolyte matrix], focus and clarity [Lion’s Mane, vincamine, huperzine A and 500mg VitaCholine] and endurance [beta-alanine].

Importantly...