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Your source for active nutrition industry insights.
Stay ahead in active nutrition and ingredient innovation with our expert blogs, webinars, and whitepapers.
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Ingredient tracker: live demo
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Protein bars: what next, where next?
We’re often asked: what’s the future of protein bars? The honest answer? There isn’t just one.
The next texture
That’s the question right there: what is the next texture component that’s going to rock the boat in the protein bar world?
Beyond the bar: formats redefining functional foods
From cereal and ice cream to meals and unexpected collaborations, we take a look at four standout examples that are reshaping what functional food can be.
Longevity and the pursuit of agelessness
In this webinar, we explore the current status of longevity across the active nutrition landscape, as growing consumer demand for proactive health solutions, ingredient-led innovation, and the rise of specialist longevity brands redefine category standards.
Clear protein: what the market is telling us (and why it matters)
The clear protein category has been one to watch over the last couple of years. Since reporting that the market had more than doubled between January 2022 and January 2024, we’ve continued to track its evolution.
Slides: creatine - beyond muscle and strength
Download the slides from our recent webinar where Nick Morgan, founder of Nutrition Integrated, looked at the rapidly expanding world according to creatine, from product evolution and a shifting brandscape to thinking about what the next few years will hold.
Webinar: creatine reinvented - beyond muscle and strength
In this webinar, Nick Morgan, founder of Nutrition Integrated, looks at the rapidly expanding world according to creatine, from product evolution and a shifting brandscape to thinking about what the next few years will hold.
The new world of magnesium
Traditional as it may be, magnesium's an ingredient that's only just getting started. But how is this playing out in the market? Is magnesium a specialist proposition – that is, magnesium brands sell magnesium – or a generalist execution, aka anyone can sell it?
The role of hydration in gut and cellular health
Two of the most exciting health needs that hydration is crossing over into are gut health and cellular health. In this blog we take a look at some of the newest products in these areas.
The evolution of creatine: beyond muscle growth
We look at some of the brands that are re-imagining creatine so that people appreciate its scope beyond its original stereotype.
The overlooked importance of joint health
Despite joint health and mobility being so fundamental to our present and future quality of life, joint health as a category within the world of active nutrition and nutraceuticals is often overlooked, particularly in terms of specialism and innovation.
The GLP-1 revolution
Nutrition can play a huge role in helping GLP-1 users manage side effects and unintended health consequences such as nutrient deficiencies, muscle loss and a disrupted microbiome. But how are brands approaching this shifting consumer landscape and what innovations are we seeing?
The future of creatine: trends and innovations in the next 12 months
It's an exciting time for creatine and its ongoing evolution has us hooked. But how is it evolving, and what are some of the biggest talking points and opportunities we’re seeing around creatine?
Ingredient tracker Q&A
A Q&A with our founder, Nick Morgan, answering all your questions about our new ingredient tracker
Our “game-changing” new tool to support innovation and prospecting
Today marks the launch of our new tool that's been designed to support businesses with identifying innovation and prospecting opportunities.
Cellular health: the next big thing
Cellular health: it’s about to become the next big thing. From supplements and shakes to hydration solutions, it’s popping up everywhere. But what’s it all about, and what kinds of products and brands are leading the way?
The penetration of mushrooms
One data insight we were keen answer when reviewing the amount of activity in mushroom based innovation was which product categories use mushrooms most frequently.
Just how much protein is in ready-to-eat protein?
How does the amount of protein per serve differ across protein ready to eat (RTE) formats?
The GLP-1 extravaganza
It’s been a couple of weeks since SupplySide West, which has given me some time to wrap my head around what was there. And the thing that was just… everywhere? GLP-1.
Slides: 2025 and beyond - what next, where next
In the slides from our recent webinar, we look at what's underpinning the trends that have been successful, and the principles and dynamics that are driving this success.
The perception of naturalness
When it comes to naturalness, there is a difference between the concept in literal terms and how it’s perceived by consumers.
How is technology influencing nutrition?
In this blog, we look at all the ways in which technology seems to be influencing the nutrition industry.
2025 and beyond: what next, where next?
In this webinar, we look at what's underpinning the trends that have been successful, and the principles and dynamics that are driving this success.
Collagen: the beautiful protein
We think of collagen as the 'beautiful' protein. Sure, it’s the most abundant protein in the body, and it’s known for joint health, but we never think of that first when we think of collagen. Making us beautiful and youthful, with flowing hair, glowing skin and manicured nails: that’s collagen.
The use of actives and VMS ingredients across collagen formats
We wanted to understand how actives and vitamins and minerals (VMS) are used in collagen products, and how this differs between format — if at all — so we dived into our data to find out.
What is a clean label?
A clean label means natural. It means made with healthy ingredients, fewer ingredients and ingredients consumers can understand.
Whitepaper: The Endless Opportunities of Agelessness
When we think of ageing, we often think about the fight against growing old or reducing the visual effects of age. But there is another way to think of ageing, reframing and shaping it into a new concept: agelessness.
Going back to basics with creatine
Creatine is big news at the moment. Not because creatine has changed, but because research has caught up to its wide-reaching health effects.
Short story: don't take the cookie out of the cookie
Once protein bars went mainstream, it was only a matter of time before bakery was next in line. But the success we’ve witnessed in protein bars hasn’t quite happened yet for the protein cookie. Why?
Protein powder serving size - an FYI
We talk a lot about the price of protein (powder) per kilo, but another metric of importance is the price per serving. And to help navigate that — particularly in product development — you need to understand serving size.
Roll call on protein cereals
Protein cereals are all the rage and every week seems to see a new option appear on our shelves. An important ingredient here is extruded protein crisps (whether soy, pea or whey), which give the crunchy and crispy texture we love. So let’s look at some of the brands using extruded protein in protein cereals.
Healthy ageing is out, agelessness is in
When we think of ageing, we often think about the fight against growing old or reducing the visual effects of age. But there is another way to think of ageing, reframing and shaping it into a new concept: agelessness.
How do we categorise superfoods?
Understanding how we categorise superfood blends, why the superfoods blends system is a tiered one, and why adapotgenic superfood blends are in a league of their own.
Gummies make taking your vitamins fun
How are brands positioning gummies against their traditional counterparts — tablets and capsules? And what exactly made gummies so popular in the first place?
How did superfoods and superfood blends go stratospheric?
In this blog, we’re asking why the superfoods category has experienced such growth over the past few years.
Redefining sports nutrition: four brands doing active nutrition right
Following on from our recent blogs diving into the meaning behind the terms active nutrition and proactive nutrition, we wanted to share some examples of brands that perfectly encapsulate the kinds of products that are winning within this changing landscape.
Superfoods have gone stratospheric, but what are superfoods and superfood blends?
Superfoods is a category and product trend synonymous with improving overall health and wellbeing. But it’s also a trend that reflects an increased interest in natural supplements, with a holistic component and a consumer desire for products with a clean label. So how does this translate to superfoods as nutritional supplements, and what was the driving force behind superfoods exploding onto the market?
The emergence of proactive nutrition
We recently talked about the active nutrition audience being separate to the traditional sports nutrition audience, and how the two differ. But what about proactive nutrition?
Are flavours that important in gummies?
Of all the gummies across Europe and North America, 98% of products only contain one flavour. It seems that the flavours associated with gummies aren’t nearly as diverse as flavours we see in protein products. But why?
Different and owning it: how to tell if we’re the right market research partner for you
Chances are, if you’re reading this, you already use Innova Market Insights or (and) Mintel. It’s ok, we know. And they're excellent at what they do, so we’re not going to try and tell you otherwise. Because actually, we’re cool with you using them. And you know why? Because we’re different. Not better. Different. Let us explain.
Protein RTM price changes
We regularly bring you pricing updates for protein RTMs, but what about how prices have been trending over the past year? We’ve analysed all protein RTM products sold on Amazon UK between May 2023 and April 2024 to better understand what’s been going on.
Gummies: a product round up
The gummies market was valued at USD 22.78bn in 2023 and is expected to reach USD 66.56bn by 20231. It comes as no surprise, then, that as the category grows, so too does the range of products within it. What's interesting to see though, is how many of these products are developing beyond the more traditional multivitamin format.
What is active nutrition?
Active nutrition. We say it a lot. But there’s every chance you’re not entirely sure what we mean by it, thanks to its relative newness as a concept and it being the kind of thing that doesn’t have one, clear definition. To understand active nutrition, we must first understand sports nutrition. The clue is in the name – nutrition that’s specifically for sports – and it’s a category that, traditionally at least, has been stereotyped by bodybuilding and an association to muscle.
Vitafoods 2024: sparking new questions
It may feel like an age ago but believe it or not, it’s only been three weeks since Vitafoods 2024 closed its doors. As always, there was an amazing range of companies exhibiting a wide range of ingredient, manufacturing and tech solutions, as well as a brilliantly insightful content programme that sparked both conversation and debate. Probably unsurprisingly, two of the biggest areas we noticed were previous trends that are showing no signs of slowing down: gummies and agelessness. While we’ve spoken about both at length, their positioning and the conversations surrounding them raised questions which we haven’t necessarily touched on before.
Specialised or diverse? A gummy brandscape breakdown
Do brands specialise in one gummy category or do they provide a diverse range of gummy products? Interestingly, only a small number of brands specialise in a single gummy category. Both the European and US/Canadian markets see brands frequently feature three or more gummy categories in their product range with the exception of CBD gummies.
Sports nutrition for all: the evolution of a category
Sports nutrition as a category is one that, traditionally at least, has been stereotyped by bodybuilding and an association to muscle. But as consumers adopt more positive habits and behaviours towards exercise and nutrition, we’re seeing an increased interest in the role and benefits of products that are intrinsically sports nutrition related. As a result, the relevance of the category is broadening at pace. This whitepaper examines how the sports nutrition category is changing and highlights how brands can stay relevant.
Collagen source comparisons: Europe vs North America
Do you know how collagen sources differ between Europe and North America? Let's take a look...
The use of branded actives in gummies
Active ingredients are the main components of a supplement - designed to cause a desired effect(s) on the body. Some supplements contain several actives to achieve multiple health benefits. Going one step further, companies also introduce branded actives to elevate a supplement's quality and price.
Protein prices bucking economic trend
Given the economic instability of recent years, we’ve been surprised to see prices across several protein powder categories drop in the last 12 months. While some of these decreases have only been slight, others have been more significant.
Clear protein flavour trends
Although regular protein powders are a staple for many athletes and gym goers, clear proteins are becoming more popular and provide manufacturers with a great opportunity for flavour innovation, writes Chris Whiting, Business Development Manager for Nutrition at Synergy Flavours.
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