The sports nutrition market is fast becoming a crowded place, but that doesn’t mean it is full - companies just have to look harder to spot the untapped opportunities.
One area that is woefully under-served is endurance sports nutrition. Endurance sports like triathlon or running are growing, yet specific nutritional support has still potential to be explored further.
The majority of endurance nutrition products on the market today are carbohydrate-based energy options which deliver fast-acting fuel to muscles during exercise, helping to replenish energy levels and delay fatigue. Whilst these have a short-term role to play as instant energy-givers, they don’t do anything to improve condition and performance over the longer term.
There is scientific consensus that protein requirements are elevated in endurance athletes, yet there is a huge gap in the market for products that fulfil this need. Endurance athletes wanting to up their protein intake generally have no choice but to reach for one of the many protein supplements formulated for body shaping and muscle building.