Consumer interest in functional foods and supplements has grown considerably. This reflects a greater awareness of the importance of a healthy and balanced lifestyle. This trend has driven the sports nutrition and nutraceuticals market, with consumers increasingly attentive and motivated to manage a routine that brings health benefits, physical and mental performance, and well-being.
After the pandemic, this interest in “healthy” intensified. This indicates that self-care, grown during isolation, resulted in a significant change in consumption habits and awareness.
Increased Demand for Healthy and Functional Products
The market now faces the challenge of creating products that not only provide health benefits, but which are also pleasant to the palate. Consumers' sensory expectations have increased, and the presence of aromas in formulations is essential to ensure acceptance and loyalty to the product.
Consumers are willing to pay more for products that offer functional appeal, such as proteins and vitamins. However, they hope that this quality does not compromise the sensory experience. Aroma plays a crucial role in attracting and retaining these consumers, becoming a key factor in the success of products.
Flavor Trends in Sports Nutrition and Nutraceuticals
The aroma industry is always aligned with market trends and consumer demands. to follow, we highlight some important trends:
- Comfort Food with a Healthy Twist: Nostalgic flavors, like chocolate, vanilla and red fruits, remain popular. These flavors are revisited in healthier versions, like desserts inspired by these tones, for example, strawberry milkshake or brownie with ice cream.
- Innovative Sensory Experiences: There is a growing search for multisensory experiences. That way, products that combine contrasting textures with unexpected flavors, like sweet and spicy, are attractive to consumers who want something beyond the basics.
- Flavors Inspired by Nature: Products with natural appeal, that lead to a healthy lifestyle, are on the rise. Exotic fruits, super fruits, café, passion fruit, and flavors rich in vitamin C, like lemon and orange, are good examples when combined with functional ingredients.
- Pleasant Hydration: Drinks with refreshing flavors, that provide a pleasant experience and are aligned with the proposed benefits, such as muscle recovery or increased energy, have been well accepted. Aroma plays a key role in both defining flavor and masking unwanted flavors of some active ingredients..
Finally, It is clear that the sports nutrition and nutraceuticals market is expanding, and the use of special aromas can be the difference in attracting and retaining demanding consumers.
Learn more about these products and their benefits.Contact Barentz.