The Evolution of Sports Nutrition: From Elite Athletes to Average Joes
When it comes to sports nutrition products, the landscape has shifted dramatically over the years. What was once primarily focused on hardcore athletes has now expanded to include a much broader demographic, including weekend warriors, yoga moms, and even office workers. This trend, dubbed the “sportification” of non-athletes, has been driven by the increasing demand for sports nutrition products among the general population.
One of the key drivers of this trend is the role of technology, particularly artificial intelligence (AI), in the development of products and the conduct of research. Scott Dicker, senior director of market insights for SPINS, highlighted how AI has revolutionized the way manufacturers create products for the average Joes and how researchers study their effects.
Marc Moulin, PhD, director of clinical services for KGK Science Inc., emphasized the advantages of studying non-athletes over elite athletes. Non-athletes often have more room for improvement, making them ideal subjects for studying the impact of sports nutrition products on performance. However, studying non-athletes comes with its own set of challenges, such as ensuring the intensity of workouts is appropriate for the participants.
Susan Hewlings, PhD, senior vice president of research affairs for Radicle Science, discussed the role of athletes and bodybuilders in shaping trends in sports nutrition. While non-athletes are an important market segment, athletes and bodybuilders still play a significant role in driving innovation and influencing consumer preferences.
The Role of Technology in Sports Nutrition Research
One of the key advancements in sports nutrition research is the use of technology to improve clinical trials. Susan Hewlings highlighted how machine learning, home test kits, and wearable devices have transformed the way researchers collect and analyze data. Machine learning, in particular, has enabled researchers to detect patterns, make predictions, and recruit study participants more effectively.
According to Scott Dicker, the adoption of fitness-tracking wearables and AI chatbot tools is on the rise among Gen Z and millennials. These tools not only help consumers track their fitness goals but also provide valuable insights into new products and trends in the sports nutrition industry.
The Role of AI in Clinical Trials
AI has the potential to revolutionize clinical trials by reducing bias, improving data analysis, and enhancing participant recruitment. Susan Hewlings emphasized the importance of conducting rigorous clinical trials to substantiate claims and build trust among consumers. With the overwhelming amount of information available to consumers, trustworthy and evidence-based claims are essential to stand out in the crowded sports nutrition market.
Overall, the evolution of sports nutrition from elite athletes to average Joes has been driven by a combination of technological advancements, changing consumer preferences, and a growing demand for evidence-based products. As the industry continues to evolve, the role of technology and AI in research and product development will become increasingly important in meeting the needs of a diverse and discerning consumer base.