Company insight
he democratisation of sports nutrition continues to gather pace – it’s no longer limited to professional athletes alone. Thanks to the power of social media influencers and the expanse of information readily available online, more people are learning about the importance of exercise and nutrition for healthy lifestyles. As a result, the buzz around solutions for mobility and muscle support is surging across all age groups – one in four consumers say they are likely to purchase products that promote joint health and mobility in the future. For supplement manufacturers, this presents an exciting opportunity to develop innovations that can cater to this expanding market and help fitness enthusiasts raise the bar. One ingredient that stands out in this space is methylsulfonylmethane (MSM), an organic sulphur-containing compound that plays an important role in the body, providing a wide range of benefits such as skin, joint and muscle health. Balchem has three top strategies to help brands stand out in the sports nutrition market, leveraging its industry-leading source of MSM, OptiMSM.
Build trust with science Today’s consumers are proactive, informed and discerning – on a mission to find scientifically proved products in a sea of supplements. This means that prioritising ingredients backed by robust research is essential for brands to distinguish themselves – building trust and empowering individuals with the knowledge to make informed choices. OptiMSM can help meet consumer expectations, with numerous studies showing how supplementation with MSM supports everyday athletes by promoting exercise recovery, reducing the markers of post-exercise muscle damage, supporting joint structure and function, and helping to maintain the quality of life.
What sets OptiMSM apart is the quality Ingredients Insight /
www.ingredients-insight.com
A winning formula T
of its MSM. OptiMSM is the only manufacturer using a four-stage distillation process, which is the most efficient way to remove impurities. This ensures that OptiMSM is the purest brand of MSM on the market. In fact, a recent study revealed how this powerful ingredient can improve overall joint health with just a low daily intake of 2g. What’s more, this was the first trial conducted on healthy adults for joint health, revealing that the benefits of MSM extend beyond what was previously thought possible.
Convenience is king for consumers on the move As gyms fill up, running clubs grow and more people adopt an active lifestyle, traditional athlete-centric sports nutrition is going into the mainstream and the demand for solutions that support muscle and joints, while also fitting into busy routines, is growing. This presents a great opportunity for brands looking to expand their reach and extend their portfolio with new delivery formats. Adding joint health claims to convenient, on-the go solutions, such as fortified foods and beverages, for example, can be key to appealing to diverse demographics – from marathon runners chasing new records to weekend warriors trying to maintain a healthy lifestyle. Balchem’s OptiMSM is the perfect partner
Jessica Arnaly, senior marketing and business development manager at Balchem Human Nutrition and Health, writes about making moves in sports nutrition with OptiMSM.
Sports nutrition is now for everyone, not just professional athletes.
for manufacturers looking to innovate. With exceptional formulation versatility, OptiMSM enables the development of diverse product formats – from capsules and tablets to powders and ready-to-drink shakes – that can be seamlessly integrated into our everyday lives.
Formulating winning combinations The sports nutrition market is expanding with the emergence of innovative products that deliver multiple health benefits at once, going beyond muscle gain alone. While staples like protein powders and creatine have long dominated, the future calls for fresh innovation – and solutions that offer both joint and muscle support could be a promising avenue for exploration. Ingredients like glucosamine, chondroitin sulphate and type II collagen are well-known in this space, but how can brands gain a competitive edge? By combining OptiMSM with other proven mobility enhancers, brands can create solutions with superior effectiveness, ultimately delivering maximum value to consumers while helping brands stand out.
One thing is certain, this is an exciting time for innovation in sports nutrition, with the market poised for growth. ●
www.balchem.com/hnh/mn/optimsm 19
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