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Fuelling the Olympic spirit: Top 10 sports nutrition trends and innovations of 2024
Phoebe Fraser

Phoebe Fraser

26 July 2024

Fuelling the Olympic spirit: Top 10 sports nutrition trends and innovations of 2024

With the Olympics kicking off in Paris today, it's the perfect time to explore the latest sports nutrition trends revolutionising the industry. This year, the focus is on groundbreaking solutions that boost performance and support overall wellbeing. Join us as we unpack the dynamic trends that are shaping the sector and unveil our top new product launches – setting the stage for peak athletic performance in 2024.

Once every four years, the Olympic Games unite the world in a celebration of athletic excellence and international sportsmanship. Today, the prominent event returns to the city of Paris in France.


The tradition of the modern Olympics began in 1896 in Athens, Greece, reviving the spirit of the ancient games and igniting a global passion for sport. With anticipation building, the world eagerly awaits the moments and inspiring stories the 2024 Paris Olympic Games will undoubtedly deliver.


The Olympics also serve as a powerful reminder that health, wellness and nutrition are essential for achieving peak fitness and optimal performance. Athletes put their bodies through rigorous training regimens, but equally important is their commitment to sports nutrition. Proper nutrition fuels their intense workouts, aids recovery and enhances overall capability.


One prominent trend in the sports nutrition sector is the advent of rapid rehydration solutions. These products are designed to quickly replenish electrolytes and essential nutrients, aiding in faster recovery and sustained performance. Their effectiveness makes them a staple in many athletes' nutrition regimes.


Plant-based nutrition is also gaining substantial traction. Advances in food technology have improved the taste and texture of vegan and vegetarian options, making them more appealing to a wider audience. This shift is driven by health consciousness and environmental considerations, reflecting a broader trend towards sustainable and ethical consumption.


Additionally, gut health is being recognised for its role in overall physical performance, with new products incorporating pre-, pro- and post-biotics to support a healthy gut-muscle connection.


These patterns highlight a holistic approach to sports nutrition, where performance enhancement is balanced with overall health and sustainability. Below, we explore the top ten sports nutrition launches, showcasing the industry's dedication to enhancing athletic performance through innovative products.


 

Top sports nutrition trends and innovations of 2024

New brand launch: Cadence performance hydration


Ross MacKay, founder of plant-based food start-up Daring Foods, teamed up with fellow CPG entrepreneur George Heaton to introduce a new functional beverage and nutrition brand, Cadence.


Cadence is a ‘first-of-its-kind’ mineral salt beverage, specifically designed for effective hydration, peak performance and maximised recovery. The electrolyte drink features a precise formulation of mineral salts, including 500mg of sodium chloride, 295mg of magnesium lactate and 190mg of potassium chloride.


The zero-calorie, natural, caffeine-free and vegan-friendly sodium drink has a citrus flavour.


Read more here.


 
Top sports nutrition trends and innovations of 2024

Blender Bites teams up with Orgain on post-workout smoothies


Frozen functional beverage company Blender Bites partnered with Orgain, a plant protein powder brand, to introduce a protein-enhanced smoothie, Superberry Sport 1-Step Smoothie.


The USDA-certified organic blend includes plant-based protein, tart cherry, maqui berry, goji berry, turmeric and B vitamins and is aimed at supporting muscle recovery.


Read more here.


 

Top sports nutrition trends and innovations of 2024

MyProtein and Hyrox partner on new sports nutrition range


MyProtein expanded its partnership with fitness competition Hyrox, launching a new product range that aims to meet the needs of the ‘hybrid’ athlete.


The MyProtein x Hyrox range was curated to support a hybrid workout schedule and help consumers maximise their training throughout all stages – pre-workout, intra-workout and post-workout.


Six new products are debuting as part of the offering, from energy gels to re-fuel bars, backed by research undertaken to create the ‘most impactful’ formulations. MyProtein’s team sought insights from Hyrox’s athletes to ensure the exclusive range fulfilled all training requirements for those competing.


Read more here.


 

Top sports nutrition trends and innovations of 2024

Ghost and Oreo unveil mint cookie-flavoured protein powder


US sports nutrition company Ghost partnered with Mondelēz's Oreo brand on a new protein powder: Ghost Whey x Oreo Mint.


The new protein powder features Oreo cookie pieces and a sweet mint flavour, combined with a premium 100% whey protein blend that includes natural digestive enzymes. Each serving delivers 25g of protein and can be consumed at various times throughout the day, including post-workout and before bed.


Read more here.


 

Top sports nutrition trends and innovations of 2024

Pure Protein introduces all-in-one protein powder for GLP-1 users


1440 Foods' protein brand Pure Protein launched a new supplement specially crafted for people using GLP-1 medications for weight loss.


All In One Protein Powder blends whey protein, collagen and fibre, simplifying consumers' daily nutrition in one scoop. Each serving contains 25g of protein, 10g of collagen, 6g of fibre and 14 vitamins and minerals.


Available in two flavours, Creamy Vanilla and Rich Chocolate, the new powder is positioned as a convenient and affordable way to address the side effects of nutrient deficiency that some users of GLP-1 medications experience.


Read more here.


 

Top sports nutrition trends and innovations of 2024

Wtrmln unveils ‘ultra-hydrating’ watermelon lemonade


Cold-pressed watermelon juice brand Wtrmln Wtr, owned by Caribe Juice, unveiled its latest innovation: Wtrmln Ade, an ‘ultra-hydrating’ lemonade made with real watermelon.


Wtrmln Ade is described as a ‘first-of-its-kind’ clean cold-pressed sport lemonade, with at least 600mg of electrolytes in each bottle. Watermelon is naturally packed with electrolytes, especially potassium, as well as l-citrulline, an amino acid that aids in muscle recovery post-workout, and lycopene, an 'antioxidant powerhouse'.


Read more here.


 

Top sports nutrition trends and innovations of 2024

Beam Be Amazing adds Dole Whip flavours to protein powder and pre-workout line


Supplement maker Beam Be Amazing introduced two new products featuring the well-known Dole Whip flavours: Beam Be Amazing Dole Whip Strawberry Vegan Protein Powder and Dole Whip Pineapple Pre-Workout Powder.


Created to offer health-conscious consumers a way to enjoy the nostalgic Dole Whip taste, Dole Whip Strawberry Vegan Protein Powder contains 20g of protein per serving, with zero sugar, added prebiotic fibre and 130 calories. It is also gluten- and soy-free. Dole Whip Pineapple Pre-Workout Powder, meanwhile, is fortified with three trademarked ingredients and is naturally flavoured and coloured.


Read more here.


 

Top sports nutrition trends and innovations of 2024

Protein Works spices up protein shake category with latest launch


UK protein brand Protein Works launched a new chilli and mango protein shake, a limited-edition flavour available as part of its Vegan Wondershake range.


The sweet and spicy flavour is the result of a competition carried out by Protein Works, in which over 1,400 members of the public submitted their favourite ‘weird and wonderful, guilty pleasure’ flavour combinations.


Read more here.


 

Top sports nutrition trends and innovations of 2024

Myprotein releases readymade protein pancake range


UK-based pastry and dough manufacturer BakeAway teamed up with Myprotein on a new range of readymade chilled protein pancakes.


Each high-protein pancake pack contains 25g of protein, 95.5 calories and 2.8g of fat, and is designed to “taste like a treat, while keeping you on track with your nutrition goals”. Available in cocoa and plain variants, the Myprotein pancakes can be pan-heated, microwaved or warmed in the oven, offering a convenient treat or meal for consumers with busy lifestyles.


Read more here.


 

Top sports nutrition trends and innovations of 2024

SCI-MX expands product portfolio with clear whey launch


UK-based sports nutrition brand SCI-MX added a new clear whey protein isolate to its line-up of high-protein products.


Packed with 21g of protein, the new product – which provides an alternative to traditional milky protein powder – is available in Tropical Island Punch and Apple & Blackcurrant flavour varieties. The new isolate is less than 90kcal per serving and is said to be a “lean protein formula,” containing more than 90% whey protein and zero fat.


Read more here.


 
Header image: ©vwalakte via FreePik. Image is AI-generated
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