Gone are the days of athletes loading up with artificially sweetened performance-enhancing powders to get bigger, faster, and stronger.
Athletes are now looking beyond just better performance from their sports nutrition products—they’re looking for natural, nutritious ingredients that are safe and good for their health.
According to market research firms such as Mintel and Euromonitor, the demand for “cleaner” sports nutrition supplements has resulted in part from more consumers engaging in everyday athletic activities (1-3).
The movement toward safer products has also grown out of a distrust of products that advertise enhanced performance while either using ingredients in unsafe dosages or dosages that are not scientifically tested.
In a few cases, some products haven’t historically contained the levels of ingredients as claimed on their labels, or they may have even been adulterated with unsafe ingredients or substances banned by the U.S. Food and Drug Administration and the World Athletic Doping Association.
The Need for Safe, Evidence-Based Products
Nowadays athletic consumers are more informed than ever and are demanding more from the products they purchase, insisting that they contain only ingredients in safe dosages that are backed by science.
Athletes are also taking notice of natural ingredients and quality standards that ensure that the products they consume daily are effective, safe, and have accurate product labels.
As it comes to sports, athletes want what will give them a competitive edge, but these days they don’t want to sacrifice their health to get it.
The informed athlete understands that they shouldn’t have to rely on supplements that are artificially sweetened or flavored, but should seek to use sports nutrition products to correctly balance macronutrients—such as protein, carbohydrates including sugars, and fats—during the day and to use nutrient timing to optimize their training, competitiveness, and performance.
General guidelines for athletes regarding the correct intake of macronutrients are more easily found than ever using online resources such as “Nutrition and Athletic Performance,” a position paper from the Dietitians of Canada, the Academy of Nutrition and Dietetics, and the American College of Sports Medicine (4).
Athletes are increasingly aware of the timing of carbohydrate intake, for example, in relation to athletic training to improve quality workouts, as well as use of quality protein after workouts to fuel better athletic recovery.
Ingredients such as creatine and nitrates are also sought after by athletes at levels aligned with the scientific research demonstrating their use in boosting power and endurance, while avoiding high doses that come with side effects such as cramping or bloating.
Isagenix AMPED Sports Line
Isagenix took notice of these consumer trends when the company decided to launch the AMPED™ sports nutrition line in early 2016—trends such as safe and natural ingredients, safe dosages, and nutritious combinations that can be used on a daily basis.
The AMPED line is built on the foundation of proper macronutrient intake and nutrient timing for athletes who are seeking out the specific goal of better performance—whether that is endurance, power, or strength gains.
The AMPED products are backed by a no-compromise quality guarantee ensuring safety evaluation that includes testing for heavy metals and potential adulterants in products, as well as efficacy evaluation, including testing to ensure that dosages of ingredients are correct as claimed on labels.
No artificial ingredients, unsafe ingredients, or banned ingredients are used in any of the AMPED products.
Lastly, Isagenix has made the commitment to funding scientific research into its performance products. The commitment serves to support the consumer’s demand for continued development of advanced products as science in athletic performance continues to advance for cutting-edge performance.
- Menayang A. Mainstream consumers are eyeing sports nutrition more and more. Food Navigator. Available at: http://www.foodnavigator-usa.com/R-D/Mainstream-consumers-are-eyeing-sports-nutrition-more-and-more
- Mintel. Food Packaging Trends: Spotlight on Food Labeling. August 2015.
- Schmidt C. Clean label and open label gain traction in sports nutrition non-protein products. 2014 March 26. Available at: http://blog.euromonitor.com/2014/03/clean-label-and-open-label-gain-traction-in-sports-nutrition-non-protein-products.html
- Dietitians of Canada, the Academy of Nutrition and Dietetics, and the American College of Sports Medicine. “Nutrition and Performance.” February 2016. Available at: https://www.dietitians.ca/Downloads/Public/noap-position-paper.aspx