Not just for athletes: Healthier lifestyles attracting mass consumers to sports nutrition
Sports nutrition recovery mixes, protein bars and pre-workout shakes are becoming popular among a consumer well beyond core vein-popping gym rats. As more Americans wrestle with the cost of their health care, they continue to gravitate toward better lifestyle choices. This means these niche products that were at one time only purchased by body builders and serious athletes have become appealing to the mainstream consumer.
“Everyone wants to look better,” said Scott Dicker, SPINS nutrition researcher. “More people [are] looking to stay active, and as evidenced by the sales, are turning to sport-centric products to help get them stronger, faster and in better shape.”
This “sportification” of nonathletes has helped drive sales up across all supplements with a sports focus, he said. “The large conventional channel growth really reinforces our top sales driver [theory], that sports supplements have moved from the niche to the mainstream,” Dicker said. “With the trends for sports nutrition often starting in the natural channel, the high percentage of natural channel growth is a good indicator for future continued cross-channel growth.”
Cleaner, easier-to-read labels that provide full discloser on ingredients and amount of ingredients is one of the trends contributing to sales growth. “Today, it is just as likely a soccer mom will come in and buy protein for her morning smoothie for [her] general health benefit, as it is for an athlete to come in for protein to help with muscle recovery,” Dicker said.
“Consumers are looking for cleaner labels,” he said. “Which means no more proprietary blends [and] higher nutrition quality in their proteins [as can be found in] grass-fed whey and plant-based proteins.”
Bloomberg: FDA reorganizes to optimize industry oversight
NEW YORK — The Food and Drug Administration is reorganizing its field team within the FDA’s Office of Regulatory Affairs with a new focus on specific product areas vs. oversight of activities based on geographic regions, Bloomberg reported Monday.
The refocusing “will make our field programs more modern and responsive to today’s threats and challenges, while making sure that we are taking a risk-based and science-based approach to our work,” reported Scott Gottlieb, now one week into his new role as FDA commissioner, in an internal memo obtained by Bloomberg. “We need to make sure that we are achieving the greatest degree of consumer protection with the resources that we have."
The Natural Products Association on Tuesday expressed its support of the reorganization and applauded commissioner Gottlieb for his efforts to modernize the agency.
“The most effective way to oversee the supplement industry is to enforce the current law and aggressively pursue criminals that break it,” stated Dan Fabricant, president and CEO of NPA. “We applaud Dr. Gottlieb’s commitment to modernizing the FDA and making it more responsive to the consumers and manufacturers of dietary supplements and natural products.”
The initiative was proposed four years ago, with implementation set to start this month, Bloomberg reported.
Single application earwax removal solution launched through Amazon
FORT WORTH, Texas — Eosera on Tuesday launched their earwax dissolving product, Earwax MD, through Amazon Exclusives. The product comes in two sizes, a kit that includes a 15mL bottle and rinsing bulb, and a single 15mL bottle only.
"When I met with Amazon, we decided it would be wonderful to launch with them because they reach all consumers," stated Elyse Dickerson, CEO Eosera. "Our earwax solution will help people worldwide and Amazon is the first step. By bringing this novel innovation to market, our goal is to improve the lives of both doctors and patients by saving people time and money."
The product was first introduced to hearing aid centers and audiologists in April.
According to Eosera, Earwax MD is the healthcare industry's first earwax impaction solution to safely and effectively dissolve wax blockage in a single application. "Instead of having to dig out earwax, audiologists and hearing aid centers can now fit patients for hearing aids in one visit," she said.