Sports & Energy

By Andrew Goldman, Nutricap Labs The past few years have seen some phenomenal leaps and bounds in the sports nutrition supplement industry. Until a few years ago, the industry was catering to a marginalized section of consumers'”mainly those in the field of professional sports and athletics. This is no longer true. A major driving factor that has forced the industry to extend its boundaries is the fact that the average consumer now knows and believes that exercise and fitness are key to health, wellness, and longevity.

Daily intake of a melon juice concentrate may help to lessen stress and fatigue, according to a new study published in Nutrition Journal. A pilot study tested the effects of oral supplementation with a supplement containing Extramel, a proprietary freeze-dried melon juice concentrate that is rich in antioxidant superoxide dismutase (SOD) enzymes. SOD enzymes are thought to fight against oxidative cell damage, which several studies have linked to perceived feelings of stress.

Energy drinks/shots manufacturers are having difficulties attracting new customers, despite a 136% increase in sales from 2005 to 2009, says the research firm Mintel (Chicago). In fact, 74% of those surveyed say they don...t consume energy drinks/shots and 69% of those non-users are not interested in trying them.

Here’s a look at some ingredients making moves in the sports market.

Aside from scientific ingredients that are still being innovated, there’s always room for a simpler product-if marketed correctly.

When it comes to improving energy, dietary supplements tend to work in a familiar home: the mitochondrion. The so-called powerhouse of human cells is where the adenosine triphosphate (ATP) cycle occurs; without it, we would not convert food into energy, and our muscles and organs would not function properly.

The baby boomer generation may be associated with cultural revolution and a redefinition of traditional values. However, as the oldest of this generation move through their sixties, most will face the same health concerns that have dogged several generations of their predecessors.

Botanical Wisdom has introduced its line of therapeutic botanical products that are 100% plant-based. The company says that its products offer enhanced potency thanks to its patented extraction method, called Bio-Enhanced Extraction-a process that does not expose raw materials to high pressure, high temperatures, or alcohol. New products include Natural Energy Now, designed to promote cellular production of energy; Quickly Calm, to relieve tension and stress and promote sleep; and Relax & Unwind, a topical lotion formulated to relieve pain from fibromyalgia and sore muscles.

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Manufacturers of energy drinks and energy shots may be finding it challenging to attract new customers in the United States, according to market researcher Mintel International’s recent survey. Despite a 136% increase in market sales from 2005 to 2009, a large segment of consumers remain uninterested in the category.

As part of the European Food Safety Authority's (EFSA; Parma, Italy) ongoing series of public consultations on health claims guidance, the agency has announced that it will hold a meeting on scientific requirements for gut health and immune function health claims on December 2, 2010, in Amsterdam.

Originally Published Athletic Enhancer

Find yourself suffering from a “food coma” after consuming a big meal? Enzyme specialist National Enzyme Co. (Forsyth, MO) may have a solution. At this weekend’s Natural MarketPlace trade show in Las Vegas, the company will debut ZIP eX2-a new “three-tiered” supplement solution that combines enzymes, herbs, and vitamins to help consumers both increase nutrient absorption and fight the feelings of fatigue that can come from “energy-zapping digestive stress.”

Ingredient supplier Triarco (Wayne, NJ) has launched Aqua 10, a patented water-soluble coenzyme Q10 (CoQ10) powder designed for optimal dry and liquid blending. CoQ10 can be difficult to incorporate in beverages and other products because of its molecular weight and characteristic solubility-factors that can also hinder bioavailability, says the company. It says that Aqua 10 demonstrates approximately 50% better absorption when compared with typical CoQ10.

Originally Published <a data-cke-saved-href="/sites/beta.nutritionaloutlook.com/files/articlelist.php?issueid=60" href="/sites/beta.nutritionaloutlook.com/files/articlelist.php?issueid=60" "="">NO May 2010

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