In this interview, Mark LeDoux, Chairman and CEO of NAI, explains what brands need to know about marketing for female demographics and the broader applications of performance ingredients.
For decades, sports nutrition research centered almost exclusively on male athletes — leaving a critical gap in understanding how key ingredients perform for women. That gap may finally be beginning to close, as more female-specific research,
Natural Alternatives International (NAI) sits at this intersection—translating the emerging interest in the female-specific demographic into practical marketing strategy, along with other innovations in active nutrition ingredients. In this Q&A, Mark LeDoux, Chairman and CEO of NAI, discusses what new research means for supplement brands targeting the growing active-nutrition market for women, how regulatory credentials like NDI status create shelf differentiation, and where carnosine synthesis is headed next — from sports performance to GLP-1-era muscle preservation and healthy aging.
Nutritional Outlook: For years, the sports nutrition industry has relied on clinical data skewed toward male cohorts. From NAI's perspective, how significant is a new shift toward female-focused clinical validation, and how should supplement manufacturers use this data to capture the growing active nutrition market for women?
Mark LeDoux: Historically, sports nutrition research has disproportionately focused on male participants, making robust clinical data in women a relatively recent but important development. This shift presents a significant opportunity for ingredient suppliers and brands to better understand and serve the growing active nutrition market for women.
Similar to the progress seen with creatine, clinical studies evaluating beta-alanine supplementation in women have expanded our understanding of its potential benefits for female athletes, active women, and broader women's health and wellness. These studies have also prompted researchers to explore new questions, such as the potential role of beta-alanine across different stages of menopause, creating opportunities for future innovation and the development of co-formulated products tailored to women's health.
Just as importantly, this growing body of evidence should shape how ingredient manufacturers and brands communicate with female consumers. Conventional beta-alanine can produce paresthesia—a temporary tingling sensation that some users find uncomfortable. TriBsyn beta-alanine uses proprietary Hydro Oleo technology to essentially eliminate paresthesia, offering a differentiated solution that may appeal to women seeking both performance benefits and a more comfortable supplementation experience. By combining female-specific clinical evidence with consumer-focused innovation, brands can better connect with this expanding market while delivering products backed by both science and user experience.
For more on this topic, check out this video and Dedicated Dialogue on beta-alanine's future in health and wellness and register for the upcoming webcast A New Level of Performance: How CarnoSyn® 4X Opens Doors in Sports Nutrition, taking place August 11, 2026.
Nutritional Outlook: Original CarnoSyn is positioned as the only beta-alanine backed by New Dietary Ingredient (NDI) status with the FDA, alongside self-affirmed GRAS status. For brands and contract manufacturers looking to stand out on retail shelves, how do these specific certifications translate into a competitive advantage?
Mark LeDoux: The supplement industry has experienced a resurgence of interest in established ingredients for new consumer groups and applications, such as electrolytes for everyday use and ingredients that support vitality and healthy aging. At the same time, new active ingredients are entering the market at a rapid pace. In this environment, brands and consumers increasingly value ingredients supported by a strong regulatory and scientific foundation. A New Dietary Ingredient (NDI) notification demonstrates that a manufacturer has submitted safety data to the agency supporting the ingredient's intended use. Combined with self-affirmed GRAS status, these designations help reinforce confidence in an ingredient's safety and quality.
For brands and contract manufacturers, these distinctions can provide a meaningful competitive advantage by demonstrating a commitment to regulatory compliance, transparency, and responsible ingredient stewardship. Clearly communicating what these designations represent helps differentiate products in a crowded marketplace and builds trust with retailers, formulators, and consumers.
CarnoSyn is the only beta-alanine supported by both an NDI notification and self-affirmed GRAS status. At NAI, trust is the foundation of our business, which is why TriBsyn, our beta-alanine ingredient for health and wellness applications, is formulated using ingredients with self-affirmed GRAS status.
Nutritional Outlook: TriBsyn aligns with daily wellness support, requiring a lower daily dose and formulation-friendly profile without paresthesia. What specific delivery formats might brands use to capture this market?
Mark LeDoux: One of the greatest strengths of TriBsyn is its exceptional stability in ready-to-drink (RTD) beverages, including protein-based, saline, dairy, and carbonated formulations. This versatility enables brands to develop convenient, shelf-stable products that integrate seamlessly into consumers' daily wellness routines. Beyond RTDs, TriBsynis also well suited for a variety of delivery formats, including powdered drink mixes, stick packs, capsules (enabled by its low efficacious dose), and other functional nutrition products.
The low effective daily dose of TriBsyn and its ability to essentially eliminate paresthesia further expand formulation opportunities. It can be combined with BCAAs and electrolytes in sports performance and recovery beverages, with protein to support muscle health and healthy aging, or with adaptogens and functional mushroom extracts in products designed to promote cognitive wellness and stress resilience. This formulation flexibility allows manufacturers to create differentiated, multi-benefit products that address a broad range of consumer health and wellness needs.
Nutritional Outlook: Looking ahead over the next few years, how do you see the core consumer demographic changing? Specifically, what role could carnosine synthesis play in non-athletic trends like GLP-1 weight-loss muscle preservation, healthy cognitive aging, and daily cellular vitality?
Mark LeDoux: The core consumer is expanding well beyond competitive athletes. Today's consumers are increasingly focused on healthy aging, metabolic health, weight management, cognitive performance, and maintaining an active lifestyle throughout life. They are also more informed about ingredients and expect products to be supported by credible science.
For individuals using GLP-1 medications or other weight management programs, preserving lean muscle mass has become an important consideration. This is especially true during rapid weight loss. Reduced caloric intake may also contribute to lower energy levels and inadequate protein and nutrient intake, increasing interest in supplements that support muscle health, physical function, and overall wellness.
By increasing muscle carnosine levels, TriBsyn supports muscle performance and helps reduce muscle fatigue, benefits that may be particularly relevant for individuals seeking to remain active while managing their weight. Beyond sports nutrition, emerging research into carnosine's role in healthy aging, cognitive function, and cellular health suggests opportunities for broader wellness applications. As consumers increasingly seek multifunctional ingredients that support everyday vitality across all stages of life, carnosine synthesis represents an exciting platform for innovation well beyond athletic performance.
