Will We See More Enhanced Protein Formulas Hit the Market?
When you look at the industry today, protein makes up a huge part of the overall sales. It’s hard to refute that fact. But over the years, the protein market has been somewhat vanilla (pun intended) with not a lot of innovation other than new unique flavors and collaborations with companies outside the supplement industry (such as candy and ice cream markets). Slowly new innovation is hitting the market and it’s something I feel could be the future of the category. Will we see enhanced protein formulas being the next big thing?
Look at some brands like Cytosport and BSN. BSN has a protein powder (Isoburn) with a thermogenic in it to help not only add and support muscle mass but also help minimize and reduce body fat. Then you have a brand like Cytosport launching a protein powder (Sleeping Giant) that supports quality sleep as well as lean muscle mass (think of it as a night-time protein formula). Quite honestly, I like the idea of both of these products and have the BSN Isoburn sitting on my desk (I use it once a day) and the Cytosport Sleeping Giant in my pantry which I use at night. Are these types of products a good thing or a bad thing? Let’s take a deeper dive into my thoughts on enhanced protein formulas.
Disclaimer: This article is for informational purposes only and is not meant to treat or diagnose any condition. It is recommended that you speak with your doctor before starting any exercise program, changing your daily nutrition, or adding any supplements to your regimen.
Far Too Many Protein Powders Are the Same Today
Protein powders have long been a staple in the fitness and nutrition world, offering a convenient way to boost protein intake and support muscle growth and recovery. However, the protein powder market has become saturated with numerous options claiming to offer the same benefits. Many consumers may perceive protein powders as interchangeable products, assuming that they all deliver similar results.
In reality, not all protein powders are created equal, and advancements in protein formulation have paved the way for enhanced products that can provide additional benefits beyond basic protein supplementation.
Through cutting-edge research and innovation, manufacturers have developed protein powders with enhanced formulas that offer more than just protein. These advanced protein blends incorporate a variety of ingredients aimed at maximizing the nutritional value and performance benefits of protein supplementation.
Enhanced protein formulas may include:
- Additional Nutrients: Some protein powders are fortified with vitamins, minerals, and antioxidants to support overall health and well-being. These added nutrients can complement the protein content and provide additional nutritional support.
- Digestive Enzymes: Digestive enzymes such as proteases, amylases, and lipases are sometimes included in protein powders to enhance digestion and absorption. This can help improve nutrient utilization and reduce digestive discomfort commonly associated with protein supplementation.
- Probiotics: Certain protein powders contain probiotics, beneficial bacteria that support gut health and digestion. By incorporating probiotics into protein powders, manufacturers aim to promote a healthy gut microbiome and improve nutrient absorption.
- Functional Ingredients: Many enhanced protein powders include functional ingredients such as branched-chain amino acids (BCAAs), creatine, glutamine, and collagen peptides. These ingredients are thought to provide specific benefits such as muscle recovery, energy production, and joint support.
- Customizable Formulas: Some protein powders allow for customization based on individual preferences and goals. Consumers can choose from different protein sources (e.g., whey, casein, plant-based) and flavors, as well as adjust the macronutrient profile to meet their specific needs.
By opting for protein powders with enhanced formulas, individuals can potentially maximize the benefits of protein supplementation and address their unique nutritional requirements. However, it’s important to note that the efficacy of these products may vary, and it’s advisable to consult with a healthcare professional or registered dietitian before incorporating any new supplements into your regimen. Additionally, quality, transparency, and third-party testing should always be considered when selecting a protein powder to ensure safety and effectiveness.
Enhanced Protein Formulas — A Good or Bad Thing?
I’m going to play both sides of the fence here as I see both positives and negatives to enhanced protein formulas. Let’s start with the positives. Innovation. Plain and simple. There’s nothing sexy or special about protein powders. Sure, you have different blends, different sources of protein, etc., but overall there’s nothing to truly hype when it comes to protein powders. The general public knows the purpose of protein and protein powder, and it’s fairly (dare I say) boring.
Having enhanced protein formulas can add a sense of excitement to a very bland category. What BSN and Cytosport have done should be commended. They are looking at the bigger picture and a long-term play. And personally, I don’t think they are done launching innovative and enhanced protein formulas. People who use protein powder could be using a thermogenic. Seems reasonable to combine them. People have issues sleeping at night and use sleep aids. They also use things like casein protein to help them stay anabolic during their fast as they sleep. Makes sense to combine them. It’s smart.
Related Article: Utilize Advanced Protein Powder Formulas for Better Results
What’s next? Who knows? Maybe nootropics in protein powder? Different stimulant blends that would allow the protein to be used pre-workout to not only help breakdown and use the amino acids but to also supply an energy enhancement? CBD is getting hot lately. Maybe a protein powder that includes CBD?
When it comes down to it, anything is possible. But the deciding factor is if the product would be in demand and would consumers buy it? You want to strike when there’s a buzz surrounding new ingredients, new profiles, etc. But will the market accept such a product, especially one that is included with protein? That’s for all of you, as consumers, to decide. Personally, I’d like to see some newly enhanced protein formulas come out. As mentioned earlier, I utilize Cytosport Sleeping Giant and BSN Isoburn daily. So, my hand is raised for more innovation in the category. But not everyone is going to agree with me so let’s look at the other side of enhanced protein formulas.
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