Beyond the Obvious: Future Innovations in Sports Nutrition
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Springer International Publishing Switzerland 2015. All rights reserved. The global proliferation of sports nutrition brands is emblematic of the size of consumers seeking enhancements through this class of ingestible products. However, a nearly ubiquitous theme of commonality is shared by these products: the compositions are often close to identical, differing only by amount and description, with ancillary alterations in fl avor or packaging. How many branched chain amino acid or whey protein compositions can be birthed? The future of sports nutrition will continue to witness the penetration of multinational (food, beverage, and pharma) brands entering the fray through acquisition, and patent fi lings, which may foster a generic storm or heightened innovation. What remains most compelling is the opportunity for true innovation and pioneering to disrupt the highly duplicative sports nutrition product landscape. Such adventurous excursions may include systematic research/innovation programs that provide novelty, compelling proof of concept, and "real-world" utility; implementation of research methods that provide direct, inferential insights into the bioavailability and metabolism of bioactives; and novel protein/amino nitrogen sources that mimic the biological effects of whey protein.
