Trends in the food and sports nutrition industry: A review

Abstract This revision intends to provide an overview on the major and emerging trends in food and nutrition. Food scientists and dietitians should keep an eye on the trends shaping the food industry in order to understand consumer changes in preferences, expectations and dietary patterns; and to identify those areas that should be added to the research agenda. In addition, to comprehend the major drivers of change in the food industry, global consumer trends are also reviewed in this article. Global concerns are shaping consumer attitudes, and with an easier access to information and an unprecedented consumer power through social media, the food industry should quickly adapt to meet consumer needs. In order to meet these objectives, this review is organized in three different but interrelated sections: global consumer trends, food and nutrition trends, and trends in sports foods and nutrition. This last one is also included due to its influence over food trends, and its significant relevance as a category and food trend.

have an easier access to information, but also an unprecedented power to lobby for change (Euromonitor 102 International's Head of Lifestyles Research, 2017).

104
In this context, and in order to adapt formulas and technologies to consumer needs, food scientists should 105 keep an eye on the major and emerging trends shaping the food industry.  (Radnitz, Beezhold, & DiMatteo, 2015). Nowadays, eating often 206 carries an ideological charge similar to belonging to a political party or football club (Euromonitor, 2015a).

207
In fact, in 2018, 67% of US consumers said that they will be prioritizing healthy or socially conscious food

235
To sum up, consumers are keener on more plant-based, natural, minimally processed, local and seasonal 236 food. According to Euromonitor International Global consumer trends survey 2017, "all natural" is the 237 preferred food attribute, followed by "no artificial sweeteners", "limited or no added sugar" and "does not 238 contain Genetically Modified Organisms (GMO) ingredients". In line with these findings, the following 239 categories are on the rise (Euromonitor, 2017a).

266
In the same year, global free-from foods were valued at US$33bn, and have consolidated as the category 267 with the most dynamic growth in the health and wellness market (Euromonitor, 2017b). Consumers perceive 268 "free-from" offering as healthier, and they associate it to digestive wellness and gut health. For this reason, 269 free-from trend has gone beyond intolerance and allergies, as consumers increasingly focus on foods that 270 may help them to reduce feelings of gas, bloating or more severe gastrointestinal symptoms related to 271 suspected allergies or intolerances (Mintel, 2016), (Kerry Health And Nutrition Institute [KHNI], 2018). As a 272 consequence, "free-from" products, as well as added-benefit ingredients such as probiotics and prebiotics 273 are on the rise. When it comes to the largest subcategory, free-from dairy is leading, due to an increased 274 demand for dairy milk alternatives. It is followed by free-from gluten, which had the largest absolute growth 275 over the period between 2012 and 2017 (Euromonitor, 2017b). In fact, in 2015, 12% of new food products 276 launched in the UK carried a gluten-free claim (Mintel, 2016 originally present to any great extent in the food. Fortification is mostly used to improve nutritional status of 289 a population or to differentiate products providing a competitive advantage. For example, bread may be 290 fortified with omega-3 fatty acids (Gökmen et al., 2011). Nutrients are also usually added to substitute 291 products in order to achieve a similar nutritive value to that in the original product. An example is the addition 292 of calcium to soya-based drinks, which are sold as cow's milk substitute, in an amount equal to milk's 293 natural content (Yazici, Alvarez, Mangino, & Hansen, 1997).

295
On the other hand, naturally healthy products are those that naturally contain active ingredients. An

302
Despite functional food category growth slowing down, this category is still expanding and important, 303 especially in emerging markets, where consumers are seeking functional ingredients linked to a health 304 positioning (Kearney, 2010 Claims such as "all natural", "no artificial sweeteners", "limited or no added sugar", "non-GMO" and 315 "minimally processed" are often included in clean label products (Asioli et al., 2017).

317
In line with the aforementioned global trends, consumers are increasingly mindful of their food and beverage 318 choices. 69% and 52% of worldwide consumers believe, respectively, that products without artificial 319 ingredients, and products with fewer ingredients, are healthier (The Nielsen Company, 2016). For this 320 reason, consumers are willing to pay more for clean label products, whose global sales hit US$165bn in 321 2015 and are projected to reach US$180bn by 2020 (Bizozzero, 2017).

322
Clean label products are no longer a trend but the new norm (Bizozzero, 2017). Ingredient names, and  nutrition trend, but also a category itself, it will be reviewed in detail in the section below.

464
Finally, by way of a summary, Figure 3 shows the global sales of the selected health categories in 2017, skinny", sports nutrition is the fastest growing consumer health category for several years in a row, and it 520 is expected to continue growing at a steady pace in the next years (Mitchell, 2016).

522
Since more people recognize the benefits of sports nutrition products, the category has seen an enormous mainstream, proteins will potentially appeal to millions more in the near future (Euromonitor, 2016). As a 602 result of its reputation as a health-promoting ingredient, natural-containing protein products and protein 603 fortified foods, are also gaining popularity among mainstream consumers.

605
In the sports nutrition category, protein products remain the most demanded, as they offer a convenient 606 way of meeting increased protein requirements without excess calories, fats or sugars. When it comes to 607 the format, protein powder accounted for 70-80% of total protein products and reached US$5,6bn in 2013.

608
However, convenience formats, like ready-to-drink beverages, or protein bars, are growing quickly and 609 reached US$ 766mn and 837mn, respectively, in 2013 (Euromonitor, 2016

649
Plant-based proteins from soy, pea or rice are less common than whey protein, but they are growing quickly 650 and will continue to do so (Euromonitor, 2016 the line between energy/sports drinks, and other drinks or beverages in the non-protein products category.

709
An overview of sports nutrition products' global sales

710
Before moving forward with other trends to look out for in 2020, Figure 4 shows the global sales of the 711 selected sports foods subcategories in 2013, thus reflecting their relative relevance.

713
Other trends to look out for in 2020

714
Nutrient timing is a well-known concept for elite athletes, and casual users' awareness of its importance is

723
Global trends such as transparency, clean labeling and personalization are also impacting sports nutrition.

724
Besides those that have already been discussed before, customized workouts and meals, tailored to 725 preferences and goals, will help optimizing physical activity. "One size fits all" will no longer exist, and 726 appeal for personalized fitness plans and nutrition, will broaden from elite athletes to include casual users

753
Other examples of microencapsulation applications are increased water-dispersibility and bioavailability of 754 hydrophobic ingredients, such as coenzyme Q10 or medium chain triglycerides (Gaonkar et al., 2014). when they are exposed to different environmental conditions like heat, humidity, light and oxygen (Anal & ). There is also a list of those substances that are known 826 or suspected to have adverse effects on health, and the use of which is therefore controlled. As for those 827 substances intended to be used in food supplements, and that do not have a history of safe use in the EU 828 before 1997, which are known as "novel foods", EFSA is requested to provide a scientific opinion on its               to understand consumer changes in preferences, expectations and dietary patterns; and to identify those 38 areas that should be added to the research agenda. In addition, to comprehend the major drivers of change 39 in the food industry, global consumer trends are also reviewed in this article. Global concerns are shaping 40 consumer attitudes, and with an easier access to information and an unprecedented consumer power 41 through social media, the food industry should quickly adapt to meet consumer needs. In order to meet 42 these objectives, this review is organized in three different but interrelated sections: global consumer trends, 43 food and nutrition trends, and trends in sports foods and nutrition. This last one is also included due to its 44 influence over food trends, and its significant relevance as a category and food trend. 45 Introduction 51

Global consumer trends 52
Clean-living and activist consumers 53

Personalization, a trend across all industries 54
Informed and connected consumers are shaping changes 55

Food and nutrition trends 57
Older population growthincreased focus on health care 58 What about non-protein products? 80

An overview of sports nutrition products' global sales 81
Other trends to look out for in 2020 82 Innovation is driving the marketmicroencapsulation as an example 83

Author contributions 91
Abbreviations 92 References 93 have an easier access to information, but also an unprecedented power to lobby for change (Euromonitor 101 International's Head of Lifestyles Research, 2017). scientists, but also dietitians should be aware of the emerging trends that will influence food and nutrition 109 in the coming decades. 110

111
The aim of this review is to provide an overview of the current food trends, identifying the areas that are 112 more prone to development, and thus, that should be added to the research agenda. In addition, due to its 113 influence over food trends, and its relevance as a category and food trend, sports foods and nutrition are 114

Global consumer trends in brief 162
Thanks to the irruption of new technologies, consumers' opinion is more powerful than it has ever been. 163 For this reason, concerns about climate change, health and social responsibility, which are widespread 164 among consumers, may shape changes in business. Other important trends are personalization and shared 165 economy; as well as seeking for experiences or saving time rather than buying products. Finally, millennials 166 will lead the mobile-driven market transformation, as they expect to do everything by using their mobile 167 phone.  With an easier access to information, consumers are becoming more aware than ever of ingredients in their 200 food and their properties. In order to make informed decisions, consumers seek transparency throughout 201 the production process to understand what is in their food and how it was produced (Bjørndal, F o r P e e r R e v i e w habits, food waste and animal-based products. They want to feel good about their consumption choices by 204 eating healthily, sustainably and ethically (Radnitz, Beezhold, & DiMatteo, 2015). Nowadays, eating often 205 carries an ideological charge similar to belonging to a political party or football club (Euromonitor, 2015a). 206 In fact, in 2018, 67% of US consumers said that they will be prioritizing healthy or socially conscious food 207 purchases (The Nielsen Company, 2018a). Even fast food is getting greener, and there is a decrease in 208 reliance on animal-based nutrition. The vegetarian and vegan movement are already in full-swing, and on 209 the next years we will see a further push to eradicate or reduce animal-based products (Hancox, 2018), 210 (Radnitz et al., 2015). Hamilton, are vegan, thereby contributing to a vegan consumer base expansion (Edsor, 2017).  food. According to Euromonitor International Global consumer trends survey 2017, "all natural" is the 236 preferred food attribute, followed by "no artificial sweeteners", "limited or no added sugar" and "does not 237 contain Genetically Modified Organisms (GMO) ingredients". In line with these findings, the following 238 categories are on the rise (Euromonitor, 2017a). with the most dynamic growth in the health and wellness market (Euromonitor, 2017b). Consumers perceive 267 "free-from" offering as healthier, and they associate it to digestive wellness and gut health. For this reason, 268 free-from trend has gone beyond intolerance and allergies, as consumers increasingly focus on foods that 269 may help them to reduce feelings of gas, bloating or more severe gastrointestinal symptoms related to 270 suspected allergies or intolerances (Mintel, 2016)

, (Kerry Health And Nutrition Institute [KHNI], 2018). As a 271
consequence, "free-from" products, as well as added-benefit ingredients such as probiotics and prebiotics 272 are on the rise. When it comes to the largest subcategory, free-from dairy is leading, due to an increased 273 demand for dairy milk alternatives. It is followed by free-from gluten, which had the largest absolute growth 274 over the period between 2012 and 2017 (Euromonitor, 2017b). In fact, in 2015, 12% of new food products 275 launched in the UK carried a gluten-free claim (Mintel, 2016).  Fortification, 2003). Fortification, instead, involves adding nutrients irrespective of whether they were 287 originally present to any great extent in the food. Fortification is mostly used to improve nutritional status of 288 a population or to differentiate products providing a competitive advantage. For example, bread may be 289 fortified with omega-3 fatty acids (Gökmen et al., 2011). Nutrients are also usually added to substitute 290 products in order to achieve a similar nutritive value to that in the original product. An example is the addition 291 of calcium to soya-based drinks, which are sold as cow's milk substitute, in an amount equal to milk's 292 natural content (Yazici, Alvarez, Mangino, & Hansen, 1997). Clean label, no longer a trend but the new norm 306 "Clean label" concept doesn't have any commonly accepted definition, and it is more based on consumer 307 perception rather than on scientific evidence. Clean label products are those made with ingredients that 308 consumers recognize and trust, and that do not contain undesirable ingredients (Asioli et al., 2017), 309 (Bizozzero, 2017). Clean labeling usually involves reducing the number of ingredients, particularly those 310 perceived to be artificial, and those lacking any nutritional benefit. Mainly focused on removing food 311 additives, such as synthetic colors, preservatives, stabilizers, emulsifiers and texturizers; clean labelling in 312 its purest form also involves reducing certain food components such as fat, sugar and salt among others. Claims such as "all natural", "no artificial sweeteners", "limited or no added sugar", "non-GMO" and 314 "minimally processed" are often included in clean label products (Asioli et al., 2017). 315

316
In line with the aforementioned global trends, consumers are increasingly mindful of their food and beverage 317 choices. 69% and 52% of worldwide consumers believe, respectively, that products without artificial 318 ingredients, and products with fewer ingredients, are healthier (The Nielsen Company, 2016). For this 319 reason, consumers are willing to pay more for clean label products, whose global sales hit US$165bn in 320 2015 and are projected to reach US$180bn by 2020 (Bizozzero, 2017). clean labeling is more about consumer perception than scientific evidence. With a constantly changing 331 consumers' wish-list, so does the target for formulators, whom at the same time have to face functionality, 332 quality and safety issues derived from the replacement of certain ingredients (Lamacchia et al., 2014). 333

Protein is king, fat is back, and what about carbohydrates? 334
While consumers try to avoid specific ingredients, others are on the rise. Consumers are increasingly 335 looking for high-protein foods, since an optimal protein intake is usually associated with satiety and lean 336 body mass gain or maintenance (Euromonitor, 2016). Protein also serves as a great replacement for sugar 337 and fat, which are usually linked to an unhealthy diet (Lucca & Tepper, 1994). With 55% of US consumers 338 considering high protein content a remarkable attribute when buying food products, protein demand is Last but not least, there is a growing concern about the source and content of carbohydrates. They have 366 been targeted by many weight-loss diets as a strategy to reduce overall calorie intake, resulting in a rising its source, minimally refined grains and faux grains like quinoa, amaranth or wild rice, are gaining popularity 369 due to their nutritional profile with increased protein content and a low glycemic index (Peters, 2018). In 370 contrast, consumers try to avoid sugars or starches, which are often referred to as "bad carbs" due to their 371 minimal nutritional value. This is strongly linked with the plant-based food trend, as carbs derived from fruits 372 or vegetables are considered as "good carbs", and are used instead of refined starches (KHNI, 2018). When it comes to snacks and indulgence foods, they are being reformulated so that they contain more 383 plant-based and/or perceived as healthy ingredients. In addition, due to busier lifestyles, an increasing 384 number of consumers prefer a snackable meal format, which is more convenient than sit-down meals. This 385 is a growing food trend, known as "snackification" (KHNI, 2018). shaping the way we purchase, receive and interact with our food. In fact, there is a continued expansion of 412 online or online/offline hybrid subscription services, such as click and collect grocery shopping and delivery 413 of restaurant meals. Due to strong growth of these alternative businesses, it is expected that by 2021, 414 supermarkets and hypermarkets will account for less than a half of the total consumer goods trade 415 (Euromonitor, 2018). 416 417

Sports nutrition is rocketing 418
In line with the aforementioned healthy living trend, more people are adopting an active lifestyle, which is 419 translating into a rise of sport and endurance activities (C. S. Euromonitor International's Consumer Health 420 Analyst, 2014). As scientific evidence confirms that certain ingredients can enhance athletic performance, 421 more people recognize the benefits of sports nutrition products, and therefore, are increasingly  used by the so-called core users, that is, elite athletes and bodybuilders. However, the growing health 425 consciousness and desire for fast results has helped sports nutrition to become more appealing to 426 mainstream consumers and thereby, to expand its consumer base over the last decade. The so-called 427 casual users have pushed the category into the mass market (Euromonitor, 2015b). For this reason, 428 products that were once only available in fitness shops, can now be found in pharmacies and even 429 supermarkets, achieving greater total sales for the sports nutrition category (Spano & Antonio, 2008). been reviewed as a nutrition trend, sports nutrition is also a category itself, with its own wide range of 437 specific trends, and for this reason it will be reviewed in detail in the corresponding section below. Other global trends such as personalization, activist consumers against food waste, and IoT, are shaping 459 interaction with food and impacting nutrition. Sports nutrition is rocketing and influencing nutrition trends, 460 possibly being the main responsible for the protein surge. For this reason, and because it is not only a 461 nutrition trend, but also a category itself, it will be reviewed in detail in the section below.

Trends in Sports Foods and Nutrition 467
Global trends and consumer concerns are shaping changes in nutrition, and thereby influencing the sports 468 nutrition category as well. "Healthy living" stands out as the most relevant global trend impacting the food 469 industry, and it is responsible for the enormous growth that sports nutrition category is experimenting. In 470 line with this increased health awareness, consumers are keener on more natural, animal-free, plant-based, 471 minimally processed, local, and seasonal food, what is also shaping sports nutrition products. 472

473
As more consumers become aware of the importance of a well-designed diet for a good training, the use 474 of sports nutrition products is becoming mainstream. Besides being a nutrition trend, it is an important 475 category influencing nutrition trends, possibly being the main responsible for the protein surge. Sports 476 nutrition is a large and quickly growing consumer health category that promotes the achievement of an 477 optimum nutrient intake, which is having positive implications in health care costs and well-being, and for 478 this reason it will be reviewed in detail below. Sports foods are those specialized products designed for athletes and active people to improve their 482 nutritional intake, health, wellbeing, performance, muscle growth and/or recovery from exercise. In addition, 483 they can also provide a convenient source of nutrients when it is impractical to consume everyday foods. Although sports nutrition is one of the latest trends, it is a much older phenomenon. In the ancient Olympic 493 Games, athletes used to eat massive quantities of meat, bread, dried fruits and honey, along with various 494 fungi and herbs in an attempt to increase their athletic performance. But it was not until the last century 495 when scientists found that certain substances were effective in improving athletic performance, and thereby, 496 proactive steps that can be taken to achieve a higher wellbeing and prevent chronic diseases (Euromonitor 514 International's Head of Lifestyles Research, 2017). Along with this trend, different categories are growing, 515 like the Canadian wearable device market, which includes fitness trackers, and is expected to grow by 516 150% in 2019. Another example would be that in 2014, more than 41% of Canadians were interested in 517 buying a health monitor (BDC, 2016). So, with health in focus and with the rising mantra "strong is the new 518 skinny", sports nutrition is the fastest growing consumer health category for several years in a row, and it 519 is expected to continue growing at a steady pace in the next years (Mitchell, 2016).  The main reason for the sports nutrition market steady growth is the expansion of its consumer base over 539 the last 10 years (Euromonitor, 2015b). Consumers have an increased health awareness and are 540 increasingly opting for sports nutrition products to complement their work-out sessions (Mordor Intelligence, 541 2018). As a result, the demand for sports nutrition category and its sales are rocketing. When it comes to consumers, they are not only increasing in number, but also in diversity. As a 555 consequence, knowledgeable and high-volume users who purchase frequently, also known as "core users", 556 no longer dominate sports nutrition sales. In the last decade, sports nutrition products have become more 557 appealing to a greater number of mainstream consumers, often referred to as "casual users", who are 558 recreationally active. They prefer convenient formats and recognizable ingredients (Euromonitor, 2015b). 559 Another group has recently emerged in developed markets, they are the "lifestyle users" who are not 560 particularly athletic but put a greater focus on increasing their fitness levels by trying to do more exercise. 561 Lifestyle users are mainly young and invest in fitness as a fundament aspect of a healthy lifestyle. They are Analyst, 2014), (Euromonitor, 2015b). 593 594 Protein claims related to muscle mass growth, lean muscle maintenance and recovery from resistance 595 exercise, makes protein the most demanded product on sports nutrition category. Protein is especially 596 appealing for younger consumers, aged 15-34. Its popularity benefits from media praise and still has room 597 to grow, particularly in emergent markets such as China, Latin America and India. Other lesser known 598 protein benefits are satiety, bone and heart health, and antiaging, which are perfectly aligned with global 599 concerns about overweight, obesity, cardiovascular health and aging. Provided that these claims become 600 mainstream, proteins will potentially appeal to millions more in the near future (Euromonitor, 2016). As a 601 result of its reputation as a health-promoting ingredient, natural-containing protein products and protein 602 fortified foods, are also gaining popularity among mainstream consumers. 603

604
In the sports nutrition category, protein products remain the most demanded, as they offer a convenient 605 way of meeting increased protein requirements without excess calories, fats or sugars. When it comes to 606 the format, protein powder accounted for 70-80% of total protein products and reached US$5,6bn in 2013. 607 However, convenience formats, like ready-to-drink beverages, or protein bars, are growing quickly and 608 reached US$ 766mn and 837mn, respectively, in 2013 (Euromonitor, 2016 promotes greater muscle-building activity and muscle mass gains (Hoffman & Falvo, 2004). 619 620 For a long time, whey protein isolate was only popular among core users, but due to a trickle-down effect, 621 its consumer appeal is widening (C. S. Euromonitor International's Consumer Health Analyst, 2014). In 622 addition, whey protein is versatile and easy to use in product applications, so it is also popular among 623 manufacturers (Agarwal, Beausire, Patel, & Patel, 2015). However, as casual and less-sophisticated users 624 increasingly opt for whey protein products, core users are shifting to sustained-release protein blends, Plant-based proteins from soy, pea or rice are less common than whey protein, but they are growing quickly 649 and will continue to do so (Euromonitor, 2016). In fact, scientific evidence shows that plant-based proteins 650 can be as effective as animal proteins for muscle maintenance, as long as the selected source, delivers all 651 the essential amino acids needed (Mangano et al., 2017). In addition, a well-designed vegetarian or vegan 652 diet provides sufficient energy and appropriate range of carbohydrate, fat and protein intakes to support 653 performance and health (Venderley & Campbell, 2006), (Lynch et al., 2016). For this reason, certain elite 654 athletes are going vegan and beginning to consume plant-based proteins, thereby contributing to plant-655 based proteins consumer base expansion (Edsor, 2017). 656

-Hydrolysates are the next big thinglife is too short for slow proteins 658
Differences in protein source, amino acid profile, and processing methods, can have an influence on amino 659 acids bioavailability. Hydrolysates are high-quality proteins that have been finely chopped or predigested 660 so that they can be absorbed faster than conventional proteins, helping to cut muscle recovery times from 661 days to hours (Manninen, 2009). For this reason, they play a greater role in those athletes who place higher 662 pressure on their body due to exercise frequency and intensity, and those who have a small window for 663 recovery. Although hydrolysates future is promising, its bitterness and astringency hinders its incorporation 664 into beverages, bars and gels (FitzGerald & O'Cuinn, 2006), (Liu, Jiang, & Peterson, 2014). This is not a 665 drawback for core users, but since casual users prefer convenience products with good taste, until now 666 hydrolysates have had a slow expansion. However, recent advances in hydrolysates processing technology 667 have allowed taste-masking, enabling its incorporation into various formats such as clear drinks (FitzGerald 668 As for sports drinks, they are expected to record the highest growth rate in the following years. Sports 685 drinks, including products sold in powder to be rehydrated in water, are highly demanded as consumers 686 become aware of the uses and benefits of drinks rich in carbohydrates, minerals and electrolytes (Zimberoff, 687 2017 shifting from the so-called bad carbs to the good ones. This is translating into products with lesser amounts 703 of ingredients with minimal other nutritional value, like sugar or starches; and with higher amounts of 704 naturally-containing-carbohydrates fruits, vegetables and whole grains (International Food Information 705 Council Foundation, 2018). Strongly aligned with plant-based trend, this new wave of products is blurring 706 the line between energy/sports drinks, and other drinks or beverages in the non-protein products category. 707 708 An overview of sports nutrition products' global sales 709 Before moving forward with other trends to look out for in 2020, Figure 4 shows the global sales of the 710 selected sports foods subcategories in 2013, thus reflecting their relative relevance. 711

712
Other trends to look out for in 2020 713 Nutrient timing is a well-known concept for elite athletes, and casual users' awareness of its importance is 714 increasing. Meal times and snacks should be planned in concert with training, to make sure that athletes 715 have sufficient availability of nutrient-dense foods throughout the day. Research has shown that meal timing 716 and composition may play a role in optimizing performance, training adaptations and preventing 717 overtraining (Kerksick et al., 2008). By way of example, within 30 minutes of a workout, consuming high-718 quality carbohydrate and protein is key to replenish those nutrients depleted during the workout. While 719 carbohydrates replenish glycogen stores and therefore, support muscle recovery, protein helps in muscle Global trends such as transparency, clean labeling and personalization are also impacting sports nutrition. 723 Besides those that have already been discussed before, customized workouts and meals, tailored to 724 preferences and goals, will help optimizing physical activity. "One size fits all" will no longer exist, and 725 appeal for personalized fitness plans and nutrition, will broaden from elite athletes to include casual users 726 as well (German, Zivkovic, Dallas, & Smilowitz, 2011), (Nutraingredients, 2016), (Gardiner, 2016 athletes, but casual users' adoption is increasing as they are becoming aware that a balance between rest 732 and recovery, together with a proper nutrition is essential for anyone who exercises (Meltzer, 2018), (Mateo, 733 2018). 734 735 Finally, flavor is one of the most important areas for innovation in the sports nutrition industry, and it has a 736 long way to go in terms of customers acquisition and retention (Cash, 2017). Another main driver of sports 737 nutrition industry is convenience packaging, since consumers prefer small and portable products 738  Finally, as has just been reviewed, the implementation of professional solutions for mass market products, 765 can help overcome different challenges, from technical issues like shelf-life, to consumer acceptance 766 problems, like unpleasant taste or poor dissolution. Until now, technological advances were a business-to-767 business tool due to a lack of consumer understanding. However, consumers access to information is 768 greater than ever, and soon they will become aware of the benefits of these techniques (Hamari et al.,    Parliament, 2006a). There is also a list of those substances that are known 825 or suspected to have adverse effects on health, and the use of which is therefore controlled. As for those 826 substances intended to be used in food supplements, and that do not have a history of safe use in the EU 827 before 1997, which are known as "novel foods", EFSA is requested to provide a scientific opinion on its 828 safety (European Parliament, 2015).

Sports nutrition trends in brief 859
In line with the healthy living global trend, as consumers are increasingly focusing on health and fitness 860 goals, different categories, like wearable devices, are growing. Sports nutrition is the fastest growing 861 consumer health category for several years in a row, and it is expected to continue growing at a steady 862 pace in the following years. An expanding and more diverse consumer base is boosting the demand for 863 sports nutrition, which has become a mainstream category. For this reason, products that were once only 864 available in dedicated fitness shops, have made their way to other retailers. 865

866
As for the sports nutrition king ingredient, proteins dominate global sales accounting for more than 83% of 867 total sports nutrition market. Since proteins are the most accessible and understandable sports nutrition F o r P e e r R e v i e w category, further growth is forecasted for the next five years. Among protein powders, whey isolate is the 869 preferred source, due to its taste, amino acid composition and quick absorption. However, new formulations 870 including different sources and treatments of proteins, are challenging whey protein isolate as king of sales. 871 The main threats for whey protein isolate are a rising demand for plant-based proteins, and hydrolysates 872 of different protein sources. 873

874
On contrast, non-protein products are more difficult to understand by the mainstream and uninformed 875 consumers, and account for just 17% of total sports nutrition market. Despite not leading in sales, non-876 protein products are way ahead of convenience formats experimentation. As for sports drinks, they are 877 expected to record the highest growth rate in the following years. Electrolyte-replacement, glucose-878 containing solutions help to maintain blood glucose levels and prevent dehydration, and therefore, may 879 delay fatigue and attenuate muscle damage during endurance exercise. However, since there is an 880 increasing demand for low-calorie and low-carbohydrate sports drinks, new products are mainly focused 881 on optimizing hydration. 882

883
Besides global trends like clean labeling and personalization, which are impacting sports nutrition, other 884 emerging trends to look out for in 2020 are nutrient timing, recovery gaining importance over rest, 885 convenience packaging, and flavor as one of the main areas for innovation. Finally, offering professional 886 solutions to mass market is key for disruptive innovation. Application of technologies such as 887 microencapsulation in the sports nutrition field, would allow a broader use of certain ingredients with 888 organoleptic or stability issues. In addition, preventing interactions, improving dissolution and achieving a 889 sustained-release profile by means of microencapsulation, could also drive the sports nutrition category.  Global dynamics are shaping consumer attitudes and thereby, promoting changes across industries. Clean 900 and healthy living stands out as the most relevant trend impacting the food industry. Consumers are making 901 informed decisions to prioritize healthy, plant-based, sustainable and socially-conscious food purchases, a 902 trend which is also affecting beverages, snacks, indulgence foods and even fast food. Aligned with this 903 trend, governments are promoting healthy habits to reduce morbidity and cut off its associated costs. In this 904 context, not only vegetarian and vegan product sales are growing quickly, but also organic and free-from 905 products. In addition, since consumers prefer foods with an intrinsic nutritional value, functional foods have 906 been outpaced by naturally healthy products. 907 908 Due to media praise and sports nutrition, a category where protein is the king of sales, consumers are 909 increasingly looking for high-protein products. Carbohydrates, instead, have been targeted as a strategy to 910 reduce overall calorie intake, resulting in a decreased popularity. However, the source matters, and "good 911 carbs" are used instead of "bad carbs". In this line, as consumers increasingly avoid certain food 912 ingredients, clean label products are no longer a trend, but the new norm. Nonetheless, the replacement of 913 certain ingredients may set up costly and sometimes unnecessary challenges for food scientists. Other 914 relevant trends shaping interaction with foods are personalization, IoT, and food waste reduction. However, 915 one of the main trends is sports nutrition, which is a large and quickly growing consumer health category. 916 917 Sports nutrition sales are no longer dominated by core users, instead, they have become more appealing 918 to mainstream consumers, and as a result, sports foods have made their way to mainstream distribution 919 channels. Proteins are leading the sports nutrition category, but whey protein isolate, which is the king of 920 sales among protein powder products, is being challenged by the rise of high-protein foods and the rising 921 demand for plant-based proteins. When it comes to protein processing methods, isolates are being replaced 922 by hydrolysates, which are expected to be the next big trend among protein powders. As for non-protein