SPORTS POWDERS

FOR VEGANS
November 2019
 02 Sports Powders for Vegans
Sports Powders for Vegans
“If you don’t eat according to your goals, don’t’ expect to
reach them,” a wise person once said. While this is true of
any endeavor, whether seeking a target weight or simply
achieving optimum health, it’s vital for athletes. The proper
mix of carbohydrates fuels the workout. Protein plays a role
in post-exercise recovery and repair.
INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019
Sports powders, once favorites of the gym set, have gone
mainstream. They are perceived as healthful additions
to the diet. Consumers today are concerned about their
protein intake. High protein beverages fit the bill. This is
especially true of vegans whose limited diet must ensure
that they get the full complement of amino acids. They
too are reaching for sports powders.
 03 Sports Powders for Vegans
In the United States during the twelve-month period
ending September 2018, nearly 60 percent more new
sports powders were introduced than during the same
period five years ago. Vegan sports powers represent 14.6
percent of all launches, up from 12.1 percent a half decade
ago.
About half of one percent of the American population is
exclusively vegan. Other consumers, including carnivores,
will occasionally choose vegan products. Yet a generational
shift is underway. According to an article, about 12
percent of Millennials describe themselves as vegetarians
or vegans, 11 percent of boomers, 8 percent of Gen Xers,
and 7 percent of Gen Z.1
INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019
Another study found 44 percent of Gen Zers say that
“being vegan is cooler than smoking.” Seventy-nine
percent are eager to go meatless a few times a week.2
They, like generations before them, are turning to sports
beverages for health and wellness.
New Chapter Complete Organic Plant Protein Plus
encourages us on the label to “fuel and replenish. A great
choice for meeting protein recommendations whether
you’re vegan, vegetarian, flexitarian, or even mainly
carnivorous,” they say. Nutritional claims are listed on
the label: 20g protein, 0g sugar, 4g BCAA’s (branch chain
amino acids). Seals are lined up on the other side: USDA
Organic, Non-GMO Project Verified, Certified Vegan, Soy
and Pea Free, Gluten Free, and Kosher.
Ease of digestion is an important claim. “Research shows
that isolates, like whey isolate or pea or soy isolate, can be
difficult to digest. (No coincidence that milk and soy are
also common allergens.)” they explain. “That difficulty in
digestion from whey, pea, or soy gives you that overfull,
gassy feeling—bloated and uncomfortable. Good news
though: Research also shows that combining high-quality
plant protein with a digestive enzyme boosts rapid,
effective absorption of amino acids. The enzymes work
to rapidly break down the protein, thereby reducing gas
and bloating. Plant Protein+ is formulated with clinically
studied digestive enzymes for better absorption and easier
digestion—preventing bloating.” The powder comes in
Vanilla and Chocolate flavors.
Nubreed Nutrition Force Series Helix BCAA Plus arrives
in a variety of flavors: Island Breeze, Orchard Apple,
Caribbean Cooler, Mango Orange, Lemon Drop, Blue
Raspberry, and Berry Melon. The product is called “the
ultimate intra-workout.” A full spectrum BCAA/EAA
(essential amino acids) complex speeds recovery faster.
The formula contains 11, 000mg of “full spectrum” BCAA’s/
EAA’s per serving and 5,000mg of “fermented” leucine per
serving to ensure maximum recovery.
 04 Sports Powders for Vegans
“Vegan will continue to soar in the sports nutrition market.”
New products from 1 Up Nutrition are clearly called Vegan
BCAA’s. The word natural is flagged above. Claims align
the bottom: 5g BCAA, 2.5g glutamine, 0g sugars, certified
vegan, gluten free, soy free, no synthetic or artificial
ingredients, no sugar added, dairy free. Stevia provides
sweetness in Raspberry Lemonade and Mango Lime
flavors. This dietary supplement is formulated to promote
muscle recovery, lean muscle growth, protein synthesis,
and strength.
Just Essentials from Optimum EFX says on the label the
product is formulated to promote protein synthesis and
support muscle regeneration. “EAA are vital in controlling
the rate of synthesis of muscle protein, and essentially all
proteins in the body,” the website says.
INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019
Just Essentials supports protein synthesis by supplying a
precise blend of all the essential amino acids (EAA) which
are vegan sourced, clean tasting, and fully dissolving. It’s
a carefully curated, leucine optimized EAA mixture that
excels at preserving muscle and creating an anabolic
environment. Side effects include looking good naked
and performing at your best.” These premium essential
amino acids come in Green Apple and Orange flavors.
The formula is 100 percent vegan and contains zero carbs,
stimulants, artificial flavors, artificial colors, or artificial
sweeteners. “An intelligent approach to amino acid
supplementation” is their tagline.
Proven EAA’s is offered by Gaspari Nutrition. Besides a full
spectrum of nine essential amino acids, it claims a leucine
heavy ratio of vegan fermented branch chain amino acids,
an electrolyte matrix of Himalayan pink salt delivering
sodium, potassium, magnesium, and calcium. Look for
Blueberry Acai Flavor and Guava Nectarine flavors.
 05 Sports Powders for Vegans
“Demands for protein continue to trend upward.”
Vegun Nutrition focuses on the pre-workout with their
new VPRE Premium Performance supplement in Green
Apple flavor. “Harness the power of the plant,” the website
invites us. “Unleash your potential,” is proclaimed along
the bottom of the tub while above it claims 2g beta
alanine, 1g glycersize, and 1g Agmass. The website tells
us that glycersize™ is a more stable form of glycerol
powder that has greater flowability and stability. Agmass™
(agmatine sulfate) “is a clinically studied, scientifically
backed pure and natural source of Agmatine Sulfate
produced by modern fermentation methods.” Together
these ingredients, they proclaim, provide intense energy,
laser focus, volumizing pumps, increased performance and
endurance, with no artificial flavors, colors, or sweeteners.
INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019
Plant Protein Powder from Nutrex Research sends a mixed
message with images of a decadent layered chocolate
cake, cinnamon cookies, and vanilla caramel ice cream.
These are just the flavors offered, in fact, the selling point
as flagged across the tub is “Gourmet-taste premium plant
protein. Made with real plant based food, 100 percent
all-natural vegan protein, amazing gourmet taste.” Each
product contains 20g of all-natural vegan protein per
serving made from four different sources of raw plant
protein. The product is lactose and gluten free for easy
digestion, plus it contains C8 MCT oil for metabolic
activity, energy, and performance. It’s formulated without
added sugars, artificial sweeteners, colors, or flavors, and
it’s low in fat.
 06 Sports Powders for Vegans
“Today’s consumers are demanding cleaner label and pay
attention to important seals such as non-GMO and USDA
Kaged Muscle introduces Amino Synergy, an Ajipure®
MP9 essential amino acid matrix. “The truth is that not
all amino acids are created equal. Many companies use
amino acids derived from animal by-products such as
bird feathers or human hair that have undergone harsh
chemical treatments,” the website warns us. “Kaged
Muscle® is committed to delivering products that are
unmatched in quality and backed by science to help
individuals lead a fit, healthy lifestyle, and we always put
quality before profits.”
Built on the strength of industry-leading fermentation
techniques, the company claims to provide high quality,
fermented, and vegan sourced amino acids. Peach Tea and
Orange flavors are available.
INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019
Organic.”
Ghost Amino V2 combines amino acids in their EAA BCAA
Hydration dietary supplement with Mango, Sour Green
Apple, or Blue Raspberry flavor. Ghost Amino V2 delivers
a massive 5.5g EAAs and 4.5g BCAAs (3000mg leucine,
750mg isoleucine and 750mg valine) per serving. Organic
raw coconut water, taurine, and aquamin are included to
keep the body hydrated. Astragin works to help improve
the body’s ability to absorb key amino acids, proteins,
and glucose. “Enjoy Ghost Amino V2 around the clock as
a phenomenal performance alternative to sugary sports
drinks or juices,” they say. Naturally and artificially flavored,
the product is vegan friendly, gluten free, and soy free.
 07 Sports Powders for Vegans
Surge Active BCAA opens the website of Surge
Supplements. “Recover, hydrate, and perform at your very
best with Surge vegan based BCAA – be ready to go at
all time,” it says. “There is nothing more important to an
athlete than the ability to recover, to continue to be better
day in and day out. Refuse to let your competition work
any harder by always being fully recovered and ready to
go with Surge Active BCAA.” BCAA’s and glutamine aid
recovery. The formula contains five times the amount of
electrolytes than the leading sports drink with the added
hydration benefit of coconut water without added sugar.
Choose from Mango Madness, White Mamba, Malibu,
Sour Grape, and Miami Vice flavors.
INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019
“In the end, flavor and texture win.”
Get enthused with Dedicated Yeaah Essential Amino Acids,
a product said to be the ultimate performance enhancing,
recovery boosting, intra and post workout volumizing,
muscle building, supplement on the planet. “We didn’t go
cheap with YEAAH™ as we added the absolute highest
clinically proven dosages of fermented and 100 percent
vegan BCAA’s and Essential Amino Acids. What’s even
greater is that we’ve added other performance enhancing
ingredients that will take your performance in and out
the gym to the next level. From hydration, to absorption
to pumps, YEAAH™ has got you covered!” Exciting flavors
include Exotic Fruit, Grape Bubblegum, Watermelon, and
Blue Raspberry.
 08 Sports Powders for Vegans
Care of Plant Protein Powder is launched in Unflavored,
Chocolate, and Vanilla flavors. Three vegan sources provide
all nine amino acids that comprise complete protein. It’s
also nutrient-dense with good fats. Each serving delivers
140 calories, 18g protein, and 4g sugar.
Organic Muscle Pre-Workout, in Lemon Berry, Pineapple
Coconut, Passionfruit Guava, and Strawberry Mango carry
the seals: USDA Organic, GMO free, 100 percent natural,
gluten free, plant based, no preservatives, and vegan.
“Fuel your workout the way mother nature intended,”
the website loudly states. “Clean energy. No crash. No
jitters. The product claims to be the number one rated
organic pre-workout supplement. Strength and athletic
performance are enhanced by the inclusion of powerful
superfoods like beetroot and ginseng. Other healthful
ingredients include Rhodeola rosea, maca, acai, yerba
matte, cordyceps, green tea, and eleuthero root.
Organic Replenisher Powder contains vital electrolytes and
nutrients including 16 plant based organic ingredients.
Watermelon flavor adds refreshment to the mix. Called the
INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019
world’s first organic intra and post workout recovery drink,
it’s formulated with goji berry, turmeric, ginger root, maca
root, maitake mushroom, spirulina, and chlorella.
Strength is implied by the name Redcon 1. The new
product, Green Beret, suggests power and precision while
being naturally sweetened, non-GMO, and it’s made
without any artificial colors, flavors or dyes. Three different
plant based sources of protein include pea isolate, brown
rice, and quinoa protein. A serving delivers five grams of
carbohydrates with a gram of that being fiber, zero sugar,
two grams of fat, and 120 calories per serving. “Vegan
bodybuilder, powerlifters and fitness fanatics can rejoice
because unlike most vegan proteins, Green Beret tastes
absolutely delicious!” they say. Vanilla, Strawberry, Peanut
Butter, and Chocolate flavors add variety.
“We never in a million years thought Redcon1 would
release a vegan-friendly supplement, but the demand for
vegan protein has been tremendous.” the supplement
company said, “Vegan protein is a big thing and it’s here
to stay.
 09 Sports Powders for Vegans

SELECTED ACTIVITY

Product Country Date

New Chapter Complete Organic Plant Protein Powder

United States Sep 2019
With Vanilla Flavor

Nubreed Phoenix Force Series Helix Bcaa Plus Dietary

United States Sep 2019
Supplement With Berry Melon Flavor

Optimum Efx Just Essentials Premium Essential Amino

United States Sep 2019
Acids Dietary Supplement With Green Apple Flavor

Vegun Nutrition Vpre Premium Performance Pre-

United States Sep 2019
Workout Dietary Supplement With Green Apple Flavor

INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019

 10 Sports Powders for Vegans

Product Country Date

Kaged Muscle Amino Synergy Dietary Supplement

United States Aug 2019
With Peach Tea Flavor

Surge Active Bcaa Dietary Supplement With Mango

United States Jul 2019
Madness Flavor

Organic Muscle Organic Pre-Workout Powder With

United States May 2019
Pineapple-Coconut Flavor

Redcon1 Green Beret Vegan Protein Powder Drink Mix

United States Jul 2019
With Vanilla Flavor

INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019

 11 Sports Powders for Vegans

What’s Next?

• Vegan will continue to soar in the sports nutrition market.

• Demands for protein continue to trend upward.

• Today’s consumers are demanding cleaner label and pay attention to important seals such as non-GMO and USDA
Organic.

• In the end, flavor and texture win.

SOURCES
1. The Food World’s Next Big Question: What Does Generation Z Want To Eat? Forbes (2019)
https://www.forbes.com/sites/michelinemaynard/2019/06/06/the-food-worlds-next-big-
question-what-does-generation-z-want-to-eat/#78a3f8c2684f
2. Gen Z is going all-in for vegan. UNiDAYS (2019) https://www.genzinsights.com/gen-z-is-going-
all-in-for-vegan

INNOVA MARKET INSIGHTS | Sports Powders for Vegans | November 2019

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