From groceries to the gym: Rethinking sports nutrition for smarter energy, better recovery, real results

By CHRISTIAN PHILIPPSEN, Managing Director, BENEO Asia

ONCE, sports nutrition was tightly associated with bodybuilding and elite performance; a world of protein shakes, powders and bars promising faster recovery and bigger gains. It was a time when sports nutrition products only focused on one ingredient: protein.

However, the pursuit of better performance has gone mainstream, with everyone from recreational joggers and weekend cyclists, to yoga enthusiasts and esports players, looking for better nutrition to help them perform at their best.

Across Asia, active lifestyles are booming. Gyms and boutique fitness studios are reporting record memberships, while outdoor activities like running and hiking continue to surge. These numbers reflect rising disposable incomes, expanding fitness culture, and consumers wanting more than just strength. They are looking for stamina, recovery, and wellness.

This growing demand has opened the door for innovation in sports nutrition: prioritising sustained performance over short bursts of power, clean labels over artificial additives, and personalised benefits over one-size-fits-all solutions.

(Photo: © imtmphoto I Shutterstock)

From flash to function: Smart carbs over quick hits

For years, many sports drinks and energy gels relied on fast carbohydrates like glucose or maltodextrin to deliver instant energy. But while these quick fixes offer a short-lived boost, they’re often followed by the dreaded crash — a sudden drop in energy which is not ideal for endurance sports or long training sessions^[1].

A new generation of “smart carbohydrates” is changing that. With its low glycaemic profile, ingredients like BENEO’s Palatinose™ offer a balanced and sustained energy release that helps maintain blood sugar balance and delay fatigue. This steady supply of energy also promotes fat oxidation, meaning it allows the body to tap into its fat stores for fuel thus supporting endurance and recovery without the energy rollercoaster.

Scientific studies have shown that using Palatinose™ in beverages can also support hydration and thermoregulation^[2], helping athletes perform better in hot, humid climates, like those across Southeast Asia. Such findings demonstrate how science-led ingredient innovation is powering the next wave of functional, sustainable performance.

Everyday athletes need everyday performance

The new wave of sports nutrition isn’t just for professional athletes chasing podium finishes; it’s for anyone striving to feel and perform their best. The line between sports and lifestyle nutrition has blurred,^[3] giving rise to products designed for “everyday athletes” who care about energy management, gut health, and long-term wellness.

Performance drinks, for instance, have evolved from simple electrolyte replenishment into holistic formulations combining carbohydrates, proteins, minerals and prebiotic fibres to support endurance, hydration and recovery.

Imagine a drink that not only supports stamina during a workout, but also helps with recovery afterward, while appealing to health-conscious consumers with a clean, simple label and a naturally mild sweetness. That’s where innovative formulation meets ingredient science. This next-generation thinking led to a conceptual prototype^[4] developed by BENEO and partners: a milk-based performance drink designed to deliver sustained energy, enhance endurance, and promote efficient fat burning. The concept reflects a broader industry shift towards creating multifunctional, consumer-friendly formulations that integrate seamlessly into daily routines.

Taste, texture & trust: The trifecta

Even the best science fails if the consumer rejects the taste or if the product struggles to withstand storage and processing conditions. While consumers might understand the importance of sustained energy and hydration, they also expect an enjoyable experience. Sensory appeal, industrial stability, transparent labelling, and evidence-based benefits are just some of the challenges for manufacturers.

Backing functional benefits with credible human trials is a must. Palatinose™ has been studied extensively across populations and conditions — from rest and exercise to weight management^[5]. The ingredient also offers a sugar-like sweetness and low hygroscopicity, keeping powders free-flowing even in humid environments. It’s also heat and acid stable, making it ideal for ready-to-drink (RTD) applications, powders, or gels to help maintain consistent texture and taste throughout their shelf life.

Meanwhile, natural colours derived from fruits and vegetables, plant-based proteins, and prebiotic fibres are being integrated into formulations to enhance nutritional value such as supporting digestive health — another growing priority among active consumers. These additions can transform a simple sports drink into a complete, balanced solution for performance and well-being.

A narrative for Asia: From supermarket to fitness aisles

The Asia-Pacific region is one of the fastest-growing markets for sports nutrition, with more consumers investing in products that help them stay fit, manage energy, and recover effectively. Interestingly, this growth is not driven solely by athletes but by mainstream consumers who are making active lifestyle choices as part of their daily routine.

The opportunity for manufacturers lies in creating products that are both functional and inclusive — accessible to the casual gym-goer, the office worker taking up cycling, or the parent squeezing in a run before dropping the kids at school. Innovative formats, from energy gummies and RTD beverages to protein-enriched snacks and hybrid dairy alternatives, are set to dominate the next wave of launches.

By combining science-backed functionality, appealing sensory profiles and transparent labelling, brands can stand out in an increasingly competitive landscape — especially as naturalness and credibility become top purchase drivers.

Looking ahead: Smarter energy, real recovery, holistic results

The journey from grocery aisles to gym shelves mirrors how sports nutrition is becoming part of everyday living. But to earn consumer trust, brands must move beyond muscle-centric storytelling and offer multi-dimensional, evidence-backed solutions.

“Smart energy” no longer means merely pushing more carbohydrate; it means stabilising blood glucose levels, enhancing fat oxidation, and optimising hydration. “Recovery” goes beyond protein; it’s metabolic balance, tissue repair and resilience against thermal stress. And “real results” come from holistic formulations that deliver across performance, health and enjoyment.

Performance starts with smarter nutrition. If formulators can unite science, sensory design and simplicity, leveraging proven ingredients like Palatinose^TM, they can create products that fuel workouts in the gym and fit effortlessly into daily life.