At Glanbia, we know that today's active female consumer is interested in products that can support their lifestyle, giving them the strength and energy to tackle each day head on. Food, beverages and supplements with bioactives created by Glanbia Nutritionals can help them do just that.
Nutritional needs of the active woman consumer
Today’s active female consumer is mindful of their health. They understand the connection between being healthy and being able to lead the active lifestyle they want.
Active females may have busy lives, but their exercise habits are more casual. They may not think of themselves as athletes, preferring physical activities such as walking, running, yoga, and strength training. The health needs of the active female are likely to focus on the things that keep them active: strength, endurance, energy, immunity, and a healthy weight.
Essential nutrients for active female consumers
Active female consumers know the importance of eating healthy meals but are time poor. They are also aware that certain essential nutrients and bioactive ingredients can help them stay healthy and active, making products that contain them especially appealing.
Nutrition products in the market targeting active women include products in the sports nutrition and weight loss categories, where women-focused products are on the rise. Between January 2017 and January 2020, 2% of new global sports nutrition products targeted women, while 18% of new US sports nutrition products for women made a protein claim (1). Protein is associated with supporting strength, as well as weight management. The popularity of the keto diet for weight loss is also making MCTs a go-to ingredient. Iron is also found in nutrition products targeting women. Women’s iron needs tend to be higher than men’s—plus there’s a high awareness of the link between iron deficiency and anaemia, which can lead to low energy levels. Iron is also highly associated with immune system support by consumers globally (by 70% of consumers) (2).
Key ingredient benefits for the body
1. Iron
Iron is an essential mineral used to make haemoglobin (a protein in red blood cells) and myoglobin (a protein in muscle cells), which are responsible for transporting oxygen. Since women lose iron through menstruation, iron deficiency is more common in women than men. Iron deficiency during pregnancy can increase the risk of perinatal mortality, prematurity, and low birth weight.
While iron is also necessary for growth, development, and making certain hormones, its role in transporting oxygen is especially significant for active women. Low iron means low energy levels, including weakness and tiredness. Women engaged in strenuous physical activity can also lose iron through haemolysis and sweating.
2. Vitamin B12
Vitamin B12 is an essential vitamin also required in the formation of red blood cells. As with iron, a vitamin B12 deficiency can cause symptoms related to low red blood cell count and insufficient oxygen such as fatigue and shortness of breath. Since vitamin B12 must be obtained through the diet, those on a vegan diet are at special risk of deficiency. The impact of vitamin B12 on the body’s energy levels in itself makes it a key nutrient for active women. However, the roles of this vitamin are many. Vitamin B12 is involved in the transmission of nerve signals and the synthesis of DNA, for example, making it essential to the function of all the body’s systems.
3. Protein
While all women need protein, active women have even greater demands. Protein supports muscle repair, rebuilding, and maintenance and helps prevent muscle soreness after exercising. Protein is also essential for strong bones.
Weight management is another important use for protein. Products with protein can provide satiety and replace higher calorie and less filling products in the diet. Protein supplementation also helps maintain lean muscle mass during weight loss. A protein that contains all the essential amino acids is ideal for a nutrition product for active women.
4. Capsaicin/Dihydrocapsiate
Capsaicin is the compound in chili peppers that makes them taste hot. It’s also a bioactive that’s becoming more widely known for its thermogenic effects and is showing up in various forms in weight management products.
Capsinoids such as dihydrocapsiate are also present in chili peppers, with similar clinical benefits to capsaicin but without the strong chemical heat. Unlike capsaicin, capsinoids are not associated with heartburn nor a potential unsafe rise in heart rate.
5. MCTs
MCTs or medium-chain triglycerides are a category of fats found in coconut and palm kernel oil that are rapidly absorbed by the small intestine due to their small size. Unlike the long-chain fatty acids more commonly found in the diet, MCTs bypass the standard absorption process and are transported to the liver where they’re converted to ketones. These ketones, in turn, act as a quick source of energy.
Bioactive ingredient solutions for active female consumers
Active female consumers want to feel strong, energised, and healthy so they can stay active into the future. Brands can connect to these consumers through targeted messaging and by delivering the product benefits that are most important for their active lifestyle.
Our Nutritionals team offers highly effective, science-based and health beneficial bioactive ingredients that give products a marketable edge. Our bioactive solutions for women include FerriUp™, a lactoferrin and vitamin B12-rich whey protein concentrate optimized to support active women. The lactoferrin in FerriUp provides a highly absorbable source of iron, without an upset stomach. FerriUp is also an excellent source of vitamin B12 from dairy and delivers a high quality protein with all nine essential amino acids.
For weight loss products, Prolibra® offers a proprietary blend of whey proteins, peptides, and milk minerals to help consumers maintain lean muscle during their weight loss journey—perfect for powder drink mixes, nutrition bars, and snacks. Or our CapsiAtra® dihydrocapsiate for use in tablets, capsules, softgels, and powder drink mixes.
We also offer KetoSure MCT™, a coconut-based MCT-C8 optimized with whey protein to support keto dieters. KetoSure MCT can be added to bars, snacks, powder drink mixes, or hot beverage powders.
Learn more about how we deliver innovative nutrition solutions for our customers here.
References
(1) Mintel GNPD, January 2020.
(2) FMCG Gurus Insights & Opportunities – Immunity Global, January 2020.