With more and more consumers looking to lead a healthy lifestyle a new market opens up for the sports nutrition market. A once very focused sports performance demographic is now broadening to a mainstream group from active millennials to weekend warriors to baby boomers.
These consumers are looking for clean label products that improve energy, reduce fatigue, and speed recovery. This is where branded ingredients like myHMB® (HMB) play a major role.
President of TSI USA Inc., Larry Kolb states, “HMB reduces muscle damage and inflammation after exercise, and increases recovery. Due to its strong effect on reducing muscle breakdown, HMB is specifically effective during strenuous exercise, reduced periods of recovery, and in novice athletes, all situations with increased muscle breakdown. HMB attenuates muscle and strength loss during sustained energy deficit induced by calorie restriction or endurance exercise.”
To read the full article Riding the Sports Nutrition Wave: Energy, Endurance & Recovery, click here.