Gone are the days of athletes loading up with artificially sweetened performance-enhancing powders to get bigger, faster, and stronger.
Athletes are now looking beyond just better performance from their sports nutrition products—they’re looking for natural, nutritious ingredients that are safe and good for their health.
According to market research firms such as Mintel and Euromonitor, the demand for “cleaner” sports nutrition supplements has resulted in part from more consumers engaging in everyday athletic activities (1-3).
The movement toward safer products has also grown out of a distrust of products that advertise enhanced performance while either using ingredients in unsafe dosages or dosages that are not scientifically tested.
In a few cases, some products haven’t historically contained the levels of ingredients as claimed on their labels, or they may have even been adulterated with unsafe ingredients or substances banned by the U.S. Food and Drug Administration and the World Athletic Doping Association. Click here to read the “Rest of the Story!”
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