Sports nutrition has become more prevalent in the last decade due to an increase in health concerns and changing lifestyles. According to Mintel, 31% of UK adults have used a sports nutrition product in 2018. Today, one of the most popular supplements in that category would be protein powder.

Protein powder can be split based on milk-based and plant-based proteins. Milk-based proteins such as whey are the most used right now and are still gaining popularity in many demographics. Plant-based proteins, made from brown rice, soy, hemp, sunflower and pea are also on the rise due to rising vegan dietary patterns in many developed countries. Nevertheless, even with the growth, many people still struggle to find the right taste or have a negative view on the taste of products with high protein content, even more so if it is plant-based.

Flavours can play a crucial role in enhancing the palatability of protein shakes in the sports nutrition industry. Protein shakes made from vegetarian sources like pea and sunflower proteins are gaining popularity, and the challenge is to make them taste good enough to drink. Flavours can help mask the unpleasant taste of these proteins and make the shakes more enjoyable to consume. The use of flavours is not limited to enhancing the taste of protein shakes alone, it can also be used to mask the bitterness of other supplements like pre-workouts or BCAAs, making them more palatable for consumers.

With the right combination of flavours, protein shakes can be made to taste like popular desserts or candy, which can be especially appealing to consumers who are looking for a more enjoyable way to consume protein. The diversity that flavours present also helps create a sense of variety in the sports nutrition industry. Discerning consumers can choose from a wide range of flavours to keep their diet interesting and prevent flavour fatigue.

As the market keeps on growing and developing, Matrix Flavours has introduced new flavours for both the milk-based and plant-based proteins. The new range of flavours aims to lower the barriers of entry for new users and lifestyle users, while also enriching existing user’s experiences and leave a lasting positive impression.