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The definition of strength is evolving, encompassing muscles, bones, joints, and more. Learn the crucial nutrients for strength to meet today’s needs.
For consumers today, having strength is no longer just about lifting heavy weights. It’s about maintaining stamina and flexibility to handle daily challenges—whether powering through the workday, enjoying weekend hikes, or keeping up with kids. This shift in how strength is perceived and pursued is opening new opportunities for brands to innovate with targeted nutrition solutions.
An impressive 61% of consumers in the US and UK now exercise at least twice a week, and nearly half (45%) push beyond that, working out three or more times weekly.1 Strength is a top motivator, especially among male Gen Z and Millennials, as well as female Boomers, who cite it as their number one reason for exercising.2 For Gen X males, strength is the second most important exercise driver.3
Strength has become the primary driver for a variety of exercise routines beyond weight training. Those engaging in cardio workouts, functional fitness, Pilates, and yoga are all motivated by the desire to build and maintain strength and muscle.4
| Weights or Resistance Training | Functional Fitness, Circuit Training, CrossFit, Bootcamps | Cardio Workout | Yoga or Pilates |
|---|---|---|---|
| Build/maintain strength or muscle (45%) | Build/maintain strength or muscle (30%) | Build/maintain strength or muscle (36%) | Build/maintain strength or muscle (30%) |
| Increase overall fitness (28%) | Keep my heart healthy (26%) | Increase overall fitness (29%) | Increase overall fitness (26%) |
| Lose weight (25%) | Increase overall fitness (23%) | Keep my heart healthy (26%) | Keep my heart healthy (26%) |
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For many, the foundation of strength starts with muscle. But increasingly, bones and joints are gaining recognition as essential building blocks, especially as consumers aim for longevity and everyday performance. For Gen Z and Millennials, feeling mentally strong is yet another aspect of strength.5
Protein is undoubtedly a sought-after ingredient for those seeking to build strength, with 22% of protein powder occasions driven by the “Build Strength” need state.6 However, this need state also plays a role in the use of many other types of active nutrition products, from energy drinks to creatine to collagen.
| Product Type | % of Use Occasions within "Build Strength" Need State |
|---|---|
| Protein Powder | 22% |
| Energy Drinks | 17% |
| Pre-workout products | 16% |
| Creatine | 16% |
| BCAAs | 15% |
| Hydration/electrolyte drink or powder | 13% |
| High protein bar | 13% |
| RTD protein beverage | 12% |
In addition to sports nutrition products, vitamins and minerals are highly valued. Among consumers focused on strength building, 90% have used vitamin-mineral supplements in the past three months.7 This includes multivitamins (27%), vitamin C (21%), calcium (18%), and vitamin B12 (16%), all of which over-index for this group.8
As the concept of strength broadens, manufacturers are tasked with meeting these new needs, offering solutions that go beyond muscle support to nourish bones and joints with targeted nutrients for strength.
Magnesium, Vitamin D3, and Vitamin K2
The essential micronutrients magnesium, vitamin D3, and vitamin K2 work synergistically to support bone health by enhancing calcium absorption (vitamin D3), directing calcium to the bones (vitamin K2), and aiding in bone formation and density (magnesium).
Their combined supplementation ensures calcium is effectively utilized and stored in bones rather than soft tissues, promoting healthier and stronger bones. Glanbia Nutritionals’ Functionally Optimized Nutrient Solutions let brands provide these crucial micronutrients in optimized forms for significant improvements in taste, stability, dispersibility, and more.
Calcium
As the primary mineral in bone, calcium is foundational to building and maintaining strong bones throughout life. Offering more than just calcium, TruCal® is a balanced milk mineral complex that delivers six essential minerals (calcium, phosphorus, magnesium, potassium, zinc, and copper) all at similar levels to the normal mineral composition of bone.
Collagen
Collagen is increasingly being recognized for its vital role in joint health, providing structure and flexibility to support movement. Compared to traditionally used collagen peptides, CollametaTM—a highly potent collagen tripeptide—is more rapidly and efficiently absorbed by the body. Once absorbed, it effectively stimulates the body’s own collagen production.
Turmeric
Turmeric’s active ingredient, curcumin, has well-known anti-inflammatory properties that make it a high-demand ingredient for joint support and overall mobility. A game-changing ingredient innovation, CuroWhite® provides a soluble, mild-tasting option without the bright orange color of standard turmeric.
CuroWhite®’s colorless appearance, achieved through encapsulation, makes it ideal for use in powder drink mixes, ready-to-drink beverages, and bars for sports nutrition and healthy aging. It also eliminates the problem of color bleed between production runs and reduces cleanup time.
ATP (Adenosine 5-Triphosphate)
For building muscular strength, ATP is essential. As the body’s primary source of cellular energy, ATP is needed for fueling muscle contractions and supporting intense bursts of physical activity.
Glanbia Nutritionals’ OptiATPTM is an optimized ATP that is a non-stimulant energy source. Powered by PeakATP®—a bioidentical form of ATP backed by three patents and numerous human clinical studies—it supports muscle growth, performance, and recovery.
Amino Acids
While protein is central to strength building, targeted supplementation with key amino acids like BCAAs and glutamine provides faster, more direct support for muscle. Unlike other amino acids, which must first pass through the liver, BCAAs are metabolized primarily in muscle tissue, where they can quickly help reduce muscle protein breakdown during intense exercise.
One BCAA, leucine, has a unique role in activating protein synthesis, while the amino acid glutamine supports muscle recovery, especially under physical stress. With AminoBlast® technology, brands can choose instantized amino acids for superior clarity and dispersibility. Additionally, PepForm® peptide carrier technology provides enhanced absorption.
Creatine
Creatine is another significant nutrient for strength, serving as a reservoir to rapidly replenish ATP during bursts of intense exercise. This increased energy availability supports greater workout performance, leading to improved strength gains. For strength-focused beverages, CreaBev® delivers unmatched solubility and stability over time.
As consumer demand for strength support evolves beyond traditional definitions, brands have the opportunity to combine targeted nutrients for strength into comprehensive, holistic strength support products. Supporting strong and healthy bones, joints, and muscles empowers your consumers to perform at their best and meet life’s challenges with confidence.
Glanbia Nutritionals offers innovative, science-backed nutritional solutions that fuel exceptional products. Discover the difference our ingredients can make! Contact us today to explore how we can help expand your product portfolio.
