24 Feb 2020 --- Sports nutrition is barreling toward the mainstream with its appeal reaching athletes, fitness enthusiasts, “weekend warriors” and active consumers who now seek health and wellness through food and beverages, just as much as supplements and sports-specific nutrition. Protein remains a key ingredient, while the F&B industry is also getting creative with applications that satiate consumer demand for performance-boosting healthy indulgence, with a holistic positioning. Interest in how athletes and others can thrive without consuming animal-derived foods has piqued, while clean label ingredients continue to take center stage within the sports nutrition sector.