27 Feb 2019 --- Following years of strong growth, the sports nutrition market is more competitive than ever. Supplier innovation has evolved to a level where manufacturers are being forced to address palatability issues in order to gain a competitive edge. Although plant proteins are no longer viewed as an inferior protein source, they are still commonly known for having “off-notes” which need to be masked. Passing the protein test has always been key, but now, more than ever before, improved palatability is at the core of NPD. Consumers do and will continue to demand sports nutrition products that taste good as well as deliver benefits and in an ever competitive market, companies have to supply proteins that enhance and not impair flavor.