Breaking stereotypes in sports nutrition

There is a mentality gap between the sexes, where women often believe their workouts are not of the intensity that warrants sports nutrition support, said Brett Hamer, product director of the nutrition division at THG, at audience at the recent Barentz Health and Wellness Seminar on Women’s Health in Gstaad, Switzerland.

Myprotein actively works to educate individuals about the valuable benefits of protein and supplements, he explained.

Broaden perceptions ​

Protein powder has always been viewed and marketed as a product aimed at men looking to build muscle. However, in essence, protein is not a gendered product, Hamer emphasized, which is why breaking gender stereotypes in sports nutrition is one of the brand’s main priorities.

Creatine, another product traditionally aimed at mainstream sports nutrition consumers, is undergoing a perception shift, he added. While the advantages it offers in terms of size and strength are well known, concerns about water retention have limited its appeal among women.

Hamer predicts that as the positive effects and lack of side effects become better known, creatine’s appeal will broaden across all demographics. New supplement formats also present an opportunity to increase consumer access, he explained, noting that gummies now offer an alternative to traditional VMS formats.

“There are differences in effectiveness, and they are not there to completely replace other formats, but they offer the possibility of creating a more pleasant and taste-focused moment of consumption in a traditionally very dry space,” a- he explained.