The search for high performance grows along with the global interest in living longer and better. This year, the demand for sporting events has increased significantly. Additionally, modalities that combine physical conditioning, strength and resistance gained even more space among different practitioner profiles.
Functional workouts, hybrid races and competitions like Hyrox attract professional athletes and also people in evolution. This movement reflects a population that seeks strategies to maintain mobility, vitality and joint health over the years. This becomes even more relevant because bone mass begins to decrease around the age of 35 years and, consequently, conditions such as osteoporosis generate great economic impact: US$ 20 billion annually in the USA and € 37 billion in Europe.
With accelerated population aging, The adoption of healthier and preventative habits is also growing. No brazil, the scenario shows this progress. Em 2022, the country had about 32 million people over 60 years, according to IBGE. Until 2030, the number of elderly people should exceed that of children and adolescents. That's why, Strategies aimed at healthy aging become urgent.
Additionally, good nutritional habits already show important changes. At the moment, 48% of Brazilians maintain a healthy diet with a focus on aging well. About that, 71% of Chinese consumers believe that dietary therapy is more effective in promoting longevity than medications. This global movement drives interest in functional solutions that serve athletes and people looking to expand their fitness. healthspan, the years lived with vitality.
Sports nutrition: Essential support for performance and longevity
In this scenario, sports nutrition plays a fundamental role. For athletes in intense disciplines like HYROX, it sustains energy, performance and recovery. For older adults, on the other hand, it helps preserve strength, lean mass and autonomy, essential pillars for mobility and quality of life.
Among the most consolidated ingredients in advanced supplementation are Creapure® e Carnosyn®. Creapure® creatine is recognized worldwide for purity and safety, in addition to supporting muscle strength and power. Carnosyn® increases carnosine levels in muscle, reducing fatigue and allowing for more intense workouts. Like this, both solutions benefit both athletes and people looking to age with better muscle function.
Bioactive collagen peptides (VERISOL®, BODYBALANCE®, CONCEALMENT®, FORTIBONE®, TENDOFORTE®) also gain prominence. They deliver proven mobility benefits, bone density and joint support. These effects are essential for postmenopausal women, athletes seeking lower risk of injury and older adults seeking to preserve autonomy. That way, collagen becomes a strategic ally in a world that seeks to expand the healthspan with movement and vitality.
Given this scenario, brands have a valuable opportunity to develop solutions that integrate performance, mobility and longevity. Consequently, can deliver real benefits to the athlete and mature consumer.
If you wish to explore highly effective ingredients for these purposes, Barentz can support your brand in the development of innovative and scientifically robust proposals.