Sports Nutrition: Flavour Now Critical for Mass-Market Scale, Not Just Efficacy
Nutrabolt VP Frank DiLorenzo states that consumer expectations have made flavour a primary driver in sports nutrition, shifting beyond efficacy alone for market expansion.
AI-assisted coverage: produced by SF News' automated newsroom from the cited sources and checked by automated attribution gates. Editorial responsibility: Lee Smith, Group CEO. How we work →
Rio de Janeiro, Brazil — 26 March 2026
The sports and active nutrition sector can no longer rely solely on product efficacy for sustained growth, as rising consumer expectations have elevated flavour to a critical development priority. According to Nutrabolt's VP of Product Development, Frank DiLorenzo, speaking at the Sports & Active Nutrition Summit, this shift has reached a tipping point. Historically, a segment of dedicated athletes tolerated unpalatable tastes for functional benefits; however, advancements in flavour technology and the category's expansion beyond its core demographic have significantly lowered this tolerance threshold.
Brands aiming for broader, mass-market penetration will find poor sensory performance a structural impediment. DiLorenzo emphasised that scaling effectively necessitates products with appealing taste profiles, making it difficult to commercialise formulations that impart adverse sensory characteristics, regardless of their functional strength. This implies a significant re-evaluation of product development pipelines and ingredient selection processes.
Formulators, including those at Nutrabolt, are now integrating sensory considerations into the nascent stages of ingredient assessment. This revised approach means flavour evaluation occurs before formula assembly, often involving sensory testing of individual ingredients without immediate application, to inform future product lines. This pre-emptive strategy aims to mitigate a common issue where technically robust but organoleptically deficient formulas struggle to reach commercial viability, thereby impacting time-to-market and NPD investment returns.
DiLorenzo cautioned against over-iterating on efficacy when existing flavour technologies cannot resolve sensory issues, noting that sometimes a novel ingredient may be 'too early' for successful market integration due to taste limitations. While flavour remains subjective, consistent consumer data identifies dominant preferences within product categories. Ignoring these established patterns in favour of novelty risks limiting repeat purchase potential and market share.
What this means for Brazil
Brazilian sports nutrition manufacturers must rapidly adapt their R&D protocols to prioritise flavour from concept to shelf, addressing a market where consumer discernment is increasing. Investment in advanced flavouring systems and sensory panels will be crucial to maintain competitive edge, particularly as local brands compete with international entrants. Formulators should anticipate longer reformulation windows by up to 20% to accommodate iterative taste testing. Furthermore, procurement leads will need to assess ingredients not only for efficacy but also for their inherent sensory impact, potentially leading to a shift in preferred suppliers or an increase in ingredient costs. Brands failing to deliver on taste will see market share erode, as consumer loyalty in the R$5.5 billion Brazilian supplement market is increasingly tied to sensory experience.
The larger commercial implication is that sensory performance has become a gatekeeper for commercial success in sports nutrition. As the category matures and competition intensifies in markets like Brazil, products that do not satisfy modern taste expectations are likely to be sidelined, irrespective of their functional claims or scientific backing.
Brand owners increasingly rely on contract-manufacturing partners such as Supplement Factory to navigate these requirements.