Promotional Feature

Two people exercising in park

Paid for by Probi Asia Pacific

The following content is provided by an advertiser or created on behalf of an advertiser. It is not written by the FoodNavigator-Asia editorial team, nor does it necessarily reflect the opinions of FoodNavigator-Asia.

For more information, please contact us here

Going beyond endurance with sports nutrition formulations that begin in the gut

Sports nutrition is no longer constrained by its fundamental benefit.

Energy is now seen as a much more holistic goal for professional athletes and active professionals, encompassing immune, digestive and cognitive health, alongside overall wellbeing.

In a 2024 survey by FMCG Gurus, 96% of consumers reported having bought a sports nutrition product in the past six months while 1 in 3 had increased their supplement use in 2023 compared to 2022.1-2

Yet it wasn’t until recently that consumers began purchasing sports nutrition products that offer non-exercise-related benefits. According to Mintel data in 2025, 73% of current sports nutrition users in the UK are now interested in solutions that offer beneficiary gains for the body.3

For consumers in Asia, this sentiment also rings true. One in eight purchase sport and functional supplements and integrate them into their daily life, with the belief that consuming a supplement every day as part of a routine is better for their overall health rather than as a companion for exercise alone.4

Yet, while energy remains the primary demand for the Asia-pacific sports nutrition market, solutions that support other beneficiary gains in endurance, bone and joint health, vitality, and sleep health, can begin to tap into this lucrative market.

The foundation of health begins in the gut

There is now a growing body of evidence that the gut microbiota influences mental health, mood and cognitive functioning, going far beyond digestive and immune health. Over the years, collective research has shown that the uniqueness of the microbiome is influenced by many factors such as cultural heritage, cesarean section or vaginal birth, whether we are breastfed, diet, and external factors such as the environment we choose to live in.

The diversity of the human microbiome is considered a strong determinant of a healthy and resilient microbiome. A 2021 study examining the gut microbiome from reconstruction of preserved stool taken from humans more than 1,000 years ago demonstrated a higher microbial diversity in ancient populations.5

In fact, scientists suggest that Western populations (with diets typically high in refined grains, processed meats and low in fibre, for example) have 15% to 30% fewer species of gut bacteria than those of non-Western populations.6

Thanks to a diet rooted in traditional Eastern influences, such as kefir yogurt packed with live cultures and fermented foods produced from soybeans like natto and miso, Asian consumers may have an advantage when it comes to matters of the microbiome.

Conversely though, a report by Lumina Intelligence stated that while Japan had some of the lowest obesity rates recorded in the world, they also have the lowest percentage of people who believed they had a healthy diet.7 In Japan, at least, health is measured by what types of foods they consume on a regular basis.

Of course, the gut plays a key role in how our body processes food. A diet supported by more than 30 different plants each week, including seeds, pulses, nuts, wholegrains, fruits and vegetables, alongside fermented foods, has been shown to support a healthy and diverse microbiome.

Helping to regulate nutrient absorption, energy availability and digestive resilience, the gut microbiome is increasingly studied for its potential to support physical performance, particularly during exercise and post-recovery states.

Built to last

Over time, physical foundations built to last can eventually weaken and collapse through natural degradation, erosion or sustained stress. The same can be said for the gut microbiome. Beneficial bacteria, such as bifidobacteria, naturally decline with age. Therefore, supporting the microbiome by introducing prebiotics and naturally occurring probiotics can help to maintain gut health and support healthspan.

In Asia, where soups and broths are often favoured over water for their nutrient-dense profiles, there is a particularly large appetite for functional ingredients. Growing opportunities across adaptogens, particularly mushrooms and seaweed, and nootropics, are primed to resonate strongly with urban populations.

While consumers today are placing higher value in vitamins and minerals when it comes to sports nutrition supplements, probiotics that can help rebalance and rebuild from the inside out are also on a significant upturn.

With over 290 publications and 80 clinical trials, Lactiplantibacillus plantarum 299v (LP299V®) is recognized as one of the most clinically studied L. plantarum strain in the world. This proprietary probiotic strain developed by Probi, has been featured in several human clinical trials for its nutrient absorption, with at least ten clinical trials highlighting its positive impact on supporting performance and cardiovascular‑related biomarkers.

LP299V adheres to the intestinal cells, called enterocytes via a unique binding mechanism. LP299V has also been found to adhere in the upper small intestine, where iron absorption takes place. Once anchored, LP299V increases levels of duodenal cytochrome B within the intestinal epithelium. This enzyme is key for transforming iron from its less bioavailable form, Fe3+, to its more bioavailable form, Fe2+, allowing it to be more readily absorbed.8,9

In a study that focused on non-anemic female athletes, researchers found that the participants who consumed LP299V plus iron showed an increase in ferritin levels after just four weeks, compared to those who consumed iron alone.10 In the same study, researchers also reported that those consuming LP299V saw significant changes in VO₂ max over a 12‑week study period.10

The findings suggest an association between improved iron bioavailability, cellular respiration processes in muscle tissue and performance‑related parameters examined in the study.

The innovation gap is front and center

For sports and active nutrition brands looking to incorporate functional ingredients into food and beverage applications, probiotics – like LP299V – are often overlooked, despite their capabilities to foster beneficial gains. Between heat and processing challenges and regulatory constraints, finding the right probiotic strain that can offer science-backed functionality without altering taste takes time and investment from multiple resources.

Probi, part of Symrise AG, has more than 30 years of research developing science-backed strains and microbiome-centric formulations that deliver targeted health support across digestive, immune, metabolic and cognitive health. Its expertise in this area means it has end-to-end capabilities that range from strain discovery and clinical validation, to formulation, manufacturing and commercialisation.

For the Asia-pacific market, where fragmentation in regulatory chains is difficult to navigate, Probi is well positioned to support. Its ingredients are tried, tested, and trusted in over 40 different markets and can be applied across a wide range of food and beverage applications, including protein shakes, carbonated beverages, shots and fruit smoothies or drinks. For example, its proprietary probiotic strain, LP299V, offers a wide pH-tolerance with a safe history of use in commercial food products and dietary supplements.

Leading with science

Although stringent regulations combined with consumer demands for science-backed innovations have posed a significant challenge for the global sports nutrition market, companies like Probi, among others, can now lead the change for active nutrition.

Brands that deliver on claims backed by scientific efficacy will go the distance with consumers and build a loyalty that can outlast market trends. In science, it’s about proving our worth. In sport and active lifestyles, it’s called leveling up to go further, faster.

To level-up sports nutrition formulations, find our more here.

References:

  1. FMCG Gurus. A Spotlight on Sports Nutrition - Global Report 2024.
  2. Innova Market Insights. Category Insider: Revitalizing the Game: Navigating the Global Future Trends of Sports & Energy Beverages 2023.
  3. Mintel. UK Sports Nutrition 2025, 2025.
  4. Innova Market Insights. Sports Supplements Trends in Asia Pacific, December 2025.
  5. Wibowo, M.C.; et al. Reconstruction of ancient microbial genomes from the human gut. Nature. 2021;594, 234-239.
  6. Adrian, T.; et al. The Prevotella copri Complex Comprises Four Distinct Clades Underrepresented in Westernized Populations. Cell Host & Microbe. 2019;26(5), 666-679.
  7. Lumina Intelligence. Future Food Global Study, September 2025.
  8. Adlerberth, L.; et al. A mannose-specific adherence mechanism in Lactobacillus plantarum conferring binding to the human colonic cell line HT-29. Appl Environ Microbiol. 1996 Jul;62(7):2244-51.
  9. Sandberg, AS.; et al. Iron Supplements Containing Lactobacillus plantarum 299v Increase Ferric Iron and Up-regulate the Ferric Reductase DCYTB in Human Caco-2/HT29 MTX Co-Cultures. Nutrients. 2018 Dec 8;10(12):1949.
  10. Axling, U.; et al. The Effect of Lactobacillus plantarum 299v on Iron Status and Physical Performance in Female Iron-Deficient Athletes: A Randomized Controlled Trial. Nutrients. 2020 Apr 30;12(5):1279.