The global isomaltulose market is poised for significant growth, driven by increasing demand from health-conscious consumers and the favorable functional properties of isomaltulose. As the 21st century progresses, there has been an exponential rise in the number of consumers adopting active and healthier lifestyles. This shift is evident as more people invest time in health and fitness-related activities, including sports, home workouts, running, gym sessions, and swimming.
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The growing number of sports and fitness enthusiasts worldwide has led to a surge in demand for sports nutrition products such as gels, shakes, protein bars, and hydration beverages. This trend is expected to continue, boosting the isomaltulose market. In recent years, isomaltulose has emerged as an ideal alternative to sucrose due to its low glycemic index and sugar content. The rising consumer demand for clean-label and low-sugar food products is another key factor anticipated to drive the expansion of the global isomaltulose market during the forecast period. As a result, the global isomaltulose market is projected to reach a market value of approximately USD 1 billion by the end of 2030.
Research and Development Advocates Isomaltulose as a Weight Loss Agent
Over the past decade, research and development activities in the sports nutrition and science space have increased rapidly. There is growing evidence supporting the claims that isomaltulose aids in weight loss. According to BENEO, a leading company in the isomaltulose market, recent studies have revealed that isomaltulose helps in reducing body weight and overall fat mass. As more scientific studies continue to support these claims, isomaltulose is increasingly being used in powdered form in various foods, including cereal bars, cereals, baked products, frozen desserts, dairy products, and beverages.
Industry experts believe that isomaltulose provides the same amount of carbohydrate energy as sucrose, along with an exceptional glucose-fructose binding, making it an ideal substitute for sucrose. Moreover, isomaltulose is primarily derived from natural sugar beet, making it an appealing sweetener alternative for health-conscious consumers who prefer natural and clean-label food products.
Isomaltulose Gains Popularity Among Athletes and Video Gamers
As research and development activities provide evidence of the benefits of consuming isomaltulose, many individuals in the sports community are switching to sports and active nutrition products containing isomaltulose. This shift is driven by the ability of isomaltulose to help athletes achieve their fitness goals and offer a higher rate of fat oxidation during endurance training. According to research conducted at Oxford Brookes University’s Functional Food Center, isomaltulose shows promise in improving metabolism and aiding fat-burning processes.
Recently, the gaming community has been identified as potential consumers of isomaltulose. Several energy drink companies have started including isomaltulose in their beverages, as it aids the concentration of gamers and esports athletes. Various energy drink brands are leveraging effective marketing and branding strategies to promote their products and raise awareness among consumers. For instance, the Danish energy drink company State, with the help of top athletes and sports ambassadors such as Caroline Wozniacki, Kevin Magnussen, and Christian Eriksen, is raising awareness about the importance of stable blood glucose levels while promoting their brand. These marketing campaigns are expected to play a crucial role in the expansion of the global isomaltulose market.
Impact of COVID-19: Focus on Online Sales
The onset of the COVID-19 pandemic has significantly impacted various industries. Lockdowns, trade restrictions, and self-isolation measures enforced by governments worldwide have affected the offline sales of sports nutrition products, directly impacting the growth of the isomaltulose market. However, market players are focusing on boosting sales through online platforms and diversifying their product portfolios to align with current consumer demands. As consumers continue to find ways to maintain healthier lifestyles, the demand for sports nutrition products containing isomaltulose is expected to grow at a moderate pace.
Analysts’ Viewpoint
The global isomaltulose market is anticipated to expand at a moderate compound annual growth rate (CAGR) of approximately 5% during the forecast period. The increase in health-conscious consumers, growing awareness of the benefits of isomaltulose, and its desirable sugar level and low glycemic index are some of the leading factors expected to drive market growth. As government authorities worldwide continue to approve products containing isomaltulose, the market is projected to experience consistent growth throughout the forecast period.
About the Isomaltulose Market
The global isomaltulose market was estimated to be approximately USD 711.1 million in 2020, according to Transparency Market Research (TMR). The market is expected to reach approximately USD 1 billion by 2030, growing at a CAGR of around 5%. The food and pharmaceutical segments are the primary consumers of isomaltulose, with food accounting for approximately 93.7% of the market value in 2020. Europe leads the global market, followed by North America and East Asia. The increasing popularity of low-calorie sweeteners and the growing adoption of sports nutrition products are significant trends driving the market.
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