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DOES BETA ALANINE BUILD MUSCLE?
BETA ALANINE PRE-WORKOUT ENERGY DRINKS: DO THEY BUILD MUSCLE?
BETA ALANINE PRE-WORKOUT ENERGY DRINKS: DO THEY BUILD MUSCLE?
By Robbie Durand
KEY POINTS:
· Beta-Alanine in energy drinks produces a tingling sensation that makes consumers feel the energy drink is working and can lead to repeat sales.
· Beta-Alanine use has not been shown to increase muscle mass in most resistance exercise studies.
· Beta-alanine energy drinks are most beneficial to activities lasting > 60 seconds.
People in fitness and sports constantly search for the next energy drinks to improve performance and increase energy. One such ingredient is beta-alanine, a popular non-essential amino acid commonly found in pre-workout supplements and energy drinks. If you look at Amazon.com's best-selling pre-workouts, pre-workouts without beta-alanine have very small sales. The number 1 and 2 pre-workout is C4 energy products with beta-alanine.
When beta-alanine first hit the fitness market, it was deemed the next creatine. Studies have found that supplementing with beta-alanine improves performance and reduces fatigue (Trexler et al., 2015). Beta-alanine is often compared to creatine, a well-known supplement for muscle growth. Unlike creatine which has been found to increase muscle growth, beta-alanine does not enhance muscle growth in most studies.
You may need clarification because I stated earlier that beta-alanine improved performance. So how can it not increase muscle growth? This will be discussed later in the article. Despite the lack of studies showing that beta-alanine increases muscle growth, I would still add it to energy drinks.
The Science Behind the Tingle
Beta-alanine is a naturally occurring amino acid often used as a supplement to improve athletic performance. When beta-alanine is consumed, it combines the amino acid histidine to form carnosine. Carnosine helps reduce the accumulation of lactic acid in muscles during exercise and results in improved exercise performance. This results in increased muscular endurance and reduced fatigue.
One of the more common side effects of beta-alanine supplementation is the infamous "beta-alanine tingle" or “beta-alanine itch.” Many people will freak out and think they are having an allergic reaction the first time they take beta-alanine.
The beta-alanine tingling sensation is completely harmless. Many users will then enjoy consuming a beta-alanine supplement or a pre-workout containing beta-alanine because they want to feel the tingling sensation. The tingling sensation is typically felt in the face, neck, and arms. This is the result of beta-alanine activating nerve endings in the skin.
Why Beta-Alanine Energy Drinks May Not Help Build Muscle
A recent study shocked the scientific community when they had subjects that took beta-alanine for 8 weeks and found that subjects taking beta-alanine did not experience any more muscle growth than subjects taking a placebo. (Turcu et al., 2022) A follow-up literature review of all the beta-alanine research published found that beta-alanine does not result in gains in muscle mass. (Ashtary-Larky et al., 2022)
So why does beta-alanine not help build muscle in bodybuilders? Beta-alanine benefits activities lasting >60 seconds, while exercises outside this range had no benefit. (Hobson et al., 2012) Most weightlifting activities are less than 60 seconds which may be why beta-alanine failed to increase muscle mass in lifters. Athletic sports that will benefit the most from beta-alanine energy drinks are sprinters, CrossFit athletes, rowers, swimmers, soccer players, etc.
Caffeine is another widely consumed stimulant in energy drinks known to enhance athletic performance and increase energy and focus in various sports and activities. Like beta-alanine, many studies have found that caffeine increases short-term performance, such as endurance, power, and reaction time. However, despite the well-established benefits of caffeine on short-term performance, evidence for caffeine leading to greater increases in long-term muscle hypertrophy is lacking. (Burke, 2008)
Beta-Alanine Makes Consumers “Feel” Their Energy Drink Working
Despite beta-alanine not directly contributing to gains in muscle mass, I would still include it in energy drinks! Why? This beta-alanine tingling sensation can be “psychologically” beneficial for consumers, providing a tangible, physical sensation that the energy drink is "working."
Beta-alanine can increase motivation during workouts and result in greater confidence in the energy drink's efficacy. Some users have commented that they can only work out with beta-alanine! They want to feel the tingle!
Furthermore, the beta-alanine tingle can contribute to the repeated use of the energy drink. As users associate the tingling sensation with an effective workout or an energy boost, they may be more likely to continue using the energy drink that provides this unique experience. Also, most beta-alanine-free pre-workouts (i.e., no beta-alanine) sell poorly. Consumers want to “feel” their energy drink kicking in.
Beta-Alanine Benefits Beyond the Tingle
While this article has primarily focused on the psychological benefits of the beta-alanine tingle, it is essential to recognize that beta-alanine offers additional benefits beyond this sensation. As mentioned earlier, beta-alanine can help increase performance during high-intensity exercise lasting greater than 60 seconds and delays the onset of muscle fatigue. This can be particularly valuable for athletes participating in high-intensity activities, where improved endurance can lead to better performance.
Furthermore, combining beta-alanine with other ingredients commonly found in energy drinks, such as caffeine, can lead to synergistic effects that improve focus, alertness, and overall mental performance. Beta-alanine and caffeine can be effective for people who need intense concentration. This includes competitive gaming and strenuous physical activities.
Beta-Alanine Dosing?
According to the International Society of Sports Nutrition, four weeks of beta-alanine dosage of 4-6 g daily is recommended to increase performance. However, the optimal dose of beta-alanine for performance enhancement still needs to be determined. Some studies have used lesser dosages of beta-alanine can improve performance. The leading energy drink containing beta-alanine is C4. C4 Ultimate contains 3.2 grams of CarnoSyn Beta-Alanine.
Conclusion: The Power of Beta-Alanine in Energy Drinks
In conclusion, while beta-alanine may not directly contribute to muscle growth like creatine, its unique tingling sensation, considered a beta-alanine side effect, offers valuable psychological benefits for energy drink consumers and can lead to repeat purchases.
Beta-alanine may not directly contribute to muscle growth, unlike creatine. However, it has a unique tingling sensation. Beta-alanine's well-known positive side effect provides physical and psychological benefits to energy drink consumers. This can lead to repeat purchases.
It is a valuable addition to energy drink formulations when combined with other ingredients.
By considering the beta-alanine tingle as a unique selling point and strategically incorporating it into energy drink formulations, it is possible to create products that stand out in a crowded market and provide genuine benefits for energy drink enthusiasts and consumers alike.
Burke, L. M. (2008). Caffeine and sports performance. Appl Physiol Nutr Metab, 33(6), 1319-1334. https://doi.org/10.1139/h08-130
Hobson, R. M., Saunders, B., Ball, G., Harris, R. C., & Sale, C. (2012). Effects of β-alanine supplementation on exercise performance: a meta-analysis. Amino Acids, 43(1), 25-37. https://doi.org/10.1007/s00726-011-1200-z
Trexler, E. T., Smith-Ryan, A. E., Stout, J. R., Hoffman, J. R., Wilborn, C. D., Sale, C., Kreider, R. B., Jäger, R., Earnest, C. P., Bannock, L., Campbell, B., Kalman, D., Ziegenfuss, T. N., & Antonio, J. (2015). International society of sports nutrition position stand: Beta-Alanine. Journal of the International Society of Sports Nutrition, 12(1), 30. https://doi.org/10.1186/s12970-015-0090-y
Turcu, I., Oancea, B., Chicomban, M., Simion, G., Simon, S., Negriu Tiuca, C. I., Ordean, M. N., Petrovici, A. G., Nicolescu Șeușan, N. A., Hăisan, P. L., Hășmășan, I. T., Hulpuș, A. I., Stoian, I., Ciocan, C. V., & Curițianu, I. M. (2022). Effect of 8-Week β-Alanine Supplementation on CRP, IL-6, Body Composition, and Bio-Motor Abilities in Elite Male Basketball Players. International Journal of Environmental Research and Public Health, 19(20), 13700. https://www.mdpi.com/1660-4601/19/20/13700
What comes first, the Distributor or the chain?
What comes first, the Distributor or the chain?
In today's market, it's become ever more difficult for a new supplier to figure out their go-to-market strategy from a logistics standpoint if you need distribution to get your product to retailers. However, you might run into an issue if you plan on using a traditional DSD model like a beer wholesaler or one of the soda giants. Given the sheer size of some of these distributors' portfolios, it is becoming increasingly difficult for start-ups without chain authorizations to find a home in the Distributor's houses. The first question a distributor will ask you when you approach them on taking your brand is what chain authorizations are you and provide me? There is a good reason for this, as most sales come from their chain business, and need to maximize every inch of their warehouse with high-velocity brands. If you think about it, this is typically for any business, more bang for your buck.
That may lead you to say well, I need to start landing chains first. Well, that's not so cut and dry, either. Why is that, you ask? What is the first question most chain buyers are going to ask you? That's right; what does your distributor network look like? With this type of back and forth, you might ask how anything gets done. It is an excellent question, as it can be challenging and frustrating to land chains while building a network.
For this reason, many suppliers try to go direct when available or use outside direct shipping companies like KeHe or UNFI. These methods allow you to get your brand out in the market. The downside is that you need a dedicated distributor to help support the sale of your brand. Without distributors, you might have to double down on field sales personnel to support your brand at the store level.
However, going DSD with a solid 3rd party network is better. I recommend conversing with Distributor to get soft commitments before approaching the chains you want. This way, you can let the chain buyers know you have distributor commitments pending them bringing in the brand.
Want to know more? Please drop me a note below. I look forward to talking soon.
What is auto-replenishment?
What is auto-replenishment, and how is it changing the CPG industry?
Auto replenishment is a system that allows retailers to manage inventory using scan base sales data in conjunction with days on-hand inventory to trigger orders automatically. Historical data is used to help stores replenish stock from suppliers.
Before these systems, retailers relied heavily on human input to generate new orders. Human information would come in the form of a stock clerk ordering products for the shelf. It could also be an outside vendor requesting inventory.
From a retailer side or ton of benefits, revenue growth enhances deficiencies, identifies out-of-stock issues, and proves customer experience, scalable growth, and adequate staff capacity.
Many retailers adopting the auto-replenishment system have seen these effects. The A.R. System allows retailers to identify potential problems, such as supplier fulfillment rates. A.R. not only writes orders but also tracks inbound inventory. Essentially letting buyers know what products they are struggling to receive and how long it takes to get back in stock. The system also allows retailers to save on workforce. With A.R. Systems writing most orders with a higher accuracy rate, personnel can spend fewer hours on the floor counting and reordering inventory daily.
Sounds great, right? So what does all this mean for third-party vendors? You know the suppliers like Coke or Anheuser Bush who have their salespeople write weekly sales orders. Many suppliers still have sales reps who call on the account. They spend most of their time talking to managers about upcoming promotions and trying to impact these A.R. Orders to the best of their ability.
I could see a day when distributors no longer have a dedicated sales force. Instead, I see these third-party DSD distributors increasing their merchandising teams and taking a more logistical approach vs. a sales approach. The suppliers must have their own field sales teams In the Market to work with store personnel to order additional inventory and activate new items.
Want to learn more about how retailers use A.R.? drop a note; we would love to hear from you.
What's Changed in energy?
"How the Energy drink segment has changed for ever!"
In today’s blog, we will look deep into the energy segment. I will talk about where the categories have been, where we are today, and where the categories are going.
If we go back to 2016, what we know as traditional or functional energy drinks were at their peak. Red Bull and monster commanded most of the category $share, with Rockstar coming in in a distant third. Now, the energy category has been growing year after year. So, what makes 2016 different?
2016 was the year we saw the first-ever performance energy drink. This drink was grown in the sports nutrition sector rather than more traditional channels like grocery or convenience.
That’s right; these drinks were found in your local gyms & sports nutrition shops. When Bang energy first hit the scene, no one knew what to make of it. But eventually, the market transitioned, and the healthier for your performance energy drink Bang started to make waves.
Fast forward to 2018, and Bang was on fire. The expansion of Bangs ever-growing distributor footprint, along with making new retail chain partnerships launch the brand to new heights. By 2019 Bang had secured strategic partnerships granting them exclusivity with their distributors. This means it would be more difficult for new brands to enter the space from traditional 3rd party distribution models. By the end of 2019, Bang Energy had become the number 3 energy drink and had over a billion dollars in retail sales in the U.S.
I know I have been spending a lot of time talking about Bang, but I promise it will all make sense. Because what Bang did next would change the energy drink business forever.
In 2021 Bang decided to partner with Pepsi in a massive undertaking of transitioning away from almost 300 independently owned distributors to join the PepsiCo network. The partnership would elevate both companies and continue to drive the brand forward.
What happened next, however, changed distribution (at least for energy drinks) forever—by transitioning to PepsiCo, Bang made it possible for all his almost 300 independent distributors to now carrier other energy drinks. This is why we have seen massive growth in the energy category from brands like Celsius, Alani, C4 & Ghost. Distributors no longer held to an exclusive agreement; the independent network now goes on to carry multiple brands within their portfolios.
Beerhouses under the Anheuser Busch portfolio know this all too well. Many of these houses distributed Bang, and most had also dealt with a similar issue with monster energy leaving to the Coke-Cola network.
Another great example is recently A.B. network's loss of Celsius & C4 months apart from each other. They now focused on their in-house brands, like Ghost and other energy suppliers. Many AB houses that did not already carry Alani picked them up. This helped those distributors to recover the loss from losing these two brands.
What does this mean? It means the days of exclusivity are gone forever. And now, with an open distribution platform, we will continue to see new drinks enter the market. Performance energy is here to stay and will continue to see growth well into the future. Functional or traditional energy still makes up the majority of sales in this $15 billion category, which is massive for the beverage industry.
That is all for now; we would love to hear your comments. Feel Free to drop us a note if you have any questions.