CPA, labelling regulations could benefit sports nutrition industry

Athletes and sports enthusiasts therefore cannot be guaranteed of the quality and ingredients that many sports nutrition products claim to possess.

However, the Consumer Protection Act (CPA) and stricter labelling regulations in South Africa, will give consumers a right to recourse should products under-deliver on their promise. This is the view of Deon Lewis, MD of Cipla Nutrition, a new brand extension of Cipla Medpro, a sports nutrition brand manufactured in a Medicines Control Council, quality-controlled facility.

"With the sports nutrition industry being unregulated, consumers are not guaranteed that the product actually contains what is claimed on the label. There is no verification of the effectiveness and often there may be hidden dangers in these products. Frequently products under-deliver on label claims and their effectiveness," explains Lewis.

The new labelling regulations for foodstuffs gazetted by government have made it more difficult for sports nutrition manufacturers to get away with non-conformance to quality standards.

"Stricter labelling regulations are empowering consumers to make better choices based on more reliable label information in the sports nutrition space. Sports nutrition companies who may not have conformed to quality control standards now need to state clearly on their labels exactly what is going into their products. Of course, the danger still exists that, because it is an unregulated industry, some companies may take short cuts. It is therefore imperative that consumers be empowered to make an informed choice when it comes to sports nutrition, which the CPA and new labelling regulations support.

"We strive to accommodate not only quality-sensitive consumers, many of whom exclusively use imported brands for this reason, but also the price-sensitive consumer looking for sports nutrition supplements that deliver, yet are affordable," concludes Lewis.