To be fair, proving that something works by double-blind trial is difficult and expensive. For new drugs, thousands of patients may have to be recruited for a trial to be sufficiently powered to give a robust, statistically significant result. The functional foods folk are hardly going to do that as the returns don’t justify the outlay.
I wager that these products (holograms, colostrum etc) work for elite athletes because they believe in them and that gives them the edge they think they need. As for me, I’m sticking with my lucky innertubes…