By Sean Moloughney, Editor11.11.21
While dedicated athletes and fitness enthusiasts still represent a strong core of the sports nutrition category, consumers who are more broadly committed to active lifestyles now represent substantial opportunities for brands to deliver on a range of mainstream health needs.
“According to Nutrition Business Journal, health-minded consumers who exercise are doing such activities as walking and yoga and have found ways post-lockdown to retain those activities,” said Sam Michini, vice president of marketing and strategy, Deerland Probiotics & Enzymes. “And, in addition, those who turned to connected fitness platforms found that exercising was a way to be social; this new community aspect has kept many sticking to their exercise routines.”
The new consumer in this category, Michini said, “according to NBJ, is looking for ‘active lifestyle’ nutrition, not ‘sports’ nutrition; although ‘sports nutrition’ remains a strong albeit specialized category for athletes, both professional and amateur.”
Market Ev
“According to Nutrition Business Journal, health-minded consumers who exercise are doing such activities as walking and yoga and have found ways post-lockdown to retain those activities,” said Sam Michini, vice president of marketing and strategy, Deerland Probiotics & Enzymes. “And, in addition, those who turned to connected fitness platforms found that exercising was a way to be social; this new community aspect has kept many sticking to their exercise routines.”
The new consumer in this category, Michini said, “according to NBJ, is looking for ‘active lifestyle’ nutrition, not ‘sports’ nutrition; although ‘sports nutrition’ remains a strong albeit specialized category for athletes, both professional and amateur.”
Market Ev
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