By Mike Montemarano, Associate Editor10.18.21
In recent years, the sports nutrition products market has gone solidly mainstream. The days in which the category was closed off to bodybuilders and elite athletes are history as more casual gymgoers and active people buy into the process of using nutrition to support their everyday exercise regimens.
FMCG Gurus’ Mike Hughes, head of research and insights, discussed the importance of identifying the motivations of more casual consumers who aspire to active lifestyles.
To start with, Hughes noted the considerable boom in the sports nutrition consumer base directly tied to the COVID-19 pandemic. “Today, people generally take a proactive rather than a reactive approach to health and are interested in a long-term approach. Today, there is no age or gender skew in the active nutrition consumer population, and over half of the global population is considered to be active nutrition consumers.”
“One question we’ve gotten is,” he continued is “are consumers going to be fundamentally
FMCG Gurus’ Mike Hughes, head of research and insights, discussed the importance of identifying the motivations of more casual consumers who aspire to active lifestyles.
To start with, Hughes noted the considerable boom in the sports nutrition consumer base directly tied to the COVID-19 pandemic. “Today, people generally take a proactive rather than a reactive approach to health and are interested in a long-term approach. Today, there is no age or gender skew in the active nutrition consumer population, and over half of the global population is considered to be active nutrition consumers.”
“One question we’ve gotten is,” he continued is “are consumers going to be fundamentally
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