By Sean Moloughney, Editor 11.01.18
Sports nutrition products have entered mainstream commerce, attracting young active millennials, weekend warriors, boomers, seniors, and everyone in-between. Their health goals may vary but they all want quality products that can make a measurable difference in their day-to-day activities.
While protein has dominated the sports world, and in large part still does, an array of differentiated products now cater to the diverse audience of health and fitness enthusiasts. Armed with limitless information online, consumers are well-equipped to evaluate brands. Research, quality verifications, and a transparent marketing approach can help companies gain an edge.
Active Living
With growing emphasis on maintaining healthy habits throughout life, the sports nutrition market continues to expand from traditional strength activities to active fitness regimens, such as gym classes like yoga, high-intensity interval (HIIT) training, and CrossFit, said Cliff Barone, global marketing, Lonza Consumer Health & Nutrition. “With lines blurring between professional athletes and everyday gym
While protein has dominated the sports world, and in large part still does, an array of differentiated products now cater to the diverse audience of health and fitness enthusiasts. Armed with limitless information online, consumers are well-equipped to evaluate brands. Research, quality verifications, and a transparent marketing approach can help companies gain an edge.
Active Living
With growing emphasis on maintaining healthy habits throughout life, the sports nutrition market continues to expand from traditional strength activities to active fitness regimens, such as gym classes like yoga, high-intensity interval (HIIT) training, and CrossFit, said Cliff Barone, global marketing, Lonza Consumer Health & Nutrition. “With lines blurring between professional athletes and everyday gym
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