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Issue Summary

Sports nutrition has long had a popular following—of elite athletes and hardcore bodybuilders. However, as more consumers have begun embracing a healthier lifestyle, products for active adults have gained entrance into the mainstream.

Editor's Take

Although younger consumers are driving category usage, opportunities exist to develop products across all generations and for multiple applications. Beyond athletic enhancement and recovery, potential uses range from maintaining muscle mass and mobility during aging, to staying hydrated with a more natural, nutritious option.

Takeaways for Your Business

  • In recent years, a cultural shift in health and wellness attitudes spanned across all generations.
  • New products must be convenient, taste great and boost nutritional intake with fewer calories.
  • Bars and supplements are most popular, but opportunities in other formats should not be overlooked.