Seeking Cleaner Label Sports Beverages
When it comes to choosing sports, performance, or protein drinks to support their workouts, more active female consumers cite low/no sugar (48% vs. 39%) and low calorie (43% vs. 33%) as important compared to males.5 Besides a greater interest in these nutrition and weight management attributes, they’re also more likely to prefer clean label products.
Among active female consumers, 28% say "free from artificial ingredients" is important when they choose a sports beverage, compared to 22% of males.6 In addition, more females think clean label sports beverages are as effective as traditional versions.7
Using Technology to Meet Health Goals
Another intriguing insight from Mintel is the different ways females would use technology (such as wearables) to monitor their health. For example, more females than males said they would use technology to track their diet (52% vs. 45%) and hydration (53% vs. 44%).8 Besides nutrition, more females would also use technology to monitor stress (56% vs. 49%).9
When asked about other ways their health could be improved with technology, females were more likely to express an interest in using technology to stay motivated (63% vs. 46%) and keep themselves accountable (57% vs. 44%).10