Who is the Active Lifestyle Consumer?
The active lifestyle consumer is someone who’s incorporated healthy fitness and nutrition habits into their lives. Active lifestyle consumers aren’t known for following intense workouts or strict diets to maximize body performance. Instead, they focus on good nutrition and regular exercise such as walking, jogging, or hiking as part of their long-term approach to health.
FMCG Gurus estimates 53% of the population falls into this group, which is evenly distributed across age and gender.1 To support their proactive approach to health, many active consumers are turning to sports nutrition products that offer the health benefits they seek. However, this growing active consumer segment has different nutrition interests than traditional sports nutrition consumers.
The Top 2022 Nutrition Trends for Active Consumers
Active lifestyle adults are nutrition-savvy. They support their health by seeking ways to maintain a balanced calorie intake (i.e., enough energy and satiety to support an active lifestyle, but without excess calories) and by choosing products that can give them a nutrient boost whenever possible.
With that in mind, this year’s notable nutrition trends for active adults are:
1. No- and Low-Sugar Hydration
The proliferation of flavored waters and unsweetened or lightly sweetened RTD teas and coffees is meeting a key need for healthy, enjoyable hydration. Active adults have fully embraced today’s no- and low-sugar hydration options which come in an endless variety of flavors.
64% of global consumers think low- and no-sugar claims make a snack healthy,2 and since COVID began, 60% plan to reduce their sugar intake.3 For low-sugar beverages, those sweetened with fruit juice, honey, or maple syrup and with messaging such as “a hint of sweetness” are most likely to appeal to active adults.