The Rise of Performance Aesthetic
Fitness culture continues to evolve, with sports nutrition brands watching trends carefully to offer the ingredients, benefits, and formats that will appeal the most to their consumers. One shift underway is the perception of what it means to be truly fit, with sports nutrition consumers often seeking to look and feel their best on all levels.
It’s no longer just about six-pack abs but the whole package, which means a new focus on health and wellness, including those aspects related to beauty (such as healthy skin, hair, and nails). Beauty-from-within products are on the rise, both in supplements and functional beverages. It’s no surprise sports nutrition consumers—particularly women—might be looking for products that can support all of these needs.
Innovative Sports Brands Taking on Beauty from Within
Here’s a look at two innovative brands that are using targeted messaging and ingredients to appeal to the evolving interests of sports nutrition consumers.
UK sports nutrition company MYPROTEIN has reacted to this trend by launching several nutricosmetic products. One example is Beauty Bites, sold under their MYVITAMINS brand. Beauty Bites are protein energy balls that contain real food ingredients such as dates, almonds, chia seeds, and goji berries. They are also fortified with collagen peptides, hyaluronic acid, vitamin C, and vitamin A—specifically for skin health.