Top Activities and Motivations
A recent report by FMCG Gurus1 breaks down performance nutrition consumers into high-performing athletes and high-performing regular gym goers who engage in strenuous exercise at least five times a week with the goal of maximizing physical performance. In exploring these two categories of consumers globally, different preferences in activities, as well as motivations for exercising, emerged.
For gym goers, the top reason for exercising is for optimal fitness (82%), with the most popular activities cited as:
- Muscle building (70%)
- High-intensity workouts (63%)
- Training for long-distance/endurance events (32%)
- Swimming (28%)
For athletes, the most common reason for exercising is for positive health/to stay active (89%), and the top exercise activities are:
- Long-distance running (65%)
- Short-distance running (59%)
- Long-distance cycling (47%)
- High-intensity swimming (40%)
Understanding Their Nutrition Priorities
Performance-focused consumers place high demands on their bodies on a regular basis. To support these demands, proper nutrition is essential—both to staying healthy under these conditions and to achieving performance goals. Muscle building is a top concern for these consumers, in addition to pre-workout support, whether for energy, endurance, or getting a “pump.” Products to support recovery are also important, as they allow consumers to exercise hard, day after day.