Evolution from Sports Performance to Lifestyle Nutrition
The sports nutrition category has been evolving. What began with a focus on products to support muscle building and athletic performance has expanded to encompass a range of additional health and wellness benefits. This new lifestyle nutrition approach to the category can be seen in messaging around positive nutrition, along with the inclusion of nutritional and functional ingredients that support the whole person.
Healthy Body and Mind for Optimal Performance
Research by FMCG Gurus reveals several lifestyle nutrition claims that attract global consumers when purchasing sports nutrition products. For example, cognitive health benefits appeal to anywhere from 78 to 84% of consumers (depending on the region), while immunity claims appeal to 58 to 70%.1