The swell of active consumers is not just changing the landscape and direction of the sports nutrition industry, but opening the door for mainstream manufacturers to dabble in sports nutrition.
In this SupplySide West edition of the Healthy INSIDER podcast, Managing Editor Steve Myers chats with Kara Nielsen, Innova Market Insights, about the impact and dynamics of active consumers and active nutrition.
- Active nutrition is rising among all ages of consumers, who are migrating into the sports nutrition world via protein—this is pushing the plant protein movement.
- Active consumers are adopting some sports nutrition ingredients into their daily regimens, but still look for mainstream trends such as clean label and organic.
- Making sports nutrition products more accessible, with more mainstream looks and flavors, will help capture this growing active consumer demographic.
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