With consumers taking a more proactive approach to health and adjusting their dietary plan, sports nutrition products have become increasingly popular among everyday consumers. While much scrutiny has been placed on the impact that COVID-19 will have on the sports nutrition market, there is opportunity to target health conscious consumers wanting to minimize the risk of disease and illness. However, it is crucial that products are good value for money, are trustworthy and offer sensory appeal.
As a result of COVID-19, much attention has been given to the impact this will have on the sports nutrition market. In some instances, the market may take a short-term hit. This will be the result of those consumers who incorporate sports nutrition products into their everyday exercise routines being impacted by restricted movement. However, this means it is equally important for the industry to target everyday consumers who want better-for-you offerings with functional ingredients.
To read this article in its entirety, check out the Sports Nutrition: Innovation digital magazine.
Will Cowling is marketing manager at FMCG Gurus.