Expanding demographics in sports nutrition – digital magazine

Creatine, protein and beta-alanine were game-changers in the sports nutrition market, but the next great innovative step forward remains elusive in the space, even as the demographics of potential product consumers expand beyond hardcore athletes to include people with active lifestyles. The changes are also happening amid the backdrop of the COVID-19 pandemic, which saw big drops in consumer activity due to gym closures and other lockdowns.