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Expanding demographics in sports nutrition – digital magazine

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.

Takeaways for your business:

• Sports nutrition has evolved to include overall health and wellness, anti-aging and hormone support.
• Protein has fueled crossover from the mainstream with low-carb and keto weight-watching trends.
• E-commerce, wellness, plant-based and convenient formats are post-pandemic trends in the space.

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