Active nutrition consumers now cross all ages, genders and fitness levels, and they want science-backed formulas that support muscle maintenance, performance and more.

May 25, 2023

1 Min Read
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The sports nutrition category has been evolving in recent years as its consumer base broadens beyond elite athletes and bodybuilders to a more active lifestyle consumer spanning all ages, genders and fitness levels. This has prompted a reboot in the category with products that are safer, cleaner, more effective and backed by rigorous science. Formulators are also capitalizing on new ingredient technologies that are more versatile and formulation friendly in a variety of new delivery formats. 

Download this product development guide to learn about the sales potential in this changing category, the product attributes that active lifestyle consumers value, and a range of new ingredients, from plant-based proteins and botanicals to enzymes, to help create market-winning products.

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