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Sports Nutrition Consumers Open to Myriad of Product Formats

While bars and supplements top the products used by sports nutrition consumers, they’re increasingly using a variety of formats including shots, shakes and drinks.

Sports nutrition product users are consuming products across a wide range of product formats, with bars and supplements used most often, with hydration and recovery products being used by a third of consumers who are active in this category. This is just one of the findings from the inaugural Mind of the Consumer study, being presented at Ingredient Marketplace in late April. Developed in partnership with the Natural Marketing Institute (NMI), we sought to explore and understand consumer expectations and perceptions related to top health categories. The team also examined ingredient suppliers and their perceptions in regards to consumer demand, allowing comparison between what suppliers are doing compared to consumer needs. While sports nutrition and performance products are becoming more mainstream, consumers have greater concerns around product efficacy and safety in this category. There is, however, a perceived fear of weight gain that is cited by many consumers as a reason not to use sports nutrition products. In fact, more than half of sports nutrition users are also actively using weight management products. These consumers are using a variety of products to support their goals, with two-thirds of users consuming more recovery products than a year ago, and 59 percent making greater use of energy shots.

The Mind of the Consumer findings are not just focused around sports nutrition, but also delve into weight management, digestive health, protein, omega-3s and probiotics. These insights will showcase areas of opportunity for manufacturers, marketers and suppliers to develop and launch new products successfully.

Interested in learning more? Join us on Friday, April 29, at Ingredient Marketplace for the inaugural presentation of the Mind of the Consumer research findings. NMI’s Steve French and I look forward to sharing insights across the focus areas and looking at where the areas of opportunity lie.

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