Sports nutrition: Female athletes – digital magazineSports nutrition: Female athletes – digital magazine
While women have always been involved in competitive athletics, the number of professional female athletes is on the rise. The same cannot be said for female athlete-specific clinical research into sports nutrition products, which has lagged in the segment despite data showing women controlling a huge portion of consumer spending. Some female-centric sports nutrition brands are emerging though, despite a number of fits and starts to their progress.
November 13, 2020
Takeaways for your business:
• Energy deficiency and expenditure needed to support homeostasis underpin the female athlete triad.
• Marketing messages need to attempt to reach women by appealing to their intelligence and strength.
• The balance of protein, carbohydrate and energy availability is profound for women in sports.
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