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As the market for sports nutrition products transitions from one specifically targeting high-performance and professional athletes to one aiming at “active” consumers, the effort to find innovative ingredients and product offerings has picked up. With innovation comes the need to coordinate marketing messages with regulatory and legal requirements, and also an analysis of a consumer market newly focused on quality nutrition in convenient delivery formats.
June 5, 2020
Takeaways for Your Business:
• Changing fitness trends have led to higher demand for protein rich diets, and product competition.
• Brands should consider how to combine wellness product values with naturally functional ingredients.
• Research and testing in the space should evolve and continue, despite being labeled non-essential.
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