Sports & Active Nutrition continues to demonstrate significant growth, and faster than many comparable consumer health and packaged goods industries says Nick Morgan, Director of Sports Integrated and Chair of Bridge2Food’s 7th Sports & Active Nutrition Summit.
Traditionally, the heartland of bodybuilders and aesthetically driven male consumers, much of the growth is attributed to the awareness and interest amongst more “active” (or mainstream) consumers, where high protein products in convenient formats, such as bars, drinks and supplements available in wider retail outlets is becoming the norm. This presents a significant opportunity for the industry as mainstream consumers looking for active nutrition products far outnumber the more traditional group of professional athletes and bodybuilders. However, as the consumer base broadens, so does the reasons for consuming products and the sports nutrition industry needs to better understand how to approach and target consumers that span performance and health orientated goals, including those that want to gain muscle mass, improve endurance, or just eat healthier.
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