As training and diets diversify, the challenge is how best to target the consumer.
There are increasing numbers of enthusiasts involved in endurance sports and general pursuits, all looking for personalised nutrition that suits their particular sport and diet choice. The industry is busy reformulating and looking at more convenient packaging and new methods of consumption.
The endurance sport marketplace is evolving rapidly, and nutrition brands need to be adaptive to this pace of change. There is tremendous choice for the consumer in mass participation events such as marathons, and areas such as virtual training and racing are picking up speed.
Recently we have seen a move, among middle aged, more affluent consumers, to mass participation endurance sports. Cycling and triathlon are popular, alongside activities such as running and obstacle racing. In an interview, Gary Roethenbaugh of MultiSport Research, who conducted a consumer survey of over 5,500 triathletes across the triathlon and wider endurance sport categories, said: “The mud and obstacle, or MOB, events have witnessed a rapid uplift from a low base of participation; and as an event format this area has been popular with Millennial consumers. Younger athletes have also been drawn to strength and endurance competitions such as the gym-based CrossFit format.”
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