Healthy eating is one of the top trends, impacting almost all food and beverage categories. Most health-minded consumers are seeking products that deliver health benefits, while not compromising taste.
When it comes to the sports nutrition category, the approach is the same and companies are focusing on creating appealing taste profiles for consumers.
While traditionally the sports nutrition industry has targeted performance athletes and bodybuilders, product developments were focused on performance as well as nutrition technology, but were sometimes short on taste.
Since then new consumers stepped into the limelight, influenced by social media and motivated by the “strong is the new skinny” trend. This broad-based global change in consumer attitudes is moving the sports nutrition category.
In order to support the personal health goals of these so called recreational users, traditional performance products are being re-designed with clean labelling profiles at brilliant taste.
In this context, consumer appetite for food and drink with high or added plant protein content shows no sign of diminishing. High protein formulas have helped nutritional and sports supplements thrive in various markets. Those products are at leading edge as a favoured ingredient for boosting energy.