Active nutrition. We say it a lot. But there’s every chance you’re not entirely sure what we mean by it, thanks to its relative newness as a concept and it being the kind of thing that doesn’t have one, clear definition.
To understand active nutrition, we must first understand sports nutrition. The clue is in the name – nutrition that’s specifically for sports – and it’s a category that, traditionally at least, has been stereotyped by bodybuilding and an association to muscle.
But as most of us will know, recent years have seen consumers adopt more positive habits and behaviours towards exercise and nutrition. As a result, we’re seeing an increased interest in the role and benefits of products that are intrinsically sports nutrition related – and the relevance of the category is becoming much broader.
So protein powders, for example, are no longer just the domain of that core bodybuilding consumer, and instead are used as part of a lifestyle where exercise is important, but performance is not someone’s main motivation.
Similarly, endurance products are finding new audiences beyond elite athletes. As mass participation events become more popular, consumers are recognising the need to find solutions that meet their energy and hydration needs, whether that’s simply finishing or setting a new personal best.
And so, we have the emergence of a new definition – active nutrition – with a new core audience.
From performance-orientated consumers
- Use a moderate to high repertoire of products, principally before, during or after exercise
- Motivation: to support or enhance their training, event or performance
- Tend to choose the more traditional sports nutrition brands
- Product quality is an important factor
To active-orientated consumers
- Use products to improve their health and wellness
- Exercise is important, but performance is not, nor is it their motivation
- Traditional sports nutrition brands are less relevant due to pre-existing stereotypes
- Quality is important, but taste is fundamental
This evolution of the category to include active consumers is, unsurprisingly, driving significant growth. But as the audience gets less specialised, so too must the products and while this may be a logical approach, it raises questions.
Should these types of products be categorised as sports nutrition products? Do consumers want or expect to buy these kinds of products from a sports nutrition brand? And do the brands that are winning in these areas even define themselves as being sports nutrition?
We explore these questions in detail in our whitepaper, Sports nutrition for all: the evolution of a category. Download it now to keep reading.
