The sports and active nutrition market is not just growing – it's evolving.

The category has seen substantial gains in recent years, expanding beyond the typical athletes and fitness enthusiasts to include a broader demographic of consumers seeking to support their holistic, active lifestyles.

This shift is evidenced by the fact that the top reason people reported consistently using sports nutrition and active lifestyle products was for “general health and nutrition benefits (e.g. preventative health).”¹

There is plenty of space to continue developing products for the traditional athletes and fitness enthusiasts of the world, but the evolution of the category presents product developers and innovators with the unique opportunity to extend their product offerings and appeal to new audiences.

In this blog post, we’ll explore the expanding opportunities within the sports and active nutrition market, answer essential questions about consumer preferences, and provide insights on how to develop products that truly stand out.

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The Surging Sports and Active Nutrition Market

Over the past few years, the sports and active nutrition market has evolved to include active individuals of all ages seeking to maintain a healthy lifestyle. This shift continues to open new doors for product developers looking to create innovative solutions that meet diverse consumer needs.

According to Nutritional Outlook, the global sports nutrition market is expected to grow at a rate of 10% year-over-year and reach $72 billion by 2026. While the North American (US and Canada) region continues to grow and makes up 50% of the global market², the Asia Pacific region is experiencing some of the fastest growth, with Australia, China, and India accounting for 80% of the market in that region.

Also, 60% of global consumers report taking a more proactive approach to their health over the last few years, according to FMCG Gurus. This shift in consumer behavior signifies a fundamental change in attitudes towards self-care and wellness, with more individuals actively seeking out products and solutions that align with their health goals.

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What Are Consumers Searching for in Sports and Active Nutrition Products?

The above trends paint a compelling picture of a market ready for innovation, but what qualities are consumers looking for in products that support their active lifestyles?

Today’s consumers are busy and often on the go. According to a recent report¹, 67% of consumers participate in physical activity outdoors, highlighting the need for convenient, portable nutrition solutions. Ready-to-drink (RTD) formats and portable options like ready-to-mix (RTM) powders, gummies, and bars are very popular.

Consumers are also drawn to familiar products such as snacks due to their convenience and variety. However, health-conscious consumers prefer functional snacks that combine taste and nutritional benefits, such as high protein and low sugar. Examples include protein bars, yogurt-covered nuts, and fruit and nut mixes.

Today’s consumers are more sophisticated than ever and expect incredibly personalized options that meet their lifestyles. They are looking for products that help them achieve their specific goals. Including science-backed, efficacious ingredients with nutritional claims and benefits builds trust with your customers and immediately positions your product in alignment with their goals.

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How to Stand Out in the Market

In today's competitive market, differentiation is vital. Here are some of the best ways to stand out and boost your product’s appeal.

Prioritize wholesome, trusted ingredients

Consumers are increasingly seeking products made with real, nutrient-dense ingredients, and incorporating clinically researched, plant-based options with functional claims can help meet this demand. Not only do these ingredients enhance the nutritional profile of your products, but they also help build trust and credibility with consumers.³

We also suggest that you carefully consider how your product is sweetened. Recent reports show that sugar substitutes are falling in popularity.¹ With this in mind, it’s important to evaluate all your options for adding sweetness, including using certain whole, dried fruits for their natural sweetness.

Draw attention to key claims and benefits

Once you identify your target audience within the sports nutrition market, develop your product with that audience in mind.

Consumers are drawn to products that offer specific nutritional claims or benefits, such as improved performance, recovery support, and increased energy. In fact, 23% of sports and functional nutrition buyers globally cite functional ingredient claims, and 20% cite scientifically proven claims as being influential in their purchase decisions.² By highlighting your key functionalities, you can resonate strongly with your target audience and differentiate your product from competitors.

Consider your product format

Choosing a product format that resonates with your target audience is crucial. Easy, on-the-go options such as gummies, bars, gels, tablets, and beverages (RTM and RTD) are increasingly popular.

Sports hydration beverages and sports energy beverages are the two fastest-growing applications in the US, with a projected growth of 14% and 11% through 2027, respectively.¹ These formats are experiencing rapid growth due to their convenience and alignment with the consumer priorities of hydration and energy. They also highlight the importance of functional foods and beverages in the sports nutrition market.

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Fuel Your Customers’ Success

At the heart of every successful final product are flexible ingredients with powerful claims and stories. At FutureCeuticals, we offer a variety of innovative, plant-based ingredients that bring purpose and appeal to sports and active nutrition products:

• Coffeberry® Energy delivers natural and sustainable caffeine and polyphenols.
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• CognatiQ® is clinically shown to increase brain connectivity and improve cognitive performance fast and over time.
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• elevATP® is a non-stimulant ingredient clinically shown to increase mitochondrial ATP levels and support improved strength, power, and performance in resistance-trained athletes.
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• ‍Promentum™ delivers highly bioactive and bioavailable boron that supports joint health and mobility, bone strength, nutrient utilization, and hormone balance.
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• S7® is a combination of seven plant-based, nitric oxide-boosting ingredients that has been shown to ignite your body’s own nitric oxide production system.
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• VitaCherry® Sport helps protect against post-exercise muscle strength loss and soreness, and aids in muscle recovery.

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Conclusion

The expansion of the sports nutrition market into active nutrition presents a wealth of opportunities for product development. By understanding consumer needs and leveraging innovative ingredients, you can create products that stand out and meet the demands of today’s active consumers.

FutureCeuticals has years of experience developing functional ingredients for the sports and active nutrition market. We’re here to help you navigate this evolving category. Ready to embrace the future of sports and active nutrition? Contact us today to learn more about how we can partner to bring your next product to life.