As the number of consumers interested in the social, physical and health benefits of exercise and nutrition increases, ‘normalisation’, or ‘mainstreaming’, has become the most important market shift in the history of sports nutrition.
However, as sports nutrition extends beyond the niche consumer, it interacts with multiple other markets (e.g. healthy ageing) with a broader set of products and formulations, consumer wants and needs, and an increasingly complex retail landscape.
With a variety of terms used interchangeably, we are the leaders in helping to redefine and segment the category.
