Performance nutrition on the whey up

摘要

AIthough sports nutrition has seen continued expansion of its consumer base, to now include everyday gym goers interested in active nutrition, serious athletes and bodybuilders remain the core audience. Already an established market, this demographic is consistently driving a high volume of sales -particularly in the performance nutrition category. Whey protein is one ingredient that continues to appeal to this group of well informed, yet highly critical consumers. But as sales aimed at the elite athlete demographic go from strength to strength, is there still space for innovation in such a niche segment? By understanding consumer preferences, manufacturers will be able to create targeted performance nutrition that stands out on the shelves and provides optimum health benefits.