Historically, there has always been a clear distinction between performance nutrition and that of everyday active consumers. These markets had different needs, different demographics and different marketing strategies. We are now in the middle of a seismic shift which is seeing the lines between these markets become more blurred. This shift is driven by massively increased levels of consumer health awareness, leading to people paying closer attention to nutrition and exercise than ever before. This is partially due to the effects of COVID-19, with people working from home, juggling home schooling, prioritising mental wellness, as well as growing concerns around potential future health issues. To manage these physical and mental stresses of the pandemic, and to future proof their health, people are exercising more. In fact, 60% of consumers say they now exercise at least three times a week on average as a result of the pandemic 1.
展开▼
