Sports nutrition is no longer just for the traditional athlete or gym enthusiast. A transformation is underway as manufacturers contemplate moving sports nutrition into the mass market to meet consumer’s need for products that increase stamina, sustain energy, enhance recovery and are science-backed with clean ingredients. These products need to fit into their healthy lifestyle and should not be complicated or have special regimens.
Companies need to understand how to successfully make this transition. By understanding emerging segments and leveraging the right ingredients they may make a better transition to the mass market shelves. The ways these ingredients need to be delivered will impact that success.