emerging
Blurring Wellness & Sports
The lines between sports nutrition and general wellness are blurring, driven by demand for personalized products.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
The traditional distinction between sports nutrition and general wellness is fading as consumers seek products tailored to their individual needs. The report emphasizes that "The lines between sports nutrition and general wellness are more blurred than ever as consumers look for a wider range of products tailored to their personalised needs." This convergence is particularly evident in the growing focus on personalized nutrition, especially for female athletes. As a result, brands are developing products that cater to a wider range of health and fitness goals, regardless of athletic status.
Context Signals
Increasing demand for novel formats in ready-to-eat and ready-to-drink categories
Growing interest in health halo flavors
Expansion of product offerings targeting specific demographics
Edge
AI-powered personalized nutrition recommendations and product development
Integration of wearable technology to track individual needs and optimize product efficacy
Development of targeted nutrition solutions for specific health conditions and life stages
