In essence, consumers are looking for products that are good for their bodies. They have a growing knowledge of their specific needs and are more nutritionally aware than before.
They look for products that meet those very specific needs. A high-protein claim is one of the key attributes consumers look for in sports nutrition. Indeed, this nutrient, present for years in the sports world, is linked with energy and a boost of performance, for a workout but also for an active lifestyle.
Make the ingredient list simple so that consumers understand the ingredients and the benefits they bring. And connect with the active consumers by having products that fit their lifestyles (on the go), their activities (yoga, jogging), their food diets (flexitarian, vegan, dairy-free).
