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The new active lifestyle consumer is driving mainstream growth in sports nutrition products. See the top 2023 nutrition trends for active adults and how the sports nutrition industry can address their needs.
The active lifestyle consumer segment consists of individuals who have incorporated healthy fitness and nutrition habits into their lives. They are not necessarily athletes but are likely to have regular exercise routines that include walking, jogging, hiking, or working out at the gym.
Active consumers tend to be very deliberate in their food and beverage purchases, seeking out products that can support their healthy lifestyles. They are likely to spend more to ensure they’re getting a product that meets their needs.
To support their proactive approach to health, many active consumers are turning to sports nutrition products that offer the health benefits they seek. However, this growing active consumer segment has different nutrition interests than traditional sports nutrition consumers.
Active adults are nutrition-savvy. They seek ways to maintain a balanced calorie intake—i.e., having enough energy and nutrients to support an active lifestyle but without excess calories—and they also choose products that can give them a nutrient boost whenever possible.
With that in mind, we’ve identified these five trends as the top 2023 nutrition trends for active adults:
The proliferation of flavored waters and seltzers is meeting an important need for on-the-go hydration that tastes delicious, without all the calories. Active adults have fully embraced today’s no- and low-sugar hydration options which come in a dazzling variety of flavors.
Unsweetened ready-to-drink (RTD) bottled teas and coffees are also popular among some active consumers. When formulating beverages that do contain some sweetness, manufacturers can consider sweetening with natural sugar alternatives like fruit juice, honey, or maple syrup and using messaging such as “a hint of sweetness.”
While energy products are typically sought for boosting alertness and mood, active consumers also consider benefits like weight management and pre-workout energy. Although traditional energy drinks can address these needs, active consumers prioritize natural sources of energy, which they perceive as healthier. 61% of US adults who exercise three or more hours a week say they’d like a pre-workout product that provides energy from natural sources.1
Natural energy boosters include natural caffeine sources like green tea extract, coffee extract, guarana, and yerba mate, as well as B vitamins, which support energy production in the body. Our innovative FitNox® pre-workout ingredient avoids stimulants altogether by using extracts from moringa oleifera leaf, pomegranate, and black ginger.
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Another of today’s major nutrition trends among active adults is healthy fats. Fats from the right sources, such as avocado and coconut, are considered beneficial and are now found even in decadent products like avocado ice cream and coconut yogurt.
The popularity of the keto diet for weight loss is also supporting this interest in healthy fats—particularly MCTs, which are rapidly absorbed and metabolized to reach ketogenesis more easily. Among US adults who exercise at least three hours per week, 76% are aware of the keto diet, and 26% have tried it.2
Learn about our KetoSure™ MCT, a clean label coconut-based MCT-C8 on whey protein for optimum keto nutrition.
Protein continues to be a sought-after nutrient, especially in snacks. This is because consumers expect snacks to provide satiety and hold them over until the next meal. On-the-go protein snacks like protein bars, snacking cheese, jerky, and RTD protein shakes let consumers easily bring their healthy snack to work, school, or the gym.
For active adults, exercise support benefits like muscle recovery and energy are also important. For example, 48% of US active consumers currently use protein bars as pre-workout products, and 46% use them post-workout.3 Meal replacement is another use of on-the-go protein products—either to eat healthily when in a rush or to help with weight management.
See our Bar Solutions—from ingredients to bar development services.
Whether the snack of choice is a bar, RTD beverage, or snackable cereal, better-than versions are a clear stand-out to the active consumer. Added micronutrients such as vitamins and minerals, along with the top trending macronutrients protein and fiber, give active adults snack options they can feel good about.
While active consumers are likely to use nutritional supplements to promote optimal health, there is still a strong appeal in getting their nutrients through food. Brands looking at fortifying their snacks should consider that consumer awareness is especially high for vitamin C, calcium, iron, and plant protein.
These nutrition trends are overwhelmingly positive and can serve as a reminder of the important role of the food industry in supporting active and healthy lifestyles. To create foods and beverages for the active consumer, just remember that healthy nutrition is in!
Contact Glanbia Nutritionals to learn more about fortifying your products to provide the most important nutrients consumers are looking for. Our active and healthy lifestyle ingredients—from proteins to bioactives to custom nutrient premixes—have got you covered.
Protein contains essential amino acids that our bodies need to support a variety of functions—from muscle building to energy production to immune response. While most people get the bulk of their protein from a healthy diet, some groups of people are interested in the benefits of higher protein intakes—and protein powder helps them achieve this.
A protein powder offers a quick and easy way to take in more protein than one can usually get from foods. This is because a protein powder has been processed from the original food into a concentrated source of protein. Athletes, active lifestyle consumers, and seniors are just a few examples of people looking for extra protein for muscle support, satiety, weight management, and more.
The Recommended Dietary Allowance (RDA) for an adult with minimum physical activity is 0.8 grams per kilogram of body weight. This means that someone with a low activity level who weighs 150 lbs. should be sure to consume at least 55 grams of protein each day to prevent a protein deficiency. This can be calculated by dividing your weight in lbs by 2.2 (to convert to kg) and multiplying by 0.8 grams: 150/2.2 x 0.8 = 55 grams).
However, certain groups of people have higher protein needs. For example, starting in their 40s to 50s, people need to increase their protein to 1-1.2 grams per kilogram to prevent age-related muscle loss (sarcopenia). People with very high activity levels (especially those who regularly lift weights or engage in endurance sports) may require 1.1-1.7 grams per kilogram. The USDA’s Dietary Guidelines for Americans suggest that 10%-35% of our calories should come from protein.
The essential micronutrients are the vitamins and minerals the body can’t make enough of, or at all, to support its essential functions. For humans, the essential water-soluble vitamins are vitamin B1 (thiamine), vitamin B2 (riboflavin), vitamin B3 (niacin), vitamin B5 (pantothenic acid), vitamin B6 (pyridoxine), vitamin B7 (biotin), vitamin B9 (folate), vitamin B12 (cobalamin), and vitamin C (ascorbic acid). The essential fat-soluble vitamins are vitamin A, vitamin D, vitamin E, and vitamin K.
The essential minerals are categorized as macrominerals or trace minerals, with the latter required by the body in only tiny amounts. The essential macrominerals are calcium, phosphorous, magnesium, sodium, chloride, potassium, and sulfur, while the essential trace minerals are iron, manganese, copper, zinc, iodine, and selenium.
Functional foods are foods that provide a health or wellness benefit beyond essential nutrients. While these can include foods and beverages that naturally contain beneficial ingredients (like MCTs in coconut, beta-glucan fiber in oats, and L-theanine in green tea), functional foods more commonly refer to products that have been fortified with functional ingredients.
Functional ingredients, also known as bioactive ingredients, include certain botanicals, fatty acids, amino acids, fruit and vegetable extracts, and mushrooms, as well as functional fibers and proteins. A sports drink with antioxidants, a cereal with probiotics, and a nutrition bar with turmeric are all examples of functional foods.
Many different nutrients support sports performance due to their roles in muscle building, endurance, or exercise recovery. High-quality protein is the most important nutrient for building, repairing, and maintaining muscle since it contains all the essential amino acids. One amino acid in particular, the branched-chain amino acid leucine, is known for activating the protein synthesis process.
Endurance athletes also need to consume adequate water and replenish their electrolytes, including potassium and magnesium, to prevent muscle cramps and fatigue. Like electrolytes, iron—which plays key roles in oxygen transport and energy metabolism—is also lost through perspiration. Iron requirements are often much higher for endurance athletes and those engaging in high-intensity exercise, making iron another important nutrient for optimal performance.
