The new active lifestyle consumer is driving mainstream growth in sports nutrition products and Glanbia is there to support their nutrition needs. Our team at Glanbia Nutritionals take a look at the 2023 nutrition trends for active adults, what they are and why they matter when it comes to delivering better nutrition.
Who is the active lifestyle consumer?
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.
What are the top nutrition trends for active 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, Glanbia Nutritionals identified the top five 2023 nutrition trends for active adults:
1. No and low sugar hydration
The proliferation of flavoured 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 variety of flavours.
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.”
2. Natural energy boosters
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 prioritise 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. Glanbia Nutritionals' innovative FitNox® pre-workout ingredient avoids stimulants altogether by using extracts from moringa oleifera leaf, pomegranate, and black ginger.
3. Healthy fats
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 more about Glanbia Nutritionals' KetoSure™ MCT, a clean label coconut-based MCT-C8 on whey protein for optimum keto nutrition.
4. On-the-go protein
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 for information on ingredients to bar development services.
5. Fortified snacks
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 fibre, 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.
Creating foods and beverages for active adults
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. Discover more about how Glanbia Nutritionals can help you fortify your products to provide the most important nutrients consumers are looking for, here.
References
(1-3) Glanbia Nutritionals, Performance Nutrition U&A Study: US, July 2022.