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Beyond hard-core athletes, the sports nutrition category now attracts active consumers of all ages and from many walks of life. From the impact of plant-based nutrition to the science behind unique compounds that bolster performance, new insights are driving consumers to this category.
As the global population ages, there is interest from consumers in increasing healthspan—the length of life free from serious ailments. Diet, exercise and a positive mindset all contribute, but the power of natural ingredients to support the function of the joints, heart, mind and body.
Botanicals and natural extracts are attracting the interest of health-focused consumers who are turning toward more natural solutions to support their well-being. Buyers are seeking the science behind the botanical ingredients and guidance on formulation and delivery.