The nutrition industry has widely shifted toward using the term “active nutrition” over sports nutrition, in response to a more mainstream adaptation of the category. Rather than creating catch-all products for this huge base of more recreational athletes, there are plenty of nuances to consider within the active nutrition category.

At SupplySide Global, Cargill revealed new insights from its ActiveIntel consumer research, highlighting some of the leading goals and needs within this category’s diverse consumer base. The findings were generated from a survey of over 1,500 adult users of one or more sports/active nutrition products.

Top-Line Data

There’s a clear shift within the category toward supporting overall wellness, showing that there is a much less competition-oriented mindset. Cargill reports that 64% of sports nutrition users purchase products to improve their general health, while just 39% said they do so to support sports performance or active lifestyle goals.

According to Cargill, nutrition bars are portable fuel for busy lives. More than half (60%) of consumers eat bars weekly, most often as a snack (74%) rather than tied to a workout (24%). They align nicely with Boomers who prioritize simplicity and practicality, but there’s also an opportunity to attract younger consumers with adventurous flavors and eco-friendly packaging. Meanwhile, 75% of consumers drink nutritional beverages weekly, primarily at home, and while 36% of consumption is linked to exercise, the appeal is mostly for busy people who want quick nutrition. Powders see the most frequent use with 83% using them at least weekly and 40% daily. They’re the most closely tied to exercise (56%) and mostly consumed at home (72%).

Based on exercise frequency and type, diet and nutritional habits, and other factors, Cargill broke down the active nutrition consumer base into five distinct categories, which can serve as shortcuts for brands seeking out a target population for which they can formulate and market a product. These include:

• “Perfection Pursuers,” who are highly disciplined and performance-driven;
• “Active Achievers,” who view fitness as a lifestyle choice;
• “Routine Realists,” who value balance and simplicity in their workout routines;
• “Moderate Movers,” who are focused on staying active and eating well;
• “Determined Dabblers,” who casually engage with active nutrition without a rigid diet or fitness routine.

Perfection Pursuers

“Perfection Pursuers” are mostly employed full-time (72%), and are mostly Millennials (46%) and Gen Z (19%). They exercise frequently and for longer periods of time, engaging in sports, CrossFit, running, biking, and lifting. Their key need-states include muscle growth and maintenance, optimal performance, and mindfulness, and they are strong users of sports nutrition products, with high usage rates of powders and beverages and moderate usage of bars.

Cargill found that the statements these consumers were most likely to agree with include “I follow fitness pros and athletes on social media (87%), bodybuilding and weight training is part of who I am (80%), I follow a strict training and exercise regimen (79%), and I frequently travel for fitness related competitions (71%).

“Perfection Pursuers” represent 23% of the active nutrition consumer base, Cargill reported.

Active Achievers

“Active Achievers,” Cargill noted, are more likely to be employed full-time (66%), have a household income of over $100,000 (52%), and have a higher overall rate of multi-racial consumers (16%). Their exercise frequency is very high and for very long durations, and they’re most likely to engage in resistance training, interval training, pilates, endurance training, and balance training. They were average users of bars and beverages, and had high usage rates of powders.

“Active Achievers” were most likely to agree with the statements “I work out regularly” (96%), “fitness is a high priority in my life” (93%), “I balance physical training and mental wellness” (92%), and “I’m an expert on being fit and healthy” (71%). They are most likely to use sports nutrition products to build and maintain muscle and for a pick-me-up.

“Active Achievers” represent 18% of the active nutrition category.

Routine Realists

“Routine Realists” are more likely than other categories to be single (38%), Gen Z (26%), and Hispanic (16%). They exercise with moderate frequency and for moderate durations, mostly lifting, resistance training, endurance training, interval training, and running. They’re moderate users of active nutrition products, with average usage rates of bars, beverages, and powders alike.

This consumer segment is most likely to agree with statements including “I like simple and straightforward workout plans” (61%), “being active is an important part of my lifestyle” (60%), and “I set realistic fitness goals that work with my schedule” (58%).

This consumer group is most likely to engage with sports nutrition to build and maintain muscle, optimize performance, and have products that balance nutrition and taste.

“Routine Realists” represent 20% of the active nutrition category.

Moderate Movers

“Moderate Movers” are strongly represented by Boomers (49%) with no kids in the household (61%), who have a household income of over $100,000 (52%). They exercise moderately for short durations, with activities including hiking, walking, swimming, yoga, and biking. They are average users of bars, and light users of beverages and powders.

They’re most likely to engage with the sports nutrition category for products that can help curb their hunger, including with better-for-you snacks, and to get nutrients to jump-start their day.

This segment is most likely to agree with the statements “I like simple and straightforward workout plans (86%), “I prioritize my health and well-being” (82%), “I value the convenience of a quick, healthy snack/meal on the go” (81%), and “I know I should exercise more than I do” (75%).

This segment represents 23% of the active nutrition category.

Determined Dabblers

“Determined Dabblers are strongly represented by women (60%), white people (74%), and boomers (55%), and are the least engaged with exercise or with nutritional products. They have very infrequent, short periods of exercise, and it’s mostly limited to walking.

Though they exercise less, their key need states overlap those of the “Moderate Movers” – they want to curb their hunger, have better-for-you snacks, and get key nutrients to start their day on a healthy note.

They were most likely to agree with the statements “I know I should exercise more than I do” (90%), “It’s difficult for me to stay motivated to exercise regularly (77%), and “I value the convenience of a quick, healthy snack/meal on the go” (73%).

This segment represents 16% of the total active nutrition consumer base.

To get more insights from Cargill’s consumer survey on active nutrition on need states, product format preferences, and more, click here for the full report.    

Product Concepts

At the show, Cargill’s team invited attendees to sample several product prototypes inspired by the new consumer findings.

These included:

• Ancho Chile Honey Puffs, featuring Puris FlowX pea protein and Alberger fine flake salt, which packed nine grams of plant-based protein per serving.
• A zero-sugar, watermelon-flavored hydration powder featuring EverSweet stevia sweetener and ClearFlo natural flavor, Zerose erythritol, pink Himalayan salt, and Potassium Pro potassium salt, which provides seven vitamins and minerals.
• A Stroopwafel-inspired s’mores bar featuring a mix of whey and Puris protein to deliver 20 grams of protein per serving, Zerose erythritol and EverSweet stevia to reduce sugar to just two grams per serving, and Cargill’s confectionery compound to add a rich espresso flavor.
• Caramel apple-flavored chews featuring Cargill’s EpiCor postbiotic, sweetened with EverSweet stevia and Zerose erythritol.