Weekend warriors, health-conscious consumers fuel a growing mainstream market for drinks, bars and related foods for sports and/or nutrition performance and recovery
Consumers are increasingly concerned about health. They also are learning more about the benefits of exercise and they need help coping with increasingly busy lifestyles. For all these reasons, Innova Market Insights can point to increased demand for products designed to aid physical performance. Moreover, many products once viewed as specialty nutrition lines are moving into the mainstream market and manufacturers are giving them a new lifestyle-driven positioning.