Athletic Supporters: Foods and Drinks for Active Bodies
Whether designed for professional (or semi-professional) athletes—or just the consumer looking for a boost during a daily run—beverages and bars have long dominated the sports nutrition category.
Put simply, the U.S. is not physically fit. The President's Council on Fitness, Sports & Nutrition finds only one in three children are physically active every day; that less than 5% of U.S. adults engage in 30 minutes of physical activity every day; and that more than 80% of adults fail to meet the guidelines for aerobic and muscle-strengthening activities.
How can the food industry respond? Besides their own corporate efforts, many manufacturers (and others) have joined with organizations such as the Partnership for a Healthier America (PHA) and the Let's Move campaign. Just within the past week, manufacturers Dannon, Del Monte and Kwik Trip (a gas station/convenience store chain) joined the cause.