Want an example of a food and beverage category flexing its muscle in retail market? Global new product development and launch activity in sports nutrition has risen during the past three years or so.
This is because the market now enjoys wider appeal. Whereas sports performance and nutrition products once targeted those consumers in strength and endurance sports, Innova Market Insights finds there’s greater mainstream demand. There’s simply more interest today from everyday, recreational athletes, exercisers and general consumers pursuing more active lifestyles.