Product developers seeking to meet the needs of more active consumers are adopting new approaches to crafting products for sport and activity. These approaches include looking at the entire spectrum of the consumer’s day and how the diet can be enhanced, both in the time period leading up to activity and the post-activity downtime when body and brain need to recover.
Also, these developers are considering the concerns and trends their target consumers are following outside of exercise and recreation, such as weight balance, energy, and endurance as well as vegetarianism, GMO or gluten avoidance, and promoting sustainability and a more “green” economy.