New Cargill research challenges the traditional “one-size-fits-all” approach to active nutrition, and reveals five distinct consumer segments. The attitudinal study offers food manufacturers a roadmap for innovation and highlights each segment’s distinct needs and purchasing behaviors.

“The active nutrition landscape is more diverse than ever,” said Bret Barhoover, marketing manager for specialized nutrition at Cargill. “Consumers have vastly different needs depending on their fitness routines, health goals and lifestyles. Our research underscores the importance of understanding these segments to develop products that truly resonate with today’s active consumers.”

This shift in consumer needs reflects a broadening marketplace. Valued at $45.24 billion in 2023, the global sports nutrition market is projected to grow at a healthy 7.5% CAGR through 2030, according to Grand View Research. Behind this growth is a market no longer limited to elite athletes. Everyday wellness seekers now reach for these products, too. Staying relevant requires brands to align their offerings with each segment’s distinct attitudes, use occasions and purchase drivers.

To help customers understand these nuances, Cargill’s study categorizes active nutrition consumers into five attitudinal segments based on their fitness routines, body image and how they feel about staying healthy. Additional findings reveal key consumer need states and map how these priorities shift across segments.

• Perfection Pursuers – Younger, highly disciplined, and performance-driven, these consumers follow strict exercise and diet regimens. They’re heavy users of beverages and powders and seek products that help them achieve optimal performance and build and maintain muscle mass – while still delivering an indulgent eating and drinking experience. 

• Active Achievers – Fitness is a way of life for these highly active consumers. They closely monitor their diet and frequently use powders, beverages and bars to provide a post-workout beneficial energy boost, and support muscle recovery after a rigorous workout.

• Routine Realists – Seeking balance and simplicity, this segment uses bars, beverages, and powders in moderation. While mindful of their diet, they also enjoy occasional treats, so active nutrition products that deliver on both nutrition and taste answer a key need state for this group.

• Moderate Movers – Older or retired, these consumers prioritize staying active and eating well. They are looking for a “smart bite” to curb cravings. While they consume active nutrition products less frequently, they do turn to convenient options like protein bars for on-the-go nourishment.

• Determined Dabblers – The most casual active nutrition users, this older-skewing segment seeks quick, nutritious options to stifle hunger without the demands of strict fitness or diet routines.

Along with defining consumer segments and key need states, the research digs into purchasing behaviors, revealing favorite brands, category priorities, and on-pack claims influencing buying decisions. The study also delves into the top active nutrition sub-categories—including bars, beverages, and powders. It unpacks purchasing behaviors, consumption habits and brand preferences for each sub-category and identifying opportunities for improvement in each format.

Cargill’s proprietary research, combined with its comprehensive ingredient portfolio and deep application expertise, gives customers a data-driven advantage in the competitive active nutrition space. By leveraging these insights, customers can develop targeted, consumer-centric products that align with evolving preferences and performance needs.

“To stand out in today’s active nutrition market, brands must move beyond broad-stroke solutions,” Barhoover said. “Success lies in precision — delivering the right ingredients, formats, and messaging for the consumers that matter most. With our deep industry expertise, we’re ready to help brands turn these insights into innovative, science-backed products that drive real market impact.”

About the Study
The online survey was conducted from October 29 to November 11, 2024, with 1,558 US adults aged 18+ who had consumed at least one active/sports nutrition product in the previous six months. The research uncovers attitudinal and behavioral trends shaping the future of active nutrition, equipping brands with the insights needed to stay ahead of shifting consumer demands.