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Understanding the latest trends in active nutrition: who are
the consumers?
Melanie Felgate
Senior Consumer Insights Analyst Food Matters Live - 18 November 2015
23% of consumers
who use sports nutrition
products*
rarely or never
exercise
Source: Canadean’s global consumer survey, 2014; *Sports supplements.
Consumers who exercise less often then once per week
30% of consumers
who use
sports nutrition*
do not regularly
exercise
Consumer insight…
Conducted twice annually
Over 50,000 respondents across 25 countries
…and innovation
Track FMCG innovation in over 50 markets
Discover trends and inspire new innovation
Agenda
Who are the consumers?
Key trends in Active Nutrition
Summary
Agenda
Who are the consumers?
Key trends in Active Nutrition
Summary
Sports nutrition consumers fall into four groups:
Lifestylers
Body builders
Fitness enthusiasts
Athletes
Sports nutrition consumers fall into four groups:
Lifestylers
Athletes Body builders
Fitness enthusiasts
• Traditional consumers of sports nutrition
• Seek specialized formulations grounded in science
• Disassociate themselves from “mainstream” products
Sports nutrition consumers fall into four groups:
Lifestylers
Athletes Body builders
Fitness enthusiasts
• Traditional consumers of sports nutrition
• Seek specialized formulations grounded in science
• Disassociate themselves from “mainstream” products
• Driving the “mainstreaming” of sports (“active”) nutrition
• Not necessarily consuming to support sports/exercise
• Taste, packaging, & marketing highly influential
Lifestyle motivations are varied
42% of consumers are trying to lose weight
40% of consumers rely heavily on time-saving
products & services
60% of consumers claim to actively use food
and drink to improve their health
Source: Canadean’s global consumer survey, 2014
Motivation #1: Weight Loss
Top 3 strategies for weight loss:
Source: Canadean’s global consumer survey, 2013
• Align active nutrition with
the needs of weight loss
consumers
• E.g. Pre-portioned formats
hold strong appeal
Motivation #2: Convenience
% who consume the following
at least once per week…
32%
30%
28%
19%
18%
17%
Sports Food
Sports Drinks
SportsSupplements
Time-poor Global average
Source: Canadean’s global consumer survey, 2014
Time-Poor are defined as those who are concerned about not having time to eat regular meals
Time-poor are as likely to
exercise at least a few
times per week (46%) as
average consumer (45%)
Millennials
Most likely to be…
Motivation #3: Improve Health
61% Food
18% Drink
14% Pill/ tablet
5% Gummies
2% Powder
Preferred format for
health-enhancing
ingredients
Source: Canadean’s global consumer survey, 2015
Consumers prefer food over pills or powders
Agenda
Who are the consumers?
Key trends in Active Nutrition
Summary
Canadean has identified three key trends in active
nutrition
#1 Savory is the new sweet
67% of consumers are
trying to limit their
intake of, or entirely
avoid, sugar
Source: Canadean’s global consumer survey, 2014
Sugar Backlash
61% of consumers like to
experiment with new
flavors when choosing
food & drink
Boredom
#1 Savory is the new sweet
Savory Harvest
“The UnSweet Snack Bar” with 9g
protein
CLIF Organic Energy Food
“Combats palate fatigue”
“The future of energy and recovery
foods designed for athletes and
others who are physically active
appears to be dominated by savory
flavors and ingredients”
Packaged Facts, March 20151
Source: [1] BakeryAndSnacks.com, March 2015
82%
68%
66%
64%
63%
52%
46%
Almonds
Oat Protein
Pulses
Peanuts
Soy Protein
Pea Protein
Whey Protein
#2 Plant Power
Active consumers* who think the following protein sources have a
positive impact on health..
Source: Canadean’s global consumer survey, 2015; *Active consumers defined as those who exercise at least once per week
Consumers are more positive towards plant protein sources
#2 Plant Power
“I’d say over the past one or two years the
protein trend has gotten really hot, and not
only for dairy; there’s also huge demand
for vegan protein.”
Vicky Fligel, Glanbia Nutritionals1
Source: [1] Food Navigator, September 2015
SoTru Protein & Greens
“All natural” organic
fermented vegan superfood
shake to support athletic
recovery
MaxSport Veggie Protein bars
Savory protein bars made with seeds,
legumes and peas
#3 Protein branches out
Brewtein
“Where your workout
meets your weekend”
Beer Home
baking Coffee
Protein Pow All
Purpose Cooking Mix
Natural mixes for
baking cookies, pizza,
& healthy snacks
Starbucks Doubleshot
Protein Coffee
Targets breakfast with
caffeine and protein
7g Protein
13g Carbs
5% Alcohol
178 Kcal
Agenda
Who are the consumers?
Key trends in Active Nutrition
Summary
Summary
Savory flavors can combat “palate fatigue” and overcome concerns
about sugar
Mainstream “Lifestylers” segment presents biggest growth
opportunity for active nutrition
Mainstream consumers prefer food formats over powders and
supplements
Capitalize on positivity towards plant proteins; particularly towards
nuts, pulses and oat sources
Identify new occasions to incorporate active nutrition into the
consumer’s daily routine
