Fitness & Sports Nutrition: A Consumer & Market Perspective


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40 pages of current consumer insights with data and analysis, including charts, graphs, illustrations!

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Multiple BRAND Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across more than one company BRAND/location.
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A Snapshot view into this Topical report...

Natural Marketing Institute (NMI) is pleased to present its 2018 Fitness and Sports Nutrition Consumer Trends Snapshot Report.

Our Snapshot Topical Reports are pulled from our 2018 NMI Syndicated Databases, now in their 19th year, trending and reporting on the new challenges and opportunities in the health and wellness marketplace, based on extensive research of the U.S. general population.

The objectives of this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 19 years and how these changes may impact the future landscape of the health and wellness industry.

Summary Perspective

As consumers continue to look for ways to promote long-term health and wellness, exercise has begun to move back up their priority list as they realize a “back to basics” lifestyle of healthy eating and regular activity is still the best method to achieve their goals. In fact, 80% of the population report that they are exercising or working out strenuously for more than 20 minutes a day, up from 74% in 2006. Even further, they are exercising more often, an average of 3.5 days per week compared to 2.7 in 2006.

The increase in exercise activity may be bolstering the growth of the sports nutrition categories. Currently 45% of the population indicate they use at least one type of sports nutrition product, driven by usage of sports drinks, protein and energy bars, compared to only 36% who used in 2013. In addition, almost half of consumers (47%) would be likely to take a supplement that was proven to aid/manage their sports and exercise performance and recovery.

While a portion of Sports Nutrition Users (SNU) may be high endurance athletes, it appears, on average, that they reflect the general population regarding their absolute level of activity. The current Sports Nutrition User works out strenuously for an average of 3.6 days per week, not much more than the general population who works out an average of 3.5 days. Demographically they skew slightly younger, with an average age of 42 compared to an average age of 47 for the general population and they do skew male (55% SNU vs. 48% GP). Most surprising, however, is that they have similar Body Mass Index ratings (27.1 SNU vs. 27.7 GP). [A range of 25 to 29.9 is considered overweight.]

Understanding the complexion of the current sports enthusiast and newly “active” consumer will be the challenge facing the sports nutrition industry. Condition-specific or generation-specific sports nutrition products as well as alternative format offerings are just some of the opportunities within this ever-evolving industry.

 table of contents health and fitness


Introduction Summary Perspectives

NMI Syndicated Databases

Health & Wellness Consumer Segmentation

Health & Wellness Consumer Segment Profiles

Consumer Confidence, Usage, & Behaviors

Category Growth, Best-selling supplements

New Product Trends, Categories, Ingredients, Claims, Global Leaders

Clean Label & Transparency

Natural & Organic Product Growth

Preferred Formats & Bio-availability


NMI Global Consumer Databases...
Over 1 Million Interviews spanning 30+ countries
NMI Consumer Databases: Snapshot Summary

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NMI’s Health & Wellness consumer segmentation identifies five distinct segments within the U.S. general population


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For more information kindly contact Steve French, at This email address is being protected from spambots. You need JavaScript enabled to view it.

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