The sports nutrition category has been evolving in recent years as its consumer base broadens beyond elite athletes and bodybuilders to a more active lifestyle consumer spanning all ages, genders, and fitness levels.

This has caused an increase in demand for products that are safer, cleaner, more effective, and backed by rigorous science.

Download this product development guide to learn about the sales potential in this changing category, the product attributes that active lifestyle consumers value, and a range of new ingredients, from plant-based proteins and botanicals to enzymes, to help create market-winning products.