Introduction
Representing less than 10% of the general population, performance nutrition consumers are individuals dedicated to intense workout routines and enhancing their physical fitness levels. Their dedication to strenuous exercise significantly shapes their purchasing decisions in the sports nutrition market, setting them apart from more casual users. These consumers prioritize effectiveness, carefully evaluating ingredient types, dosages, and quality to ensure they acquire the most suitable products for their demanding workouts.
Health goals of performance nutrition consumers
While performance nutrition consumers perceive themselves as healthy or very healthy, they aspire to improve various aspects of their wellness in the upcoming year regardless of their current fitness levels. Setting themselves apart from those focusing on health out of dissatisfaction, these consumers aim to elevate their levels of happiness, aligning with the wider societal experience of stress and low mood. Subsequently, they place significance on enhancing digestive health and cognitive function, recognizing the impact on their long-term quality of life and immediate athletic performance.
The importance of protecting muscles for performance nutrition consumers
FMCG Gurus’ consumer insights reveal that 38% of global performance consumers say they suffer from muscle sprain problems specifically related to their workout routine. Engaging in rigorous daily workout routines makes performance nutrition consumers susceptible to exercise-related injuries. With nine out of ten acknowledging the likelihood of encountering such issues, they prioritize injury prevention to sustain their physical activity in the long run. Commonly sustained injuries include muscle sprains and knee injuries, prompting them to seek out sports nutrition products that claim to reduce the risk of such occurrences.
Enhanced awareness of functional ingredients among performance nutrition consumers
In comparison to the general population, performance nutrition consumers show a prominent level of knowledge regarding ingredients in the sports nutrition market. For instance, FMCG Gurus’ market research highlights that 69% of global performance nutrition consumers say they regularly research about different ingredients.
This elevated awareness stems from their dedication to health and proactive research practices. Furthermore, their enjoyment in exploring new products and ingredients signifies a willingness to invest time in this pursuit rather than viewing it as a necessity. Consistent awareness of various ingredients over the past three years highlights a genuine interest that is not influenced by external factors like the pandemic. Their comprehensive understanding leads them to thoroughly examine the quality and quantity of ingredients when selecting sports nutrition products, ensuring they are devoid of ingredients that could compromise their workout routines and performance.
