Nutiani was proud to be a supporter at the event, presenting our advancements in science and innovation for cognitive health. Check out our top takeaways from the event: 

Sports nutrition is, by far, the fastest-growing consumer health category globally valued at USD27.9 billion¹. The industry achieves this by maintaining the interest of core consumers while also broadening its appeal to lifestyle consumers through products that fit their active-nutrition considerations.  

To remain relevant and innovative in this space, Holland & Barrett, a leading health & wellness retailer with over 1,600 stores in 19 countries, has identified 2 key sports and fitness lifestyles. The brand emphasises that although a core part of their range is for serious gym enthusiasts, there is also a need to recognize the increasing numbers of shoppers that are looking to optimise their wellbeing and pursue an active lifestyle. 

Within the health-conscious consumer market, the Ipsos Nutiani Health & Wellbeing Consumer Segmentation Research further uncovers five distinct groups and their different ways of staying active. 

In this increasingly growing market, it's crucial for brands to understand there is not just one type of consumer anymore. Effective branding and communication strategies tailored to consumer segments are essential to capturing the interest of your target audience.

In recent years, the prevalence of mental health issues in athletes have been spotlighted by high profile athletes such as Naomi Osaka and Serena Williams. Dr. Paul Mansell, Lecturer in Sport and Exercise Psychology at Staffordshire University attributes that athletes’ belief systems – specifically irrational beliefs such as “It would be absolutely terrible if I did not win” – are related to poorer self-confidence, and in turn, greater competitive anxiety, and depressive symptoms². 

There is a key opportunity in performance nutrition to address both the brain and body in product formulations, and Nutiani recognises this by introducing brain fuelling ingredients such as phospholipids into protein formats.
  

Through the Fonterra Athlete Incubator Project, 58% of test subjects said they noticed improvements in their mindset after a month of daily consumption of Nutiani’s Brain & Body Powder⁴. If you’re interested in learning more about the nutritious, convenient and scientifically proven Brain & Body Concepts provided by Nutiani, explore below:

Whilst there is a growing understanding of the gut-brain axis in the consumer space, there has also been a growing body of research revealing how the gut microbiome impacts athleticism, such as in performance and recovery: 

1. Controlling & Reducing Inflammation⁵
2. Better Lactic Acid Breakdown⁶
3. Controlling metabolism & energy pathways⁷ 
4. Better hydration status⁸
5. Impacts body mass composition²

Identifying a market gap for products focusing on the gut microbiome, Advanced Biotics, was launched in 2021. The Daily Microbiome Booster combines prebiotics, postbiotics, and collagen in a sachet format for easy consumption to provide high-performance gut support to athletes and fitness enthusiasts.  

Promised as a “all-in-one” solution, it resonates well with consumers who are looking to pare back spending and are increasingly searching for products that are while efficiently meeting their holistic health needs in a single product. We further observe this trend in the third volume of Nutiani’s Global State of Health and Wellbeing Report and provide further recommendations and insights for brands targeting multifunctionality in nutrition solutions. 
 

Seeking inspiration for your next multifunctional product?