Meet the new crop of startups shaping the active nutrition space.
Traditionally marketed towards elite athletes, sports nutrition products have historically been part of a niche market.
But thanks to the wellness movement, sports nutrition has increasingly gained interest from a wider population. Fitness is booming, yielding greater consumer participation followed by an increased demand for pre- and post-workout fuel.
Enter active nutrition. Active nutrition products tend to emphasize better-for-you ingredients and are increasingly tech-enabled. Such products are moving beyond traditional athlete marketing to cater to average fitness enthusiasts or those who want to partake in the lifestyle.
This is already seen with athleisure companies such as Outdoor Voices, which emphasizes an active lifestyle through the motto “doing things.”
Corporates are also staking their claims in new high-profile active nutrition brands.
Coca-Cola just announced an investment in sports drink startup BodyArmor, which has raised over $54M, to compete with rival beverage brand Gatorade.
From AI-powered water bottles to portable protein smoothies, we look at how new brands are transforming the active nutrition sector.