Today’s fitness consumers are more knowledgeable than ever before, often demanding nutritional offerings that are personalised to their health goals. Laura Swain from innovation research company Stylus, examines how in-gym nutrition is responding to this need
he one-size-fits-all approach to ‘healthy’ eating has had its day. Indeed, health and fitness has become a major lifestyle focus for consumers, with many now taking their diet and nutrition very seriously. The result of this shift in thinking is that only solutions that offer wholesomeness and balance will do, and the latest figures appear to support this. Specifically, the Global Wellness Institute values the global healthy eating, nutrition and weight loss sectors at US$648bn, and latest figures from market research provider, IRI, show that sales of the currently on-trend health foods avocados, almond milk and coconut water grew by £41m, £15m and £11m, respectively, in 2016.
As time-poor consumers search for the right balance in work, life and wellbeing, the growing need for better support systems, particularly around food consumption, is becoming increasingly apparent. This demand for nutritional solutions, which can be delivered in a timely manner, is spurring a global wave of new product development, and represents a huge up-selling opportunity for the health and fitness industry.
Having already secured the trust of their customers from a physical perspective, fitness providers are well placed to act as advisors on nutrition. Gym-goers often view diet and nutrition as a natural extension of their fitness habits and
goals, and as such, the key up-sell opportunity lies in on-site food offerings. On-the-go snacking is a trend that has been adopted by brands, with increasing numbers looking at launching healthier options for active consumers. One area where this has taken off is dairy.
FOCUS ON DAIRY
Traditional dairy has been making a comeback for some time thanks to convincing health propositions, inventive product development and innovative ingredients. Both Arla and Nesquik, for example, have launched added protein products to their portfolios, which now feature protein-rich yoghurts, shakes and milk-based beverages. Currently stocked in many UK supermarkets,
Sales of the currently on-trend health foods avocados, almond milk and coconut water grew by £41m, £15m and £11m, respectively, in 2016 74
healthclubmanagement.co.uk January 2018 ©Cybertrek 2018