Consumers of diverse backgrounds are hungry for personal solutions that can help them achieve their fitness and wellness goals.
The number of Americans age 65 and older is projected to exceed 98 million by 2060, and the 65+ age group’s share of the total population will comprise nearly 24%, according to the U.S. Population Reference Bureau. An aging population of consumers who are living longer has profound implications for society overall. With a disease-treatment healthcare model, and soaring costs, many consumers have turned to natural, preventive solutions to major concerns like joint pain and muscle loss.
At the same time—with consumers well aware of the costs of injury and ill health—active, healthy living appeals to people of all ages. With various demographic groups hungry for personal solutions that can help them achieve their fitness and wellness goals, the opportunities for marketers and product developers are plentiful.
Buying Into A Movement
In fact, the global trend of utilizing exercise as medicine, where exercise is considered a tool to help treat or prevent specific conditions or lifestyle issues, is one of the most promising opportunities in the realm of health and wellness, according to market research firms. Overall, the sports/active nutrition market had been one of the fastest growing categories of dietary supplements before COVID-19. While some sales data have indicated a slowdown in 2020, overall, the future is still bright as consumers are focused on healthy, active lifestyles.
“Exercise is Medicine” (EIM) ranked sixth among the top global fitness trends for 2020 in the American College of Sports Medicine’s (ACSM) annual survey of fitness professionals, up from #10 in 2019.
Similarly, fitness programs aimed at improving health for older adults ranked eighth overall among the top global fitness trends; exercise for weight loss was 11th. Lifestyle medicine (e.g., exercising to improve sleep or energy) and exercise for children were new to the top 10 trends in 2020, per ACSM.
COVID-19 has been a unique catalyst, reflecting an unprecedented global consumer desire to take control of personal health. According to Health Focus International’s November 2020 Global COVID-19 report, over one-third of global consumers surveyed now agree that their short-term health depends on how well they take care of themselves. Nearly half (46%) reported they are now in greater control of their health, 36% are eating a healthier diet, and 28% are more active.
Personal health/physical well-being is now also the number one source of happiness worldwide, per IPSOS Global Happiness Survey (fielded in 26 major global markets). In fact, the self-care trend is so strong that Euromonitor added the Self-care Aficionado in 2020 as one of 12 global consumer types/segmentations in its annual Lifestyle Survey. Self-care consumers, focused on their physical/mental well-being, represent 5% of the global adult population.
In August 2020, eight in 10 (79%) of U.S. consumers said that taking care of their health was a top priority. Half (48%) said they will purchase more items related to health/nutrition. Seven in 10 (72%) think it is important to have an active lifestyle, per Mintel’s Global Trend Wellbeing report.
A New Influx
Once dominated by professional athletes and bodybuilders, sports nutrition now appeals to a whole influx of new consumers, including millennials, exercise enthusiasts, active seniors, and weekend warriors, who are all looking for dietary supplements to improve performance.
At the same time, older active consumers typically in the age range of 55-65, rely on supplements to preserve mobility and independence. After all, over time, the wear and tear on joints can significantly impact quality of life. High quality supplements that feature science backed ingredients can help adults maintain an active lifestyle well into their later years.
Gencor product development executive Mariko Hill observed that joint health was once predominantly associated with older people. However, times have changed, and so-called “active lifestylers” are more inclined to support joint health in their mid-20s. “Active adults are increasingly taking a proactive approach to health and wellness, as they start to become more aware of the impact of exercise and nutrition on their well-being,” she said.
“As the demographic starts to change and the number of people aged 60+ is expected to double by 2050, Generation X and Baby Boomers of today are more inclined to consume supplements that support joint health for their later years. From what once used to be an age that not many people live past, we now see individuals at the age of 65 competing in ultra-endurance events. As sports nutrition goes more into the mainstream, we start to see how trends have an impact on this category.”
Hill observed multiple target groups that are starting to emerge in the sports nutrition landscape, such as active parents (particularly moms), dedicated CrossFit consumers, hardcore endurance athletes, active elders, and more. “Most of these groups participate in some form of sport that impacts joint health status (e.g., a lot of demand on the joints among CrossFit athletes). People participating in sports, which include heavy loading or stress by repetitive bouts of movement, are a great target demographic for joint and bone related supplements,” she commented.
Additionally, seniors who exercise regularly may have an additional need for joint health supplementation due to the added stress on top of the changes that come naturally with age.
Source: Nutraceuticals World May 2021
