The emergence of proactive nutrition
We recently talked about the active nutrition audience being separate to the traditional sports nutrition audience, and how the two differ. But what about proactive nutrition? Because you’ve probably heard this term being used too.
Rather than being an audience group, proactive nutrition is a term that captures the landscape of nutrition that improves both performance and health.
And within it, a range of categories that we can split into four main groups: sports nutrition, functional nutrition, convenient food and snacks, and the drive for positive energy.
As you can see, sports nutrition is only a part of it, rather than being representative of all of it.
The emergence of proactive nutrition is positive, as it significantly increases the number of both consumers and product opportunities.
It’s not always that simple, though, and comes back to the question of whether brands (and especially those that are historically sports and performance focused) should offer everything or own something.
We explore this and other questions and considerations in detail in our whitepaper, Sports nutrition for all: the evolution of a category.
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