Findings recommend that producers face rising stress to tailor protein content material, sugar discount methods and useful advantages throughout bars, drinks and powders to fulfill more and more segmented demand.
The study surveyed greater than 1,500 lively vitamin shoppers in the US and recognized 5 distinct attitudinal profiles shaping buying habits.
From performance-first to purpose-driven vitamin
Bret Barhoover, advertising supervisor for specialised vitamin in North America at Cargill, advised NutraIngredients that the analysis highlights a transparent departure from a one-size-fits-all strategy.
The profiles created utilizing the analysis “reveal not simply who’s shopping for, however why—and people motivations fluctuate throughout the segments,” Barhoover stated. Some of the influential teams recognized within the examine is the Average Movers phase, which skews older and accounts for 23% of respondents. “They’re a robust drive,” he stated, as ”their focus is staying lively and sustaining wellness, not maximizing efficiency.”
In distinction, youthful shoppers clustered within the Perfection Pursuers phase exhibit a markedly totally different mindset.
“For these extremely motivated, discipled go-getters, coaching is a part of their identification,” Barhoover stated. “They monitor macros like protein to the gram and search merchandise that help muscle constructing and restoration.”
Taken collectively, the findings help clear structural repositioning inside the class.
“The analysis clearly highlighted the shift we’ve seen available in the market, from one-size-fits-all, performance-driven merchandise to extra customized, purpose-driven vitamin tailor-made to shoppers’ existence, life phases, wants and values,” Barhoover defined.
Format issues: Bars, drinks and powders serve distinct roles
The ActiveIntel examine additionally examined how shoppers use totally different product codecs, revealing clear distinctions in expectations for bars, drinks and powders.
“Whereas designing for particular shopper segments is vital, common truths like much less sugar and extra protein lower throughout the class,” Barhoover stated. “Customers are more and more studying labels, evaluating grams of protein and checking sugar ranges earlier than buy.”
Style stays non-negotiable, he added, whilst formulations develop into extra advanced.
“They’re in search of merchandise that ship significant protein to help muscle upkeep and restoration—with out the added sugars that may undermine their wellness targets,” Barhoover stated. “On the identical time, they count on merchandise to style good with out utilizing synthetic components.”
Past these baseline expectations, Cargill’s analysis highlights alternatives for differentiation by format. For bars, useful components and sustainability messaging might assist manufacturers stand out.
For instance, “to face out in a crowded discipline, manufacturers can incorporate useful components that help focused advantages like digestive well being or immunity, or spotlight sustainable sourcing tales that resonate, particularly with youthful shoppers,” Barhoover prompt.
Drinks, in the meantime, are anticipated to ship each immediacy and nourishment. “The analysis discovered shoppers need merchandise that ship an instantaneous pick-me-up and lasting nourishment,” he stated. “It additionally factors to girls’s well being as an rising innovation house.”
Powders stay intently tied to comfort and efficiency but in addition present indicators of evolving demand.
“Comfort, protein and sustained power drive many powder purchases,” Barhoover stated. “Nonetheless, we additionally uncovered untapped white house, with rising curiosity in mind well being opening the door for powders that help focus and cognition.”
Ingredient developments shaping next-stage innovation
Protein continues to anchor innovation throughout lively vitamin, notably as plant-based formulations acquire traction.
“Protein stays the hero, extremely looked for its position in muscle constructing and restoration,” Barhoover stated.
Fiber can also be gaining consideration as shoppers hyperlink digestive well being with total wellness. “Customers more and more acknowledge the significance of fiber,” he stated. “Components like soluble corn fiber are engaging as a result of they’ll present fiber enrichment with little impression on style and texture.”
Sugar discount and clear label expectations stay tightly linked in lively vitamin buying choices.
“Our ActiveIntel analysis highlights two intently linked developments: much less sugar and no artificials,” Barhoover stated.
He offered Cargill’s EverSweet stevia sweetener as an possibility for formulators to scale back sugar content material in lively vitamin merchandise with out impacting taste.
Wanting forward: Style and belief rise in significance
Wanting forward, Barhoover stated future innovation will hinge on aligning dietary efficiency with sensory attraction and transparency.
“Past the large three—extra protein, much less sugar and extra fiber—label issues and ever-higher expectations for style are rising to the forefront,” he stated. “Customers need recognizable components and science-backed formulations, however they’re not prepared to compromise on taste or texture.”
