A driving force of the sports nutrition market has always been dominated by the bodybuilding industry till now. Over the past half-decade a shift has occurred causing the supplement industry to start marketing to a broader demographic.

“The new buzzword for sports nutrition is ‘preventative care’. As the cost of healthcare continues to skyrocket, consumers are being more health conscious and thinking about longevity. These same brands that once targeted bodybuilders are now shifting focus to your average gym member who is focused on staying fit and healthy for years to come.”
– Cody Flynn, product manager, innovative ingredients, Prinova

With this shift you will start to see more ingredients coming to the forefront that are dedicated to preventative care and overall health and wellness.

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