In the last 5 years there has been a shift in the health arena with an increase in the ‘Fit’ consumer market.

The ‘Fit’ consumer can be described as people looking to lead a healthy, active lifestyle. These consumers strive to improve mental and physical performance by forming healthy habits and exercising 3-5 days per week.

What does this mean?

With the growth of ‘Fit’ consumers, more sports nutrition companies are coming to the forefront with products that can enhance health and wellness to meet these consumers’ needs.

To read the full article Getting Ahead of the Curve: The Fit Consumer from Nutraceuticals World, click here.

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