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    Growing market for active nutrition

    09 Nov 2017 Active nutrition was one of Innova’s key themes at Anuga 2017 as more and more companies are focusing on physically active consumers. Sports nutrition has entered the mainstream and consumers are trying to integrate health benefits into their day-to-day lives, so lifestyles are becoming more active, Andrea Launay of Innova Market Insights explains. Key claims continue to include protein, but have also expanded into recovery (for example, hydration) and energy and alertness (also coming from sources other than caffeine). Snacking is also developing as people live dynamic lifestyles, with developments in areas such as ready-to-drink beverages continuing at a fast pace.
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