19 June 2019

Active Nutrition – A growing trend in a healthy lifestyle

Active nutrition is seen as a healthy lifestyle that incorporates exercising and a balanced diet. This can be seen by the number of people exercising at least 3 times a week (57%). This includes walking, running, and going to the gym as being part of their routine. Over half (53%) of people who choose to exercise is focused on staying active as they grow older. Although this is the main reason why people choose to follow an active lifestyle 48% of consumers look to active nutrition to maintain a healthy weight whilst 35% look to active nutrition as a way of losing weight.

Dieting is another key way to achieve an active lifestyle. Of the 20,000 people surveyed 46% expressed a strong interest in what they eat and the impact it has. This can further be seen by the top three claims consumers seek out with products designed around active nutrition. Naturalness (69%), high in vitamins (68%), and low or no sugar (65%) which suggests active nutrition is not just about health and wellbeing but a change in lifestyle with perceptions around naturalness and sugar reduction being key for brands to focus on.