Today’s active woman consumer is mindful of her health. She understands the connection between being healthy and being able to lead the active lifestyle she wants. She wants to know she can balance work, home, friends, hobbies, and self-care, giving her best to whatever she takes on.
Women in Asia recognise the importance of health and wellness, and are expecting brands to meet their individual nutrition requirements. They do not think of themselves as athletes and prefer physical activities such as walking, running, yoga, and strength training. The health needs of these woman are likely to focus on the things that keep her active: strength, endurance, energy, immunity, and a healthy weight.
Ingredients that benefit active women
Active women consumers know the importance of eating healthy meals but may not always have the time to do it right. They also have an awareness that certain essential nutrients and bioactive ingredients can help them stay healthy and active, making products that contain them especially appealing.
Nutrition products in the market targeting active women include products in the weight loss category as well as the sports nutrition category, where women-focused products are limited. Between January 2018 and April 2022, only 0.5% of all new global sports nutrition product launches target women with a protein claim, while 1% of sports nutrition product launches in Asia target women. Additionally, when looking at nutritional supplement drinks and healthcare launches only 6.6% are targeting women with a high protein claim. Protein is associated with supporting strength as well as weight management.
The popularity of the keto diet for weight loss is also making MCTs (medium chain triglycerides) a go-to ingredient, from 0% of new product launches with Keto indication in 2016 to 10% in 2020.
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