There is no longer a “typical” sports nutrition consumer. Category segmentation is key.
The Gracefully Maturing segment is motivated to maintain endurance longer, and want to have the energy to continue with daily activities as they age. Feeling good and staying active is more important to this group than improving appearance or achieving weight loss. Products that appeal to this segment include those that support bone and joint health and energy, preferably as RTD’s and fortified beverages.
REACHING THIS GROUP: This segment responds best to product messages that make them feel younger. Deliver information about energy and youthfulness as well as messages that support stronger bones and joints.