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Sports Consumer Insights

Electrolyte Coffee
Brands are creating RTD and ready-to-mix coffees infused with electrolytes
Trend - Coffee brands are infusing their convenience-focused coffee products with electrolytes. These drinks are positioned as healthier alternatives to regular coffees while being served in a time-saving format. The infusion of electrolytes has been shown to improve hydration and reduce jitters.

Insight - Athletic consumers often adhere to specific diets and lifestyles, and find it difficult to incorporate their favorite products without betraying their diet or busy lifestyle. For example, many of these consumers still prefer to wake up with a coffee or tea, despite the lack of functional ingredients and prevalence of sugar in typical products in this space. Brands in this space are acknowledging these desires and are crafting convenient products that address both dietary and time constraints.
Workshop Question - How could your brand expand its consumer base with alternative versions of its products or services?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Workwear
New workwear is being launched with smart features for safety and convenience
Trend - Brands in the workwear industry are releasing connected equipment that aim to improve on-the-job safety while offering convenience. These devices are equipped with features such as environmental sensors, communication tools, cameras, and wi-fi connectivity–each designed to improve safety.

Insight - Employees in physical labor sectors have specific requirements for both equipment and workwear. These workers place a lot of demand on their clothes and devices. These high requirements for durability have made it difficult for the workwear industry to innovate. Despite this, safety and convenience are priorities for workers in these fields. As wearable technology continues to improve other sectors, brands are investing in ways to utilize these technologies in the workwear space.
Workshop Question - How could brands in your industry benefit from smart wearables?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Sport
Brands are releasing AI-powered sports equipment to improve player performance
Trend - Sports equipment companies are experimenting with connected AI-powered features to enhance training and gameplay experiences. These features are used to precisely monitor player performance over time and expose areas for improvement—effectively streamlining the coaching processes.

Insight - The sports equipment industry is focused around constant improvement and results, with each product pitching that it will directly contribute to better performance than its competitors. This competitive culture leads to brands looking into adjacent fields to anticipate future innovations in sports, while players are willing to try new, experiential products to get an edge over their peers. This collective drive for future-facing products has led to AI integrations in equipment.
Workshop Question - How could your brand iterate on its traditional products or services with modern AI?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sports Metaverse
Sports brands are launching web3 experiences for community engagement
Trend - Sports brands are entering the metaverse with web3 experiences such as virtual reality (VR) worlds, collectible NFTs, and online events. These services deepen community involvement in sports, providing a convenient and accessible way for fans to connect with athletes and each other.

Insight - Sports fans are a very community-involved group, frequently connecting with fellow fans through fantasy leagues, watch parties, and discussions. This group wants to take its involvement in sports even further and is willing to try new services and experiences to achieve this goal. The popularity of the metaverse provides a means of filling this desire, as it offers convenient community-building, as well as exclusive perks and collectibles that further immerse fans in sports.
Workshop Question - How could your industry make its customers feel more involved?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Adaptogenic Protein
Food supplement brands are incorporating mushroom powders in proteins
Trend - Brands in the food supplement space are creating vegan protein and superfood powders with mushroom blends. These brands incorporate adaptogenic mushrooms for their cognitive and muscular benefits, offering not only a vegan alternative to protein powder but one that offers more utility.

Insight - Consumers with active lifestyles frequently keep up with new trends in the health and wellness space. These consumers want products that not only serve basic functions, but offer numerous health benefits on the side, as these products better support health-focused lifestyles. Many of these customers are turning to brands that are willing to incorporate new ingredients with scientifically-backed claims. Brands are therefore pressured to innovate on modern health trends.
Workshop Question - How could your brand elevate its products with versatile, untraditional ingredients?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Creatine Supplement
Wellness brands are repositioning creatine as a general health supplement
Trend - Creatine is a supplement commonly used in pre-workout and post-workout products for the purpose of increasing muscle training and endurance. The popularity of the amino acid has led to brands infusing it into beverages, gummies, and general health products for general consumers' health.

Insight - North American consumers are increasingly drawn to health and wellness industries as they desire to feel better, look better, and have more energy in their daily lives. As more consumers are introduced to this space and the various treatments and products available to them, they not only desire all-purpose health products but also supplements tailored to specific people's needs. The large annual influx of consumers in this space provides an opportunity for brands to experiment with ingredients previously thought of as only for the most dedicated portion of the market. Increased familiarity with daily wellness supplements accelerated the viability of products such as creatine.
Workshop Question - How could your brand integrate its products into consumers' daily lives?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Protein Coffee
Brands are infusing coffee with protein to deliver a new kind of functional drink
Trend - A number of coffee brands have begun offering ready-to-drink products that combine coffee and protein. These functional beverages feature the performance-focused benefits of both ingredients and deliver them in a single format that prioritizes taste.

Insight - Fitness enthusiasts routinely turn to protein shakes and caffeine-based drinks when looking to enhance their exercise performance and recovery. However, these are traditionally offered as separate products, the latter of which tend to arrive in the form of extra-strong pre-workouts. As a result, several brands have begun releasing a milder two-in-one product that blends coffee's flavor and energizing effects with the muscle-building properties of a protein shake.
Workshop Question - How could your brand combine elements to create a more convenient product?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Web3 Fitness
Web3 companies are promoting healthy lifestyles with blockchain-based incentives
Trend - Building on the previous trend of gamified exercise applications, companies are now utilizing NFTs and cryptocurrencies to incentivize active lifestyles. Brands have chosen digital Web3 assets due to their inherent scalability, allowing applications to reward all users systematically.

Insight - Lockdowns motivated by the pandemic have led to many consumers spending more time at home and less time exercising. This led directly to many people becoming accustomed to potentially unhealthy lifestyles. As a result of this, many consumers are seeking ways to exercise while still being economically productive. These consumers turn to accessible mobile applications and gadgets that offer incentives for exercise.
Workshop Question - How could your brand incorporate blockchain-based incentive systems?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Desk Workout
During COVID-19, hybrid work and fitness solutions are growing in popularity
Trend - Aware that consumers are spending increased amounts of time at home at their desk, brands are emphasizing the availability of fitness and work solutions that will enable individuals to be more active during the day.

Insight - During the COVID-19 pandemic, the number of remote workers has exponentially increased, with many considering this being a permanent thing. Individuals are realizing that they are not getting as much exercise as before due to the absence of their daily commute, gym closers, and an inability to separate work from personal life. As a result, many are looking for ways to seamlessly address this, either through products or enforced daily routines.
Workshop Question - How can your brand encourage consumers to be more active when working from home?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Rehabilitation
Tech companies are launching tools to help those recovering from injuries
Trend - The use of artificial intelligence in sports training has been prevalent over the last couple of years and now, brands are pivoting to utilize AI's potential in the space of rehabilitation and recovery.

Insight - When faced with a tedious and long-term task, contemporary consumers look for ways to speed up the process, without compromising the result. This desire is often brought on by a demanding lifestyle and fast-paced environment. Aware that cutting-edge technology can bring not only efficiency and convenience but also precision to any given situation, individuals increasingly turn for solutions to the tech industry.
Workshop Question - How can your brand utilize artificial intelligence to benefit consumers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends