Category
Lifestyle
Assisted Choices
Trend cluster
Category
Performative
Nutrition
Fitness-focused food and food branding speaks to the health obsession.
3.7
Trend score
Trend
What is the Performative Nutrition trend?
Performative Nutrition: Consumer interest in fitness comes in a wide range, even in the midst of the health wave. The group of consumers who view fitness as a competition-driven, holistic endeavor, however, tend toward performance-enhancing edibles. As a result, more products targeted to treating the body as a machine that needs fueling are observed. This "body as a machine" mentality speaks to a larger societal pattern based in a constant pursuit of perfection.
Trend themes
Themes within the Performative Nutrition trend
Three behaviours holding the trend together01
Performance-Enhancing Edibles
More products targeted to treating the body as a machine that needs fueling are observed.
02
Natural Energy Supplements
As consumers seek out natural energy supplements, products such as edible gels offer convenience as well as wholesome alternatives.
03
Performance-Enhancing Gums
Blockhead Energy Gum provides a faster way for consumers to get an energy boost and an alternative to consuming high-calorie, potentially unhealthy energy drinks.
Industry implications
What the Performative Nutrition trend means for industry
Where the trend changes the playbookFor
Fitness Nutrition
Businesses can consider creating performance-enhancing edibles that treat the body as a machine that needs fueling, providing consumers with the necessary nutrients for their workouts.
For
Natural Supplements
The demand for natural supplements is growing, and businesses can create products such as edible gels and natural energizing supplements to meet consumer needs.
For
Performance-Enhancing Products
Businesses can create performance-enhancing gum or other alternative, low-calorie energy products that work faster than traditional energy products to give consumers an edge throughout their day.
Workshop question
How can you appeal to consumers' drive for high-level performance?
Trend signals
Trend signals for Performative Nutrition
Trend score 3.7 out of 10, from popularity 57%, activity 45%, freshness 8%.
Popularity57%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Performative Nutrition trend
5 featured examples from Oct 27, 2015 to Sep 20, 2016CategoryLifestyle
Fitness-Focused Food Platforms
The Fit Men Cook Instagram Promotes Healthy Barbecue Ideas
Disruptive innovation opportunities for health and wellness companies to create fitness-focused food platforms.
CategoryLifestyle
Performance-Boosting Gums
Blockhead Energy Gum Provides Quick Absorption of Energizing Ingredients
The sports nutrition industry could benefit from incorporating innovative energy gum products into their offerings.
CategoryLifestyle
Energizing Electrolyte Gels
The E-hydrate BCAA+ Energy Packets Offer a Natural Boost of Vitality
The health and wellness industry can capitalize on the trend of natural energy supplements to offer consumers more convenient and wholesome alternatives to traditional caffeinated…
CategoryLifestyle
Fitness-Focused Snack Balls
Slim Secrets' Snack Ball Products Offer Small Tastes of Indulgence
Opportunity for innovation in creating plant-based snacks with added protein and diverse flavors that cater to health-conscious consumers.
CategoryLifestyle
Energizing Detox Teas
Zest Tea's Pomegranate Mojito Green Tea is a Caffeinated Antioxidant
Opportunity for organic tea and beverage companies to develop and market detox tea blends to health-conscious consumers seeking healthier alternatives to coffee.
