Fitness-focused food and food branding speaks to the health obsession
Implications - 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.
Workshop Question - How can you appeal to consumers' drive for high-level performance?
Trend Themes
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Performance-enhancing Edibles — More products targeted to treating the body as a machine that needs fueling are observed.
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Natural Energy Supplements — As consumers seek out natural energy supplements, products such as edible gels offer convenience as well as wholesome alternatives.
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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
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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.
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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.
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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.
