# Performative Nutrition Fitness-focused food and food branding speaks to the health obsession. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 8, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/performative-nutrition ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 27, 2015 to Sep 20, 2016 - Published: Jun 8, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Performative Nutrition trend ### Performance-Enhancing Edibles More products targeted to treating the body as a machine that needs fueling are observed. ### Natural Energy Supplements As consumers seek out natural energy supplements, products such as edible gels offer convenience as well as wholesome alternatives. ### 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. ## What the Performative Nutrition trend means for industry ### For 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 for Performative Nutrition Trend score 3.7 out of 10, from popularity 57%, activity 45%, freshness 8%. - Popularity: 57% - Activity: 45% - Freshness: 8% ## Examples of the Performative Nutrition trend 5 featured examples from Oct 27, 2015 to Sep 20, 2016. - [Fitness-Focused Food Platforms](https://www.trendhunter.com/trends/fit-men-cook): The Fit Men Cook Instagram Promotes Healthy Barbecue Ideas (Category: Lifestyle) Implication: Disruptive innovation opportunities for health and wellness companies to create fitness-focused food platforms. - [Performance-Boosting Gums](https://www.trendhunter.com/trends/blockhead-energy-gum): Blockhead Energy Gum Provides Quick Absorption of Energizing Ingredients (Category: Lifestyle) Implication: The sports nutrition industry could benefit from incorporating innovative energy gum products into their offerings. - [Energizing Electrolyte Gels](https://www.trendhunter.com/trends/energy-packet): The E-hydrate BCAA+ Energy Packets Offer a Natural Boost of Vitality (Category: Lifestyle) Implication: 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… - [Fitness-Focused Snack Balls](https://www.trendhunter.com/trends/snack-ball): Slim Secrets' Snack Ball Products Offer Small Tastes of Indulgence (Category: Lifestyle) Implication: Opportunity for innovation in creating plant-based snacks with added protein and diverse flavors that cater to health-conscious consumers. - [Energizing Detox Teas](https://www.trendhunter.com/trends/zest-teas): Zest Tea's Pomegranate Mojito Green Tea is a Caffeinated Antioxidant (Category: Lifestyle) Implication: Opportunity for organic tea and beverage companies to develop and market detox tea blends to health-conscious consumers seeking healthier alternatives to coffee. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)