Category
Lifestyle
Assisted Choices
Trend cluster
Category
Post-Gym
Consumption
Brands focus on post-recovery drinks that help hydrate and rejuvenate.
4.5
Trend score
Trend
What is the Post-Gym Consumption trend?
Post-Gym Consumption: With the rise of fitness culture, consumers are increasingly putting more emphasize and investment into their health and wellness routines. With that, brands are responding with products like beverages that call out benefits directly tied to activities like working out. Focusing on electrolytes, hydration and vitamin intake, these examples not only speak to the growing desire for products that provide functional benefits, but that also speak to specific lifestyle habits and rituals of consumers.
Trend themes
Themes within the Post-Gym Consumption trend
Three behaviours holding the trend together01
Functional Post-Workout Beverages
With the rise of fitness culture, consumers are increasingly looking for products that provide functional benefits, such as electrolytes, hydration, and vitamins, directly tied to activities like working out.
02
Clean Performance Drinks
Sports drink brands are responding by creating products that are low in calories and sugar but packed with electrolytes, vitamins, and antioxidants that help active individuals fuel up without feeling bogged down by undesirable ingredient additions.
03
Tea Catering to Active Lifestyles
As health-conscious trend picks up steam, beverage brands such as David's Tea are creating unique tea blends that cater to specific fitness routines and promote physical activity
Industry implications
What the Post-Gym Consumption trend means for industry
Where the trend changes the playbookFor
Fitness and Wellness
Functional beverages with ingredients like electrolytes, antioxidants, and vitamins cater to the trend of consumers investing more into their health and wellness in their daily routine.
For
Food and Beverage
Brands that offer unique beverage solutions that cater to specific workout routines offer an opportunity to tap into the growing demands of modern consumers seeking functional and healthy refreshments.
For
Innovation and Technology
Innovative formulations, ingredients, and packaging designs present an opportunity to disrupt the performance beverage category and cater to active and health-conscious consumers in new ways.
Workshop question
What core challenges does your consumer face during their day-to-day rituals? How can you help provide solutions in that space?
Trend signals
Trend signals for Post-Gym Consumption
Trend score 4.5 out of 10, from popularity 64%, activity 62%, freshness 8%.
Popularity64%
Activity62%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Post-Gym Consumption trend
4 featured examples from Apr 3, 2018 to Mar 20, 2019CategoryLifestyle
Health-Focused Sparkling Beverages
Cardiovascular Sparkling Water is a Unique Drink for Well-Being
The food and beverage industry can explore opportunities in developing more health-focused and plant-based sparkling beverages to cater to the increasing consumer demand for healt…
CategoryLifestyle
Workout-Themed Tea Sets
David's Tea Created a Set of Workout Teas to Support Physical Activity
The tea industry can take advantage of this trend by creating other wellness-themed tea sets and expanding their offerings to cater to health-conscious consumers who also prioriti…
CategoryLifestyle
Thirst-Quenching Post-Workout Beers
The Harpoon Rec. League Beer Helps You Hydrate and Recover
Opportunity to create new low-alcohol beer products with functional benefits for the growing health-conscious consumer market.
CategoryLifestyle
Clean Performance Drinks
Blacktop's Low-Calorie Drink Delivers Electrolytes Without Sugar
The sports drink industry could benefit from creating cleaner, more nutrient-packed products that appeal to active and health-conscious consumers.
