# Post-Gym Consumption Brands focus on post-recovery drinks that help hydrate and rejuvenate. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 22, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/postgym-consumption ## Key Figures - Trend score: 4.5/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 3, 2018 to Mar 20, 2019 - Published: Mar 22, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Post-Gym Consumption trend ### 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. ### 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. ### 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 ## What the Post-Gym Consumption trend means for industry ### For 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 for Post-Gym Consumption Trend score 4.5 out of 10, from popularity 64%, activity 62%, freshness 8%. - Popularity: 64% - Activity: 62% - Freshness: 8% ## Examples of the Post-Gym Consumption trend 4 featured examples from Apr 3, 2018 to Mar 20, 2019. - [Health-Focused Sparkling Beverages](https://www.trendhunter.com/trends/drink-for-wellbeing): Cardiovascular Sparkling Water is a Unique Drink for Well-Being (Category: Lifestyle) Implication: 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… - [Workout-Themed Tea Sets](https://www.trendhunter.com/trends/workout-tea): David's Tea Created a Set of Workout Teas to Support Physical Activity (Category: Lifestyle) Implication: 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… - [Thirst-Quenching Post-Workout Beers](https://www.trendhunter.com/trends/harpoon-rec-league): The Harpoon Rec. League Beer Helps You Hydrate and Recover (Category: Lifestyle) Implication: Opportunity to create new low-alcohol beer products with functional benefits for the growing health-conscious consumer market. - [Clean Performance Drinks](https://www.trendhunter.com/trends/performance-water): Blacktop's Low-Calorie Drink Delivers Electrolytes Without Sugar (Category: Lifestyle) Implication: The sports drink industry could benefit from creating cleaner, more nutrient-packed products that appeal to active and health-conscious consumers. ## 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)