Innova Market Insights has released a report on consumer opinions toward sport nutrition products such as powders, drinks and foods.
Related: New Research Explores Better-For-You Product Trends
Innova found that 41% of sports nutrition shoppers still consider flavor to be an important factor when choosing food and drink, although it falls into third place behind health aspects and cost.
Millennials are both the most adventurous consumer group when it comes to flavor, and the most likely to include sports nutrition products in a typical grocery basket.
In terms of flavor, citrus and tropical fruit have positive energy connotations, while in broader terms, spiciness/sharpness was seen as particularly energizing, ahead of sweet flavors.
Sweet flavors are seeing popularity as consumers look for comfort foods such as cakes, candy and desserts. At the same time, traditional brown and vanilla flavors are facing rising competition from fruit, nut and novelty tastes. However, chocolate remains an important go-to flavor, while hazelnut flavors have benefited from chocolate-hazelnut combinations.
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