As we celebrate International Women’s Day, the last week has seen celebrity endorsement for raising awareness of perimenopause and menopause. Also, from groundbreaking collaborations in IV therapy to consolidation strategies in home fitness we are seeing how a dynamic market can change trends quickly. Furthermore, there has been innovative strides in sports nutrition to innovation in plant protein. Let’s breakdown the last weeks key trends and news:
Trend and News Snapshot
Womens Health
- Perimenopause and Menopause continues to be an important sector for women’s health. The nutritional brand, Dr. Kellyann has attracted celebrity endorsement from Drew Barrymore to be brand amabassador for their Perimenopause and Menopause range. Press release
Women empowerment and Inclusivity in Fitness and Weight Training
- Blink Fitness hosts Womens weight training event to help support girls to learn how to strength train safely as part of their women in the weight room series. Blink Fitness own research highlighted that 32% of their members stated that understanding how to get started in weight training was a barrier to undertake strength training programme. Press release
Home workouts
- Bowflex enter into purchase agreement with Johnson Health Tech Retail Inc for $37,500,000. Bowflex states the “post-pandemic environment and macroeconomic headwinds” have been contributing factors for the company’s financial instability. Press release
- Beachbody Company announces sales and leaseback agreement of their production facility. Press release
Functional Fitness Events and Competitions are Becoming Key Targets for Brand Collaborations
- Fitness apparel company, Fitness Junkie, partners with Spartan, global leader in obstacle races. Also, part of the partnership is nonprofit organisation, More Heart Than Scars shows how fitness and sports communities are powerful drivers for creating healthier change in peoples lives. Press release
IV Therapy Sector Shows Continued Growth
- The IV Therapy market in the USA sees two heavy weights, The DRIPBaR and REVIV join forces. Press release
Digital Connected Experiences Enters Pool and Wellness Sector
- Fluidra, a global leader in connected equipment and solutions for pools and wellness, launch a €20 million venture capital fund for tech based start-ups to enhance tech innovation the pool and wellness sector. Press release
Mind Body Connection and Faster Hydration in Sports Nutrition
- NITRAFLEX launch a pre-workout supplement that includes ingredient technologies that help to promote cognitive function as well as hydration performance benefits. Available in stimulant and stimulant free. Press release
- Hydrosome labs a natural and chemical-free process improving the power of water through the emerging science of ultrafine bubbles. The innovative process delivers active ingredients to cells more efficiently. Enhanced hydration in performance drinks is one of the products commercial applications. Press release
Sports Supplements Moves Beyond the Gym
- Glanbia Performance Nutrition, launch their ad campaign for Optimum Nutrition “Unlock More You”. The campaign highlights how sports nutrition has moved beyond the gym and elite sports. The campaign promotes how sports nutrition supports fitness beginners, amateur athletes and elite professional sportspeople across a range and variety of disciplines aligned to personalised goals. Press release
Protein Still on Top – Plant Based Still a Key Driver
- Premier Protein launch a ready to drink protein shake with an indulgent flavour, cookie dough. Press release
- Abbot’s launch high protein meals from plant based ingredients such as pea and mushroom in Publix across 8 states in USA. Abbot’s aims to target “health conscious” and “health curious” consumers, particularly Flexitarians. Press release
- FrieslandCampina launch two algae based microencapsulated docosahexaenoic acid (DHA) ingredients so food manufacturers can offer Omega 3 health benefits to vegetarian and vegan consumers. Press release
Healthy Aging and the Continued Rise of Postbiotics
- Kerry Group launch first postbiotic ingredient, Plenibiotic with dual benefits for gut health and skin health to help tackle healthy ageing and the increased awareness between the gut-skin axis. Press release
Key Insights
The key insights from this week’s news underline a pivotal shift towards holistic health, inclusivity, and the integration of technology in personal wellness. The emphasis on women’s health, particularly in addressing perimenopause and menopause, points to a broader recognition of gender-specific health needs and the importance of inclusive health solutions.
These developments, coupled with the growing embrace of functional fitness and empowerment initiatives like Blink Fitness’s women’s weight training events, indicate a shift towards more inclusive, community-driven fitness cultures.
The merging of The DRIPBaR and REVIV in the IV therapy market and Flurida’s investment in tech startups signify a growing trend towards personalised, tech-enabled wellness experiences.
In the nutrition sector, the continuous innovation for plant-based proteins and the innovation in sports nutrition products reflect an evolving consumer consciousness towards health and sustainability. Moreover, the launch of Kerry Group’s postbiotic ingredient highlights the industry’s focus on healthy aging, recognising the interconnectedness of various bodily systems.
This week’s news paints a picture of an industry at the forefront of adapting to consumer demands for more personalised, inclusive, and sustainable health and wellness solutions, marking significant strides towards a more holistic approach to wellbeing.
Elevate Trends Insights
To view trends summary from the key topics and insights over the last, click the link below to view each topic’s summary from our proprietary Elevate Trends platform:
