ActiveIntel™ Attitude & Usage Study: Active Nutrition Report
Insights Report
ActiveIntel™ Attitude & Usage Study
Taking Active Nutrition beyond “one size fits all”
It seems everyone’s into active nutrition these days, from gym regulars to pickleball-playing seniors. But their needs couldn’t be more different. New research from Cargill can help brands better target these diverse consumers.
Online Event
Understanding the active nutrition consumer
November 13, 2025 | 2:00-3:00pm EST (1:00-2:00pm CST)
From insights to innovation: Join this free webinar where Cargill experts will guide you through new ActiveIntel™ insights, including:
- The five consumer segments shaping the active nutrition market
- Discover the factors each prioritizes when making product decisions.
- Practical formulation strategies tailored for these consumers
An actively growing market
Optimize your strategy and turn Active Nutrition insights into action — with Cargill
Purchase Motives
64% seek health
64% of those asked say they purchase products to improve general health, compared to the 39% who do so for sports performance or active lifestyle goals.1
Weekly Ritual
A majority of consumers enjoy active nutrition products weekly, or more.
Source: Cargill Proprietary Research 2025
Percentage who consume active nutrition foods and beverages at least once per week:
Find your space for active nutrition innovation
Cargill's proprietary study, ActiveIntel™ Attitude & Usage Study, sheds light on the growing size and diversity of the active nutrition market. It reveals distinct attitudinal segments, how they differ and strategies for meeting their unique needs, including:
Top 3 product performance needs by user segment
5 unique segments defined by mindsets, habits & priorities
Key drivers of product choice
Desired features & benefits
Opportunities for differentiation
Innovations from Cargill
Enjoy some bite-sized insights
Active Nutrition Bars
Bar none: Making a fan favorite fuel even better
It's hard to beat a good nutrition bar when it comes to portable, purposeful nutrition. Learn which ingredients are more likely to win consumers' favor.
Active Nutrition Beverages
Thirsting for function
From hydration to protein and beyond, the benefits consumers seek from nutrition beverages are multiplying. Learn what matters – and how to deliver.
Active Nutrition Powders
Anticipate. Innovate. Outperform.
From protein content to the type of sweetener, learn how to deliver on your goals for functionality, flavor and smoother blending.
Power up your strategy
Download the complimentary report, ActiveIntel™ Attitude & Usage Study—filled with in-depth insights into what driving the active nutrition market. Our proprietary research can help you target consumer needs more effectively – and become the brand they reach for first.
SOURCES:
1 SupplySide Journal. "Active Nutrition is the New Sports Nutrition." July 2023.