According to major e-commerce platform JD Health, active nutrition products have a wider range of uses and consumer groups.
“Sports nutrition is mainly targeted at the needs of adults. Most of the time, it is to enhance sports performance.
“Active nutrition, also known as functional nutrition, has a wider range of uses. It covers a wider range of consumers, including kids, women, and the elderly,” said Yang Ye, general manager, Nutrition and Health Care Products Division, JD Health.
Examples include products such as probiotics for improving gut health. Probiotic brands which saw a high growth rate last year include China homegrown brand WonderLab, Garden of Life, as well as Life-Space.
For GO Healthy, the company’s active nutrition portfolio mainly consists of products for joint, bone, and muscle health.
Similar to JD Health, the company noticed that younger consumers are driving the consumption of active nutrition products.
“When you think about the joint category, you will think about the older demographic, but what we have seen is that our consumers are looking for preventive solutions, so we are seeing a younger demographic trying out these products,” said Ross Andrewartha, global product and training manager, GO Healthy.
Yang added that the company was optimistic about the future development of the category, as younger consumers use them as a dietary supplement or lifestyle product.
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