Findings suggest that manufacturers face growing pressure to tailor protein content, sugar reduction strategies and functional benefits across bars, beverages and powders to meet increasingly segmented demand.
The study surveyed more than 1,500 active nutrition consumers in the United States and identified five distinct attitudinal profiles shaping purchasing behavior.
From performance-first to purpose-driven nutrition
Bret Barhoover, marketing manager for specialized nutrition in North America at Cargill, told NutraIngredients that the research highlights a clear departure from a one-size-fits-all approach.
The profiles created using the research “reveal not just who’s buying, but why—and those motivations vary across the segments," Barhoover said. One of the most influential groups identified in the study is the Moderate Movers segment, which skews older and accounts for 23% of respondents. “They’re a powerful force,” he said, as ”their focus is staying active and maintaining wellness, not maximizing performance.”
In contrast, younger consumers clustered in the Perfection Pursuers segment exhibit a markedly different mindset.
“For these highly motivated, discipled go-getters, training is part of their identity,” Barhoover said. “They track macros like protein to the gram and seek products that support muscle building and recovery.”
Taken together, the findings support clear structural repositioning within the category.
“The research clearly highlighted the shift we’ve seen in the market, from one-size-fits-all, performance-driven products to more personalized, purpose-driven nutrition tailored to consumers’ lifestyles, life stages, needs and values,” Barhoover explained.
Format matters: Bars, beverages and powders serve distinct roles
The ActiveIntel study also examined how consumers use different product formats, revealing clear distinctions in expectations for bars, beverages and powders.
“While designing for specific consumer segments is key, universal truths like less sugar and more protein cut across the category,” Barhoover said. “Consumers are increasingly reading labels, comparing grams of protein and checking sugar levels before purchase.”
Taste remains non-negotiable, he added, even as formulations become more complex.
“They’re looking for products that deliver meaningful protein to support muscle maintenance and recovery—without the added sugars that can undermine their wellness goals,” Barhoover said. “At the same time, they expect products to taste good without using artificial ingredients.”
Beyond these baseline expectations, Cargill’s research highlights opportunities for differentiation by format. For bars, functional ingredients and sustainability messaging may help brands stand out.
For example, “to stand out in a crowded field, brands can incorporate functional ingredients that support targeted benefits like digestive health or immunity, or highlight sustainable sourcing stories that resonate, especially with younger consumers,” Barhoover suggested.
Beverages, meanwhile, are expected to deliver both immediacy and nourishment. “The research found consumers want products that deliver an instant pick-me-up and lasting nourishment,” he said. “It also points to women’s health as an emerging innovation space.”
Powders remain closely tied to convenience and performance but also show signs of evolving demand.
“Convenience, protein and sustained energy drive many powder purchases,” Barhoover said. “However, we also uncovered untapped white space, with rising interest in brain health opening the door for powders that support focus and cognition.”
Ingredient trends shaping next-stage innovation
Protein continues to anchor innovation across active nutrition, particularly as plant-based formulations gain traction.
“Protein remains the hero, highly sought for its role in muscle building and recovery,” Barhoover said.
Fiber is also gaining attention as consumers link digestive health with overall wellness. “Consumers increasingly recognize the importance of fiber,” he said. “Ingredients like soluble corn fiber are attractive because they can provide fiber enrichment with little impact on taste and texture.”
Sugar reduction and clean label expectations remain tightly linked in active nutrition purchasing decisions.
“Our ActiveIntel research highlights two closely linked trends: less sugar and no artificials,” Barhoover said.
He presented Cargill’s EverSweet stevia sweetener as an option for formulators to reduce sugar content in active nutrition products without impacting flavor.
Looking ahead: Taste and trust rise in importance
Looking ahead, Barhoover said future innovation will hinge on aligning nutritional performance with sensory appeal and transparency.
“Beyond the big three—more protein, less sugar and more fiber—label considerations and ever-higher expectations for taste are rising to the forefront,” he said. “Consumers want recognizable ingredients and science-backed formulations, but they’re not willing to compromise on flavor or texture.”
