Speaking at the Sports & Active Nutrition Summit, Jones, EVP, chief merchandising and science officer, GNC, detailed how the industry has evolved from a male-dominated space focused on muscle-building to a more balanced, inclusive market.
“When I first started, most of our customers were men looking to bulk up,” Jones said. “Now we’re getting closer to a 50-50 split and more women are coming in specifically for strength and performance.”
That shift reflects a broader cultural change. Today’s consumers increasingly associate strength with overall health and longevity rather than aesthetics alone. Social media and evolving fitness narratives have helped move the conversation from “skinny” to “strong,” opening the door for women to explore products like protein, pre-workouts and creatine.
“We are seeing from our consumer research and our interaction with our customers that they’re associating strength with health and healthspan and there’s just this fundamental understanding that the role of nutrition in helping you maintain or build your strength is ultimately going to help you with healthy aging,” she said. “It’s just getting over the hump and connecting that to products and solutions that women feel are really truly tailored to them.”
Marketing certain products to women is another hump Jones mentioned. She pointed to creatine as an example, long associated with bulking up, which continues to carry misconceptions among female consumers. “There’s concern about weight gain or feeling bloated,” Jones said, noting that education is key to overcoming outdated beliefs and aligning consumer understanding with emerging research on benefits like cognition, mood and muscle maintenance.
Another hurdle is sheer choice as consumers find themselves in the supplement aisle surrounded by a sea of ingredients and products. Jones said that brands and educators must step up to help simplify the landscape and focus on foundational nutrition rather than overcomplicated regimens.
Looking ahead, Jones sees continued momentum behind strength-focused solutions, particularly as interest grows in ingredients like peptides. As the category evolves, the opportunity lies in pairing innovation with clarity—helping women confidently navigate products designed to support performance and long-term health.
