More people are taking serious steps to improve their health and fitness. This presents an opportunity for performance nutrition companies to offer protein “plus” solutions for athletes and sports enthusiasts with gastrointestinal issues. These companies are also tapping into the growing demand for protein products from a new demographic – the casual gym-goer who is more interested in their holistic health instead of simply maximizing athletic performance. New research into the interplay between gut health, strength and overall well-being might be the key to unlocking these opportunities.
