Savvy brands should target Gen X for active nutrition supplementation

Active nutrition continues to be a positive segment of growth within the health and wellness industry as a broad range of consumers gains greater awareness of their health needs. Combine this awareness with an active lifestyle, and the result is consumers who are looking for additional nutritional sources to support their target goals, from increased muscle mass to enhanced hydration. 

According to recent industry research, Millennials are a key driver of this growth, with their focus on healthy living, physical activity and nutritional awareness. 

While Millennials and younger consumers will remain an important audience for supplement brands in this space, companies should not lose sight of other significant market opportunities, including Generation X consumers in the 40-50+ age group, in particular. 

I fall into this category and, from a personal and professional perspective, the lack of products targeting this segment is surprising. Representing about one-fifth (19.5%) of the U.S. population, the Gen X demographic can benefit greatly from supplements aimed at helping them lead a healthier and more active life, while simultaneously supporting the health challenges that can arise as people age. 

To top it off, according to consumer research, some interesting characteristics specific to Gen X consumers include: more cash than perceived, motivated by value, high brand loyalty and interest in holistic health. 

Related:The new active nutrition market – digital magazine

With products like Flintstones Vitamins, which debuted in 1968, we were the first generation introduced to taking vitamins as children and gained firsthand awareness of the importance of supplementation at an impressionable age. Now we are not just living longer, but we’ve matured during an era that understands that increasing life span without regard to health span — a period of life spent in healthy physical condition — is a mistake. 

Now that I’m in my 50s, my health needs have shifted. I’m no longer worried about maximizing muscle size, I just want to be functionally fit. I’m no longer trying to stay up all night long, but more interested in getting quality sleep. My concerns these days are ensuring that I have energy throughout the day, that I keep my metabolism humming, and get a good night’s sleep to protect my brain and provide the necessary fuel to get me through my busy days. 

As I’m aging, I’m more aware than ever about how all these health functions work together. I’m not looking for quick fixes like caffeine to stay active. I’m looking for sustainable solutions like how to pump up my mitochondria because they power everything we do. This more holistic way of thinking about active nutrition is where the market is heading. 

Related:Formulators: Active nutrition = hybrid sports nutrition

Key concerns and supplements 

Like many consumers in the 40s-50s+ age range, I am concerned with keeping up on the day-to-day tasks and feeling my best, but I also have a desire to avoid serious health problems. I want quality of life, not just quantity of life, and I’m more willing to make the sacrifices — like forgoing that alcoholic beverage for better sleep — than when I was younger. 

I’m interested in supplementing sensibly without going overboard, and my regimen reflects this. Following are the key supplements and ingredients that I have found helpful in my daily routine. 

• Multivitamins: Multis can offer a combination of valuable benefits especially when formulated for specific stages in life. 

• Omega-3 fatty acids: Some of the potential benefits include risk factor reduction for inflammation and heart disease, as well as improved bone and joint health. 

• Vitamin D: The sunshine vitamin can affect the health of bones and also plays a role in muscles, immunity and avoiding rickets. 

• CoQ10: As the power plant inside every cell, CoQ10 may help exercise performance by decreasing cell oxidative stress and improving mitochondrial function, and may help reduce fatigue, potentially improving exercise performance. 

• Magnesium: Various studies have found that magnesium may have a range of benefits, including helping to improve sleep quality. 

Brand guidance for developing products 

One focus of contract manufacturers should be ensuring they are developing products that will speak to their customers’ “ideal client avatar” (ICA) — a marketing exercise that can help a business better understand and identify its ideal customers. Brand A might have a 28-year-old ICA named Selena who is studying medicine, runs marathons on the weekend and likes spicy foods. Brand B’s ICA is a 43-year-old software engineer named Ben who is into rock climbing and breakfast cereals. These two active individuals will want very different products. 

With such a wide array of customer interests, tastes and lifestyles, it is imperative that brands have a clear understanding of who they are serving so a contract manufacturer can work with them to ensure the product speaks to that target customer. This includes not only the formulation, but the overall branding and packaging as well. 

It’s important for contract manufacturers to work in partnership with their clients to home in on how the brands want to represent themselves and then help them achieve that. Whether it’s bringing in grass-fed collagen or re-creating a flavor from a favorite childhood memory, if brands are clear about who they serve and why, the manufacturer can better support them in reaching their objectives. 

Active nutrition innovation outlook 

Looking ahead at some areas of anticipated innovation in the active nutrition space, some interesting ingredients to support energy represent opportunities for brands in this market. For example, I’m very excited about new ingredients like paraxanthine and extract of Alpinia galanga (from the Zingiberaceae, or ginger, family). 

Paraxanthine (as enfinity, distributed by TSI Group) helps to support energy and showed to mitigate cognitive fatigue and elevate mood, among other possible benefits. Galanga (as enXtra, distributed in North America by OmniActive Health Technologies) is a caffeine-free alternative clinically shown to support alertness and help with focus. 

For those of us who are looking to stay active as we age, any supplements that help support our brain are also going to be of interest. While it isn’t a muscle, the brain’s health is key to allowing me to continue to throw a ball around with my son or jump on a mountain bike with a friend — and when it comes to functional health, those mean more to me than how many reps I can press. 

These are just a few examples of opportunities available to brands looking to innovate in the active nutrition space. I look forward to the potential for a broader range of products targeting Gen X consumers as the market continues to develop. 

This feature has been extracted from the new SupplySide Supplement Journal digital magazine, "The new active nutrition market." Download it for free here. Other content pieces in the issue includes the women's market, new formulation ideas, four of our favorite branded ingredients, how to build effective and affordable supplement options, and a directory of raw material ingredient suppliers. The new SupplySide Supplement Journal — your toolbox for better business.