The active nutrition market is changing at speed. For decades, the category served a fairly narrow audience of bodybuilders, competitive athletes and performance-focused consumers, but that audience is now joined by a much wider group of consumers. Everyday gym-goers, recreational runners and cyclists, and health-conscious consumers are investing in a range of products from protein shakes and bars to creatine powders and functional beverages all designed around supporting active lifestyles, not just sporting competition. The category has moved into the mainstream, and its expanded audience has broader expectations.