Reimagining Strength
Unlocking New Growth in the Active Nutrition Market
Powering What’s Next: A Full Spectrum of Nutrition Solutions from Glanbia ...................................................................... 22
From Insight to Action: Reimagining Strength .................................................. 20
The “Cliff Edge” in Active Nutrition Today ........... 16
How Fitness Enthusiasts Are Shaping the Future of Strength ................................................... 14
Meet the Modern Fitness Enthusiast ..................... 10
Beyond the Stereotype: What Does Strength Truly Mean? ..................................................... 8
The Global Rise of Activity ........................................... 4
Introduction
At Glanbia, we’re driven by deep consumer insights. We believe the territory of strength is ripe for a complete reimagination, and understanding this shift is key to unlocking significant growth opportunities in the nutrition industry. In this ebook, we’ll explore how consumers are redefining what “strength” truly means, moving beyond traditional stereotypes to embrace a more holistic perspective. We’ll introduce you to a growing or expanding consumer group we call the Fitness Enthusiast and uncover how their evolving definition of strength should provoke us, as an industry, to consider a fresh approach to product development and marketing.
Chapters:
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2
The Evolving Landscape of Strength
The Global Rise of Activity
In US exercise 3+ times per week
in US now exercise at least twice a week
45%
61%
It’s clear that more and more people are exercising globally.
“
-Sonja Matthews, Senior Strategic Insights Manager
Strength is no longer just about lifting heavy; it’s a universal goal across diverse activities, from weightlifting to yoga.”
Whether in Europe, the US, or Asia, participation in physical activity is on the rise. In the US, nearly 6 in 10 individuals claim to be active twice a week, with 4 in 10 exercising three times a week. This isn’t a small trend; it’s a significant shift in consumer behavior.
72% in ASPAC
57% in Europe
62% in ASPAC
42% in Europe
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5
6
7
While it might be easy to assume that the growth of functional fitness activities like CrossFit and Hyrox are solely responsible for this focus on strength, our research shows otherwise. While building strength is indeed the number one goal for these activities and weight training, it’s also the number one goal for participants in other activity types, such as cardio and yoga. This highlights the universality of strength as a personal objective.
So, what’s driving this increased activity? When we talk to consumers, they consistently highlight both physical and mental health as key motivators. What’s particularly interesting is that across genders, the goal of building and maintaining strength consistently ranks within the top three reasons for exercising.
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30
29
36
23
25
28
45
Increase my overall fitness level
Keep my heart healthy
Build / maintain strength / muscle
Lose weight
Yoga, Pilates
Cardio workout
Functional fitness, circuit training, CrossFit, bootcamps
Weight or resistance training
To have an active / healthy lifestyle
Build / maintain strength
FEMALES
1 2 3 4 5
RANK
MALES
Reduce stress / improve mental health
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9
Beyond the Stereotype
Raw Power
Stamina
Longevity
Aesthetics
Muscle
Endurance
Mobility
Muscle Size
Emerging View
Traditional View
The Evolving Definition of Strength
While muscle size is certainly a component, it’s not the primary focus. This tells us that the general consumer’s definition of strength is not aligned with the legacy stereotype.
Mobility Longevity Endurance Stamina
When you hear the word “strength,” what comes to mind?
What Does Strength Truly Mean?
For many, it’s still linked to traditional stereotypes: muscle build, size, aesthetics, and raw power.
However, when we ask consumers, we uncover a much broader understanding. For them, strength encompasses so much more than just big muscles. It includes:
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Meet the Modern Fitness Enthusiast
Unlike the casual exercisers (whose top driver is weight management) or serious competitors (whose top driver is performance), increasing strength ranks in the top 3 drivers for Fitness Enthusiasts. This truly sets them apart.
For years, the industry has approached the active consumer as a binary—either a performance-driven athlete or a casual participant.
This group is values-driven and health-savvy. They’re open to guidance, mindful about nutrition, and increasingly informed about how products align with their goals—whether that’s faster recovery, improved stamina, or simply feeling their best day to day. They represent approximately 1 in 4 adults, making them more than a niche— they are a powerful, growing segment reshaping what it means to be “fit.” To engage them, brands must go beyond athletic imagery and hyper-performance messaging. They must understand the nuances of motivation, lifestyle, and wellness integration that define the modern fitness mindset.
But as health, movement, and self-optimization become cultural norms, that binary no longer holds. The landscape of fitness is evolving, shaped by individuals who don’t fit neatly into traditional categories but still prioritize physical activity as a pillar of their identity and well-being. This evolution has given rise to a new center of gravity in the active lifestyle market: the Fitness Enthusiast. While traditional Serious Competitors continue to pursue rigorous training and Casually Active individuals maintain movement as a maintenance behavior, Fitness Enthusiasts blend intention, enjoyment, and consistency in how they engage with fitness. They work out not for medals—but because it enhances their energy, focus, confidence, and quality of life.
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use benefit-led supplements, making them twice as likely as the general population to do so.
are interested in new health and wellness products and trends.
say their diet has changed significantly in the past few years.
58% 55% 44%
Nutritional Nuance
Walking/hiking
Basketball
Weight training
Running
5x per week
33%
3-4x per week
46%
They don’t train to compete or see themselves as 'athletes' but they do exercise a lot
44%
56%
Activity Levels
Attitude
Gender Split
Who are the Fitness Enthusiasts?
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How Fitness Enthusiasts Are Shaping the Future of Strength
This holistic understanding of strength means that the stereotypical, traditional definition simply doesn’t apply to this group.
Resilient to illness Digestive health
Positive mood Stress under control Cognitive brain health
Strong muscles Strong bones & joints
Strong immune system
Feeling mentally strong
Physically strong
For the Fitness Enthusiast, strength is about building holistic resilience – encompassing physical, mental, immune, and digestive well-being.”
Just as the general population’s definition of strength has evolved, so too has the Fitness Enthusiast’s. For them, strength isn’t about winning, competing, or physically dominating. Instead, it’s about building resilience to be at their best.
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The “Cliff Edge” in Active Nutrition Today
Source: Glanbia Nutritionals Health & Nutrition U&A Global 2024
Only a small minority are using advanced products such as Creatine, BCAAs, amino acids or even Pre-workouts
Colostrum
BCAA/ amino acids
Pre-workouts Collagen
Hydration & Energy powders Protein shakes
Sports & Energy drinks Protein bars and drinks
88
84
62
57
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Fitness Enthusiast past 3 month Active Nutrition usage
Are Fitness Enthusiasts Underserved?
We’ve established that nutrition is crucial for Fitness Enthusiasts; they’ve adapted their diets and are open to new trends.
However, we then observe a “cliff edge” in consumption outside of these lower-barrier-to-entry products. Products like collagen, creatine, and BCAAs see significantly lower engagement. This suggests that despite their focus on strength and its multifaceted definition, Fitness Enthusiasts are fundamentally underserved when it comes to more advanced nutritional solutions for aspects like joint, bone, cognition, and immunity.
When we look at their current product consumption, we see high engagement with foundational products like protein (ready-to-mix or ready-to-eat), hydration, and energy products. This is unsurprising given protein’s widely recognized benefits.
Creatine
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19
Creatine, collagen, BCAAs, Pre-workout, colostrum
RTD protein, protein bars, protein powder, hydration/ electrolyte drinks/powders
Most accessible products sports drinks and energy drinks
Fitness Enthusiast nutritional needs
LOW BARRIER TO ENTRY
HIGH BARRIER TO ENTRY
To serve Fitness Enthusiasts effectively, we must overcome barriers of perceived relevance, clarify benefits, and provide reassurance about side effects through quality ingredients.
The Opportunity Exists in Helping Fitness Enthusiasts Bridge the Gap into a Broader Repertoire of Active Nutrition Products
There’s apprehension about potential negative side effects, such as jitters or digestive issues. This is where the quality of ingredients becomes paramount, and this group needs reassurance.
Concerned About Side Effects
Many FEs have heard of these products but aren’t clear on how they can specifically support their regime and holistic strength goals.
Understanding the Benefits
Many FEs perceive these products as being exclusively for “serious gym-goers or athletes.” Since this group doesn’t identify as athletes despite their activity levels, this perception acts as a significant deterrent, particularly for women.
Relevance
Our research identified three key barriers preventing Fitness Enthusiasts (FEs) from embracing these higher-barrier-to-entry products.
Why Does This Cliff Edge Exist? Three Core Barriers:
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From Insight to Action
By embracing this reimagined definition of strength and understanding the unique needs of the Fitness Enthusiast, we can unlock significant future sources of growth for the industry.
End users have redefined strength: We need to actively break the legacy stereotype and approach “strength” through a new lens that resonates with the Fitness Enthusiast’s broader definition. Innovation through communication: It’s not just about new products; it’s about driving consideration for more advanced ingredients by positioning them in a way that is highly relevant to Fitness Enthusiasts and their holistic strength goals. The need space of strength is primed for reimagination: This presents a significant “white space” opportunity. How can we leverage traditional and innovative ingredients to target this expanded understanding of strength? We can learn from categories like meal replacement; brands like Huel redefined the traditional weight loss segment into a modern, complete nutrition solution. We believe a similar opportunity exists within the realm of strength.
The opportunity lies in bridging this gap for Fitness Enthusiasts, enabling them to expand their current nutritional repertoire to meet their holistic needs. Yet, the current category architecture often fails to connect with the Fitness Enthusiast’s evolved definition of strength. Shoppers can engage by ingredient, benefit, or category, but none of these truly reflect this new understanding.
So, what does this all mean for us?
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Powering What’s Next
As strength is redefined by today’s active consumer, so too must the solutions that support their performance, recovery, and resilience.
A Full Spectrum of Nutrition Solutions from Glanbia Nutritionals
Our portfolio delivers science-backed, application-ready ingredients that meet the evolving demands of fitness enthusiasts—whether they’re pushing for muscle gains, longevity, or optimizing recovery. From innovative forms of creatine and BCAAs to targeted solutions for bone health and mental resilience, we offer a spectrum of nutrition technologies (and a team primed for collaboration) that is designed to power performance across every stage of your consumers’ fitness journey.
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From standard and functionally optimized nutrients to a preformulated stress relief premix formula, our custom premix solutions allow us to leverage our expertise and knowledge in formulating a wide range of product applications to support mental wellbeing.
PepForm® Tryptophan can be used to formulate sleep aids with proven next-day cognitive benefits that help promote the body’s own natural melatonin without the addition of hormones.
Mental Resilience
TruCal® is a balanced milk mineral complex complex scientifically shown to help improve bone density and strength. CuroWhite®, our pigment-free encapsulated curcumin shown to have a positive effect on joint damage and pain scores.
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Collameta™ is a highly potent marine-based collagen tripeptide for superior collagen synthesis.
Our dairy-based and plant-based proteins offer excellent nutritional value and superior functional properties for a wide range of products.
OptiATP™ provides an optimized form of ATP that supports muscle performance and endurance. CreaBev®, a soluble and stable creatine monohydrate, is specially designed for improved performance in beverages. Our AminoBlast® Technology provides BCAAs with enhanced capabilities that improve their functionality and application performance. PepForm® is our proprietary carrier technology that enhances amino acids like leucine, glutamine and BCAAs making them soluble and masking bitter taste. FerriUp® is a whey protein concentrate that naturally contains abundant levels of lactoferrin, vitamin B12, and 80% protein, providing a strong nutrient foundation that supports iron modulation, energy levels, and immune health in active women.
Joints & Bones
As the definition of strength evolves, so do the expectations of today’s active consumer. Our science-backed, application-ready nutritional solutions are designed to meet this moment—and we’re ready to help you innovate with confidence. To explore how our ingredients can power your next formulation, visit our website or contact our team directly. We look forward to collaborating with you.
Let’s Build What’s Next—Together
