New market research from Cargill has identified five distinct active nutrition consumer segments. The attitudinal study offers food manufacturers a roadmap for innovation, highlighting each segment’s distinct needs and purchasing behaviors, the company said.

“The active nutrition landscape is more diverse than ever,” said Bret Barhoover, marketing manager for specialized nutrition at Cargill. “Consumers have vastly different needs depending on their fitness routines, health goals, and lifestyles. Our research underscores the importance of understanding these segments to develop products that truly resonate with today’s active consumers.”

This shift in consumer needs reflects a broadening marketplace no longer limited to elite athletes. Everyday wellness seekers now reach for these products, too. Staying relevant requires brands to align their offerings with each segment’s distinct attitudes, use occasions, and purchase drivers.

Five Consumer Segments, Five Different Approaches

Cargill’s study categorizes active nutrition consumers into five attitudinal segments based on their fitness routines, body image, and how they feel about staying healthy. Additional findings reveal key consumer need states and map how these priorities shift across segments.

The online survey was conducted from Oct. 29 to Nov. 11, 2024, with 1,558 U.S. adults aged 18+ who had consumed at least one active/sports nutrition product in the previous six months.

• Perfection Pursuers: Younger, highly disciplined, and performance-driven, these consumers follow strict exercise and diet regimens. They’re heavy users of beverages and powders and seek products that help them achieve optimal performance and build and maintain muscle mass while still delivering an indulgent eating and drinking experience. 

• Active Achievers: Fitness is a way of life for these highly active consumers. They closely monitor their diet and frequently use powders, beverages, and bars to provide a post-workout energy boost, and support muscle recovery after a rigorous workout.

• Routine Realists: Seeking balance and simplicity, this segment uses bars, beverages, and powders in moderation. While mindful of their diet, they also enjoy occasional treats, so active nutrition products that deliver on both nutrition and taste answer a key need state for this group.

• Moderate Movers: Older or retired, these consumers prioritize staying active and eating well. They are looking for a “smart bite” to curb cravings. While they consume active nutrition products less frequently, they do turn to convenient options like protein bars for on-the-go nourishment.

• Determined Dabblers: The most casual active nutrition users, this older-skewing segment seeks quick, nutritious options to stifle hunger without the demands of strict fitness or diet routines.

“To stand out in today’s active nutrition market, brands must move beyond broad-stroke solutions,” Barhoover said. “Success lies in precision — delivering the right ingredients, formats, and messaging for the consumers that matter most. With our deep industry expertise, we’re ready to help brands turn these insights into innovative, science-backed products that drive real market impact.”