Opinion

Trend Reports 2020 – Sports Nutrition In The US Markets

Citi wall helper smart home device on white tiles in kitchen setting

With Sports Nutrition products becoming so mainstream,  we’ve noticed an evolution in the brand personality and look and feel of the packaging and design. We’ve identified 3 key design trends below that represent the changing landscape of sports nutrition in the US.

With Sports Nutrition products becoming so mainstream, we’ve noticed an evolution in the brand personality and look and feel of the packaging and design. We’ve identified 3 key design trends below that represent the changing landscape of sports nutrition in the US.

Design Trend 1: Changing Consumers Means More Artistry And Less Science

Traditionally, sports nutrition has been aimed at athletes and bodybuilders. This was reflected in the classic sports nutrition packaging, which was often quite clinical and scientific, if not aggressive and testosterone-heavy. But today’s consumers are as likely to be health-conscious millennials who understand the fundamental role fitness and nutrition play in a better life. Thus we have seen a trend towards more expressive, youthful graphics featuring beautiful patterns and illustrations, but without downplaying the feeling of power these products bring.

six panels showing photosgraphs of current banking campaigns
six panels showing photosgraphs of current banking campaigns
six panels showing photosgraphs of current banking campaigns
Trend 2: Handwritten Styling Means A Shift Away From Fitness And Towards Wellness

Similar to the first trend we identified, we have seen a shift away from emphasising the bulking benefits of sports nutrition products towards their health and lifestyle wellness benefits. The messaging and treatment of this trend relates to how good this product is for your mental and spiritual health, using clean colours, handwritten scripts and simple typography which emphasises the inherent detox qualities, going hand-in-hand with other wellness trends such as yoga. These products are high in protein but they focus on boosting and empowering a consumer who leads a very active life. 

six panels showing photosgraphs of current banking campaigns
six panels showing photosgraphs of current banking campaigns
six panels showing photosgraphs of current banking campaigns
Trend 3: Desire For Clean Eating Means Less Supplements And More Real Ingredients

The third trend relates to America’s general clean-eating trend, with consumers increasingly focused on product labels and ingredients. The sports nutrition industry has come in for particular scrutiny due to its traditional use of chemicals in its products. This has prompted a push towards innovative alternatives that openly reject GMOs and ensure the focus of the their packaging communication is all about real, natural ingredients, such as mixed berries, coco orange, coconut chi, and watermelon.

six panels showing photosgraphs of current banking campaigns
six panels showing photosgraphs of current banking campaigns
six panels showing photosgraphs of current banking campaigns
BACK TO OUR WORK

Author: Graham Vard, Creative Director

2020-03-09T15:12:21+00:00