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Sports nutrition and high protein products are becoming more mainstream. This trend is being driven not by regularly-gym goers, but everyday consumers who are health conscious and seeking out better-for-you products that they deem to be conveniently nutritious. These consumers are taking a proactive approach to their health, something that influences their attitudes and behaviors when it comes to areas such as physical health, cognitive health, diets, and ingredients. At the same time, these consumers feel that several barriers exist when it comes to health maintenance and improvement. This report examines how the industry can respond to consumers adopting a long-term and holistic approach to health, and what barriers must be avoided if such better-for-you products are to continue to become more mainstream.

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