21 Apr 2021 --- As the sports nutrition category pushes further into the mainstream and product offerings diversify beyond basic protein powders, flavor choices are becoming more important in delivering a competitive edge. According to a new report from Innova Market Insights, 41 percent of sports nutrition shoppers still consider flavor to be an important factor when choosing food and drink, although it falls into third place behind health aspects and cost. Unlike most F&B sectors, sports nutrition has traditionally been sold largely on efficacy rather than taste, with flavor often a secondary consideration.
