How do we create nutrition products that resonate with every generation? It’s a complex challenge but one that’s becoming increasingly important as the active nutrition market evolves.

The sports nutrition industry has traditionally focused on hardcore athletes, but we’re seeing a fundamental shift towards “active nutrition” – products designed for consumers of all ages who want to stay healthy and physically active.

We know that different generations have vastly different health priorities, communication preferences, and product format needs.

In this episode of the Food Matters Live podcast, recorded at our event in Manchester in May 2025, we explore how brands can successfully navigate these generational differences to create products that work across multiple demographics, from understanding what drives each age group to practical formulation strategies.

And we examine real-world examples of how ingredients like protein and creatine can be positioned differently for various life stages, while maintaining scientific integrity and regulatory compliance.

Mark Evans, Senior Scientist, Holland & Barrett