As the post-pandemic active nutrition industry starts to normalize, it’s time to discuss what benefitted, rebounded, paused, and was damaged by the “COVID-19 Effect." It's irrefutable that the “COVID-19 Effect” changed almost everything about the active nutrition industry and most professionals are naturally a bit lost. The market is evolving quickly, as consumer interest in the space has never been higher. The active nutrition industry has become a key gateway to the $1.5 trillion global wellness market. I always say where there’s increased growth, there’s increased commercialization activity. This heightened competition means that brands must stay ahead of the curve by identifying specific trends earlier and being more aggressive in their actions to fill demand. My intent for this content is to provide industry professionals with a snapshot of what benefitted, rebounded, paused, and was damaged by the “COVID-19 Effect.” That could surround the following marketplace variables, (1) product categories or attributes, (2) business strategies, and (3) consumer behavior shifts.

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