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By: Karla Rendle

Consumers in Western Europe continue to be highly health- and appearance-conscious. Reflecting this was a health and fitness presence across many consumer goods markets, such as packaged food, consumer electronics and fashion (with the rise of athleisure in clothing and footwear). The use of specialised sports nutrition products as a means to achieve optimum health and fitness has taken the sports nutrition category well into the mainstream domain. Over the next five years, women and ageing population in Europe are expected to become more of a focus within sports nutrition as brands acknowledge the large demographic of women in taking their fitness regimes extremely seriously, and the older population want to be as fit as they were in younger years.

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