Fitt Insider Briefing — Here's What You Missed

We're closing in on two months of Fitt Insider newsletters and, if you haven't been keeping up, here's a quick recap of what you've missed. If you like what you see, don't forget to subscribe. Of course, you can always check out the full list of past issues in the archive.

From Issue No. 2

When it comes to wellness, what do consumers actually want? In one moment, we’re demanding more transparency about where our food comes from and what’s in it. The next minute, we’re stocking up on ridiculous wellness remedies that aren’t backed by science and are potentially harmful. 

Whether it’s big food funding nutrition studies or influencers peddling wellness products, marketing is overtaking science as the foundation for good health and consumer preference will ultimately come down to brand perception. With that in mind, and with trillions of dollars up for grabs, we should expect the rise of wellness to transform into the wellness wars. 

From Issue No. 5

The Rise of Meatless Meat: Whether it’s health concerns associated with eating meat or the environmental impact of animal agriculture, more and more Americans are choosing to reduce meat consumption, seeking out plant-based and lab-grown substitutes instead. With attention to and investments into meat alternatives at an all-time high, and a billion-dollar industry taking shape, it’s worth considering a few valid questions: which startups will define the future of protein? Where do meat industry incumbents fit into the mix? And how will consumers react to a world where their meat doesn’t actually come from an animal.

From Issue No. 3

Studios vs. Streaming: In the TV land, OTT stands for over-the-top and it refers to content providers who deliver streaming media to consumers over the internet without requiring a traditional television or satellite subscription. The runaway success of Netflix has spawned upstart copycats while simultaneously forcing incumbents like HBO and ESPN to launch “GO” OTT versions of their own service. 

Now, streaming services and on-demand workouts are taking over the fitness industry. Is this the end of gyms and boutique studios as we know them? Probably not. But it’s clear that streaming represents the reinvention of the exercise experience, and it’s likely the first of many innovations sure to send shockwaves through the entire fitness industry.

From Issue No. 6

What’s Next For Nutrition Bars? The future of the nutrition bar market—a segment that includes muscle-building protein bars, as well as weight loss and energy bars—is being shaped by upstarts and acquisitions. In recent years, General Mills spent $100M to acquire Epic, Kellogg’s paid $600M for RXBAR, and last month, PepsiCo scooped up plant-based bar maker Health Warrior. 

At the same time, two privately held companies by the name of Clif Bar (who walked away from a $120M buyout offer from Quaker Oats in 2000) and Kind Healthy Snacks (for which Mars, makers of Snickers and M&M’s, is an investor) continue to accelerate with more than $800M and $700M in annual sales, respectively. 

Thanks again for following along. If you want to get in touch email me: [email protected] with tips, questions, or to continue the conversation. 

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