IDEA Fitness Journal has contracted with me for the past few years to cover the convention, with a specific eye toward food and group fitness. Who would say no to that? Not I. One of the benefits of attending is that I get a first look at the upcoming trends in the industry. I also get to write about those trends. One of my articles is already posted over at IDEA, so I hope you’ll read it: Diversity and Collaboration Mark an Outstanding Event.5 trends from the IDEA Fitness & Nutrition Convention that may affect U. #FitFluential… Click To Tweet
Five trends I thought might interest you are as follows:
Dance, dance, dance – More styles were present than I recall in the past 35 years of this convention: Stomp (stepping), Bollywood, Dancing with the Stars-inspired ballroom, military and martial arts dance fusion, South African, and even a combo dance and Step workout. People our age are rediscovering the joys of dance and I expect to see clubs and studios offering more depth to their dance programming.
Celebrity-based workouts – Probably due to social media breaking down barriers, it’s now possible to work out and even chat with some of your favorite celebrities. Louis van Amstel of DWTS, Jillian Michaels of Biggest Loser, Cassy Ho of Pop Pilates – all were there sharing info on their latest workout programs and leading classes. Look for more celebrities crossing the barrier from on-screen to in-person.
Link between nutrition and behavior – This year had a summit track inside the wider convention – the first-ever IDEA World Nutrition & Behavior Change Summit. For a full day, experts from places such as Stanford, Harvard, Yale and University of Colorado Anschutz Medical Campus came to speak about the link between food and behavior change. Though it may seem obvious in hindsight, it’s groundbreaking to see researchers, medical doctors and health coaches/ psychologists come speak to thousands of fitness professionals. I expect to see further strengthening of the ties between these groups.
Link between food and fitness – Again, this may seem obvious, but for many years the healthy food people had their conventions and made no mention at all about the link between eating and exercise. So the fitness world went to the food people and invited them to speak and exhibit at the fitness convention. Not only are the healthy food vendors now coming to where the fitness pros are, the fitness pros themselves are now getting additional certifications in nutrition. Your instructors and trainers have more knowledge than ever about eating healthfully.
Boomers are different from older adults – At past conventions, people over 50 were sort of lumped together at lectures and workshops. Of course, the needs and goals of an active 50-year-old tend to be different than those of a frail 85-year-old. And this year, more sessions than ever delineated between the groups. My sister was one of the presenters on Boomer Fitness. We are the first generation to intentionally embrace (to a degree) exercise as a way to to stay healthy post-college. I believe that more clubs will be offering demographic-based programming, especially for the Boomer market.
Look for an upcoming post from my sis about the trends she spotted at the convention.
Alexandra Williams, MA
I’ve excerpted from that article below, and if you want access to the full piece, please contact IDEA – the health and fitness association – at 800 999-IDEA.
What do moringa, hemp, algae, purple corn, red palm oil, reishi mushrooms, turmeric and maca root have in common? They have joined blueberries, cinnamon and ginger root as must-have superfoods.
High in antioxidant and vitamin content, these health-promoting foods have passed $130 billion in sales. At the recent Natural Products Expo it was common to find people at booths tasting moringa protein drinks, turmeric rice, ginger hummus, and purple corn cereal.
Twenty percent of Americans say they actively try to eat gluten-free foods in their diets, and sales of gluten-free foods increased by 63% between 2012 and 2014. According to the poll, “Far more U.S. adults say they actively try to include gluten-free foods in their diets than actually suffer from celiac disease.” People with celiac disease or wheat allergies have to eat a gluten-free diet, as they cannot tolerate gliadin and glutenin, the two proteins found in gluten.
Sweets will probably never go out of style, but sweeteners sometimes do. The demand for “natural” plant–based sweeteners is currently driving the market, and a few have moved up to the front row lately. Monk fruit, stevia leaf, and erythritol are just three substitutes rocketing up in popularity.
You might say wine has always been in style, yet recent research about resveratrol has made red wines even more popular. Some preliminary research also shows that resveratrol can prolong life for mice and pigs, although this benefit has not been tested in people. Other research shows that it can help prevent heart disease, cancer, Alzheimer’s and diabetes—all diseases of great importance to the market drivers, Boomers. Besides, WINE!!!
Combinations that would have been considered “weird” a few years ago are now found in refrigerators everywhere. For example, Uncle Matt’s Organic Juice now has orange turmeric juice, while REBBL makes tonics and elixirs such as ashwagandha chai and reishi chocolate coconut milk. Bulletproof and nitro cold-brew coffee are amping people up, bone broth has moved from the soup bowl to the tea cup, drinks based on roots and trees (neem, anyone?) are vying with coconut milk for shelf space, and flavored kombucha is now mainstream. Bolthouse Farms has a new line of cold-pressed juices, and Orgain produces an organic cafe mocha nutritional shake with ingredients that include grass-fed milk proteins, brown rice syrup, sunflower oil, kale, beets and açai.
Having just spent several days at the Natural Products Expo West, I am energized by the growth in demand for foods, products and services that help, not harm our health (both corporeal and environmental). Look for an upcoming post that focuses specifically on organic products. Some of the statistics will surprise (and alarm) you.
Alexandra Williams, MA
As I just had my article, “10 Nutrition Trends to Watch” published in IDEA Fitness Journal – the magazine for fitness professionals (you can call 800 999-IDEA to order a copy if you aren’t a member) – I thought I’d share five of those trends with you and a few excerpts from the feature.
Foods for Healthy Aging and Brain Power
Confirmed links between food, aging and brain health have exploded over the past few years. In 2012, Americans spent about $30 billion on health supplements, so it’s obvious we want to improve (Lara 2014). Boomers are hitting retirement age and wanting to stay active, engaged and youthful, so it makes sense that this demographic superforce would look to food for help with that.
Local, Sustainable Foods
For many years, our access to food has been based on a global model in which food would travel long distances to arrive on our tables. Interestingly, as the world has become even more global thanks to the Internet, consumers have pushed for a system that returns to agrarian times—eating food that is grown and produced locally.
Weight-conscious consumers have shunned whole milk since the 1980s, so it may surprise some to learn that it’s making a comeback (Shanker 2015). Higher consumption of butter, cream and high-fat milk correlates to lower levels of central obesity (waist-to-hip ratio ?) (Kratz, Baars & Guyenet 2013). The resurgent interest in whole-milk products includes some staples and also some newcomers, such as creamy yogurt, savory yogurt (aka labneh), cheese, whey protein, quark and farmer’s cheese.
Rise of Online Healthy Food Boutique Memberships
From ready-made meals to single packages of paleo jerky treats, healthy foods are reaching consumers quickly from both national and local companies.
Thrive Market is a fairly new online marketplace that recruited more than 2 million registered users in 2015. It’s the fastest-?growing e-commerce company in the history of Los Angeles, and I myself shop at it. They give one free membership to a family in need for every paid membership, and I have a link for you in case you wish to join – you get 30 days for free.
According to a recent survey, Americans are getting about one-quarter of their daily calories from snacks, and consumers are paying attention to the items they choose (USDA 2014). Not only are people more particular about their snacks; they’re also willing to try new things, including bottled, potable soups; meat snacks, especially if they bear the “grass-fed, hormone-free” label; and whole and sprouted grains in items ranging from hot cereals to raw protein bars. Cakes, candies, chips and cookies are still quite popular, yet a long-term shift toward healthier snacks has occurred (Conick 2015).
Stay tuned for a future post, when I’ll share the other five trends from the article. Till then, grab your turmeric and kale chips and go for a walk. Me, I’m off to make some popcorn with red palm oil, coconut oil, hemp seeds and salt. It’s really quite delicious.
Alexandra Williams, MA
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In this first part of our trend-spotting series, I’ll share three food trends.
1. Products that seemed out of the ordinary a few years ago are now getting even MORE unique – examples of this include calamansi flavored sparkling coconut water from JaxCoco, South Asian-inspired snacks from Zouq,
wheat free, gluten free, sugar free, all cheese chia seed parmesan crisps from Kitchen Table Bakers , frozen desserts sweetened with monk fruit from Arctic Zero, and even grassfed, organic, bacon cranberry bison bars from EPIC Bar.
2. Parallel, yet not diametrically opposed is the trend toward making healthy food accessible and available to all (especially families). According to Steve Sidwell, founder of Lúvo, the number of lunch eaters has dropped, while the number of snack eaters has risen. Those snacks (and all food) should be good for you, and accessible – including at work, school and airports. In other words, bring the healthy food to the people, not have the people search out the food.
3. Beverages that are designed to aid your body are so varied and unique, there’s no reason to ever drink a sugar-laden soda or hospital-visit-inducing energy drink. Ever. Teas with chocolate or vegetables added, sparkling, vegan, organic probiotic drinks, (my fave is the new Hibiscus Berry Daily Cleanse from KeVita, flavored kombucha that even non-kombucha people like myself enjoy (try the black currant from Clearly Kombucha), and even different types and flavors of chocolate milk and coffee. Oh, check out Teas of Texas. Not only do they have pecos cantaloupe white tea, they also do limited edition teas for college football teams. Good sense of humor. I even found a skin rejuvenation collagen drink! I thought that was called “water” back in the day. Oh, you heard it here first – Organic Valley has protein shakes coming out in June. You can’t find them yet, but let me tell you – they’re delicious. You’ll see.
Stay tuned for more trends in upcoming posts. In the meantime, let us know your guesses as to what those might be in the comments below. Oh, we also have lots of giveaways coming up too, so keep an eye on our Facebook page.
Finally, less than one week (March 19, 2014) until the re-launch of our Active Aging for Boom Chicka Boomers radio showon a bigger platform – Voice America, Wednesdays at 8 am PST live/ 8 pm PST rebroadcast. Up first, author, scientist and personal trainer Tamara Grand, on “Hormones and Menopause.”
We were not paid to share any of these products with you. We did receive press passes and samples at the expo.
You know you’re in for a good experience when the first thing you see in the Press Room is a Gifting Suite!
Top Left: Alpina USA Greek Yogurt with Granola (We went to an Alpina test kitchen event. More on that in a future post)
Top Right: Debbie from Premium Gold Flax
Middle Right: Curtain at the Stonyfield Farm booth made from yogurt lids
Bottom Right & Bottom Left: Extremely unique chocolate from Lilie Belle Artisan Chocolates (yes, that really is bacon in the chocolate, and yes, you should NOT eat this bar unless you like super spicy)
Bottom Center: Daisy from Carmela’s Food Company (her marinara recipe comes straight from her Italian emigrant grandmother, Nana Carmela)
Center: Lotus Aroma is a French-Canadian company that makes skin care products that are devoid of crap (and the owner has a great sense of humor)
Right: Organic Valley has come out with even more yummy items in their grass-fed line (sisters not included). They put on a rockin’ 25th anniversary party too!
Left: Sandy Todd Webster is the editor in chief of IDEA Fitness Journal. She knows food and fitness, oh yes!
Top Right: We met our FitFluential friend Jody of Truth2BeingFit. She is super fit and super fun.
Bottom Right: That is my former UCSB student Will. He now works for CORE Foods. Buy their stuff.
Left: Artists from Hugo Naturals creating soap
Center: We like balance so that’s what we did with Chandra, founder of Drink Chia. We support woman-owned businesses like crazy.
Right: Someone has to win this beehive from Attune Foods, and Alexandra wants to be that someone.
Photo Credits: Alexandra and Kymberly’s Instagrams.
Please click to visit us at FunandFit.org, subscribe to our YouTube Channel, and follow us on twitter: @KymberlyFunFit and@AlexandraFunFit. See our instagram pics at: @AlexandraFunFit and @KymberlyFunFit. We follow back!