It’s no secret that, in order to achieve peak performance, athletes meticulously plan their diets down to the very last macro. But as the general public becomes more mindful of how diet affects wellbeing, products that were once targeted exclusively to athletes are seeping into the mainstream market. Nutrition bars, energy drinks and protein powders have become natural heirs to the sports nutrition trend, making their ways into gym bags and kitchen pantries alike. But the industry has also applied a little creativity when it comes to fueling the macro-minded consumer with products ranging from protein-packed mac ‘n’ cheese and caffeinated fruit punch, to high fiber ice cream and recovery grape juice. It’s a trend that opens a new window of opportunity for the way retailers market performance-enhancing products.