As consumers shelter in place, the importance of e-commerce has never been higher, but as sales of some sports nutrition products decline, how should brands adjust their channel strategy? Which brands are doing it well, and how will this impact approaches to market once gyms and malls reopen? What formulations and positioning are most in-demand? As more people take control of their health and fitness, how best to attract new consumers to the category? And what does GNC’s bankruptcy and BodyBuilding.com’s recent acquisition mean for the category?
