Ahead of the return of the London Marathon and May Hyrox, new data from the UK’s largest dedicated online retailer, Ocado, reveals that preparation and recovery methods for such athletic feats are drastically evolving.
Whilst carb-loading is still deemed an essential, gone are the days of a pasta-led diet and simple rest being the extent of athletes’ preparation and recovery. Alternative supplements and functional foods are gaining huge popularity, with almost 1 in 2 adults prioritising Vitamin C supplements (49%), protein powders (46%), high protein foods – i.e. lean meats, cottage cheese – (45%), and Vitamin D (43%) ahead of a race or competition.
Over a third of exercise enthusiasts (35%) say these supplements allow them to push their bodies further without negatively impacting recovery time or overall health, and 94% say they have noticed an improvement in their body’s recovery process since taking them.
Search data from Ocado also shows that functional mushroom products like Lion’s Mane tea are growing in popularity ahead of the marathon.
In the three weeks before last year’s race, searches for Lion’s Mane on Ocado jumped by 400%, while interest in mushroom powder and mushroom tea rose by 83% and 27% respectively. Nearly one in six (16%) athletes state they use functional mushroom products, including Cordyceps gummies, to support their training and recovery, and there’s been a peak in Google Trends Searches for ‘Lion’s Mane Tea’ in April compared to March.
With the rise of fitness influencers, run clubs and social fitness regimes, there are more opportunities than ever to be inspired when it comes to bettering physical performance – over 1 in 5 (21%) fitness enthusiasts say the supplements they use have been influenced by social media and nearly 1 in 10 (9%) from podcasts.
Beetroot juice is another trending product believed to have performance enhancing benefits, and has been a firm favourite of footballers ever since Leicester City attributed their Premier League win to the juice back in 2016. Searches for the drink increased by 56% on Ocado.com ahead of the marathon in April 2023 compared to the previous month, and 15% of fitness enthusiasts surveyed this year said they incorporate it into their regimes.
As a result of evolving fitness trends, exercise enthusiasts are now investing on average £63.62 a month on supplements, functional foods, and recovery treatments – or over £750 a year, although Gen Z are slightly more conservative, spending £46 a month. And it looks like the investment isn’t going to waste – 86% of those who take supplements say they have been having a positive impact on their performance.
Supplements like creatine and protein powder are also on the rise, with over one in five (22%) choosing to incorporate creatine into their regimes. This time last year, Ocado saw a 29% increase in ‘creatine’ searches ahead of the marathon, and this year, 46% of fitness enthusiasts surveyed said they incorporate protein powders into their fitness prep, with women now bigger consumers of protein powder than men (50% vs 42%).
According to the research, women also spend ten additional days prepping for Hyrox competitions and marathons than men, at 46 days vs 36. Gen Z men and women proved to be even the most diligent generation, dedicating almost two months (52 days) in total to prep.
And it’s not only preparation that’s evolving. Whilst ‘recovery’ for many previously meant a few days’ abstinence from exercise, now, the average recovery time for Brits is a whopping 24 days, rising to 26 for Gen Zs.
The most popular recovery methods include ice baths (58%), compression garments (30%) and cryotherapy (19%), whilst heat therapy (41%), percussion massagers (37%), electric muscle stimulation (32%) and hydrotherapy (31%) are increasingly being used to aid both pre-race training and post-race recuperation.
In response to this fitness evolution, Blanca Spencer Moreno, Healthy Lifestyles Buyer at Ocado Retail says, “It’s clear that, for many, peak exercise performance is no longer just about carb-loading and simple rest and we’re seeing Ocado shoppers increasingly look to specific supplements and functional foods to aid their training programmes. From fresh produce to fortified foods and functional mushrooms, to vitamin supplements and performance-boosting powders and gels from Holland & Barrett, at Ocado we continue to increase our range to support these evolving customer needs.”
Shoppers can head to Ocado.com to find a range of supplements and functional foods which can support runners in their preparation for the London Marathon this weekend as well as May’s London Hyrox.
