Performance Athletes comprise 16% of the U.S. population aged 16+ with a 55/45% split of males and females, with 81% falling under the age of 40. Their average household income is $77,000. The potato is the #4 top-of-the-mind carbohydrate for athletes. They actively look for fiber, protein, and carbohydrates to support their active lifestyles. Few … Continue reading The Performance Athlete Attitude and Usage Study