Becci Vallis swims through the active lifestyle sector to get an update on the positive trends driving NPD and – more worryingly – the TikTok trends generating health warnings

Wild swimming has become three times more popular than it was in 2019, largely driven by the pandemic, when lockdowns and gym closures left people searching for alternative ways to exercise – and socialize – safely. Inspired by the growing interest in outdoor dips and driven by their own experience of sea-swimming, sisters and co-founders of sustainable activewear brand Planet Warrior, Josie and Juliette Crabtree, decided to expand their range and launch a swimsuit collection. 

“My sister and I are both avid swimmers, and living in Salcombe we have always taken advantage of the beach on our doorstep,” explains Josie. “With the arrival of lockdown there was a surge in UK travel; with holidays abroad not being an option and with swimming pools closed, wild swimming became more appealing to a wider audience.

“At a time when stress levels reached an all-time high, people were also looking for activities to help their mental wellbeing, as well as trying to keep as fit and healthy as possible. It felt like the perfect time to expand Planet Warrior’s offering with the introduction of swimwear.”

Following the same thumbprint as the brand’s other collections, each piece is produced using discarded plastic bottles found in the ocean. In two variations – a criss-cross strappy design and a long-sleeved design that lends itself to paddle boarding, surfing and wild swimming – the material also provides UV50 protection. Plus, with printed-in labels and no cardboard tags or plastic ties, the brand continues to push boundaries in creating zero waste and minimum impact on the environment.

A rival for whey protein?
New research has discovered that cricket protein may be more effective at delivering the amino acids required for muscle growth than whey protein (a by-product of dairy). The studies, undertaken by gastrointestinal research organization Aelius Biotech, involved modelling the human digestive tract using a patented model of the human mouth, stomach and small intestine, which has the ability to stimulate the digestive process without the need for animal testing. The tests found that the cricket protein, which has a complete amino acid profile – required for muscle growth – was digested both better and faster than whey. The latter is crucial because the speed at which protein is absorbed by the body relates to how efficacious it is in triggering that all-important muscle protein synthesis (MPS). 

“With holidays abroad not being an option and with swimming pools closed, wild swimming became more appealing to a wider audience”

While still in its infancy, cricket protein is also proving to be a far more sustainable source of protein as farming crickets requires much less land, water and feed than that required to look after dairy cows. The carbon emissions are also significantly lower. 

Already backing crickets’ credentials, start-up sports nutrition brand Protein Rebel has created Reload, a plant- and cricket-based protein powder that provides 23g protein per serving. 

“Crickets have a strong nutritional profile, contain all essential amino acids and are incredibly easy to digest, but until now we haven’t had the robust scientific research to back up our anecdotal findings,” admits Tim Boote, co-founder of the brand. “The results of this gut research are really exciting and will make the sports industry sit up and take notice.”

A hydrating cuppa
Putting the kettle on post-workout might not be a bad idea as a new research paper, Tea for Sport and Fitness: A Scoping Review, has uncovered that tea has the same hydrating properties as water. Shunning previous notions that tea could be dehydrating because of its caffeine content, blood tests and urine samples from subjects who drank cups of tea with semi-skimmed milk proved otherwise. 

Further studies even found that tea can boost strength, after men who were given 200ml of tea three times a day over eight days had improved strength recovery post-workout. While it might not be a go-to during a sports session, it’s a great alternative for upping fluid levels post-exercise when tap water gets boring.

Don’t try this at home
Just because TikTok is one of the most downloaded apps of all time and is predicted to reach 16.8 million users in the UK alone by 2024, doesn’t mean the content is always correct. From wayward beauty trends to kitchen hacks, the latest videos causing concern are those of people consuming protein powder neat before their workouts, rather than diluting it with water or milk. Labelled ‘dry scooping’, the health risks that come with it include an increase in blood pressure and heart rate owing to the high caffeine content included in the powders. This could also lead to heart palpitations and extra or mixed beats. Something else to be considered is choking or infection if any of the powder is inhaled and travels to the lungs. As a result, researchers are calling for a greater awareness of the side effects of such social media trends, especially since the 30 videos highlighting the pre-workout craze amassed more than eight million likes.


JUST T Rhubarb Hygge Organic Premium Loose Leaf Tea

Food Sellers Ltd
Tel: 01733 370900
E-mail:  [email protected]

Rhubarb Hygge Organic Premium Loose Leaf Tea is one of 8 beautiful, innovative & sustainable new tea flavours from JUST T.
The Danes say ‘Hygge’ referring to a feeling of cosiness & contentment.  Rhubarb Hygge lands this feeling in your teacup, with fruity mildness & a hint of vanilla.
These selected, double certified, premium high-grown leaf teas, come in a sustainable, high quality FSC®-Mix certified storage tin. The inner bag is made from compostable NatureFlex* film (made from renewable raw materials & certified in the EU) for the best possible aroma protection.
Enjoyment, responsibility, quality & sustainability – Are you in?


Neocell Collagen +C Pomegranate Liquid

Kinetic Natural Products Distributor
Tel: 08450 725 825
E-mail:  [email protected]

Collagen+C Pomegranate Liquid is formulated blend of NeoCell’s award-winning grass-fed bovine collagen types 1 and 3 (4000mg/serving), Vitamin C (50mg/serving), and supporting nutrients, including cranberry, agave nectar, pomegranate, elderberry, 50% green tea polyphenols and minerals. NeoCell collagen is clinically tested and is enzymatically hydrolyzed for high absorption and bioactivity. The product is both non-GMO and gluten-free, and does not contain soy, wheat, lactose, starch, yeast, or artificial flavourings. NeoCell is the world’s leading collagen brand and also a pioneer in the field of nutritional science, with clinically tested results. 


Boody Active

Boody UK
Tel: 01702 589990
E-mail:  [email protected]

Complement any workout with Boody Active. Designed for everyday wear and low-performance workouts, our super-soft activewear is both supportive and flattering. Made from organically-grown bamboo, the 4-way stretch active fabric was developed to follow every move, and is breathable, antibacterial and sweat-wicking too. Boody Active will keep your customer motivated whatever their lifestyle brings. Perfect for a range of activities, these supple and sustainable designs will allow everyone stretch, bend, twist, run, travel or brunch – all in ultimate comfort. From tanks and tights to bras and socks, our premium fitness wear has got your customers active kit covered.


Ener-C Sport Electrolyte Drink Mix

Kinetic Natural Products Distributor
Tel: 08450 725825
E-mail:  [email protected]

Ener-C Sport Electrolyte Drink Mix is now available in a 45-serving tub. The product offers rehydration salts and essential electrolyte and mineral replenishment which are lost through sweat. With 250mg of Vitamin C per serving, plus sodium, potassium, calcium, magnesium, zinc, chromium and selenium. Each serving contains less than 1g of sugar; all you need to get maximum absorption of all these essential electrolytes. Delicious mixed berry flavour. Simple to use, just add to 500ml of water and drink pre or post workout. Caffeine-free, no artificial flavours or colours, no modified corn or food starch, vegan, gluten-free, and non-GMO.


From small scale farmers to your shelf…… Stretch with Fair Zone Fitness Band

Pravera Ltd
Tel: 01557 870203
E-mail:  [email protected]

The Fair Zone Fitness Band, from the popular Fair Squared brand, provides a great way to stretch, tone and strengthen key muscles. Give your customers the luxury of performing exercises in the comfort of their own home. The fitness band is one long length of rubber of 150cm long and a width of 12.5cm with a variety of colours and comes in three strengths to suit your needs; light, medium and strong.
These Fitness Bands are made using Fair Trade rubber which is 100% biodegradable and comes from small scale farmers and plantation workers, who use Fair Trade premium to improve their living and working conditions from access to clean drinking water to scholarships and grants for students.



E-mail:  [email protected]

The Tampliner® is a high-quality organic cotton tampon with a difference. It has a built-in mini-liner you wear between your labia, giving you extra protection from leaks without the bulk and bunching of a bigger liner. The mini-liner is held in place by our patented virtual applicator for mess-free insertion and removal. Over 70% of women wear a tampon AND a liner because they don’t feel confident against leaks – by combining an organic cotton tampon with a soft mini-liner, you get better peace of mind in one, innovative product. Absorbencies: regular, super & super+


HayMax™ organic drug-free allergen barrier balms

HayMax Limited
Tel: 01525 406600
E-mail:  [email protected]

Hayfever? Dust and Pet Allergies? HayMax is available in: Pure, Kids, Aloe Vera, Lavender and (exclusive to independents) Frankincense. Drug-free and non-drowsy, they are suitable for children and adults, including pregnant and breast-feeding mums, whilst driving and during sports, outdoors and leisure activities. Certified organic, 100% natural and a winner of over 50 awards. Proven in university studies to reduce dust and pet allergens and trap more than a third of pollen before it enters the body. The attractive new look HayMax triple tin, remains exclusive to independent retailers and the 3 for 2 offer is margin maintained. Cool huh?


Planet Paleo Active Collagen

Living Planet Distribution
Tel: 020 3176 9982
E-mail:  [email protected]

A joint health supplement unlike any other on the market, this practitioner-formulated blend of grass-fed certified collagen has been combined with traditional herbs and superfoods as well as key cofactors with proven benefits to supporting healthy tissues and joints. Acting as the definitive go-to supplement for active lifestyles, this formula includes therapeutic amounts of glucosamine, celadrin and MSM for joint support and flexibility, vitamin C for healthy collagen formation and herbs such as turmeric, boswellia and ginger for optimal flexibility and recovery. This pleasant tasting, orange-flavoured collagen powder contains natural stevia to sweeten, blending easily into juices and smoothies.



Tel: +385 916045050 /+385 12028900
E-mail:  [email protected]

Perfect for every occasion – gym, work, school, date nights and more!
You always want to smell fresh no matter what the season.
Our Cosmos certified CBD deodorant paste will keep you fresh all day, and some report even longer – thanks to the powerful properties of CBD and zinc oxide as anti-bacterial and anti-fungal to deal with armpit nasties. Not only will your pits no longer smell – they will also be soft and free of irritation.
Perfect for sensitive skins, vegans and all ages.


Live Brighter with Solaray


Live brighter with Ubiquinol CoQ10 100mg from Solaray, a powerful antioxidant that plays an important role in producing energy and boosting metabolism. While Coenzyme Q10 (CoQ10) is present in every cell in the body and found in foods including meat, fish and nuts, its levels naturally drop as we age, statins can also deplete it and dietary sources cannot adequately increase CoQ10 levels in the body. Solaray Ubiquinol CoQ10 100mg is a powerful and effective supplement solution, with optimal levels of Ubiquinol (the active form of CoQ10) and enhanced absorption providing the energy needed to live an active lifestyle for longer.


Active Life™

Wholesale Health Ltd
Tel: 01606 889905
E-mail:  [email protected]

Whilst there is no substitute for a healthy diet, it is essential to supplement the vital nutrients missing in our modern food supply. From Good Health Naturally, Active Life™ is a full-spectrum multivitamin/mineral complex, carefully formulated to plug these gaps and provide comprehensive nutritional support for the whole family. Each capsule contains an impressive 130 nutrients, including vitamins, minerals, trace minerals from fulvic acid, amino acids, antioxidants and much more. Includes the biologically active Quatrefolic® Folate (5-MTHF). Now with an environmentally friendly, biodegradable refill pouch option to replenish the glass jars. Suitable for vegetarians. 180 capsules per bottle.