consumer trends in enhanced sports...
TRANSCRIPT
Consumer Trends in Enhanced Sports Performance
Market Segmentation is Key to Success
Profiling the Sports Nutrition Market
Active Nutrition
Market Opportunities
• Women
• Weekend warriors
• “Everyman” consumers pursuing individual sports (walking, yoga)
Segmenting the Sports Nutrition Market
By Motivation
• Medical need or strong desire
I need it to live/perform my best!
– Medical (sarcopenia, diabetes, obesity)
– Fitness enthusiast (marathon runner, body-builder)
– Need-driven, highly motivated to try new products
– Puts functional benefit before taste/cost
– This group looks for good science
By Motivation
• Healthy lifestyles (Aspirational) I want to extend my “healthy living span,” not my life span!
– Early adopters of new benefits/products
– Gravitate to premium brands; value choice
– Loyal to effective products & good outcomes
– High repeat purchases
By Motivation
• Healthy lifestyles (Aspirational) I want to extend my “healthy living span,” not my life span!
– Also interested in science
– Demand leaner, high-quality sources of protein
– Willing to try novel sources (hemp, peas, crickets)
– Most new sports nutrition concepts launch here
By Motivation
• Mass appeal
I want cheap, convenient food that tastes good!
– Not as interested in health benefits
– Price-sensitive
– Not loyal
– Think of protein as a meal
– Non-meal proteins now appealing to mass market
– Sports nutrition brands (Muscle Milk) capitalizing on general fitness craze
By Lifestage
Sports nutrition products vital for all ages, but needs vary
2013 IFIC Food and Health Survey 0% 20% 40% 60% 80%
Children under 12
Teens 13-19
Women aged 20-54
Men aged 20-54
People aged 55+
Pregnant women
2012 Survey Are you interested in Sports Nutrition products?
By Lifestage
Millennials
I want products that fit easily into my desired lifestyle!
– Drinks, RTDs and bars
– Shop more in convenience settings
– Energy (62%)
– Hydration
– Pre and post-performance
– Weight loss
By Lifestage
Boomers
I think of myself as 10-13 years younger than my age!
– Energy (64%)
– Exercising both in the gym and outside
– Motivated to maintain endurance longer
– Want to continue doing their daily activities
– Weight loss motivated by:
• Age-related weight gain
• Onset of type 2 diabetes
Is 60 the new 40? Boomers think of themselves as 10-13 years younger than their chronological age (Image created by BrandHive for DuPont)
By Lifestage
65+
I have specific challenges
– Muscle wasting (Sarcopenia) happens naturally
– Injuries occur without warning
– Don’t want drinks (frequent urination is a problem)
– Don’t want hard chewy bars (success with soft cookies)
– Not worried about weight (don’t respond to satiety message)
– More interested in protein for bone and joint health than other sectors
Active Nutrition Segments
Actively Tuned In
• Dream customers
• Engaged, active, aware
• Health & fitness minded
• Science and clean labels
Active Nutrition Segments
Performance Driven
• Young and motivated
• Competitive
• Work hard – play hard
• Early adopters
• Looking for functionality
Active Nutrition Segments
Gracefully Maturing
• Concerned about healthy aging
• Face specific health issues
• Bone, joint, cognition
• Protein as entry point
Active Nutrition Segments
Driven to Lose
• Managing weight
• Peak of life activity
• Good diet plus exercise not always possible
By Gender
Males
I want to continue doing everything I used to do!
• Lean muscle mass and strength
• 40+ men need more help losing weight
• Workout images are fine, just not extreme body builders
• Prefer weekend warrior, active lifestyle
By Gender
Females
I’m interested in Appearance Management
• Take protein out of the locker room and bring it into the yoga studio
• Women want their own product imagery
• Make it taste so good, it’s an indulgence, even if it’s healthy
• Energy beats out weight loss
• Weight loss still a motivator
• 40+ women want to maintain lean muscle mass (no flabby arms)
Trends
All Day Long
• At breakfast
– Kellogg-owned Kashi & Nutrigrain cereals touting protein
– Protein-fortified yogurt
• Meals
– Protein meal replacement bars
– Campbells capitalizing on soups accepted as protein source
• Snacks
– Better 4 you
• Before sleep
Online Shopping Increases
• Part of mainstreaming, shoppers look for sports nutrition online
• Channel growth from 9% to 16%
• Sports Nutrition share of total internet sales higher than any other Consumer Health category, including VDS, OTC and WM
Cleaning House–GMPS
• Dangerous substances scaring consumers
• MHRA sweep found 84 energy & muscle gain products w/ “dangerous” ingredients (steroids, stimulants, hormones)
• Countering by promoting GMP-compliance and NSF certification on packaging
• Clean label launches
– Vitamin Shoppe’s True Athlete
– Douglas Labs’ Klean Athlete
Summary Observations
• Category in evolution
• Need-driven category
• Rise of “everyman”
• Protein as entry point
Summary Observations
• Millennials vs. Boomers
• Beverages dominate
• New messaging emerging
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