sports nutrition opportunities
DESCRIPTION
This presentation describes opportunities for sports nutrition branding and marketing. Created by http://kascope.comTRANSCRIPT
Sports Nutrition Branding & Marketing Opportunities
A roadmap for the future
PREPARED BY KALEIDOSCOPE
HTTP://KASCOPE.COM
�SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
INTRODUCTION
About Kaleidoscope
Kaleidoscope is a full-service product design and development consultancy with offices in Cincinnati, New York, and Deroit. We help our clients identify new markets, create new products, and make existing products better.
http://kascope.com
�05 West Fourth Street, Suite 900 Cincinnati, Ohio 45�0� 800-930-5793
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Foreward:This document works best when presented in person. While we’ve done our best to make it stand on its own, there is no substitute for personal interaction. Please don’t hesitate to contact us with any questions or comments.
INTRODUCTION
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Part 1 /Introduction: Objectives, methods, and information about this report.
INTRODUCTION
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Sports nutrition is at a crossroads, whether everybody involved knows it or not. Producers and consumers have unprecedented access to technologies and ingredients, awareness is higher than ever, and sports nutrition products are available to mainstream consumers like never before. Yet sports nutrition also faces downward price pressure from new competition, and struggles with consumer confusion, skepticism and mistrust.
INTRODUCTION
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Sports nutrition must choose: Learn to build powerful, mainstream brands or become a category of commodities and snake oil. Sports nutrition branding and marketing has three key opportunities for growth: Leveraging the power of influencer marketing, engaging new consumer segments, and creating more sophisticated endorsement programs.
INTRODUCTION
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What’s unique about this document? How is it different fromother market research? This report is about marketing, not science and regulatory issues. These are critical issues, but there is already a wealth of information on these subjects. On the other hand, very few resources exist that discuss branding and marketing in a sophisticated way.
INTRODUCTION
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Roadmap:Structure of this report
IntroductionAbout this document: scope, methods, roadmap, etc. (You’re reading this part right now)
ObservationsGeneral dynamics of sports nutrition branding and marketing: understanding the current market & consumers
Implications & RecommendationsUsing the findings in Observa-tions to create powerful sports nutrition brands & products
Part 1 Part � Part 3
INTRODUCTION
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Part � /Observations: Understanding the current market & consumers What forces shape consumer habits?
OBSERVATIONS
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So many products... where do we start?!
OBSERVATIONS
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Athletes purchase and use many of these, but which ones fall under the umbrella of sports nutrition?
OBSERVATIONS
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Product format:Natural
Product format:Synthetic
Products can be divided first bytheir origins:Natural or synthetic
Whole foodsVegetables, meats,
grains, and other foods found in nature
Packaged foodsAnything found at a grocery store in a
box, bag, or can
Drugs & SupplementsOTC or prescription, these products are the farthest
from natural or raw
OBSERVATIONS
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Product benefits exist on another spectrum:From simply treating symptoms of illness to achieving optimum performance
Remedies & treatmentsVitamin C, echinacea,
cold remedies, pain relievers
Product benefit:Optimum
Performance
Product benefit:Prevent or treat illness/condition
Maintain normalVitamins, fortified foods,
glucosamine, fish oil
Supplements & enhancersWeight management, energy
boosters, cognitive aids, muscle building products
OBSERVATIONS
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Combining the two axes yields a map of the market, and shows us where sports nutrition fits...
OBSERVATIONS
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SECTION NAME
NUTRACEUTICALS & SUPPLEMENTS
Fish oil, antioxidants, weight loss, sexual aids, remedies
SPORTS NUTRITION
Protein, creatine, EFAs, nitric oxide, RTD and shake mixes, prohormones
VITAMINS, HERBS & BOTANICALS
Vitamin C, gingko, St. John’s wort, saw palmetto, tribulus
SMART & FUNCTIONAL FOODS
Energy drinks, superfoods (acai, goji, etc), fortified foods and beverages
Product format:Natural
Product format:Synthetic
Product benefit:Optimum
Performance
Sports nutrition: Market mapping
Product benefit:Symptom or con-dition treatment
1�SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Product format:Natural
Product format:Synthetic
Product benefit:Optimum
Performance
Sports nutrition: Market mapping
Product benefit:Prevent or treat illness/condition
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The consumer landscape of sports nutrition can be broadly divided into three groups: Core, Mass, and Outliers
OBSERVATIONS
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Consumers:Core
The Core are the athletes that are heavy, frequent supplement users. While athletes in a variety of sports use supplements to some degree, bodybuilders are the driving force in sports nutrition. Supplements are optional or secondary in most sports, but they are at the very essence of bodybuilding.
OBSERVATIONS
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Consumers:Mass
Mass is the category of consumers that participate in regular exercise and are current or potential sports nutrition consumers. Over 33 million Americans strength train at least once a week, including 11 million active bodybuilding enthusiasts (NSGA).
OBSERVATIONS
�0SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Consumers:Outliers
Outliers are the people who don’t currently participate in regular physical activity or purchase sports nutrition products.
OBSERVATIONS
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Outliers come in three flavors: Strivers, who have the will to change, but not the knowledge Benchwarmers, who know what to do, but lack the will to change Laggards, who have neither the knowledge nor the will
OBSERVATIONS
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SECTION NAME
OUTLIERSLAGGARDS
COREOUTLIERS
Knowledge:Little to none
Knowledge:Extensive
Consumer map
Will to change:High
Will to change:Low
�3SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Digging deeper uncovers two segments of Outliers: Strivers and Bench Warmers,and shows us where Mass fits in.
OBSERVATIONS
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SECTION NAME
BENCH WARMERS
Often former athletes, Benchwarmers know what they should be doing, but have a hard time finding
the will to change.
COREBodybuilders and competi-
tive athletes. They know how to achieve maximum performance and have the
drive to achieve it.
LAGGARDSLaggards have little knowl-edge, little will to change,
and have little interest and changing either of those
situations.
STRIVERSWhether prompted by a specific event or simply
ready to change, Strivers have the will to change,
but are looking for direction and information.
Knowledge:Little to none
Knowledge:Extensive
Consumer map
Will to change:High
Will to change:Low
MASSThe moderate majority of
people who have some knowledge and some will
to change, but usually need some help in both
areas.
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Now that we understand who the consumers are, how do we help them become healthier, happier sports nutrition consumers?
OBSERVATIONS
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SECTION NAME
Knowledge:Little to none
Knowledge:Extensive
Consumer map (it’s messy, but trust me!)
Will to change:High
Will to change:Low
BENCH WARMERS
CORE
LAGGARDS
STRIVERS
MASS
Bring Strivers into the fold by giving them
information
Make it easy to get Bench
Warmers involved
Mas
s nee
ds
a little
bit of e
veryth
ing
Laggards are a lost cause.
Forget about them.
�7SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Strivers, Bench Warmers, and Mass areThe Zone Of Opportunity for sports nutrition branding and marketing. (But don’t lose sight of the Core, the people who got you here in the first place!)
OBSERVATIONS
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SECTION NAME
Knowledge:Little to none
Knowledge:Extensive
Sports nutrition Zone of Opportunity
Will to change:High
Will to change:Low
BENCH WARMERS
STRIVERS
MASS
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The fundamental difference between Core, Mass and Outliers is in the physical activities they participate in.
OBSERVATIONS
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SECTION NAME
Knowledge:Little to none
Knowledge:Extensive
Activity map: What they do
Will to change:High
Will to change:Low
CORESTRIVERS
BENCHWARMERSLAGGARDS
Heavy resistance training
Light to moderate resistance training
Light to moderate cardiovascular training
Sport-specific training
Recreational sports or games
Nothing
Nothing Nothing
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90
70
�0
50
40
30
�0
10
0
Sport participation 199�-�00� (millions of people)
Data: Alexa
80
100
Walking
CyclingWorkout at clubAerobic exerciseWeight trainingRunning/jogging
1996 2000 2005 2006
Data: National Sporting Goods Association
OBSERVATIONS
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Core activities more popular than ever: weight lifting up 51% to 3�MM, and working out at a gym is up �5% to 37MM . Low-effort, Mass activities like walking remain most popular, although these people can still be potential targets for sports nutrition products.
OBSERVATIONS
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Even with a 33% decline in cycling, overall participation in fitness-driven activities is up 18% over the past decade according to the National Sporting Goods Association.
OBSERVATIONS
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Despite the increasing numbers of Americans participating in exercise, engaging them as sports nutrition consumers isn’t a sure thing. Sports nutrition is complex and intimidating, with new information and ideas added to the mix every day.
OBSERVATIONS
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We can segment consumers not only by what they do, but what they buy.
OBSERVATIONS
CORESTRIVERS
BENCHWARMERSLAGGARDS
Knowledge:Little to none
Knowledge:Extensive
Will to change:High
3�SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
SECTION NAMEProduct map: Sorting the market
Will to change:Low
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SECTION NAME
CORESTRIVERS
BENCHWARMERSLAGGARDS
Knowledge:Little to none
Knowledge:Extensive
Will to change:High
Product map: Sorting the market
Will to change:Low
Strivers don’t have extensive category knowledge, so they
usually use products that are familiar- some-times this is a healthy and functional choice,
sometimes not
The Core use all the basics, but are gener-
ally the first to try new supplements, ingredi-
ents, and brands
Benchwarmers are attracted to products
that promise shortcuts and fast results, even
though they often know better
Laggards tend toward “healthy junk”: products that have the trappings of sports nutrition, but
none of the benefits
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We can also define the segments by how they learn about fitness and nutrition, and what media they consume.
OBSERVATIONS
Will to change:Low
CORESTRIVERS
BENCHWARMERSLAGGARDS
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SECTION NAME
Knowledge:Little to none
Knowledge:Extensive
Media map: Segmenting print publications
Will to change:High
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SECTION NAME
Will to change:Low
CORESTRIVERS
BENCHWARMERSLAGGARDS
Knowledge:Little to none
Knowledge:Extensive
Media map: Analyzing the clusters
Will to change:High
Publications for Strivers focus on
delivering accurate, timely information to
harness their desire to change
Core publications are about one thing and
one thing only: how to get huge and ripped, by
any means necessary
Benchwarmer publica-tions are full of short-
cuts, tips and tricks de-signed to make fitness and nutrition so easy that it brings change
within reach
Publications for Laggards are mostly fluff, with
little meaningful infor-mation on fitness and nutrition. The focus is
on sports, lifestyles, and personalities.
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Core media is not easy reading. It’s often extremely technical, serving the critical function of evaluating the latest research for a lay audience.
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SECTION NAME
Benchwarmer media is far less technical, focusing on communicating just the basics and avoiding cutting edge or controversial supplements
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In print, Core publications remain relatively tiny, with Mass publications like Men’s Health, Shape and Prevention dominating.
OBSERVATIONS
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4,000,000
3,500,000
3,000,000
�,500,000
�,000,000
1,500,000
1,000,000
500,000
0
Preve
ntion
ESPN
Men’s
Health
Outdoor L
ife
Wom
en’s Health
Men’s
Fitness
Men’s
Journ
al
Musc
le & Fi
tness
Musc
le & Fi
tness
Hers
Flex
Shape
Print media: Monthly paid circulation
Data: Audit Bureau of Circulation
OBSERVATIONS
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Success in print doesn’t always translate to a popular online destination. Core sites Bodybuilding.com and t-nation.com have no print component, and much higher reach than shape.com or prevention.com.
OBSERVATIONS
4�SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
.09
.07
.0�
.05
.04
.03
.0�
.01
0
bodybuilding.co
m
ufc.co
m
mensh
ealth.co
m
preve
ntion.co
m
wannabebig.com
flexonlin
e.com
getbig.co
m
stero
id.com
musc
leandfitness
.com
shape.co
m
t-natio
n.com
Online media: Total reach (% of global internet users)
Data: Alexa
.08
OBSERVATIONS
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Bodybuilding publications are a vital means of reaching the Core, but have an inherently limited audience. Sports nutrition brands should focus on using print to reach mass, and a combination of online and print to reach the Core.
OBSERVATIONS
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There are three sources of influence that guide consumers through the web of information and shape their behavior: Word of mouth, Authorities, and Claims.
OBSERVATIONS
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Source 1:Word of Mouth
Online is a huge part of the sports world in general, with fantasy leagues and debates over favorite teams raging on thousands of forums all over the world, but in the world of bodybuilding, peer-to-peer interaction on forums is at the very heart of the sport.
OBSERVATIONS
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SECTION NAME
Sites like bodybuilding.com’s Supplement Wars forum are a critical source of information for both Core and Outliers when evaluating supplements and training methods (although the information they get may be very, very wrong)
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Source �:Pros & authorities
Unlike mainstream sports like baseball, football, or basketball, there are very few fans of bodybuilders that aren’t also participants. As such, interviews with pros tend to be very technical, delving deeply into training methods and supplement regimens.
OBSERVATIONS
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SECTION NAME
Authorities like the PhDs and MDs that write for core media are a critical source of trusted information for the Core
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Source 3:Claims
Despite the enormous amount of effort put into claims, they are among the least powerful sources of influence. Because many claims are overstated or just plain false, consumers place very little trust in them.
OBSERVATIONS
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The most meaningful insights are found in the overlap between the three sources of influence. Understanding the nuanced interplay is key to communicating with the Coreand building powerful sportsnutrition brands
OBSERVATIONS
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SECTION NAMEConverging forces: How the sources of influence interact
Word of Mouth
ClaimsAuthorities
Discussion of claims supported by science or
endorsements
Discussion of ads and on-pack claimsDiscussion of research
& industry figures
Scientist & pro athlete endorsements used in testimonials or claims
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Now we understand the Core: which products they use, what influences them, and where they buy. But how do they fit into the bigger picture? How do they influence Mass and Outliers?
OBSERVATIONS
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1 / Filter and editEvaluate new research, products and training methods in mainstream media� / Translating from Core to MassCreate realistic, accessible versions of hardcore training and nutrition routines3 / Disseminate information Spread results of the research through WOM and media
The Core helps Outliers become Mass in three ways:
OBSERVATIONS
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SECTION NAME
Experts from the Core create realistic, attainable, and understandable versionsof bodybuilding training and nutritionprinciples when they write for Mass media, like this Men’s Health articleby Alan Aragon
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What makes bodybuilders such powerful influencers?
It’s very easy to contact top pro bodybuilders, trainers, and writers. Almost all of them spend time on forums, MySpace, and on answering emails, and are more than willing to answer questions from enthusiasts. This kind of accessibility makes them extremely influential.
OBSERVATIONS
�0SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
SECTION NAME
Pros are quick to share their training and nutrition routines with fans, who often model their own routines after them
�1SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
SECTION NAME
It’s relatively easy to get in touch with top pros like Jay Cutler
��SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Bodybuilding is a culture in which sharing technical information is the primary means of interaction. Enthusiasts love to talk shop, comparing results on diet, training, and supplements, and the pros are right there with them on the forums and in the magazines.
OBSERVATIONS
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OBSERVATIONS
Optimum Nutrition’s �008 Protein Guide is a particularly well-done piece of marketing that capitalizes on the Core’s nearly endless capacity for research
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Three factors that affect sports nutrition branding & marketing rise to the top: Compromised credibilityGlobalizationSponsorships & endorsements
OBSERVATIONS
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Cat and mouse regulatoryenvironment compromisescredibility
Perhaps the biggest factor in compromising the credibility of the sports nutrition category as a whole is the constant cat-and-mouse relationship with the regulatory bodies. The constant back and forth creates the perception among Core consumers that “if it works, it’s illegal. If it’s legal, it probably doesn’t work.”
OBSERVATIONS
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SECTION NAME
The various steroid knockoff products do little to help category credibility.
�7SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Raw ingredients like vitamins, herbs, and many botanicals are increasingly available from China at prices far cheaper than any domestic sources can hope to offer. For manufacturers of mostly undifferentiated products with little branding like single-letter vitamins and herbs, this is a particularly worrying development.
Downward price pressure from Asian supply chain
OBSERVATIONS
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As important as sponsorships and endorsements are in gaining the approval of Core consumers, the sports nutrition industry remains relatively unsophistacted in comparison to mainstream and action sports. Creating the right sponsorships and endorsements represents one of the largest opportunities for sports nutrition marketers.
Role of sponsorships, endorsements
OBSERVATIONS
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SECTION NAME
EAS’ endorsements are some of the industry’s best, with mainstream, yet credible, athletes like Brady Quinn.
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Emerging segments
This is an exciting time to be part of the sports nutrition world. It is no longer just the domain of bodybuilders and gym rats. New consumers from many different backgrounds are entering the category.
OBSERVATIONS
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Three of the most prominent emerging segments represent the biggest opportunities: WomenMixed Martial Arts (MMA) fans and athletesEndurance athletes
OBSERVATIONS
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SECTION NAME
Brands like IsoFemme are part of an explosion of women’s sports nutrition products
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SECTION NAME
While bodybuilding fans rarely talk about ball-and-stick sports, nearly every site has an MMA discussion forum
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SECTION NAME
Hammer Nutrition focuses on endurance athletes like cyclists, triathletes, and runners, deploying very targeting products and marketing communications.
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Part 3 /Implications: Uncovering opportunities for the future of sports nutritionbranding & marketing
IMPLICATIONS
7�SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Although sports nutrition faces some immediate challenges, the long term opportunities are enormous.
IMPLICATIONS
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Those that can resist commoditization , earn the trust of Mass consumers,and build powerful brands will reap the rewards, reaching previouslyunimaginable heights.
IMPLICATIONS
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Responding to low-cost rivals by cutting prices would be a critical misstep, likely sending the entire category into price wars that lower margins for everybody.
IMPLICATIONS
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Meeting the challenge of new rivals and earning the trust of consumers isfundamentally a branding and marketingchallenge.
IMPLICATIONS
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There are three key opportunities for sports nutrition to grow through branding and marketing:
IMPLICATIONS
81SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Opportunities 1. Leverage the power of influencer marketing �. Engage new consumer segments 3. Create sophisticated endorsement programs
IMPLICATIONS
8�SPORTS NUTRITION BRANDING AND MARKETING OPPORTUNITIES / PREPARED BY KALEIDOSCOPE / HTTP://KASCOPE.COM
Contact
KaleidoscopeFinn McKentyStrategist [email protected] 7��.10�0
IMPLICATIONS