Consumer Trends in Enhanced Sports Performance. Market Segmentation is Key to Success
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1 Consumer Trends in Enhanced Sports Performance Market Segmentation is Key to Success
2 Profiling the Sports Nutrition Market
3 Market Opportunities Women Weekend warriors Active Nutrition Everyman consumers pursuing individual sports (walking, yoga)
4 Segmenting the Sports Nutrition Market
5 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
6 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
7 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
8 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
9 By Lifestage Sports nutrition products vital for all ages, but needs vary Are you interested in Sports Nutrition products? Pregnant women 2012 Survey People aged 55+ Men aged Women aged Teens Children under IFIC Food and Health Survey 0% 20% 40% 60% 80%
10 Millennials By Lifestage 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
11 Boomers By Lifestage I think of myself as 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
12 Is 60 the new 40? Boomers think of themselves as years younger than their chronological age (Image created by BrandHive for DuPont)
13 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
14 Active Nutrition Segments Actively Tuned In Dream customers Engaged, active, aware Health & fitness minded Science and clean labels
15 Active Nutrition Segments Performance Driven Young and motivated Competitive Work hard play hard Early adopters Looking for functionality
16 Active Nutrition Segments Gracefully Maturing Concerned about healthy aging Face specific health issues Bone, joint, cognition Protein as entry point
17 Active Nutrition Segments Driven to Lose Managing weight Peak of life activity Good diet plus exercise not always possible
18 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
19 Females By Gender 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)
20 Trends
21 At breakfast All Day Long 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
22
23 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
24 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
25 Summary Observations Category in evolution Need-driven category Rise of everyman Protein as entry point
26 Summary Observations Millennials vs. Boomers Beverages dominate New messaging emerging
27 Visit us at brandhive.com
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