Competition in Energy Drinks, Sports Drinks, And Vitamin Enhanced Water
Consumer trends in enhanced sports...
Transcript of Consumer trends in enhanced sports...
![Page 1: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/1.jpg)
Consumer Trends in Enhanced Sports Performance
Market Segmentation is Key to Success
![Page 2: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/2.jpg)
Profiling the Sports Nutrition Market
![Page 3: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/3.jpg)
Active Nutrition
Market Opportunities
• Women
• Weekend warriors
• “Everyman” consumers pursuing individual sports (walking, yoga)
![Page 4: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/4.jpg)
Segmenting the Sports Nutrition Market
![Page 5: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/5.jpg)
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
![Page 6: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/6.jpg)
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
![Page 7: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/7.jpg)
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
![Page 8: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/8.jpg)
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
![Page 9: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/9.jpg)
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?
![Page 10: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/10.jpg)
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
![Page 11: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/11.jpg)
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
![Page 12: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/12.jpg)
Is 60 the new 40? Boomers think of themselves as 10-13 years younger than their chronological age (Image created by BrandHive for DuPont)
![Page 13: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/13.jpg)
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
![Page 14: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/14.jpg)
Active Nutrition Segments
Actively Tuned In
• Dream customers
• Engaged, active, aware
• Health & fitness minded
• Science and clean labels
![Page 15: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/15.jpg)
Active Nutrition Segments
Performance Driven
• Young and motivated
• Competitive
• Work hard – play hard
• Early adopters
• Looking for functionality
![Page 16: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/16.jpg)
Active Nutrition Segments
Gracefully Maturing
• Concerned about healthy aging
• Face specific health issues
• Bone, joint, cognition
• Protein as entry point
![Page 17: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/17.jpg)
Active Nutrition Segments
Driven to Lose
• Managing weight
• Peak of life activity
• Good diet plus exercise not always possible
![Page 18: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/18.jpg)
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
![Page 19: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/19.jpg)
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)
![Page 20: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/20.jpg)
Trends
![Page 21: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/21.jpg)
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
![Page 22: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/22.jpg)
![Page 23: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/23.jpg)
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
![Page 24: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/24.jpg)
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
![Page 25: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/25.jpg)
Summary Observations
• Category in evolution
• Need-driven category
• Rise of “everyman”
• Protein as entry point
![Page 26: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/26.jpg)
Summary Observations
• Millennials vs. Boomers
• Beverages dominate
• New messaging emerging
![Page 27: Consumer trends in enhanced sports performanced3hip0cp28w2tg.cloudfront.net/uploads/2015-11/jeff-hilton-1.pdf · Consumer Trends in Enhanced Sports Performance Market Segmentation](https://reader033.fdocuments.in/reader033/viewer/2022042913/5f4b66d725fc1d30cd71514b/html5/thumbnails/27.jpg)
Visit us at brandhive.com