Insights Report: The Global State of Health & Wellbeing - Volume 1 (Europe)
According to our recent IPSOS Nutiani Consumer Wellness Research, the modern consumer looks for holistic wellbeing solutions that boost all aspects of their wellbeing. However, they are hindered by persistent lifestyle challenges2. Brands now need to tailor their solutions to address these barriers while meeting emerging needs.
There are lessons to be gleaned from sports nutrition players who attended the SANSE 2022 summit. They demonstrate innovation based on different consumer needs and are all united in their goal to provide healthier and easier choices. Here are some noteworthy brands/products in this category that you’ll want to check out.
Founded in the UK in 2010, Grenade’s mission was simple: to create an iconic weight-loss product and become the brand within sports nutrition. In 2016 Grenade® expanded their product range from popular snack bars into high protein shakes and functional energy drinks, all the while retaining quality taste and a fun brand personality. Following great success, the brand was sold to Mondelez International in 2021 for £200 million.
Leaning into the ‘permissible indulgence’ trend, Grenade chose to maintain the great taste of their products by working with a chocolate manufacturer instead of a regular bar manufacturer. They wanted consumers to have a healthier but just as delicious option to choose from, as they understand the desire to snack without guilt.
Grenade did not compromise on nutrition levels and their snack bars effectively delivered high levels of protein. The convenience of formats such as ready-to-drink shakes and bars also allows consumers to incorporate more nutrients in their daily diets amidst increasingly busy lifestyles – a challenge that is particularly pronounced among young adults and working professionals (16 – 34 years old)¹.
Consumer tastes have evolved and broadened the sports nutrition space, with many now perceiving protein bars simply as a nutritious, on-the-go snack. Brands that are able to capture this growing opportunity and cut through the market need to deliver on both taste and health.
Founded in 2017 and now labelled the number one brand for youth nutrition, Youth Sports Nutrition’s (YSN) mission was to create products that help young athletes meet their nutritional needs. Founder and CEO of YSN, Lou Antonio Matera, says parents of athletes will often have what is now an outdated perception of sports nutrition, thinking products are for body builders.³ However, good nutrition is a critical enabler of athlete performance at any age, and delivers the ‘extra’ boost needed to push their bodies to excel.
YSN’s NUTRI-TEEN products are tailored specifically to support recovery, normal growth and development for active young people. Packed with macronutrients, vitamins and minerals, YSN’s products are nutritionally rich without compromising taste.
According to the IPSOS Nutiani Consumer Wellness Index, the top three ingredients consumed to manage wellbeing aspects are:
The NUTRI-TEEN Powder clearly demonstrates the brand’s understanding of their target consumers (children) while also catering to the concerns of the purchaser (parents). Firstly, it is endorsed through the Informed Sports certification, which provides assurance to athletes who prioritise proof of safety. Secondly, NUTRI-TEEN powder is fortified with higher quantities of vitamins and minerals to meet the unique nutritional goals of young athletes. The same formula delivers multiple other benefits, including support for cognitive health, immunity and performance. This reduces the need to take multiple supplements, which caters to athletes’ desire for simplicity and convenience⁴.
Lastly, YSN places huge emphasis on filling the knowledge gap in nutrition and engages directly with parents and youth athletes to ensure they make informed choices. It offers consultation sessions with registered nutritionists who help to create a nutrition plan tailored to their needs and situation. To expand their reach, YSN also partners with sports clubs to deliver bespoke workshops covering all things related to nutrition.
Modern consumers are increasingly prioritising convenience when it comes to managing their nutrition intake. Brands that can expand their product portfolio into convenient formats that can be consumed easily while on-the-go are gaining traction. Consumers are also increasingly looking to support brands that offer science-backed solutions. Partnering with healthcare professionals to share the latest research around ingredients is a great way to support the credibility of your products.
Founded in 2006, Bulk is dedicated to empowering consumers with the nutrition they need to achieve and exceed their goals. The brand’s packaging is clean and modern, creating a more discreet look than the overt ‘body building’ image of the past.
Bulk was first launched with the aim of delivering benefits for muscle growth and weight loss, which remains the core of their business. However, their range of products has expanded beyond traditional sports nutrition brands to target other health and wellbeing needs such as mood, hair and skin, and immunity.
Bulk has demonstrated there are opportunities for sports nutrition brands to add new products that address both mind and body, especially with 75% and 60% of global consumers ranking mood-boosting solutions and supplements for skin, hair and nail health as important areas of wellbeing¹.
The delivery of health benefits is not the only way Bulk is diversifying its portfolio to capture new consumers – we have also seen the same in pack size. It offers smaller packs for new customer acquisition and to trial novel flavours. For loyal consumers who are seeking economies of scale, the brand retains larger product size and formats.
Mental health is a growing area of concern for consumers who increase value mental, physical and inner wellbeing as equally important. Consumers also increasingly understand the interconnectedness of health and see the benefits of nutrition to improving physical markers, like their hair, nails and skin.
Most consumers recognise that nutrition is the key to achieving their health goals across all these aspects, so brands looking to reach these consumers should highlight the multiple benefits of the ingredient in their solutions.