Popular protein supplements
Protein supplement manufacturers like ourselves have seen a huge increase in the number of protein products being consumed in recent years. However, there are certain formulas that seem to be more popular with consumers than others. We did some digging and found some of the reasons the most popular brands are selling so well, and what that means for your protein supplement product.
The whey protein market has served Optimum Nutrition well. Their 100% Whey Gold Standard protein powder is one of the most popular brands on the shelf today. Many consumers who use the product for fitness have noted that the combined use of amino acids and BCAAS are considerably more helpful to bulking strength than products that don’t include such elements. This market focus, combined with a wide taste range, has helped boost the product on the shelves.
MyProtein carries a large consumer base for its 100% grass fed whey protein powder. A simple and bold packaging theme strikes at a professional elite brand, promising the strongest athletes a clean and simple approach to muscle mass. Health and ingredient-conscious consumers purchase these products for their pure and clean approach to ingredients. Emphasising the naturalness of your product and reflecting that in simple packaging can help protein supplement manufacturers target the organic fitness market.
This approach has been undertaken by Eat Natural in their range of protein bars. However, it seems that the most successful protein bar brand is one that has developed a more luxurious approach. Quest Bars are a pricey alternative to supermarket stock, but they come with some of the best specs and a wide range of flavours. Their luxurious packaging and ‘cheat treat’ rhetoric has built a strong weight loss market that looks to Quest for a ‘healthy’ alternative to crave foods. Quest demonstrates the importance of understanding every aspect of your target market’s desires.
Protein Works Peanut Butter is made with 100% natural roasted peanuts, something that stands as the brand’s best selling feature. Protein Works has allowed the natural protein levels of peanuts to inform its protein supplement, and it doesn’t contain palm oil, unlike many similar products. In doing so, their brand is not only appealing to protein-minded consumers, but also everyday buyers worried about potentially harmful effects of palm oil.
There are many things that protein supplement manufacturers can learn about the products they should be developing as well as their marketing procedures. Optimum Nutrition and Quest have proven that specific targeting and strong marketing within the health and fitness community can see your brand reach improve dramatically. Meanwhile, companies like Protein Works and MyProtein demonstrate the importance consumers are now placing on the use of natural ingredients in protein products. All successful brands also do well by offering a wide range of flavours and a unique selling point that appeals to the market.