(^4) l 24 March 2018 l http://www.thegrocer.co.uk An Advertising suppleMent to the grocer
The Grocer Guide To...
SporTS, NuTriTioN & eNerGy
aNalySiS
blurred, as functional drinks and
smart waters make the transition into
everyday consumption occasions. This
is a result of the broadening acceptance
and usage of functional drinks, not solely
consumed for sport.”
Becoming mainstream
Once the preserve of elite athletes, sports
nutrition is growing in popularity. In
2017, the market in the UK was expected
to hit £799m – more than double the
£350m in 2012, according to Euromoni-
tor International.
Simon Ashburner, co-founder of Pul-
sin says: “We launched our first Protein
Booster in 2008, and since then have sold
over 12 million protein bars and more
than 563 tonnes of protein powder, so
we know what it takes to succeed in this
competitive market.”
So food supplements are becoming
mainstream but is there room for more
growth? Grenade believes there is plenty
more sales to be tapped into and with
products becoming more functional in
nature, being able to guide shoppers and
help them make their choice is key.
“The first step is to merchandise by
occasion, rather than by overt product
type – think about why the shopper is
buying the product,” explains CEO and
co-founder Juliet Barratt. “Then have
clear segment blocking. Health is a clear
overall trend but can be subjective in
nature. Therefore, having merchandis-
ing that clearly delineates between low
❝
It’s important that
retailers list products
that can be purchased
and consumed
on-the-go
❞
(^3) sugar, high protein and natural energy
is a good start to making fixtures clearer.
“Finally, consider the role of POS. Use
shelf edge stripping, shelf-barkers and
bus-stop signage to separate these areas
and guide shoppers. Where possible,
other mechanics such as meal deal can
also help introduce shoppers to healthier
snacks and drinks; this is something that
shoppers clearly want, and having these
products featured in a meal deal is a
good way of signposting the availability
of these products and highlighting the
retailer intentions in this area.”
As the mainstream appeal of food sup-
plements continues to grow and as more
brands become available and product
choice and formats increase. A shift in
consumer perceptions (towards health
and supplements) is evident, however
there are still some grey areas surround-
ing government guidelines and consump-
tion levels based on an individual’s needs.
Kat Collins, head of marketing, Pro-
ject E2, The Protein Partners says: “The