(^6) l 24 March 2018 l http://www.thegrocer.co.uk An Advertising suppleMent to the grocer
The Grocer Guide To...
SporTS, NuTriTioN & eNerGy
aNalySiS
“What became apparent when
looking at the category, was a lack of pre-
workout drinks specifically tailored to
endurance athletes. The introduction of
our pre-workout drink therefore needed
to stand out from the crowd, with a clear
signposting as to what it is and when to
use it.”
Different formats
Sports, nutrition and energy products
now come in a multitude of formats
from snack bars and drinks to powders
and meal replacements to cater for every
occasion and need.
The grab and go format is increas-
ingly more important in sports nutri-
tion. Andrew Cope, Pulsin head of sales,
explains “It’s important that retailers are
listing products that can be purchased
and consumed on-the-go. Our Protein
Boosters come in a small, convenient 50g
pack making them a good size for smaller
snacking occasions, while our protein
powder sachets offer similar on-the-go
opportunities between workouts.”
Grenade believes retailers need to be
clear about the occasion that the product
is being bought for, then merchandise
accordingly. CEO and co-founder Juliet
Barratt says: “Broadly speaking, shoppers
will be purchasing products as a supple-
ment, a snack or a drink. Depending on
the retailer, all supplements, including
powders, should go into their own dedi-
cated space as this will be a very specific,
destination shop. Drinks are usually
intended for immediate, individual con-
sumption so should always be chilled
and available front of store.
“Healthier snacks should primarily
have their own dedicated space as a desti-
nation category. Within healthier snacks
there are some very different segments,
so clear fixture blocking is key. Protein
based snacking accounts for 70% of this
space, so should be given prime location,
natural energy (such as flapjacks and
nut based cereal bars) should be given
around 20% of space, with the remain-
der being assigned to portion packs of
seeds/nuts and fruits. However, the big-
ger opportunity is to view snacking in
it’s wider sense, in terms of the overall
occasion.”
Kat Collins, head of marketing, Project
E2, The Protein Partners says: “I would
advise to take a category approach to
sports nutrition and energy, taking
inspiration from broader food and drink
trends. This said, I would not limit to
one specific area of the store. I would
consider dual siting in store for brands
and products to increase awareness, trial
and repeat purchase. The more tradi-
tional approach to sports nutrition, sited
within pharmaceutical areas of the store
may have deterred shoppers previously
with a ‘not for me’ mindset.”
With the continual widening of the
sports nutrition market and as consum-
ers become more educated about its ben-
efits, it’s clear that the healthy snacking
trend is here to stay.n
❝
Depending on
the retailer, all
supplements, including
powders should go
into their own
dedicated space
❞
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