Quick insights from Nutrition Integrated's industry experts.
Protein in bars - A merging of markets
“High protein” - a surrogate measure of health. Protein is the No.1 claim across all bars, representing a meteoric shift in the consumers understanding of protein and its relevance in the diet. It has been democratised and is no longer a nutrient stereotyped to sports nutrition. Protein is now recognised to be important to everyday health as well as indirectly reducing the amount of carbohydrate, sugar and fat in the diet.
August 2021 • 6 min read • Foresight• Vegan
A virtual world of performance nutrition
An opportunity for sports nutrition brands (or not)? Esports/gaming is widely acknowledged to be a market in significant growth. However, as yet, the role of nutrition remains in its relative infancy, whilst the majority of brands available are gaming focused brands offering gaming products (predominantly energy RTMs) that are “developed for gamers, by gamers”. The role of sports nutrition brands is not clear, albeit the similarities and potential relevance is obvious given that attributes of mental performance are important determinants of success. To date, Myprotein (via Team Command), Bodylab, Redcon1 and Ghost are the notable first movers. And Ghost aside, there are no signs that they have been able to gain initial traction. On the basis that esports and gaming is based on ‘community’, the importance of social media is a pre-requisite to success. To put this into perspective, we have compared the number of Instagram followers of Team Command to the well-established gaming brands; G Fuel and Sneak G Fuel (US) – 3,3m Sneak (UK) - 182k Team Command (UK; Myprotein) – 1070 Interestingly, as Sports Nutrition brands look to seek acceptance within the community, there is a continued push within the esports and gaming industry to drive the importance of health and wellness. In fact, Excel esports enterprise recently signed a partnership deal with Eleiko to support the training programmes of their ‘athletes’. The point? The opportunity for sports nutrition brands is to offer just that; sports nutrition – particularly as all enterprises and teams are increasing their focus on training and performance. Gaming brands do not offer this support, nor do they have the expertise. Just like Eleiko, sports nutrition should offer the performance solutions that they are known for, not try to be something they are not.
August 2021 • 6 min read • Foresight• Vegan
A world beyond whey
For a long time, dairy and in particular whey protein, has dominated the protein powder market in terms of revenue contribution and volume of products available. This is due to taste and efficiency (perceived). However, plant-based protein sources continue to gain interest and grow in terms of revenue significance. Myprotein and Bulk both report that at least one plant-based protein SKU is in their top 10 selling SKUs. The growth in plant-based protein is not surprising as it is part of a much broader macro trend that relates to sustainability and health benefits (again perceived). Most plant-based protein powders are a blend of pea protein and rice protein. However, the interesting question is, what is the next big plant-based protein source(s) that could help differentiate a new product in the market. Here are a few approaches (and examples).
August 2021 • 6 min read • Foresight• Vegan
The four routes to gaming success
The gaming and esports market is big, both in value (revenue) and the number of consumers. And whilst COVID has increased the awareness of gaming and esports to more people, particularly within industry, it is not new. In fact it is well established. The role of performance nutrition, however, is new (or immature) despite its obvious relevance. But that is changing, as shown by the increasing number of nutrition brands that are focusing on the gaming consumer.
September 2021 • 6 min read • Foresight• Vegan
How Keto are 'Keto' bars
Consistently, keto is seen as a trend, only 4.4% of bars claim keto. However over the last 12 months this has been a growth of 20%. We have seen an increase in keto specific brands such as Keto collective, Fatt Bar, Kiss my Keto. The entire keto proposition is based around a nutrient profile of high fat, low carbohydrate and moderate protein. In numbers, this is defined as 70% of calories coming from fat, and no more than 5% coming from carbohydrates. But the question herein is, is this a way to judge the entire diet or should we judge each individual product by these guidelines? Out of 97 bars that claim keto, only 16% meet the 70/5 guidelines. So what range of parameters/factors are other products using to justify their suitability to the keto die
June 2021 • 6 min read • Foresight• Vegan
Collagen: A life beyond protein
Collagen is considered an ‘Elixir to Life’, a potion/solution that will help maintain and prolong health and youthfulness. It is a protein that is produced naturally in the body, making up around one third of all the protein in the body. 90% of collagen is found in the skin, tendons, internal organs and bone, helping to give strength and structure to these tissues. Natural collagen production decreases with age, thus reducing the structural benefits to the body, leading to increased joint pain and reduced mobility. Intense exercise can also increase the breakdown of collagen, and as joints become weaker, the risk of injury is increased. Collagen supplementation can be a suitable solution, with many benefits from ageing, beauty and brain health, to joint health and injury prevention. It is an ingredient that is suitable to most in any profession or stage of life.
July 2021 • 6 min read • Foresight• Vegan
Clif Bar Duos
Whilst many bars innovate in taste bringing out unique and fancy flavours, Clif is a brand which continues to innovate in format and texture.
July 2021 • 6 min read • Pioneer• Vegan
