The document analyzes the Irish sports nutrition market, particularly the protein powder segment. It finds that protein powders dominate the global and Irish markets. Most of the Irish market is held by international brands, while private label products have little impact. The brief examines consumer behaviors and motivations regarding sports nutrition purchases. It identifies opportunities for SuperValu to introduce an own-brand protein product to meet consumer demand for healthy, convenient options. A marketing strategy is proposed focusing on product positioning, in-store promotion, and experiential campaigns.

1. SPORTS NUTRITION PRODUCTS:
PROTEIN POWDER
AISLING O’KEEFFE DECLAN KEATING
GRACE KELLY PAUL O’SULLIVAN
8TH – APRIL - 2016

2. YOU MUST BE TIRED…. SIT BACK &

3. THE BRIEF
• TO UNDERSTAND THE CONSUMER MOTIVATIONS, PURCHASING BEHAVIOURS
& ACTIVATORS, CHANNELS, OCCASIONS AND BRAND LOYALTIES REGARDING
SNP’S WITH PARTICULAR EMPHASIS ON THE FOLLOWING CATEGORIES
• PROTEIN BARS
• PREPARED DRINKS & WATERS
• PROTEIN POWDERS
• TO ASSESS THE POTENTIAL FOR OWN BRAND VARIANTS AND DEVELOP AN
APPROPRIATE MARKETING STRATEGY

4. SPORT NUTRITION PRODUCTS
CURRENT MARKET SITUATION

5. SPORT NUTRITION PRODUCTS: GLOBAL MARKETS
US$6.7B
9% GROWTH
£417M
8% GROWTH
€10M
9% GROWTH
POWDERS
70%
POWDERS
47%
POWDERS
41%

6. IRISH MARKET 2015: PROTEIN POWDERS
€4.7M
MAXI-NUTRITION
25% SHARE
INTERNATIONAL
BRANDS
DOMINATE THE MARKET
PRIVATE
LABEL
MAKE
LITTLE
IMPACT

7. SPORT NUTRITION PRODUCTS
CONSUMER ANALYSIS

8. CONSUMER ANALYSIS
CURRENT TRENDS
HEALTH &
WELLBEING
RESPONSIBLE
LIVING BUSY LIVES

9. CONSUMER ANALYSIS
SUPERVALU SEGMENTS
HEALTH & WELLNESS NOT FORGETTING
QUALITY FAMILY
QUICK & EASY FAMILY
TRADITIONAL
VALUE SEEKERS
PREMIUM
PROFESSIONALS

10. CONSUMER MOTIVATIONS
•SURGE IN OVERALL FITNESS
•FITNESS ASSOCIATED WITH SUCCESS – ON TREND
•CHANGING PERCEPTIONS – MOVEMENT TOWARDS MAINSTREAM
•FEMALES ARE SHOWING AN INCREASINGLY KEEN INTEREST IN
SPORTS NUTRITION
•PROACTIVE PREVENTION – ADDING GOOD QUALITY LIFE YEARS
HEALTH – FITNESS – COMPETITION - FASHION

11. SPORT NUTRITION PRODUCTS
COMPETITOR ANALYSIS

12. PURCHASING CHANNELS
ONLINE:
•DIRECT FROM BRAND
•DISCOUNT SUPPLIERS
OFFLINE:
•HEALTH SHOPS
•SPORTS SHOPS
•GYMS

13. ONLINE - HIGH PRODUCT KNOWLEDGE/ VALUE
ORIENTATED
-CONSUMERS WHO ARE EDUCATED & UNDERSTAND ALL ASPECTS OF
PROTEIN CONSUMPTION. – HOW MUCH TO TAKE, WHEN TO TAKE
IT,NUTRIONAL CONTENT.
-SHOPS AROUND FOR THE BEST PRICE, UNDERSTANDS THE SIMILARITY OF
PROTEIN PRODUCTS ON THE MARKET.
-SUPERVALU CONSUMER SEGMENT BEST FIT: HEALTH & WELL BEING,
PREMIUM PROFESSIONALS, VALUE SEEKERS

14. ONLINE - LOW PRODUCTS KNOWLEDGE/ BRAND
ORIENTATED CONSUMERS
•CONSUMERS WHO ARE NOT FULLY COMPETENT IN PROTEIN INTAKE AND ARE
NOT AS SERIOUS ABOUT EXERCISE & HEALTH THAN THE PREVIOUSLY
HIGHLIGHTED SEGMENT.
•DO NOT SHOP AROUND FOR A CHEAPER ALTERNATIVE, HAPPY TO PAY
PREMIUM PRICE FOR PRODUCTS OF MAJOR SIMILARITY. – BRAND CONSCIOUS
•SUPERVALU CONSUMER SEGMENT BEST FIT: PREMIUM PROFESSIONAL &
BUSY LIVES.

15. OFFLINE - CONVEINENCE/ NON PRICE SENSITIVE
CONSUMER
•CONSUMERS WHO PURCHASE THEIR PROTEIN PRODUCTS PRIMARILY FROM
STORES AND MAJOR REATAILERS .
•A MIXTURE OF SHOPPERS WITH HIGH KNOWLEDGE & LOW KNOWLDGE in
PROTEIN CONSUMPTION. WiTH THOSE HAVING A HIGHER KNOWLEDGE
PURCHASING A HIGHER VOLUME OF PRODUCTS.
•SUPERVALU CONSUMER SEGMENT BEST FIT: QUICK & EASY, PREMIUM
PROFESSIONALS & QUALITY FAMILY.

16. SPORT NUTRITION PRODUCT
SELF-ANALYSIS

17. SELF - ANALYSIS
WHAT IS OUR EXISTING BRAND IMAGE?
WHAT IS HERITAGE?
WHAT ARE OUR STRENGTHS/CAPABILITIES?
WHAT ARE OUR ORGANISATIONAL VALUES?

18. SELF – ANALYSIS
Market
Leader
Real Food,
Real People
Good
Food
Karma
Big on
Local
We care
Irish
Leaders Not
Followers

19. THE OPPORTUNITY
IS THERE AN OPPORTUNITY FOR SUPERVALU TO MEET THE HEALTH &
WELLNESS NEEDS OF OUR CONSUMERS WITH AN OWN BRAND VARIANT

20. THE OPPORTUNITY – KEY INSIGHTS
•CONSUMERS ARE LEADING HEALTHIER LIFESTYLES WORLDWIDE
• 83% OF IRISH SHOPPERS TRY TO LEAD A HEALTHY LIFESTYLE
• 61% OF IRISH SHOPPERS ARE PROMOTING A HEALTHY LIFE FOR THEIR KIDS
•CONSUMERS WANT OFFERINGS THAT FIT THEIR BUSY LIFESTYLE
• 28% OF IRISH SHOPPERS ARE UNDER TIME PRESSURE
•CONSUMERS WANT TO MAKE RESPONSIBLE CHOICES WITHOUT COMPROMISE
•65% OF IRISH SHOPPERS BUY IRISH PRODUCTS WHEN THEY CAN

21. CONSUMER CONSTRAINTS
•LACK OF KNOWLEDGE:
•HOW MUCH PROTEIN DO WE NEED?
•37% SAID THIS IS A BARRIER TO BUYING PROTEIN*
•LACK OF TIME
•FAST PACED LIVES, CHANGING ROUTINES, DEMAND FOR CONVENIENCE
•PERCEPTION THAT PRODUCTS ARE JUST FOR BODYBUILDERS
•MOST PACKAGING & ADVERTISING MISALIGNED WITH MAINSTREAM PERCEPTIONS
•“YOUR TAKING THE DRUGS FROM THE FACTORY”
•LACK OF CONSUMER FRIENDLY BRANDS* ON THE MARKET

22. MAINSTREAM CONSUMER PERCEPTIONS
“THAT
STUFF IS
NOT
NATURAL”
“IT TASTES
ROTTEN”
“SURE I
DON’T NEED
TO TAKE
PROTEIN?”
“IT’S ONLY FOR
THE BIG
MUSCLE
FELLA’S”
“I GET
LOADS OF
PROTEIN
WITH
DINNER”
“I’M TRYNA
LOSE
WEIGHT
SURE”

23. THE PRODUCT
WHAT WILL IT LOOK LIKE?
HOW MUCH?
WHAT?
…

24. POSITIONING:
PREMIUM-END OWN-LABEL COOKING INGREDIENT
PRODUCT ATTRIBUTES:
•GLUTEN-FREE, NON-GMO, WITH VEGAN/VEGETARIAN OPTIONS
•NO ARTIFICIAL INGREDIENTS – MADE WITH100% IRISH INGREDIENTS
PACKAGING:
•RESEALABLE PACKET, MADE USING RECYCLED - COMPOSTABLE PLASTIC
PRODUCT INFORMATION

25. THE PRODUCT
450g Pack
Recipe
Suggestion
€12.95
15 Servings
Ingredients
€11.95

26. PRODUCT INFORMATION
PRICE:
•PRICE COMPARISON PER 500G PACK
MY PROTEIN
OPTIMUM
NUTRITION
LIFESTYLE
SPORTS
ARGOS
SUPERVALU
PRICE
€10.99 €18.50 €13.25 €21.50 €11.95/€12.95

27. VALUE PROPOSITION
HOW WE PLAN TO HELP OUR SHOPPERS

28. VALUE PROPOSITION
SHOPPERS ARE ON THE GO NOW MORE THAN EVER,
SUPERVALU PROTEIN COOKING MIX HELPS THEM
CREATE HEALTHY RECIPES TO FUEL THEIR DAY
WHETHER ENJOYED IN A FRESHLY-MADE SMOOTHIE,
DELICIOUS HOMEMADE SNACKS OR ADDED TO THEIR
FAVOURITE FOODS

29. WHAT IS THE PRODUCT?
•A PROTEIN COOKING MIX, MADE WITH NATURAL IRISH INGREDIENTS AIMED AT
PROMOTING HEALTHY COOKING AT HOME .
•THE RANGE WILL BE DIVIDED IN 2 CATEGORIES:
• WHEY PROTEIN RANGE
• PLANT (PEA) BASED RANGE
•RANGES WILL BE AVAIAVLE IN A VARIETY OF FLAVOURS: SWEET TO SOUR
•IT CAN BE INCORPORATED INTO SMOOTHIES, HOMEMADE SNACKS/TREATS,
OR USED AS A TOPPING ON FOOD

30. WHAT DIFFERENTIATES OUR PRODUCT
POSITIONED
AS AN
INGREDIENT
IRISH
PRODUCT
SCRAP THE
ARTIFICIAL
SOFTER
PACKAGING
VEGAN &
VEGATARIAN
OPTIONS
CREATION:
VERSATILE

31. VALUE PROPOSITION
SHOPPER BENEFITS
EMOTIONAL SELF - EXPRESSIVE FUNCTIONAL

32. MARKETING STRATEGY
OUR PLAN TO POSITION THE PRODUCT IN CONSUMER MINDS, PROMOTE THE
PRODUCT & ENCOURAGE PURCHASE

33. MARKETING STRATEGY
IN STORE USE:
•FRESH SMOOTHIES, FLAPJACKS, POWER BALLS,
COOKIES, BAKING INGREDIENT ETC.
•CONVENIENT FRESH ALTERNATIVE
•USING INSTORE INGREDIENTS
PROMOTION:
•ONLINE- KEVIN DUNDON, RECIPES, SOCIAL MEDIA
•IN STORE SAMPLES, INFO LEAFLETS,TASTINGS &
DEMOS
•SPONSORSHIP- LOCAL GAA TEAMS, RUNNING CLUBS
ETC.

34. ONLINE PROMOTION
SUPERVALU
WEBSITE SOCIAL MEDIA

35. EXPERIENTIAL MARKETING CAMPAIGN
•FOCUSING ON LOCAL SPONSORSHIP
•POP UP SMOOTHIE VAN
•TARGET LOCAL GAA GAMES & LOCAL
FITNESS EVENTS
•HEDONIC ASPECT
•NOVEL – FUN - UNIQUE
•GET PEOPLE TO ENGAGE WITH &
TRY THE PRODUCT

36. In Store Experience

37. WE CARE
EDUCATING THE CONSUMER

38. VALUE OF THE OPPORTUNITY
WHY SHOULD SUPERVALU DEVELOP THIS PRODUCT?

39. VALUE FOR SUPERVALU
HEALTH &
WELLNESS
PREMIUM
PROFESSIONAL
• ATTRACT MORE SHOPPERS
FROM KEY SEGMENTS
• PRESENCE IN A GROWING
CONSUMER TREND
• IN-LINE WITH SUPERVALUS
CORE IDENTITY
• REAL FOOD
• WE CARE
Fair share opportunity
Share 21%
! 93m
Size of prize if
we got to 25%
Fair share opportunity
Share 24%
! 19m
Size of prize if
we got to 25%

40. CONCLUSION
WE BELIEVE THAT OUR PROPOSITION…
•IS IN LINE WITH MODERN IRISH CONSUMER TRENDS
•HEALTH & WELLBEING
•BUSY LIVES
•RESPONSIBLE LIVING
•WILL SATISFY THE NEEDS OF KEY SUPERVALU SEGMENTS
•HEALTH & WELLNESS
•PREMIUM PROFESSIONAL
•WILL BE DIFFERENTIATED FROM THE COMPETITION THROUGH RE-
POSITIONING
•IS IN-LINE WITH SUPERVALU’S CORE BRAND IDENTITY

41. THANKS FOR YOUR TIME
WE HOPE YOU ENJOYED OUR
PRESENTATION
ANY QUESTIONS??