Setting the Stage:
Users
88%
Non-Users
12%
Inactive
Healthy Lifestyle
Active Lifestyle
Sports
Performance
20%
40%
29%
11%
How many consumers are users of protein-fortified products?
Click Here for more information on our Inactive Lifestyle Consumer
concepts, ingredient solutions, and insights.
Click Here for more information on our Healthy Lifestyle Consumer
concepts, ingredient solutions, and insights.
Click Here for more information on our Active Lifestyle Consumer
concepts, ingredient solutions, and insights.
Click Here for more information on our Sports Performance Consumer
concepts, ingredient solutions, and insights.
In 2020, Glanbia Nutritionals set out to understand how consumers view,
use, and value protein fortification in their everyday food choices. We
wanted to know how consumers were getting protein into their diet. For
example, did they want protein in their snacks? Drinks? Meals? All of the
above? We wanted to gain insight into why consumers wanted more
protein. Were they trying to increase their energy? Build muscle? Feel
fuller? And we wanted to understand which types of protein were the
most desirable. Or were all proteins created equal? We found that most
consumers are protein users, but their lifestyles and reasons for protein use
vary. We can also segment them into four unique consumer groups:
• Inactive Lifestyle Users
• Healthy Lifestyle Users
• Active Lifestyle Users
• Sports Performance Users
This section will explore these consumer segments in more detail and
outline what’s most important to each group. Then we’ll offer a few
product concepts that could appeal to each group—giving them what they
want, how they want it!
Sports & Active Lifestyle Nutrition
Section 2:
Source: PEW RESEARCH CENTER