Stratospheric superfoods and flavour trends
Nutrition Integrated
Specialist market insights for the active nutrition sector
Welcome to August’s edition of Uncovered.
This month, we’re shining the spotlight on some really cool products we’ve seen that are tapping into some big trends including convenience food, chewable supplements and unflavoured products.
On the subject of flavour, we’re asking ourselves whether it’s important when it comes to gummies? We’re also looking at the emergence of proactive nutrition and why superfoods are going stratospheric 🚀
And if you missed it last month, there’s an executive summary from our latest report on high protein snacking that’s yours to download for free, just click the button below.
We hope you enjoy the read.
Until next month!
Three things to know this month
Are flavours that important in gummies?
Fun fact: of all the gummies across Europe and North America, 98% of products only contain one flavour. And it seems that the flavours associated with gummies aren’t nearly as diverse as those we see in protein products. But why?
Superfoods have gone stratospheric
Superfoods is a category and product trend synonymous with improving overall health and wellbeing. But how does this translate to superfoods as nutritional supplements, and what’s the driving force behind superfoods exploding onto the market?
The emergence of proactive nutrition
We recently talked about the active nutrition audience being separate to the traditional sports nutrition audience, and how the two differ. But what about proactive nutrition? Because you’ve probably heard this term being used too.
New products we love
We update our database with new products as they become available, meaning our insights and analysis are the most up-to-date out there.
High protein, nutritionally complete, ready-to-eat meals that are free of any preservatives.
Recommended by LinkedIn
Why we love it
This is a really interesting example of a brand bringing together food and performance. Relo’s meals aren’t just about being convenient; they’re positioned as being an important part of a consumers’ fitness journey, enabling them to satisfy their nutrition needs beyond supplements and powders. It’s a cool take on both convenience food and performance nutrition.
On-the-go creatine delivered in tasty, chewable tablets.
Why we love it
Creatine tablets are nothing new, but chewable ones reflect the consumer shift we’re seeing within supplements and gummies. The thing is, it’s hard to get a full dose of creatine into a gummy, so these chewable tablets are a good halfway house and still deliver 5g of creatine per serving – the same as many powders. It’s also interesting to see the cognitive function claim, alongside strength, performance, muscle building and recovery.
An energy gel that’s owning the fact it’s unflavoured.
Why we love it
One for those with flavour fatigue who need something unflavoured amongst the sweet. What we love is how Gu is tapping into the increasing trend for unflavoured or neutral products and leaning into this with the product positioning: “Tastefully Nude: you can call it bland, and we won’t take offense, because that’s just what it is! Crafted for athletes that don’t like frills and only wear white socks.”
DEEP DIVE
High protein snacking – the role of protein in making bars a healthier choice
We’ve crunched the numbers on over 2,000 protein bars from Europe and North America to bring you the most comprehensive analysis of the market going, and an executive summary you can download now. Here’s a sneak peek at what’s inside: Why protein bars are a standout category, the surprising differences between bars, market consolidation trends explained, the future of healthy confectionery, the unclear role of functional benefits, why taste trumps quality.
Download the executive summary for free now.
Different and owning it: how to tell if we’re the right market research partner for you
One of the biggest objections we come up against is “we already use [data platform] that does what you do”. And that’s ok with us. We know other data platforms exist and we know they’re excellent at what they do, so we’re not going to try and tell you otherwise. Do you know why? Because we’re different. Not better. Different. And, for many of our clients, the perfect complement to either of these platforms.
Let us explain.