Uncovered: January 2024
Nutrition Integrated
Specialist market insights for the active nutrition sector
Welcome to January's edition of Uncovered. The start to the year is always a busy one for us, and 2024 is no different. We’re continuing to analyse and track the latest industry data and newest products – you may have seen us in the news this month talking about the rise of clear protein powders. Don’t worry if you missed it, we’ve popped the full story below.
In this edition of Uncovered, we’re also looking at the pre-workout RTM category as well as some of the newest product launches we’ve seen that we love.
We want to make sure our newsletters are packed full of useful insights that keep you up to date with the latest product developments and trends in the world of active nutrition, so we’ve refreshed our format – we hope you like it!
As always, please do get in touch with any feedback or ideas of what you’d like to know more about in a future newsletter.
Until next month!
Three things to know
We’re constantly crunching the data to stay on top of the latest trends in active nutrition. Each month we’ll share a round up of some of our most interesting insights.
Clear protein market doubles
Our data shows that the number of clear protein powders on the market has more than doubled in the last two years as brands look to engage consumers beyond the traditional protein powder user profile.
The data reveals that the number of clear protein powder products available across Europe has increased by 159% since January 2022.
Category at a glance: pre-workout RTM
As we kick off a new year, it can be useful to have the top-line perspective and statistics for key categories. This month, we’re looking at pre-workout RTMs.
Click to find out more about everything from flavours, ingredients and doses to Amazon bestsellers and prices per serving.
Revealed: most popular collagen formats
The interest in collagen shows no signs of slowing. As brands become more established, it’s easier for us to see which formats are firm favourites.
In both Europe and the US & Canada, RTM-only formats are the most common, followed by capsules and then ready-to-drink formats. What’s more, brands that offer multiple formats are quite rare, with less than 2% offering all three.
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. It also means we get to keep a close eye on what’s being launched, so wanted to bring some of our favourite new products to you.
Prozis protein gummies premixes
Introducing a new format in a category traditionally dominated by pancakes and cakes, this protein gummies premix from Prozis offers consumers a fat and sugar-free way to reach their protein goals.
Recommended by LinkedIn
Why we love it:
It’s fun, it’s an unconventional format for the category, and it looks tasty!
Nick’s Minis Almond Choklad Blocks x Minecraft
These bite-sized blocks are a mini version of the brand’s Vegan Nut Bar, with stand-out Minecraft packaging. But although it looks like a gaming bar, nothing about its claims or description positions it to gamers.
Why we love it:
It’s an interesting way to diversify a product and make it more appealing to a younger audience.
Holidermie Collagen Cocoa Cubes
Part of a new range promising a combination of “taste pleasure, wellness and anti-aging skin care”, these collagen cubes offer a hit of vitamin C, minerals and trace elements and - of course - collagen.
Why we love it:
The cubes boast 85% organic ingredients and are gluten and lactose free, not to mention the fact they look like chocolate truffles.
Join us
Active nutrition has never been so competitive.
Categories are evolving, brands are democratising and new products are launching every day. And all this against a backdrop of challenging macroeconomic conditions.
So how do you cut through the noise?
We believe the answer lies in taking a deeper look at the trends that we’re all familiar with to really understand what they mean and consider their role and relevance.
In this webinar, Nick Morgan, managing director of Nutrition Integrated, considers which trends may just be a self-perpetuated industry narrative, what the consumer reality is, and how breaking down headlines into data-backed proof points can be the difference between success and stagnation.
Cutting through the noise: active nutrition in 2024
Tuesday 30th January
2.30pm