Sports Nutrition Brand Landscape
There is an array of sports nutrition products available in the UK market. Of the top 15 players, brands bringing products to the masses or targeting elite performers, in particular, are relatively equal in number. But whoever the target audience, the core of each brand’s message follows a similar theme; if you have the determination, sports nutrition products can help you improve you.
This #lifegoals concept is predominantly perpetuated through social media, resonating particularly well with today’s inspirational and increasingly health-conscious society. Therefore, most brands have prioritised building a strong identity on visuals-focused platforms. YouTube, Instagram and Facebook lend themselves well to delivering this with ambassador and influencer activations proving a particularly popular trend for product promotion.
Sponsored posts shared by influencers are often persuasively inspirational and idealistic, showcasing an image the consumer could strive towards, like a perfectly toned body. Other brands tap into banks of user-generated content, where followers tag the products in their personal images for the chance to feature on the brand’s main account. But with most content being gym-fitness based, there is little to no activation within non-traditional sports, so emerging sports should look towards nutrition brands to expand the landscape.
Creative collaborations with rights-holders are also certainly lacking, leaving room for innovative marketing ideas that move beyond social media to flourish, particularly around events. There are extensive opportunities for rights holders to utilise sports nutrition brands and access a large consumer audience.
- Key Players
- Sports Marketing Behaviour
- Key Sports Marketing Activity
- Rights Holder Branded Sports Products
- Social Media
- Examples of Content Marketing
- Key Players’ Strategic Focuses
For an example of a full Brand Landscape, see our Sports Apparel and Footwear version