Carbery Conducts Consumer Research for Sports Nutrition

Leading whey protein manufacturer, Carbery, has conducted in-depth market research to better understand end-consumer preferences in the growing sports nutrition sector. Using a series of consumer focus groups and a special online survey focusing on bodybuilders, the research project has provided invaluable insight into the perceptions and needs of sports nutrition consumers.

As a world-leading manufacturer of whey protein and flavourings to the sector, Carbery, along with its subsidiary Synergy, are now better placed to lend invaluable insights and expertise to customers striving to succeed in this competitive arena. Focusing on body-builders, traditionally the most common users of sports supplements, Carbery’s research identified that almost 20% of respondents now used sports nutrition products primarily to improve general health and wellness.

This reflects how bodybuilders’ objectives have evolved to include more long-term goals. For the majority of body builder respondents, cost is a major purchasing consideration with 70% of respondents highlighting this as a key factor. Interestingly, in relation to flavours, there is a good acceptance of natural varieties among heavier users, although preferred flavours in final products tend towards traditional ones such as chocolate and vanilla. The necessity to provide products that meet nutritional requirements, taste good and offer good value for money should therefore drive NPD and EPD in the sector.

A key finding of the research showed that sports enthusiasts and lifestyle users of sports nutrition products require more information about how to benefit most from sports supplements and how they can be used to suit their own health and fitness objectives. It is also apparent within this group that the majority of respondents only use sports nutrition products after exercise and not before — highlighting a potential focus for future NPD activity. It was also found that whey protein is largely misunderstood by sports enthusiasts and lifestyle users, highlighting the need to communicate more clearly its roots, origin and ‘naturalness’ story.

More information
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