Sweat, Snacks & Satisfaction- Insights into US Protein Habits
Dive into our findings and see how consumer behavior is reshaping the protein landscape.
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Sweat, Snacks & Satisfaction
Business Challenge A leading Sports Energy Brand, known for its high- performance beverages, aimed to expand its product line-up in the massive US market. To ensure a successful launch, they needed a deep understanding of American consumers' Protein consumption habits Triggers and barriers to use Unmet needs within the sports energy category.
Solution Jasper Colin was brought on board to conduct a qualitative research study. Our approach focused on in-depth exploration of consumer behavior: Target Audience Identification We segmented potential and existing protein users in the US market based on demographics, activity levels, and protein consumption habits. In-Depth Interviews Jasper Colin conducted one-on-one interviews with individuals from each segment. These interviews delved into motivations, buying habits, and pain points related to protein consumption. Focus Groups We facilitated focus groups to foster discussion and uncover shared experiences among protein users. These sessions allowed for identifying trends and group dynamics surrounding protein consumption.
APPROACH We employed a multi-method qualitative research approach: Ethnographic Observation Social Listening Perceptual Mapping In some cases, researchers conducted observational studies at gyms and sporting events, observing protein consumption behavior in natural settings. We analyzed online communities, forums, and social media platforms to understand consumer sentiment towards protein products and emerging trends. We created perceptual maps to visually represent how consumers categorized existing protein products based on key attributes.
BUSINESS IMPACT Product Innovation The brand developed new protein product lines that addressed unmet needs. Targeted Marketing & Communication Understanding triggers and barriers allowed for targeted communication strategies. Entering the Right Market Segments The research identifjed specifjc US demographics with the highest growth potential, allowing the brand to prioritize marketing efforts and distribution channels effectively. Increased Market Share Within a year, the brand captured a 9% market share in the US protein supplement category.
