23 Jan 2018
Increase sales with the brands your members trust
BY Lauren Heath-Jones
By 2019, the UK sports nutrition market is predicted to increase by a further eight percent to £527 million, with sales of powder-based protein products making up 36 per cent of the market, followed closely by protein bars. The majority of these sales are generated through very targeted end user channels, including gyms, national chains and independents, leisure centres and specialist in this field. It has been suggested however, that the increasing number of online retailers is making it harder for traditional outlets to generate a good profit from the sales of these products, as the market continues to boom in popularity. For gyms, offering products with a familiar brand that the consumer recognises is proving to be the most powerful route to purchase. Not all members will be familiar with specialist brands, and often buy on impulse. Due to this, most gyms find that the product lines with the strongest brand recognition sell through at a much higher rate compared to those lesser known. Anthony Potts, gym owner at TNT in Reading said: “We have been stocking the Mars and Snickers Protein Bars for over a year now, and we typically see a 4:1 rate of sale of these bars against our next most popular.” Potts adds: “For customers who use our facilities that are less familiar with specialist sports nutrition brands, they are drawn into the brands they recognise, and enjoy the taste of. We have since introduced Bounty and Mars Xtra Choc, which we sold out of completely within a week, and we have now been trialling the sale of Mars 100% Whey Protein Powder, which has proved just as popular. Michelle Frost, general manager for Mars Chocolate Drinks and Treats, says: "We developed our range of Mars, Snickers, Bounty and Mars Xtra Choc protein products to offer the consumer familiarity, in a market that is becoming saturated with unfamiliar, low-quality products. Our Mars brand particularly, for both protein bars and whey powders, has seen a phenomenal level of growth in sales, with a 1,099 per cent increase in 2017 compared to 2016 when it first launched." To offer your members the latest protein products from Protein by Mars, please call 01452 378500 with all stockist enquires.
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