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Create a demographic profile of people who buy protein powders and meal replacement shakes.
Hello! Thanks for your inquiry on the demographic profile of people who buy protein powders and meal replacement shakes.
The short version is that consumers of sport nutrition products can be classified in three groups: Core users (consistent purchasers, highly critical). Casual Users (convenience focused, marketing conscious). Health & image users (experimenters, brand conscious). Initially, the sport nutrition industry targeted core users: athletes and body builders, while currently casual users, the “weekend warriors,” are of growing importance for the sport nutrition industry. Consumers of meal replacement beverages (MRBs) tend to be young, active, and there are slightly more female than male users.
Below you will find a deep dive of my research / findings along with all the details for how I came to this answer.
METHODOLOGY
In order to answer your inquiry, we reviewed several market research reports and specialized media articles. An important part of the information found refers to the US market. However, given that the US market of protein powders and meal replacement shakes is the worldwide largest, the profile of the US consumer is representative in the global scale. As requested, the answer is provided in the form of bullet points.
GENERAL OVERVIEW
- The global sport nutrition market is valued at $16 billion, with the US accounting for $6.7 billion.
- 39% of nutritional and performance drink US consumers are replacing their breakfast with these products, 58% are replacing some meal, and 48% are supplementing their meals with them.
- Consumers of meal replacement beverages (MRBs) provide following reasons: need for additional protein (34%), to supplement or replace a meal (20%), as a source of vitamins and minerals (16%), as a weight-loss tool (15%).
- For US consumers, the most important factors in nutritional and performance drinks are flavor (41%), protein contents (40%), and fiber contents (33%).
BASIC CONSUMER PROFILE
- Consumers of sport nutrition products can be classified in three groups: Core users (consistent purchasers, highly critical). Casual Users (convenience focused, marketing conscious). Health & image users (experimenters, brand conscious).
- Initially, the sport nutrition industry targeted core users: athletes and body builders, while currently casual users, the “weekend warriors,” are of growing importance for the sport nutrition industry.
- Consumers of meal replacement beverages (MRBs) are better defined by lifestyle, comprising behaviors and attitudes, than by demographics.
- Consumers of meal replacement beverages (MRBs) tend to be young, active, and there are slightly more female than male users.
- The weight-loss and caloric content of meal replacement beverages (MRBs) is more relevant to the 35-64 year-old demographic group.
GENDER
- Women constitute a rapidly growing consumer group of sport nutrition products, targeted by brands such as StrongGirl from Lovate Health Sciences International.
- Men are more likely than women (58% vs. 42%) to consume nutritional beverage drinks, although other studies indicate that there are slightly more female (55%) than male users.
AGE
- 9% of users of nutritional beverage drinks are under the age of 18, 29% of them are millennials, while 20% are 65 or older.
- The desire for food high in protein is increasing in older generations, including baby boomers, as a result of studies that stress the protein requirement of those age groups.
OCCUPATION
- Professional athletes and bodybuilding enthusiasts are and will continue to be the main demographic behind protein powder consumers.
- Professional athletes and bodybuilders see in protein powder a product that produce results without the risk of falling into banned substances.
- Protein powders are no longer the exclusive territory of bodybuilders and elite athletes, nowadays these nutrition supplements are used across a wide array of lifestyle and age groups, including “weekend warriors,” amateur athletes, and senior citizens.
- 2016 can be considered the year of the casual consumer of nutritional supplements, particularly protein powder.
- In 2016, protein powder gained ground in several niche markets: active seniors or baby boomers; women; and vegetarian and vegan consumers.
ETHNICITY
CONCLUSION
Consumers of sport nutrition products can be classified in three groups: Core users (consistent purchasers, highly critical). Casual Users (convenience focused, marketing conscious). Health & image users (experimenters, brand conscious). Initially, the sport nutrition industry targeted core users: athletes and body builders, while currently casual users, the “weekend warriors,” are of growing importance for the sport nutrition industry. Consumers of meal replacement beverages (MRBs) tend to be young, active, and there are slightly more female than male users.
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