In 2007, global sports beverage sales was $25 billion. That number is projected to increase to $87 billion in 2013.* Sports drink sales are booming… and protein powder supplements are a key reason why.
Protein supplementation has evolved to meet new demand. While dairy-based whey has historically dominated, the expanding protein market created a need for diverse protein formulas — including vegetarian protein supplements.
One SPIRU-TEIN marketing/writing campaign I worked on involved just such a vegetarian protein formula: The Tri-Part Protein Blend, derived from soy, rice, and peas.
The campaign strengthened the SPIRU-TEIN brand while elevating it above its many imitators. Since SPIRU-TEIN is over 25 years old… that’s a lot of knock-off soy/spirulina shakes. Category leaders like SPIRU-TEIN blaze new trails to maintain their competitive edge.
The Lesson: What’s different about your protein formula? Without that key differentiator, you risk losing your product in a saturated protein market.
*Global Sports Nutrition Market Topped $27.2B in 2007, http://bccresearch.wordpress.com/2008/09/17/global-sports-nutrition-market-topped-272b-in-2007/, 2007.