Protein (R)evolution

Stay a step (or 3!) ahead of your competition.

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 2007http://bccresearch.wordpress.com/2008/09/17/global-sports-nutrition-market-topped-272b-in-2007/, 2007.

Old(er) and in the Whey

Bicycle shorts while rollerblading: A crime against humanity

Below are links to three Nature’s Plus Spiru-Tein Whey brochures that I wrote. Clearly this is for an older crowd than the Jersey Shore demographic we discussed in an earlier post. I mean, come on… look at this guy on the rollerblades. You think a Jersey Shore type would buy a protein powder supplement from that??

Don’t scoff, though. Read and consider how the brochures target a wealthier whey demographic: Buff Boomers.

SPIRU-TEIN whey protein shake brochure – original flavors.

SPIRU-TEIN whey protein shake brochure – new flavors.

SPIRU-TEIN whey brochure for low-carb diets.

The Lesson: Whey protein powder is an agile supplement that crosses demographic boundaries. Speak to your audience — sports nutrition success will follow.