Smart label for sports nutrition drinks is attractive to consumers
According to a recent in-depth study by Lumina Intelligence, the future of sports nutrition products will be labeled as the major brands strive to improve the quality of their products and reach a wider audience.
Insights Service analyzed the development of a clean labeling statement for sports nutrition products by analyzing data from more than 4,000 best-selling products in online retail channels in 20 countries in the third quarter of 2018.
It also analyzes online engagement data from 750,000 post-purchase customer reviews, as well as product composition and packaging instructions to highlight customer engagement and satisfaction.
According to the report, 24% of the 4,000 products have at least one requirement for cleaning labels, and 6% of products have more than three requirements.
Lumina Intelligence senior market analyst Thomas Morgan said people are eager to put a clean label on this category.
“The market’s demand for it is clear, and the key is to get to the right place at the right time. Now everyone is concerned about plant foods because of its vegetarian, ethical and clean image, but for consumers, this is not only It's just cleaning, it's clean."
Mass market attraction
Morgan said that more mass-market-oriented product forms, such as powders and sticks, have larger cleaner label claims on the packaging. They are trying to attract a wider range of people in a variety of ways, from being vegan to using clean labels.
He added that as the company hopes to gain mass market appeal in pre-fitness mixed beverage products, they may begin to re-formulate to attract clean label consumers.
18% of pre-fitness mixed drinks have cleaning labels, but this number is expected to rise in the next few years. They have attracted a wider audience by changing their brand, from specific workouts to becoming ordinary energy and puzzle supplements at any time of the day.
As brands look for differentiation, the use of cleaning labels will increase.
The report divides the declaration of cleaning labels into two categories: one that is specific to a specific group of people, such as bisphenol A or MSG, and the other that is “widely stated,” found in the broader food and beverage market. Statements such as artificial colors.
The study found that products with specially declared products received far more reviews than those with widely stated claims, and the number of comments was more than twice that of no clean label claims.
Morgan said that the key reason for the difference in the results of the professional statement review is that the professional statement includes a declaration of prohibited substances.
First of all, for consumers, things like informed choice labels are not just about prohibited substances, they are about quality, and know what you put in your body.
Second, while sports nutrition products are shifting to a wider audience, the center is still athletes and bodybuilders who don't want to get medals and trophies because of a failed urine test.
He added that while major brands are advertised on products for the average consumer, in reality, products for athletes are the most popular.
Relatively speaking, consumers are actually most concerned about the ingredients of their products. When you look at different product types and consumer statistics, the popularity of different types of claims requirements changes.
Canada, the United States, and Australia are among the countries with the highest proportion of clean-label sports nutrition products, but this trend is increasingly resonating with Asian consumers.
It is expected that in the next 5 to 10 years, driven by the 2020 Japan Olympics and concerns about banned substances, the trend of cleaning labels will move eastward.
Push up the price
The report shows that the price of each clean label product is on average 26% higher than the undeclared product, while China pays the highest price for the cleaning label for sports nutrition products.
The sheer size of the US sports nutrition market has led to competition, which has pushed down prices.