sports nutrition protein shake gym

Strange but true: sports nutrition’s biggest absolute value gain comes from a business that doesn’t identify as a sports nutrition brand.

“While Huel is always high protein, we’re actually not a sports nutrition brand,” insists Brian Hopkins-Parkinson, its global retail director. Still, in our ranking, the self-styled ‘smart food’ supplier is now second only to sports nutrition giant Grenade.

Huel has delivered an extra £20m, shifting six million more units. That was “driven by significant increases in distribution as our retail partners have continued to acknowledge the role Huel plays in driving incremental sales, especially in the breakfast and lunch mission”, Hopkins-Parkinson says.

Huel has also made its RTDs a main option in the lunchtime meal deals at Tesco, Sainsbury’s and Waitrose in the past year, which has “further established the product as a mainstream lunch option”, he adds.

The brand’s not alone in that respect. Market leader Grenade and number five  brand Warrior have achieved respective gains of £15.6m and £7.4m, partly as a result of greater use of meal deals.

 

“We’re seeing biggest channel growth in multiple convenience, in the likes of Tesco Express and Sainsbury’s Local stores, driven predominantly by meal deal execution,” says Kieran Fisher, founder of Warrior. The £18.6m brand has shifted an extra million units – a rise of 26.8% – as a result of distribution gains. Its average price per pack has also risen as shoppers traded up to costlier lines.

“Many consumers were introduced to the category through healthier snacking and protein bars,” says Fisher, who estimates  Warrior’s overall retail value stands at £82m  once DTC is taken into account. 

“They’re now more aware of the benefits of products elsewhere in the category and are buying things like whey, pre-workouts and creatine. These have a much higher average price and push overall category value up.” 

Warrior’s gains are also down to undercutting Grenade on the price of its core protein bars. Tesco, for instance, currently sells Warrior’s 64g Crunch Protein Bars and 75g Raw Protein Flapjacks for £2 a pop. Grenade’s 60g bars are £2.70 at the retailer.

Grenade hasn’t just rolled over, though. It’s sold an extra seven million units – the market’s greatest absolute growth – partly by pushing 35g bars in multipacks and as singles. They’re aimed at those who want snacks smaller than the standard 60g format.

Marketing, recipe improvements and distribution growth have further powered growth, says Grenade retail sales director Rachel Austerberry. “The focus has been on communicating how protein bars are a healthier alternative to confectionery and their suitability for occasions outside the gym.”

Top Launch 2024

Myprotein Pancakes | Bakeaway

Myprotein Protein Pancakes  2100x1400

Bakeaway claimed a few firsts with the launch of these pancakes in April. They’re the supplier’s first collaboration with online sports nutrition giant Myprotein. They’re also the UK’s first branded chilled ready-to-eat protein pancakes, says Bakeaway. And they’re the first products in a wave of  “accessible, ready-to-eat protein options that align with evolving consumer lifestyles”. Available in Original and Cacao (rsp: £2.35), they provide 25g of protein per 160g pack.

The Big Book of Grocery: Top Products Survey 2024