New aesthetics for new markets
Over the past 4 years we have seen protein out-grow the gym as an increasing number of new product launches used additional protein content to tap into a market that wanted the perceived health benefits of protein but without the bodybuilding stigma attached.
According to reports this “normalisation of protein” has now reached its peak with some new brands having successfully established themselves, some falling by the wayside and more established brands having diversified into this new protein packed space. Around shops and supermarkets, the idea seems to have gotten out there, with protein chatter now more common with the novelty and the fad perception having now worn off.
So what next? If we’ve had a “protein normalisation” and people are ok with the idea of protein, then the next step could be to take protein from “normal” to “special”, as both protein food and supplement brands completely overhaul the look and feel of their products to appeal to specific niche markets.
The luxe gym wear market has been developing for many years as cheap tracksuits and spandex have been replaced with aspirational, premium, lifestyle brands such as Lululemon and Under Armour. Luxe nutrition, could therefore, be the logical step, as we are starting to see through some strong contenders entering the lifestyle nutrition market from this new angle such as Nutristrength who we discovered at Be:Fit London (read more), and more recently She Supps, whose Founder, Charlie Cook, we met at this year’s BodyPower Expo.
She Supps attempts to make its range of supplements more appealing to women through the design and feel of its products. Gone are bulky tubs and bags, which have been intimidating to many women in the past, replaced with simple and attractive glass jars that successfully appropriate a spa-like aesthetic and its association with holistic wellness. This is carried further in She Supp’s refill concept, allowing customers to top up the jars using lower cost refill card pouches making them easier on the pocket and environment.
She Supps are not the first to use jars to appeal to women. Protein World have been doing this for some time (albeit plastic), although not quite in the same retro vein as She Supps, which fits right into the modern hipster/Instagram culture, giving their glass jars the pride of place on the kitchen counter where former bulky plastic containers were never all that welcome.
In terms of ingredients, She Supps have kept things simple, going for a straight forward blend of whey and plant protein, enhanced with CLA, Acetyl L-Carnitine and antioxidants in the lean range to assist with burning fat. The range also includes fat burners and energy boosting supplements that are available exclusive via their website.