There is a mindset difference across genders, where women often believe their workouts lack the intensity that warrants sports nutrition support, Brett Hamer, product director of the nutrition division at THG, told the audience at the recent Barentz health and wellbeing seminar on women’s health in Gstaad, Switzerland.
Myprotein is actively working to educate individuals on the valuable benefits of protein and supplements, he explained.
Broadening perceptions
Protein powder has historically been seen and marketed as a product for men looking to build muscle. However, in essence, protein is not a gendered product, Hamer noted, which is why breaking gender stereotypes in sports nutrition is one of the brand’s top priorities.
Creatine, another product traditionally targeted towards core sports nutrition consumers, is undergoing a shift in perception, he added. While the benefits it offers in terms of size and strength are well known, concerns about water retention have limited its appeal among women.
Hamer predicts that as the positive effects and lack of side effects become more widely known, the appeal of creatine will broaden across demographics. New supplement formats also present an opportunity for increasing consumer access, he explained, noting that gummies now offer an alternative to traditional VMS formats.
“There are efficacy differences, and they’re not here to replace other formats in totality, but they do offer an opportunity to create a more enjoyable and taste-led consumption occasion within a traditionally very dry space,” he explained.
Appealing to aspirations
THG’s is shifting its focus towards educating consumers about the benefits of sports nutrition, creating aspirational stories and promoting a mindset-oriented approach rather than one based on gender, he explained.
As a brand with an extensive portfolio, Hamer said it is not possible to promote every product and therefore THG prioritizes sharing its ethos.
While there is a well-known, perhaps stereotypical perception, that men support new hobbies through the immediate purchase of products (the ‘all the gear and no idea’ phenomenon), women’s brand preferences and purchasing decisions tend to be shaped by a wider lifestyle appeal approach, Hamer explained.
“With regards to habits, we do see a larger percentage of women enter the market through categories such as apparel compared to men, perhaps due to the rise of athleisure within the female market,” he said.
Myprotein has now partnered with relatable social media fitness influencer Savannah Sachdev, who is currently on day 975 of her ‘running every day’ streak. She has used her platform to share content about sustainable fitness routines in amongst lifestyle and disordered eating recovery content.
The brand has also recently announced its official sponsorship of the competitive fitness race ‘Hyrox’, which hosted more than 40 global races with 90,000 participating athletes (38% female) in 2023.
Rebranding for accessibility
Myprotein has recently undertaken a rebrand to unify the product catalogue, create a lifestyle brand and make health and fitness accessible to all.
“The rebrand is all about creating the platform for us to become the world’s most empowering health movement and champion everyone with a healthy intention,” Hamer explained.
“The core range aims to become more accessible and easier to understand, so we will continue to create more targeted ranges to ensure that products are clearly signposted for different consumers, whilst still supporting the overall brand message.”