Expanding protein options for today’s athletes
The Challenge
A major sports nutrition company’s protein portfolio was rapidly expanding with its acquisition of a popular protein supplement brand, illuminating the necessity of better aligning its protein formats with the needs and occasions of today’s protein consumers.
The Approach
WG designed an immersive learning experience with a variety of protein-seeking athletes, ranging from high school athletes to fitness fanatics, and their trainers/coaches. Our learning explored the mindsets around performance, body-composition goals, workout routines, and hunger satiation in the context of protein, uncovering the jobs athletes hire protein to fulfill and the behaviors motivating product-form choice on different occasions.
The Opportunity
The insights and needs-based framework that emerged not only clarified the brand and format roles for the existing portfolio, but also revealed whitespace and innovation opportunities to create more relevant and differentiated protein solutions for today’s modern athlete.
