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New Product Exploration – Active Achievers

Key Findings Report – July 2022

Objectives & Research Flow

Premier Nutrition is interested in exploring a variety of new product concepts for Active Achievers. They aim to gain a deeper understanding of...

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Current nutritional and fitness habits

Convenience Nutrition Product Usage & Opinions

Reactions to 11 new product ideas

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Energy Drinks

Vitamins, minerals, supplements

Pre-workout products

Recovery products or supplements

Hydration products or mixes

Creatine

Aminos (BCAAs)

Nutrition powders (collagen, greens, superfoods, etc.)

Protein powders

Ready-to-drink protein shakes

Methodology

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Approach

Two 2-hour online focus groups (4 per session; 8 in total) were conducted on July 8, 2022, via Zoom. Each session was exposed to 11 new product concepts. No homework assignment was completed prior to focus groups.

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Screening Criteria

• Mix from across the US
• Mix of men and women
• Mix of ages between 22-44 (mix of ages)
• Mix of with and without kids at home
• Must be in Active Achievers segment (24% incidence)
• All must have purchased and consumed protein powder within the past 3 months
• Must use protein powder several times a week or more often (mix of type and brands)
• Must be open to purchasing Dymatize Brand
• Mix of ethnic backgrounds and education/employment status
• Household Income of $50,000
• No competitive employment
• No past 6-month research participation
• Very articulate and using a computer with high-speed internet

Alfonso

Wendy

Jennifer

Gayla

Mark

Meet some of our respondents…

As with all qualitative research, care must be taken in the interpretation of findings from this study. Information in this report is not intended to be quantified or to take the place of a quantitative study.

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Robert

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EXECUTIVE SUMMARY

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Key Findings

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Current Nutrition Habits

• Many of these active achievers are very disciplined in their nutrition habits. They frequently track and maintain protein and calorie goals that complement their fitness goal such as building muscle or losing weight.
• Others are a bit less regimented because they have to accommodate the eating habits of others in their household, especially their children.
• Most give themselves some flexibility in their diet to ensure they can enjoy special occasions but most frequently eat healthy.

Current Fitness Habits

• Most workout 5-6 times a week from 1 hour to 3 hours per workout.
• They participate in variety of activities that also vary in intensity including running, weightlifting, swimming, biking, yoga, Zumba, Pilates, stretching, and cycling.
• Most have a fitness plan that consists of creating a balance between strength and endurance training and cardiovascular training.
• Many use a range of apps (such as My Fitness Pal, Apple Watch, and Fitbit) to track calories/steps, create fitness plans, and provide workout inspiration.

Fitness Goals

• These active achievers use fitness to improve their physical appearance, mental state, and support long term health and longevity.
• Many have a physical goal of increasing muscle mass and definition or losing weight, they want to feel more energized, and have functional strength and health that will improve their long-term quality of life and overall health.

Product and Supplement Use

• Every respondent takes some form of vitamins and minerals to complement their diet including multivitamins, Vitamin D/C/B, Zinc, B12, Fish oil, Biotin, Probiotics, Turmeric, and Omega3.
• Many use different forms of pre-workouts smoothies and powders to increase their energy and efficacy of each workout and promote muscle growth.
• Most drink either a protein shake or some form of post-workout recovery drink to help their muscles recover quickly and efficiently.
• These active achievers use both protein powder and RTD protein shakes to achieve different goals: protein powder is seen as more cost efficient and customizable as they can use it in different recipes and personalized smoothies while RTD shakes are seen as more convenient and an easy quick snack.
• Respondents would like to consolidate all the supplements they use into one convenient, easy to take pill or drink.

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Most and Least Appealing Concepts

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Note: Ranking based on combined reactions to the list and individual concepts.

DETAILED FINDINGS:

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Current Nutrition and Fitness Habits and Opinions

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Those who are more focused on building muscle have a greater emphasis on reaching specific protein or calorie goals. Parents must navigate their eating habits to fit the preferences of their children and other family members.

Eating to feel good & have energy

• “I try to keep my diet light because I feel very uncomfortable when I am stuffed”
• “I often do intermittent fasting because I feel like I have more energy”

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Watching macros & avoiding unhealthy food

• “I try to look at the ingredients in things and notice the carbs, sugar, and fat content”
• “I have been trying to get away from fried foods, dairy, and meats”

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Flexibility

• “If I am home cooking I will eat like a monk, but if I am traveling or at a party and trying new things. I am going to enjoy myself”
• “With two little girls, if I just made chicken, they might not eat so I have to prioritize something we all like”

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Evolving

• “I am constantly evolving as I gain more information and education about certain foods”

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Eating habits of these active achievers varies greatly based on living situation and fitness goals; Most emphasize balance and consistency to maintain their health

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Weightlifting

Running

Swimming

Biking

Stretching

Hiking

Teams Sports

Walking

Other Cardio

Yoga

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They work fitness into their daily schedule, frequently waking up before work or before their children’s activities to fit in a workout.

Most exercise between 5 to 6 days a week for about 1 to 3 hours per day including a mix of exercises with varying intensity (cardio/weights and recovery/stretching)

“I prefer strength training to cardio, so I usually do 45 minutes of strength training and follow that with 30 minutes of cardio”

“I workout 5 days a week at Planet Fitness and do mostly cardio and weightlifting. On the weekends I like to hike with my friends or walk in the park”

“I like to do a range of stretching, yoga, weightlifting, cardio, and sports team activities like basketball when possible”

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Physical

Mental

Longevity & Quality of Life

Many have a physical goal that they strive for such as building more muscle, becoming more toned, or losing weight.

• “My main goal is to gain more muscle because I want to feel stronger and look better”
• “I want to see more muscle definition in areas such as my hamstrings”
• “I want to become more toned and have a little bit of weight loss”

Most aim to improve their overall health for longevity and to improve their quality of life.

• “I want to be healthier and functionally stronger so I can do more activities such as work in the yard longer”
• “I want to be healthier for my kids so I can always do activities with them”
• “My family has a history of heart disease, so I want to avoid major issues like that down the road”

Many enjoy the way exercising makes them feel and how it improves their energy and mental state.

• “I often feel better after I exercise”
• “I would like to get back to my pre-pandemic weight when I felt like I had more energy”
• “I enjoy the competitive aspect of weightlifting and being able to lift heavier weights”
• “I want to return to my glory days of my 20s when I always felt energetic and upbeat”

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Health goals focus on exercise for physical and mental health and to provide a long, high-quality life

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• Nike: “If my workouts are getting stale, I look at their movements for inspiration”
• Fitbit: “I like to track my steps when I am running around a lot at work”
• My Fitness Pal: “I like to keep track of my meals and calories”

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Many use fitness apps to keep track of meals/steps/activity/sleep and to provide inspiration for workouts and different movements

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Most take a range of vitamins (multivitamins, Vitamin D, C, B, Zinc, B12, Fish oil, Biotin, Probiotics, Turmeric, and Omega3) daily. Many also use hydration, recovery and pre-workout products as well as nutrition powder. They mainly use these products to create more effective and efficient workouts while helping their body repair and rebuild muscles.

“I usually make a protein shake in the morning after my workout and I use greens and collagen with fruit”

“These give me more energy when I am training which allows me to build more muscle and get in better shape”

“For a pre-workout, I use Transparent Labs which helps me feel like I am getting the most out of my workout”

These Active Achievers use a range of products and supplements to complement their diet and workout routine

What is Missing in the World of Nutrition Products?

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Almost all state that they wanted a “one-stop-shop” pill or drink that would allow them to get all their needed vitamins, minerals, and supplements in one drink. This would be much more cost efficient and allow them to buy one product instead of keeping track of dozens of different products.

• “I want an all-in-one ready to drink protein drink that has all the essential vitamins you need”
• “I wish there was one product that helped you keep your energy up, recover, and muscle building regardless of when you took it during the day”

• “A protein powder that also contained creatine and collagen and certain vitamins and mineral that could be simplified. Something that you take before or after you workout that simplifies and combines everything into one product”
• “A protein drink that has vitamin C and D and maybe a probiotic”

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DETAILED FINDINGS:

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Reactions to New Product Concepts

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All participants were first shown a list of 11 products and asked to rank their top and bottom 3 ideas. They were then asked to rate each concept as either +, +/-, or – and state their reasoning behind their rating.

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B12: Reaction is mostly positive – respondents view it as a great all-in-one option for a post workout shake that has many of the nutrients that they strive to get (protein, vitamins, probiotics, antioxidants)

Overall:

POSITIVE

Introducing Complete Nutrition Meal Shake, a delicious, plant-based, all-in-one meal shake that provides essential vitamins, antioxidants, and probiotics – all sourced from key superfood ingredients.

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Each 11oz serving provides:

• 25g plant protein
• 6g sugar
• 6g fiber
• 250 calories

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Available in ready-to-drink shakes, and easy-to-mix powder, in delicious flavors such as Chocolate, Vanilla, and Strawberry.

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DETAILED FINDINGS:

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Fit With Premier Protein and Dymatize Brands

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• “I am thinking of brands that offer a vast array of different types of products”

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• “I think Optimal Nutrition because they have been around for a while and make a lot of different products”

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• “It sounds like something that Orgain already has but also adding new products like fast absorption recovery shake”

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• “I feel like Orgain already has a plant-based shake so they could easily add some of the things on the list”

These respondents can think of a variety of brands that might offer these products…including companies that already make protein products such as Muscle Milk and Orgain

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Reactions to the Dymatize brand appears neutral based primarily on lack of awareness of the brand

LESS

INTERESTED

NO

CHANGE

MORE

INTERESTED

• “Since I am not familiar with the brand, I would want someone else to try it first”

• “I recognize the logo but I don’t know anything about the brand so it wouldn’t change one way or the other”
• “I am not familiar with the brand, so I have nothing to go on”

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• “I Think I have a natural curiosity because I have never heard of Dymatize, so it makes me want to look into it more”

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Reactions to Premier Protein branding appear mainly positive based primarily on prior positive experiences with the taste and quality of Premier Protein products

NO

CHANGE

MORE

INTERESTED

• “I have heard of them before, but I haven't tried it, so it doesn’t really change”
• “I have had it before, and it was fine”

• “I know the brand and I get them in bulk. I know the flavor tastes good and that is kind of half the battle with protein”
• “I have had XXX prior, and I had a favorable impression with them, so I feel comfortable and confident giving them a shot if I know this brand is behind it”
• “XXX is a brand that I know and a product that I tried and had favorable results with. I drink the protein shakes as sort of a meal replacement, and it keeps me full for a good amount of time and makes me feel like my muscles are recovered”

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Questions? Contact Us!�Katie@AndersonQualitative.com

(510) 381-3233