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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...

Current nutritional and fitness habits

Convenience Nutrition Product Usage & Opinions

Reactions to 11 new product ideas

a q r anderson qualitative research, Inc.

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

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Methodology

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.

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.

a q r anderson qualitative research, Inc.

Robert

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EXECUTIVE SUMMARY

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Key Findings

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

Top 3 (Mostly Positive)	Middle 5 (Mixed)	Bottom 3 (Mostly Negative)
B12: Complete Nutrition Meal Shake B3: Clean Energy Pre-Workout S6: Sustained Absorption Recovery Shakes	S4: High Performance Protein Shakes B2: Bulk and Cut Protein Shakes B6: Hydration and Recovery Drink Mix B1: Whey Protein Shakes S5: Fast Absorption Recovery Shakes	B14: Transition Shakes for Double-Workout Days B5: Aminos + Energy Powder Drink Mix B7: Anytime Energy Drink

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

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DETAILED FINDINGS:

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”

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”

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”

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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My Fitness Pal

Apple Watch

Fitbit

Fit Bod

JEFIT

Nike

Digital Scale App

Ab Video App

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

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	Positives	Negatives
Protein Powders	Used more commonly Customizable to individual diets (recipes and smoothies) More cost efficient Can buy in bulk “Putting protein powder in my smoothie before I workout allows me to ensure my body is getting enough protein”	Often bad chalky texture
Protein Shakes	Convenient, quick and easy snack or additional protein after the gym Easy way to add protein (especially if you are avoiding meat) “I like to use the protein shakes when I am on the go, it is more convenient” “I think protein shakes taste better and I like that they are professionally mixed”	Less customizable, can not use with other supplements and superfoods More expensive

Everyone also uses different versions of protein powder and RTD protein shakes to boost their protein consumption, especially in the morning and after workouts

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What is Missing in the World of Nutrition Products?

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:

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.

Each 11oz serving provides:

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

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

Drawbacks / Suggested Changes
Plant based protein creates concern about taste and texture for some Desire more specific information on the types of superfood ingredients used Desire for more flavor options – “I would want to see a greater variety of flavors such as strawberry banana or pina colada because I see chocolate, vanilla, and strawberry in so many other products” Not unique – “It does seem similar to a lot of other meal replacement shakes out there”

Strengths
Appreciate incorporation of many nutrients into one convenient drink (probiotics, antioxidants, and plant-based protein are unique) Very convenient and time saving Like the addition of probiotics and antioxidants Good balance of protein, sugar, and calories Good serving size Appealing flavors “It is a one stop shop that encompasses a lot of features and benefits” “The superfood is a plus because it makes me think of cleaner ingredients instead of the scientific garbage that is pumped into a lot of the stuff that is out there”

Who would use / What would it replace
Potentially replace current protein smoothie use for post-workout

+/-

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B3: Reaction is mostly positive – respondents enjoy the “clean” aspect of this product and feel positively about removing the side effects of jittery and tingling sensations; however, some are hesitant about unfamiliar ingredients such as the nootropics and caffeine is polarizing

Overall:

POSITIVE

Introducing Clean Energy Pre-workout, the ultimate pre-workout powder designed to maximize your workouts with mental focus, pump, and endurance - all without the jittery and tingling sensations common amongst pre-wo’s.

Each serving provides:

Caffeine to jumpstart workout
L-theanine to offset the jitters and crash that can come with caffeine
Nootropics (l-tyrosine, kanna, and huperzine A) for mental focus
Creatine to support intracellular hydration in muscles
NO beta alanine for a workout free from tingles

Available in easy-to-mix powders in delicious flavors such as Watermelon, Fruit Punch, and Berry Lemonade.

Drawbacks / Suggested Changes
Inclusion of caffeine is very polarizing (would like to see a version without caffeine) Many hesitant about the use of nootropics and how it would affect them Not unique – “It seems pretty on par with the other pre-workout products I use” “I am not too sure about the Nootropics like tyrosine, kanna, and huperzine A”

Strengths
Many find the ‘clean energy’ aspect appealing Appreciate no jitters/tingling Like that it provides mental focus Good flavors “I like how it says clean pre-workout because it makes me think it has clean ingredients and gives you enough to get through your workout without making your heart go crazy. I hate how a lot of pre-workouts are full of junk” “I like the name ‘clean’ energy because it sounds like there is not too many added chemicals, but it includes caffeine without the jitters and the crash that occurs later on”

Who would use / What would it replace
A good replacement for current pre-workout drinks

+/-

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S6: Reaction is mostly positive – respondents view it as a good option to help repair and grow muscles while sleeping; They especially appreciated the inclusion of magnesium for relaxation/sleep and growth – a unique idea

Overall:

POSITIVE

Introducing Sustained Absorption Recovery Shakes, the high protein shake that gives your body what it needs to repair, rest and reap the rewards of your activity. Enjoy before bed for sustained muscle protein synthesis.

Each 8oz shake provides:

20g casein protein for slower digestion and amino acid availability to muscles over several hours
1g sugar
75mg Magnesium

Available in ready-to-drink shakes in flavors like Chocolate, Vanilla, and Strawberry.

Drawbacks / Suggested Changes
Some concern about casein protein (some feel whey is a higher quality protein and/or want plant) Frequently compared to S5 (Fast Absorption Recovery Shakes) with conflicting preferences “I am concerned about feeling bloated due to the casein protein”

Strengths
Repairing muscles during sleep is appealing Magnesium makes it unique from other RTD protein shakes Appreciate the size (8oz), especially before bedtime “Sometimes I workout in the evening and I wouldn’t want to drink a normal protein shake that wouldn’t let me calm down before bed, so this seems like a good alternative” “I would like to drink this right before bed if the magnesium is supposed to help you sleep” More appealing when just focused on sleep (vs. original version which also talked about having it after a workout)

Who would use / What would it replace
A good option for promoting muscle growth while sleeping, multiple respondents suggest replacing their current magnesium supplement (Calm) with this product

+/-

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S4: Reaction is mostly mixed – respondents view it as a good source of added energy that could provide and extra boost during a workout, but the inclusion of caffeine is polarizing

Overall:

MIXED

Introducing High Performance Protein Shakes, the nutritionally dense protein shake that gives you the energy you need to power through any workout, game or competition.

Each 11oz shake provides:

100mg caffeine to jumpstart your workout
30g carbs for immediate energy to power through
20g protein for sustainable energy and muscle building
230mg sodium
250mg potassium

Available in ready-to-drink shakes in flavors like Chocolate, Vanilla, and

Strawberry.

Drawbacks / Suggested Changes
Does not appeal to non-caffeine drinkers Some coffee drinkers like to enjoy their coffee on its own Amount of carbs makes it seem more targeted toward an afternoon pick-me-up “The word high performance makes it seem like it appeals more toward extreme athletes” “I already am eating eggs and bananas before I workout so this seems like it would be repetitive. It would not add anything for me” “I am not a caffeine person and don’t like to rely on it for energy, so it seems weird to include in a protein shake”

Strengths
Unique aspect with the addition of caffeine Good amount of carbs and addition of potassium All-in-one – “This encompasses several different things so it would help me consolidate what I have. This would make my routine easier and have a bonus of adding 20 grams of protein” “This would definitely help me power through my workouts” “I was attracted to the caffeine because I love coffee. I think this would give me an extra boost and energy to go to my workout especially if I am feeling tired”

Who would use / What would it replace
A good option for a pre-workout drink especially with caffeine

+/-

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B2: Reaction is mostly mixed – many are unfamiliar with the bulking/cutting diet and others who are familiar suggest a bigger difference in the amount of calories/protein/carbs between the two shakes; however, most on not interested in both and prefer either to bulk or cut

Overall:

MIXED

Introducing the Bulk and Cut Shakes, the line of protein shakes designed to support your intake goals during those critical building and growing stages of muscle development, as well as an adjusted formulation to support the fat-burning stage of cutting so your hard work and muscle growth shines through.

Each 11 oz Bulking shake provides:

55g protein
10g carbs
5g Sugar
350 calories

Each 11oz Cutting shake provides :

25g protein
2g carbohydrates
1g Sugar
120 calories

Available in ready-to-drink shakes, and easy-to-mix powders, in delicious flavors such as Chocolate, Vanilla, and Café Latte.

Drawbacks / Suggested Changes
Many people not educated on cutting and bulking diet Not enough difference in calorie content between cutting and bulking shake Most people interested in either cutting or bulking shake (not both) Some concerns about texture / taste “I would be interested in the cutting shake but less in the bulking shake because it seems like too many calories” “The 200-calorie difference doesn’t seem like enough to distinguish between a bulk and cut shake. I would like to see a more drastic change in calorie content like 800 for someone who is trying to bulk”

Strengths
Unique - the two shake options offers a lot of customizability Good flavors (specifically Café Latte) Good amount of protein for amount of calories “Seems appealing for different stages of workout goals” “Allows me to bank my calories and protein while my body is at rest while the cutting shake seems awesome for right after my workout”

Who would use / What would it replace
A good option for those who do bulk and cut or used as individual shakes for personal goals

+/-

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B6: Reaction is mostly mixed – respondents view it as a good means of hydration and recovery during or after a workout; however, some are unsure about the use of BCAAs and concerned about the use of artificial sweeteners with 0 sugar and sweet sounding flavors

Overall:

MIXED

Introducing Hydrate + Recovery Powder, with important BCAAs to support muscle recovery, L-Glutamine to aid in muscle repair and soreness, and hydrating electrolytes to support intraworkout performance and endurance, or post-workout recovery.

Each serving provides:

6g BCAAs for muscle energy and recovery support
L-glutamine for muscle repair and to aid soreness
Hydrating electrolytes to replenish those lost during workout
5 Calories
0g Sugar

Available in easy-to-mix powders in delicious flavors such as Watermelon,

Mango Tango, and Mojito.

Drawbacks / Suggested Changes
Believability issue with claim to support both muscle recovery and intraworkout performance – prefer to focus on one or the other Want more education on the purpose of BCAAs (many not aware of BCAAs) Concerned about the low amount of calories and sugar implying artificial ingredients “The words ‘soreness’ ‘endurance’ and ‘performance’ seem targeted toward more intense athletes” “I never noticed much of a difference between getting through a workout with something like this or just water”

Strengths
Good hydration and recovery option Appreciate recovery aspect Interesting and unique flavors Appreciate explanation for benefits of each ingredient “I would like to drink this during the workout that would help replenish my muscles while I use them” “I like the recovery aspect. The thought of my muscles recovering faster due to a drink”

Who would use / What would it replace
A good recovery option that improves hydration

+/-

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B1: Reaction is mostly mixed – respondents view Whey Protein Shakes as a good option for a protein shake but consider it very simple and not unique (except for the Fruity Pebbles flavor)

Overall:

MIXED

Introducing Whey Protein Shakes, the line of protein shakes that delivers delicious-tasting, high quality whey protein in a ready-to-drink formula that makes it even easier to reach your goals!

Each 11oz shake provides:

25g whey protein
2g Sugar
140 calories

Available in ready-to-drink shakes in delicious flavors such as Rich Chocolate, Gourmet Vanilla, and Fruity Pebbles.

Drawbacks / Suggested Changes
Not unique – similar to everything out there “I think it sounds very ordinary to every other protein shake I have tried” “I feel like there needs to be some additional thing to make it stand out”

Strengths
Good amount of protein, sugar, and calories Fun and unique flavors (especially Fruity Pebble) Whey protein in RTD – “I don’t frequently see whey protein in a lot of ready-to-drink shakes” “Seems super simple and convenient like something that I could just grab” “Whey protein is superior to many of the other proteins out there”

Who would use / What would it replace
A fine option to replace a protein shake, but nothing unique

+/-

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S5: Reaction is mixed – respondents view the Fast Absorption Recovery Shakes as a possible recovery shake option but are confused about when to use it and do not find it very unique

Overall:

MIXED

Introducing Fast Absorption Recovery Shakes, the high protein shake that gives your body what it needs quickly to repair, rest and reap the rewards of your activity.

Each 8oz shake provides:

20g whey protein for fast digestion to provide amino acids including
Glutamine to muscles quickly
1g sugar
230mg Sodium

Available in ready-to-drink shakes in flavors like Chocolate, Vanilla, and

Strawberry.

Drawbacks / Suggested Changes
Concern about magnesium and fast absorption seemingly counteracting each other Not very unique (needs to stand out more about what makes it fast absorption) Confusion over when to drink (before bed or post workout) “The fast absorption makes me want to take it right after I workout, but I wouldn’t want to have the magnesium because that would make me fall asleep” “I would prefer a longer absorption over a fast absorption because it seems less effective and less healthy”

Strengths
Like addition of magnesium (in V1) Seems targeted for right after your workout that will kickstart your day “This seems like it could help me recover enough so I could do a second workout in the evening because I am usually to tired or sore” “I like the goal of being a fast absorption recovery thing. It would be perfect for a game or something I need to replenish my electrolytes with”

Who would use / What would it replace
A good recovery option (confusion as to when)

+/-

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B14: Reaction is mostly negative – respondents view it as possibly a more effective recovery shake, but many do not participate in double workouts and consider this unnecessary (more for college athletes)

Overall:

NEGATIVE

Introducing Transition Shakes, the delicious protein shakes scientifically designed to support the nutritional needs of the most committed warriors and their double-workout days. These shakes transition you from one workout to the next by replenishing

electrolytes, providing energy with complex carbohydrates, and preparing your muscles for smooth recovery with 20g protein.

Each 11oz serving provides:

20g protein
34g carbohydrates
6g Sugar

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

Drawbacks / Suggested Changes
Most do not do two workouts in one day Would rather save this amount of carbs and sugar for meals “Seems more geared toward really bulky guys or like The Rock” “I would rather see it marketed as a strong recovery shake instead of a transition shake” “If I do a double workout, I usually do them back-to-back so I wouldn’t need to drink something between the workouts. I would rather take it before my larger workout”

Strengths
Potentially provide motivation to do more double workouts Seen as a good amount of carbs and effective regardless of whether you do double workouts Good option for college athletes who frequently do double workouts “This would ensure that I have enough calories and carbohydrates to get through a double workout” “I like the amount of carbs because you need that many carbs in order to be that active”

Who would use / What would it replace
A good recovery for those who do double workouts or as a strong recovery shake after doing one long workout – mainly seen for more intense athletes

+/-

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B5: Reaction is mostly negative – respondents view it as the same as current pre-workout options that they use (no unique) and are polarized over the inclusion of caffeine and BCAAs

Overall:

NEGATIVE

Introducing Aminos + Energy Powder, with BCAAs to support muscle growth and recovery, and energy to power through your best workouts.

Each serving provides:

Caffeine to jumpstart workout
6g BCAAs
25 calories
0g Sugar

Available in easy-to-mix powders in delicious flavors such as Pina Colada,

Fruit Punch, and Bombscicle.

Drawbacks / Suggested Changes
Not unique – most pre-workouts have more ingredients that would be appealing Polarization over containing caffeine Need more education on need for BCAAs 0 grams of sugar creates concerns about artificial sweeteners “I like my pre-workout [C4] so I would not want to try this” “The 0 grams of sugar is a red flag to me because of the probably use of artificial sweeteners and chemicals that would have potentially negative side effects”

Strengths
Good flavors Appreciate BCAAs for muscle recovery and growth “I like the aspect of combining caffeine and energy with amino acids” “This seems like it would help with the efficacy of your workouts – getting better results and having more energy”

Who would use / What would it replace
A potential pre-workout option

+/-

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B7: Reaction is mostly negative – respondents view it as an energy drink that does not have any unique benefits versus other pre-workout energy drinks; it is frequently compared to Red Bull energy drinks

Overall:

NEGATIVE

Introducing Anytime Energy, the carbonated energy drink designed to kickstart your workouts or power you through your day.

Each 12oz serving provides:

150mg Caffeine
Vitamin B for natural energy boost
0 Calories
Zero grams Sugar

Available in ready-to-drink beverage and easy-to-mix powder in delicious

flavors such as Peach Mango, Strawberry Kiwi, and Cotton Candy.

Drawbacks / Suggested Changes
Many prefer to get caffeine from coffee instead of pre-workout Do not like carbonation Would like to see more nutritional benefits Believability issue over 0 calories and sugar Would prefer a smaller size ‘Anytime’ seems like a misnomer – would only want energy during the day “I am scared of the side effects, if it makes you jittery and increase your heartrate” “It is too reminiscent of Red Bull 0 sugar which as detrimental long-term effects because of the ingredients”

Strengths
Delicious flavors – strawberry kiwi and cotton candy “I appreciate the incorporation of Vitamin B” “It seems like a good way to power through the day”

Who would use / What would it replace
A potential replacement for other energy drinks or caffeinated beverages (similar to Red Bull)

+/-

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DETAILED FINDINGS:

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”

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

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

“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

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LESS

INTERESTED

CHANGE

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”

“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

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CHANGE

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 Premier Protein 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”
“Premier Protein 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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