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Effective Sports Nutrition Marketing

Brands can implement best practices to target new sports nutrition consumers including transparency, targeting young adults and listening to consumer feedback.

According to a May 2016 report from P&M Market Research, the global sports nutrition market is projected to grow from US$28 billion in 2015 to more than $50 billion in 2022. This strongly indicates the sports nutrition sector is finding a loyal following of consumers who are embracing healthier and more active lifestyles by using foods, beverages and supplements to help them reach their goals.

A growing number of consumers are turning to sports supplements—and they value products that use familiar, natural ingredients. With global sales expected to nearly double over the next four years, manufacturers must grasp how their target demographics are expanding and what methods can be used to effectively reach previously untapped consumer audiences.

One of the best methods that sports nutrition manufacturers can use to market their products is to target young adults between the ages of 24 and 36. Not only does this age group contain the most physically active percentage of consumers worldwide, but they are typically the most receptive on social media as well. Being truthful about the results and expectations of a sports nutrition supplement will draw in those who are skeptical of competitors that make bombastic promises.

A fantastic way to reach target audiences, especially in the sports nutrition and weight management industries, is to represent products at sporting events, marathons, weight-lifting competitions and other events.

When it comes to sports nutrition supplements, it is vital to listen to customer feedback for highlights or lowlights of a given product. In some cases, customers might be raving about an aspect that is nowhere to be found in the marketing campaign. This provides a perfect opportunity to expand upon selling points and further the perceived benefit of a supplement.

Learn more about best practices in marketing sports nutrition products in INSIDER’s Sports Nutrition Energy Digital Magazine.

Lance Bachmann is the founder and president of Digital Agency, a full-service global digital marketing firm based in the Philadelphia area. He has an extensive resume when it comes to speaking experience, presenting at some of the best-known events in the digital marketing spheres, including Pubcon, the JD Power Automotive Marketing Roundtable, Affiliate Summit West and Ungagged. Bachmann and his team of more than 70 digital marketers provide end-to-end solutions for their clientele, which is comprised of hundreds of businesses in countless industries from the niche to the mainstream.



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