Is broadening the scope of your health nutrition brand a good idea?
The majority of sports nutrition companies that market products like energy bars, powdered supplements and sports drinks have traditionally, and almost exclusively, targeted professional athletes. That trend seems to be changing.
According to an article by Stephen Daniells of nutraingredients-usa-com, leading OTC company, Swisse Wellness is now focusing on what they term “a premium quality sports nutrition range designed for everyday men and women who lead busy, active lifestyles.”
The article also cited a 2013 report by Packaged Facts that suggested sports brands could improve profits by focusing on casual athletes such as fitness walkers and yoga buffs.
I can appreciate the need for companies to expand their offering to keep growing. However, as a professional athlete and a veteran marketer, I can’t help but wonder
if some of the brands that follow suit will run the risk of diluting their marketing messages. And will the added sales be worth that cost?