The Muscle Mag
In a recent Barentz health and wellbeing seminar on women’s health in Gstaad, Switzerland, Brett Hamer, product director of the nutrition division at THG, highlighted the mindset difference across genders when it comes to workouts and sports nutrition support. He mentioned that women often feel their workouts lack the intensity that warrants sports nutrition support.
Hamer explained that Myprotein is actively working to educate individuals on the valuable benefits of protein and supplements. He emphasized the importance of broadening perceptions in sports nutrition, especially when it comes to breaking gender stereotypes.
Broadening perceptions
Hamer noted that historically, protein powder has been marketed as a product for men looking to build muscle. However, he stressed that protein is not a gendered product and that breaking gender stereotypes is a top priority for the brand. He also mentioned a shift in perception regarding creatine, another traditionally targeted product in sports nutrition.
According to Hamer, as the positive effects of creatine become more widely known and concerns about water retention diminish, the appeal of creatine is expected to broaden across demographics. New supplement formats, such as gummies, are also offering consumers more options for consumption.
Appealing to aspirations
THG is shifting its focus towards educating consumers about the benefits of sports nutrition and promoting a mindset-oriented approach rather than one based on gender, Hamer explained. He mentioned the brand’s efforts to create aspirational stories and shared ethos with consumers.
Myprotein has partnered with social media fitness influencer Savannah Sachdev and announced its official sponsorship of the competitive fitness race ‘Hyrox’. These partnerships aim to appeal to a wider audience and promote a healthy lifestyle.
Rebranding for accessibility
Myprotein recently underwent a rebrand to unify the product catalogue, create a lifestyle brand, and make health and fitness accessible to all. Hamer mentioned that the core range aims to be more accessible and understandable, with targeted ranges for different consumers while still supporting the overall brand message.
