Case Study
Case Study: Growth through adjacencies
- Technology Innovation
- Business Intelligence
The Background:
Nowadays, dietary requirements are a standard sight in supermarkets and food shops, with specialised ingredients and foods fighting for space on the shelves.
Vegetarian food has been around the longest time, originally targeting customers with an ethical stance against meat, and more recently targeting customers who perceive it as a healthier choice.
However, it is widely recognised that a no-meat diet is lacking in several nutrients, specifically amino acids and protein. The latter being very important for specific target groups such as the young, the elderly and people who practice sports/fitness activities.
Client's Need
The client produces a global brand of meat substitutes and ready meals. Their flagship ingredient is backed by several University-led studies showing it has better digestibility than meat, with a comparable aminoacidic profile and a high protein content.
The client wishes to leverage this USP and broaden their market beyond vegetarians/flexitarians, specifically targeting sport nutrition with claims around muscle health/muscle growth. They are unsure of how best to go about this and therefore wish to gain a thorough understanding of the UK sport nutrition market, in terms of brands, formats, ingredients, positioning and claims (with specific focus on claims around muscle health/muscle growth).
IDYL's Approach
- Idyl carried out a comprehensive and strategic review of the UK sport nutrition market, to include:
- A detailed product landscape covering brands, formats, main protein source, claims, occasion, sales channels, target consumer, etc.
- A market analysis covering new business models and services, players, emerging brands, etc.
An analysis of the material gathered allowed to highlight several emerging trends and gaps where the Client’s product could fit.
IDYL's Solution
IDYL delivered a comprehensive report that included:
- Idyl’s analysis shows that although gaps exist, the market environment is ever more busy, due to increasing numbers of food and beverage companies broadening their portfolio to include products specifically positioned for sport nutrition.
- Idyl recommended for the Client to focus on the nascent "meal kit subscription" service, entering this space via a partnership with one of the more established suppliers.
- Such an offering would meet the needs of busy working people who care for their fitness but have little time to prepare balanced, healthy meals.
It represents an opportunity to deliver convenience without compromise – bringing health, performance and simplicity together in one smart solution.
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