Summer 2021 - Packaging for Sports & Nutrition Brands

The last year has been more challenging than usual for the sports and nutrition industry. Since we've been in lockdown, many people have simply let their priorities shift to things other than health and fitness. However, now there's an end in sight to the crisis and people are looking to leap back into their old regimens or--at the very least--shed those extra 15 pounds they gained during the quarantine.

As usual, one of the keys to setting your brand apart is visual disruption. This means coming up with a packaging design that stands out on the shelf. With a unique shape and/or color scheme, consumers will take notice of your product over similar and completing products.

But if you want to be a contender this summer, you'll need to do more than simply stand out. Marketers are advising sports and nutrition brands to focus their attention on subsegments, or "niches" within their target consumer base. This means deciding if you want to target each product to hardcore bodybuilders, CrossFitters, weekend warriors, or novices simply investigating a healthier lifestyle.

Narrowing down the target segment for your products will inform your manufacturing process. You'll want to determine the look, taste, and feel that has the widest appeal to each group. For example, weekend warriors usually prefer brighter colors and vibrant imagery while diehard bodybuilders tend towards darker colors and more ominous, hardcore imagery. Longtime athletes will be focused on end results, while novices may be more concerned with taste/texture and ease-of-use.

It might take some research and a little experimentation to maximize your appeal to each niche, but boosts you see in sales and brand recognition will certainly make those efforts worthwhile.

If you need expert advice with your sports and nutrition packaging, reach out to one of our team today!