Influencer marketing only really works when the target audience feels a real connection to the influencer.Īdditionally, we noticed is that Bulk Powder's Instagram profile is predominantly filled with photos of quite muscular, bulky fitness enthusiasts.
Perhaps this is due to the fact that - despite large social followings - the brand doesn't have dedicated German accounts. However, Bulk Powders still finished in fourth place. By sharing their customers' posts via Instagram Stories, Bulk Powders is creating engagement. This visual style of social media providefewers a popular platform for customers to post their gym selfies and videos. The stories tagged with #thebestme are then added to the brand's global #teambulk movement on Instagram. Is there a better way to spread brand awareness than word-of-mouth? With over 200,000 Facebook followers and 25,000+ Twitter followers, Bulk Powders social media campaigns ask users to share their fitness journey with the hashtag #thebestme. Coming in 4th: Bulk Powdersīulk Powders is a British protein powders brand founded in Colchester in 2005. Based on the results, we were able to determine how the general public feels about these protein brands.
This method is frequently used in quantitative political science to adjust for sample bias and to yield stable small area estimates. We used a method called MRP (multilevel regression and poststratification) to post-process the raw brand tracking data. We look at four established protein brands on the German market Foodspring, Myprotein, ESN, and Bulk Powders to determine which had the best brand performance.Ī sample of 1,000 online-connected respondents in Germany was collected over 4 days. Brands were ranked based on awareness, consideration, and associations, and then given an overall score.
We decided to use our brand tracking software to dig deeper into the German protein market and determine the top brands in the market. But there will always be one brand that will come out on top. However, the market is fragmented and driven by several different players. Over the years, whey protein production has increased in German due to the interest of younger generations.
in supermarkets and smoothie bars), plus the rise of Instagram fitness influencers, it’s safe to say protein brands have crossed into the mainstream. With an increase of product availability outside of the gym (e.g. Now, protein brands are now showing up in everyday recipes and in a range of fortified health food products, that target a whole new clean-living niche audience. As the protein market grows, marketing is less about building muscle or losing weight and more about consuming a healthy diet. This number is anticipated to experience a compound annual growth rate (CAGR) of 9.1% from 2020 to 2027. The market for global protein ingredients was worth a whopping $38.02 billion in 2019.